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2. What is a questionnaire?
 A questionnaire is the heart of the primary data
collection, hence it must be clear, simple & to the
point
 An instrument (form) to collect answers to questions
 Collects factual data – gathers information or measures
 A series of written questions / items in a fixed, rational
order
 Every item is answered (unless instructed otherwise)
 Who completes it?
 The respondent – public/professional
 Someone on behalf of the respondent
 The interviewer
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3. What makes an effective questionnaire?
An effective questionnaire is highly structured to
allow the same types of information to be
simply collected from a large number of people
in the same way so that the data can be
analysed quantitatively and systematically.
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4. Before starting…..
 Questionnaire design should be an integral
part of the study, not an “add-on”
 Therefore:
 Decide on the goals of the study (for yourself
and for others)
 Know the subject – literature, experts
 Know the respondents - (occupation, special
sensitivities, educational, ethnic)
 Know how much – cost, time, sample size,
response rate
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5. How to Start the Questionnaire
 Start with easy questions that all
respondents can answer with little effort
 First questions should also be non-
threatening
 Don’t start with knowledge or awareness
questions
 First questions should be directly related to
the topic as described in the introduction or
cover letter
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6. Three Simple Rules for Writing a
Good Questionnaire
1) Think through your research questions and
objectives before you write questions
2) Prepare an analysis plan before you write questions
3) Ask yourself, in relation to points #1 and #2 above,
if each question on your list is necessary?
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7. The Art of Asking Questions
You must ask the right question
Respondents must understand your
question
Respondents must know the answer
Respondents must be willing to tell
you the answer
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8. Types of Survey Questions
1) Those that ask about behaviors or facts
 Non-threatening behavior questions
 Threatening behavior questions
 Demographics
2) Those that ask about psychological
states or attitudes
3) Those that ask about knowledge
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9. What Is A Good Question?
 One that yields a truthful, accurate answer
 One that asks for one answer on one dimension
 One that uses specific, simple language
 One that has mutually exclusive response options
 One that produces variability in response
 One that minimizes social desirability
 One that is pretested
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10. Ask questions one at a time
Bad question: Better question:
In the past 6 months, Which of the following
what major appliances have been newly
purchased in last six
has your household
months
purchased new from
 a refrigerator
the store?
 a kitchen range or oven
 a microwave
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11. Administer a questionnaire by Self
Advantages
Cheap and easy to administer
Preserve confidentiality
Can be completed at respondent's
convenience
Can be administered in a standard manner
participation by illiterate people
clarification of ambiguity
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12. Fundamental Principle
Problem Question Hypothesis
Answer
Results Study
Questionnaire
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13. Framework for Constructing a
Questionnaire
Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure Question Sequencing Question Wording
PRETEST
and
Revise
Questionnaire 13