- LECTURE 4 -

1. Process Of Designing A Questionnaire

2. Guidelines In Designing Questionnaires
• The steps involve in designing questionnaire can be divided into 4
stages.

• The first and second steps are included in the first stage called the
identifying process.

• The second stage consists of drafting questions. It consists of three

steps namely:

1. Determine the content of questions

2. Determine the wordings of questions

3. Determine the structure of response

• The third stage is organizing the questions, deciding the form and its
layout.

• Finally, after the questionnaire has been develop, a series of test

should be conducted to eliminate sources of error and assuring the
accuracy of data.
1. Identifying the information required STAGE 1

2. Determine method of data collection IDENTIFYING

PROCESS

3. Finalise the content of question STAGE 2

4. Determine the wordings of question DRAFTING
5. Determine the structure of responses QUESTIONS

6. Decide on the order of questions

STAGE 3

7. Decide on the form and layout ORGANIZING QUESTIONS

STAGE 4

8. Pre-test questionnaire QUESTIONNAIRE TESTING

 STAGE 1 IDENTIFYING PROCESS

1. Identify the research questions concerning the

problems which the top management must address.
2. Develop the questions that the researcher must
address to contribute to the solution of the
management problem.
3. Develop specific questions in order to answer the
research question. In this stage, the researcher should
go back to each research questions.
4. Develop questions that the respondents must answer
to provide the information to accomplish the objective
of the study.
 STAGE 1 IDENTIFYING PROCESS

Need to identify the data collection method to be used in the

study before designing the questionnaire. This step involves the
following tasks :

1. Identify the mode of communication

• Will affect the design of the questionnaire in terms of
length of questionnaire including the complexity and
variety of questions.
• Eg : use graphic in personal interview. But is not
appropriate for telephone interviews.
2. Decide the structure of questionnaire
• According to the method of data collection used.
• Different data collection method requires different
structure of questionnaire.
• Eg : Open-Ended and Close-Ended Question
 STAGE 2 DRAFTING THE QUESTION

• The questionnaire contains questions for the respondent.

• Sometimes the respondents are asked questions which they
have no idea to respond.
• The questions should centre on the topic that the
respondents can remember.
• Incorrect question attempts to discover the topic that is
beyond the ability of respondents to remember.
• Researcher should be careful with the question that the
respondent can articulate the response.
• Researcher should provide a list of possible answers that the
respondents could choose from.
 STAGE 2 DRAFTING THE QUESTION

• The process of converting the content into words which

are clear and easily understood by respondents.
• If the question is poorly worded, it will sway the
respondent to respond or the response provided is
incorrect.
• To ensure that the question is properly worded the
researcher must make much revision on each question to
satisfy the six checklist below :
1. Is the question stated in normal words of conversation?
2. Is the question clearly stated?
3. Are there any misleading assumptions?
4. Is there a biased wording in a question?
5. Is there the right degree of personalization?
6. Are adequate alternatives presented?
 STAGE 2 DRAFTING THE QUESTION

• There are 2 options that range from the open-ended

response (free choice of words) to the close-ended
response (specific alternatives provided).
• The best decision in designing the response is by giving
the respondents some freedom to express their opinions.
 STAGE 2 DRAFTING THE QUESTION

A) Ordering by section
• Normally, there are 3 types of information required in research:
1. Basic or target information
• Most important data for the research.
• This information consists of facts, attitudes, preferences and
expectations about the research problems.
2. Classification information
• To classify respondents based on socio-economic status
(education, occupation, income, etc.) and demographic
variables (gender, age, race, etc.)
• Depend on the research objective.
3. Identification or administrative information
• Required respondent’s names, place of birth, mail address and
telephone number.
• Or interviewer identification such as date, time and place.
 STAGE 2 DRAFTING THE QUESTION

B) Opening Question
• Important to build confidence and encourage respondents to
complete the questionnaire.
• This should be simple, interesting and not threatening.

C) General Question Followed With Specific Question

• The researcher should ask general questions in the early stage
of questionnaire followed by the more specific questions.
• This technique is called funnel approach that refers to a strategy
for ordering question beginning with the general questions then
followed by more specific questions.
 STAGE 3 ORGANIZING THE QUESTIONS

• Presented in an attractive, professional and easy to

understand format
• All questions and pages should be clearly numbered.
(Assists the process of coding responses)
• Should contain clear and explicit directions as to how it
should be completed and returned.
• The questions should be objective
• Should be ordered from light to heavy tone and also from
general to specific.
• Transitions should be used from one topic to the next.
• Examples should be given when necessary.
 STAGE 3 ORGANIZING THE QUESTIONS

A) The Cover Letter

• The message in a cover letter is important since it helps
set the scene for what is to come.
• Can make or break the success of a project.
• Should have official letterhead
• The purpose of the questionnaire and the importance
of the study are clearly stated.
• The time estimate is given so they know when to return
it.
• It promises the confidentially of respondents and their
responses will not be used for other purposes except for
this particular research.
• It begins with the request for a sincere participation
and ends with sincere thanks for cooperation.
 STAGE 3 ORGANIZING THE QUESTIONS

B) Form and Layout

• Produced on a quality paper with professional
appearance.
• To produce a questionnaire into a booklet if the
questions consist of several pages.
• The questions should not be crowded into a page in
order to show the questionnaire look simple.
• The instructions on how the question should be
answered must be placed before the questions and
as close to the questions as possible.
• The use of colours also will give an advantage to the
questionnaire.
 STAGE 4 QUESTIONNAIRE TESTING

• To improve the questionnaire by identifying and

eliminating its weaknesses based on the responses from
the respondents.
• Will examine all aspects in the questionnaire including
the question content, the wordings, the ordering of
questions, the instructions and the layout.
• The respondents for pre-testing should be drawn from
the target population of the study.
1. Ask Purposeful Questions
logically related to the survey’s objectives

2. Ask Concrete Questions

• Less concrete : How would you describe your health?
• More concrete : In the past 3 months, how would you
describe your health?
3. Use Conventional Language
• to get accurate questions rely on standards grammar,
punctuation and spelling

• researcher should use words that maximize understanding for

everyone in the survey

4. Use Complete Sentences

• Poor : Place of residence
• Better : What is the name of the city where you currently live?
5. Avoid Abbreviations
Poor : In your view, does UiTM provide a liberal art education?

Better : In your view, does Universiti Teknologi MARA provide

a liberal arts education?
6. Have the questions reviewed by potential
respondents

Pilot survey : for people who are eligible for the survey

7. Avoid two edged questions

Do you think we should continue to use tax money to
support art and sport program in the public schools?

8. Adopt or adapt questions that have been used

successfully in other survey
 9. Avoid biasing word and phrases
Question that are inadvertently offensive

10. Use shorter question when you need to save time,

minimize reading or are satisfied with brief
answer

Short : Have you ever traveled to another country? If yes,

how important was the scenery in your decision to take a
trip?

Long : Travel to another countries has become

increasingly popular in this country. Have you ever
traveled to any other country? If yes, you might have
traveled to another countries to enjoy their scenery. How
important was the scenery in deciding to take a trip?