Questionnaire Design

Dr. Rajesh Timane
PhD, India

Questionnaire Decisions

1. What should be asked?

2. How should each question be phrased?

3. What should be the sequence of question?

4. Is there a possibility of further improving the questionnaire?

http://www.rajeshtimane.com

Definition

 Questionnaire is a set of questions asked to the target respondents.
Both open and close-ended questions can be used in the design of the
questionnaire to collect data. In questionnaire design the different types
of data which can be used are; nominal, ordinal, interval and ratio scales.


What is a good questionnaire?
1. A questionnaire should be such that it can be analysed.

2. The questionnaires should begin with an effort to awaken the
respondents’ interest. Important target questions should be asked in
the middle of the opinion survey.

3. Early questions should be simple in design, friendly and easy to
respond; on the other hand; they should convey the theme of the
study to the respondent.


What is a good questionnaire?
4. All the questions related to personal information
(name, income, phone, address etc) of the respondents should be
either optional or asked in the last section of the questionnaires.

5. Open ended questions should be placed in the later part of the
questionnaire and deliberately kept to the minimum.

6. A pilot test should be conducted to detect the weakness in the
questionnaires designed.


Concept Check

Let us try and understand all the terms used in earlier slides !


What is a survey?
 It is the most common method of collecting primary data.

 A survey is the technique through which information is gathered from
a sample using a questionnaire.


What are open and close-ended questions?
 For open ended questions the researcher does not provide any
options to answer. Questions are open to any descriptive response.
Example:
Q. How can we stop corruption in India?
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________

 Close ended questions have definite options and they are easy to
respond
Example: (Tick the appropriate options below)
Q. How can we stop corruption in India?
a) Stringent Law
b) Empower Lokpal, CBI & Vigilance
c) By not giving bribes


What is a target question?
 It is the relevant question asked to the chosen sample.

 The target questions should be based on the problem defined, the
chosen hypothesis and the objectives of the research.


Who is the target respondent?
 If the respondent of a questionnaire is knowledgeable about the
respective idea behind the question or an authority over the subject
matter or simply put a part of the relevant sample chosen, the person
is our target respondent.


What are the different scales?
 NOMINAL: Label objects (e.g. yes/no, gender)

 ORDINAL: Indicate only relative size differences between objects (e.g.
purchase frequency)
 INTERVAL: Use descriptors that are equal distances apart (e.g.
measuring temperature)
 RATIO: Have a true zero point (e.g. rupees spent)

Description Order Distance Origin
Nominal Scale Yes No No No
Ordinal Scale Yes Yes No No
Interval Scale Yes Yes Yes No
Ratio Scale Yes Yes Yes Yes


What is a pilot test?
 The pilot test collect concise data about the research to serve as a
guide to larger study.

 Example: Focus Groups

 The pilot test thus helps to identify the problem, if any, in the
questionnaire. Once, corrective measures are taken, the researcher
can go ahead with final version of questionnaire. This questionnaire is
now ready to be administered to the full sample chosen.


The structure of the questionnaire?
• Show Courtesy
Opening
• Awaken the respondents interest on the topic

• These should be simple, friendly, close ended, easy to respond
Early Questions
questions & should convey the theme of the study


Middle Questions • Ask the Target Questions

• Ask optional questions like name, age etc along with open-ended
Late Questions
question here

• Build relation, Keep scope for future meetings, show gratitude to
Closing
the respondent for responding, leave on a positive note

How do we analyse questions?
 Analysis is the application of reasoning to understand and interpret
the data collected.


Checking Our Understanding

Now, Let us again go through the first few slides and see if we can
understand them better !


Quick Revision
1. What should be asked?
Target questions to target audience

2. How should each question be phrased?
Simple in design and easy to respond

3. What should be the sequence of question?
Simple questions to generate interest in the beginning;
followed by target questions; open-ended and optional
questions at the end

4. Is there a possibility of further improving the questionnaire?
Take a pilot test (like test marketing); try analysing the
data; improve until the pilot-analysis solves the problem-
defined


 Reference: Business Research Methods by William Zikmund
(2003), Cengage Learning, New Delhi

 For the detailed article on questionnaire design, please visit –
http://www.rajeshtimane.com/383/research/questionnaire-design-case-study.html

Comments & Suggestions are most welcome at -
http://www.rajeshtimane.com/383/research/questionnaire-design-case-study.html

Questionnaire Design

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