Effective questionnaires obtain
accurate information, provide a structure to interviewer and facilitate
data processing
The Principles of Good Questionnaire Design
Consider the objectives of the survey
Consider the reasons for the survey and the information
that is required.
Remember who your target customers are
Ask the right people to complete the questionnaire.
Think about what method you will use to carry out the
interview
This will affect the type of question
used and the way they are worded.
Write a credible introduction
Explain why the survey is being carried
out and assure confidentiality.
Make the questions as simple as possible
Questions should be short and simple to avoid misunderstandings.
Use
a “filter” question first
This
will filter out respondents
that are not target customers.
Put interesting and easy questions first
Interesting
questions
engage people, difficult
ones put them off.
Keep confidential questions until last
You
are
more
likely
to
get
an
answer if
you
have
built
up
a
rapport.
Arrange the questions in a logical order
The
questions
should
flow logically
and
easily.
Use different types of questions
Phrase
questions
to
ensure you
get
the information
you
require.
Consider the answers when writing the questions
Phrase
questions
to
ensure
you
get the
information
you
require.
Think about how the data will be processed
It
may
be necessary
to
use
a
coding
system or
a
spreadsheet.
Think about interviewer questions
For
self-completion questionnaires
include instructions in italics.
Consider the visual appearance
Make
effective
use
of
white
space.
Points to Avoid in Questionnaire Design
Don’t ask leading questions
Questions should not be written so they imply a specific answer
Don’t
ask questions about other people
Keep the questions to the respondents personal experience
Avoid jargon or shorthand
Don’t use jargon,
acronyms or initials
Do not use sophisticated or uncommon words
They make the respondent feel stupid and you could lose
their trust
Avoid vague words
“Usually”, “regularly”, and “frequently” have
no specific meaning
Don’t use emotive words
Low cost is better than cheap
Avoid double barrelled questions
Do you like the colour and design of this product is two
questions
Do not write questions with a negative in them
Negative questions are more difficult to understand
Avoid hypothetical questions
It is difficult to give accurate answers to imaginary
questions
Don’t ask questions that may be insulting
Can
you afford a car? Are you over 65?
Do not use words that could be misheard
“What do you think of Sects?” may
cause problems
Ensure that scales do not overlap
For example: 18-25 and 25-30, where does 25 fall?
Put
an “other” option in scale questions
This allows for a response other than those listed
Don’t forget the “standard” questions
Items such as the respondents name and address, the date,
etc.
Further Business Advice
The Enterprise Agency offers free and confidential
advice to businesses in North East Lincolnshire. If you have a
business idea and would like to give it the best possible chance
to succeed, then contact the Enterprise Agency on 01472 312121
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