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A Short Guide to
Questionnaire Design
Focussing on Structured
Self Completion
Presented by: Pankaj
Roll no. 2314
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Market Research
- What?
- Why?
- Examples
Market Research
- What?
- Why?
- Examples
What Is A Questionnaire?
A questionnaire is a document used as a data
capture instrument and does two things:
it lists all the questions a researcher wishes to
address to each respondent and
it provides a space or some mechanism for
recording the responses


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Questionnaire Types
Questionnaires can be:

Unstructured/semi-structured qualitative

Structured - quantitative
list all questions
put in logical sequence
specify precise wording to be used
provide pre defined categories for recording the
replies

Main aim is that questions are standardised so individual
responses can be counted up and compared

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Questionnaire Design
Designing an effective series of questions is never easy:

respondents must be able to understand the
questions and understand them in the same way as
other respondents

respondents must be able to provide the answers

respondents must be willing to provide the
information
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Survey Research Processes

1. Define the research aims/objectives

2. Identify the population and sample

3. Decide how to collect replies

4. Design the questionnaire

5. Run a pilot survey

6. Carry out the main survey

7. Analyse the data
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The crucial part of good research design is making sure
that the questionnaire addresses the objectives of the
research
Fulfilling these aims should drive the design of the
questionnaire and help with the selection of questions
that are relevant, concise and efficient
Researchers can make the mistake of asking too many
questions
Clear and concise questionnaires can help get the best
response rate


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Decide how to collect replies:

1) Self administered (online, postal etc) i.e. completed by
the respondent

Questionnaires can be delivered to the respondent by
post, e-mail attachments or publishing on a web site for
interactive completion.

2) Interviewer administered (face to face)
Data Collection
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Questionnaire introduction
It is important to explain to the potential respondents why
you believe they should answer the questions this can
be in the introduction or an accompanying message
(email) or letter (postal)

Introductory letters, reply paid envelopes and follow-up
telephone calls also help to raise the response rate for
self-administered questionnaires.