Module 4 – Designing the Questionnaire and The Sampling Plan

PROGRAM OUTCOMES
Module 4 – Designing the Questionnaire and The Sampling Plan

INTRODUCTION

Questionnaire design one of the hardest and yet one of the most important parts of the market
research process. Given the same objectives, two researchers would probably never design the same
questionnaire.

Marketing research often involves the estimation of a characteristic of some population of interest.
Contacting the entire population that is the entire census list simply would not be worthwhile from a cost-
benefit viewpoint. It would be both costly and, in nearly all cases, unnecessary, since a sample usually is
sufficiently reliable. Further, it often would be less accurate, since non sampling errors, such as non-
response, cheating, and data coding errors, are more difficult to control.

MODULE LEARNING OUTCOMES

In this module, you should be able to:
1. define a good questionnaire;
2. explain the procedure for developing a questionnaire; and
3. analyze for the sample size.

LESSON 1: What is a Good Questionnaire

SPECIFIC LEARNING OUTCOMES 2

In this lesson, you should be able to:
1. identify five people to take into consideration when designing a questionnaire;
2. enumerate ten things to think about when designing a questionnaire;
3. identify twelve things to watch out for when formulating individual questions; and
4. described the seven steps in the design of a questionnaire.

PRE-ASSESSMENT
True or False. Write true if the statement is correct and false if the statement is wrong.
_____1. The wording and sequence of questions can facilitate recall and motivate more accurate
response.
_____2. Poor judgement and lack of thought at this stage may mean that the results are not relevant to
the research purpose or that they are incomplete.
_____3. Open-response questions can be used in conjunction with closed-response questions to provide
additional information.
_____4. The wording of particular questions can have a large impact on how a respondent interprets
them.
_____5. Questions should be framed in a respondent friendly manner.
_____6. The ordering of the questions is important as it brings logic and flow to the interview.
_____7. The whole purpose of the test is to find out if changes are needed so that final revisions can be
made.
Module 4 – Designing the Questionnaire and The Sampling Plan

_____8. The most difficult step is specifying exactly what information is to be collected from each
respondent.
_____9. Sensitive or difficult questions dealing with income status, ability, and so forth, should not be
placed at the beginning of the questionnaire.
_____10. The questionnaire should flow smoothly and logically from one topic to the next.

LESSON MAP

Designing The Questionnaire

What is a Good Questionnaire

Procedure for Developing a Quesinnaire

Maraketing Research in Actual Practice

The map above describes the topics Designing the Questionnaire

CORE CONTENTS 3

ENGAGE: Picture Analysis

Base on the image above, give your analysis in at least one paragraph.
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Module 4 – Designing the Questionnaire and The Sampling Plan

EXPLORE: Reading Concepts

WHAT IS A GOOD QUESTIONNAIRE?

A good questionnaire accomplishes the research objective. Survey must be custom-built to the
specification of given research purpose and they are much more than a collection of unambiguous questions.
A number at constraints are imposed on the development of an appropriate questionnaire, For example, the
number form, and ordering of specific question are partly determined by the data collection method. The
respondent’s willingness and ability to answer, also influences the final questionnaire format. The wording
and sequence of questions can facilitate recall and motivate more accurate responses.

Although each questionnaire must be designed with the specific research objectives an mind, there is
a sequence of logical steps that every researcher must follow to developed a good questionnaire
1. Plan what to measure
2. Formulate questions to obtain the needed formation.
3. Decide on the order and wording of questions and on the layout of the questionnaire.
4. Using a small sample, test questionnaire (for omission and ambiguity.
5. Correct the problems (and pretest again, if necessary).

The most difficult step is specifying exactly what information is to be collected from each respondent.
Poor judgement and lack of thought at this stage may mean that the results are not relevant to the research
purpose or that they are incomplete. Both problems are expensive, and may seriously diminish the value of
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the sturdy. Before specific questions can be phrased, a decision has to be made as to the degree of freedom
to be given respondents in answering the question. The following are:
1. Open-ended with no classification, where the interviewer tries to record the response verbatim;
2. Open-ended, where the interviewer uses pre-coded classifications to record the response; or
3. Closed or structured format, in which a question or supplementary card presents the responses the
respondent may consider

The choice between open- and closed-response questions is not necessarily an either/or distinction.
Open-response questions can be used in conjunction with closed-response questions to provide additional
information. Using an open- response question to follow up a closed-response question is called a probe.
Probes can efficiently combine some advantages of both open and closed questions. They can be used for
specific pre-chosen questions or to obtain additional information from only a subset of people who respond to
previous questions in a certain way. A common example of the latter is to ask respondents who choose
"none of the above" a follow-up question to expand on their answer.

There are two general purposes for the use of probes in a questionnaire.
 The first is to pinpoint questions that were particularly difficult for respondents. Adequate pretesting of
questions reduces this need to use probes.
 The second purpose is to aid researcher interpretation of respondent answers. Answers to open-
response follow-ups can provide valuable guidance in the analysis of closed- response questions.
Module 4 – Designing the Questionnaire and The Sampling Plan

The wording of particular questions can have a large impact on how a respondent interprets them.
Even small changes in wording can shift respondent answers, but it is difficult to know in advance whether or
not a wording change will have such an effect. Our knowledge of how to phrase questions that are free from
ambiguity and bias is such that it is easier to discuss what not to do than it is to give the prescriptions. Hence,
the following guidelines are of greatest value in critically evaluating and improving an existing question.
1. Is the vocabulary simple, direct, and familiar to all respondents?
2. Do any words have vague or ambiguous meanings?
3. Are any questions "double-barreled"? There are questions in which a respondent can agree with one
part of the question but not the other, or cannot answer at all without accepting a particular
assumption.
4. Are any questions leading or loaded?
5. Are the instructions potentially confusing?
6. Is the question applicable to all respondents?
7. Split-ballot technique. Whenever there is doubt as to the appropriate wording, it is desirable to test
several alternatives.
8. Are the questions of an appropriate length?

The order, or sequence, of questions will be determined initially by the need to gain and maintain the
respondent's cooperation and make the question as easy as possible for the interviewer to administer. Once
these considerations are satisfied, attention must be given to the problem of order bias which is the
possibility that prior questions will influence answers to subsequent questions. 5

The basic guidelines for sequencing a questionnaire to make it interesting and logical to both
interviewer and respondent are straightforward.
1. Open the interview with an easy and nonthreatening question.
2. The questionnaire should flow smoothly and logically from one topic to the next.
3. For most topics it is better to proceed from broad, general questions to the more specific.
4. Sensitive or difficult questions dealing with income status, ability, and so forth, should not be placed at
the beginning of the questionnaire.

DESIGNING EFFECTIVE QUESTIONNAIRES

The primary purpose of a questionnaire is to help extract data from respondents. It serves as a
standard guide for the interviewers who each need to ask the questions in exactly the same way. Without this
standard, questions would be asked in a haphazard way at the discretion of the individual. Questionnaires
are also an important part in the data collection methodology. They are the medium on which responses are
recorded to facilitate data analysis. There are five people take into consideration when designing a
questionnaire:
1. Client - The client wants answers to their particular problem and even, on occasion, to have their
worst fears shown up to be unlikely or improbable.
Module 4 – Designing the Questionnaire and The Sampling Plan

2. Researcher - The researcher needs to uncover information and balance the needs of three groups of
people. He needs to ensure that the interviewer can manage the questionnaire easily, that the
questions are interesting for the respondent and that the questionnaire matches the client's needs.

3. Interviewer - The interviewer wants a questionnaire which is easy to follow and which can be
completed in the time specified by the researcher.

4. Respondent - Respondents generally want to enjoy the interview experience. They need to feel that
the questions are phrased so that they can be answered truthfully, and so that they allow the
respondent to actually say what he or she thinks. They may also want to know if they will receive
anything in return for giving their opinion.

5. Data processor – The data processor wants a questionnaire which will result in data which can be
processed efficiently and with minimum error.

If questionnaires fail it is usually because they are dashed off with insufficient thought Questions may
be missed out because they could be badly constructed too long, to too complicated and sometimes
unintelligible. Good questionnaires are iterations which begin as a rough draft and, through constant
refinement, are converted to précised and formatted documents. There are normally five sections in a
questionnaire:
1. The respondent's identification data - This includes their name, address date of the interview, 6
name of the interviewer. The questionnaire would also have a unique number for purposes of entering
the data into the computer.

2. An introduction - This is the interviewer's request for help. It is normally scripted and lays out the
credentials of the market research company, the purpose of the study and any aspects of
confidentiality.

3. Instructions – the interviewer and the respondent need to move through the questionnaire such as
which questions to skip and where to move to if certain answers are given.

4. Information- This is the main body of the document and is made up of the many questions and
response codes.

5. Classification data - These questions, sometimes at the front of the questionnaire, sometimes at the
end, establish the important characteristics of the respondent, particularly related to their
demographics.

There are ten things to think about when designing an effective questionnaire design:
1. Think about the objectives of the survey - At the outset, the researcher should sit down with the
research plan (the statement of what is to be achieved and the methods which will be involved) and
Module 4 – Designing the Questionnaire and The Sampling Plan

list the objectives of the study. This will ensure that the survey covers all the necessary points and it
will generate a rough topic list which will eventually be converted into more explicit questions.

2. Think about how the interview will be carried out - The way that the interview will be carried out
will have a bearing on the framing of the questions. For example, interviews carried out over the
telephone have some limitations compared with face to face interviews. Self-completion
questionnaires need to be very precise and explicit in the way they are designed.

3. Think about the introduction to the questionnaire - Scripted introductions can sound "wooden."
However, each interviewer should say the same thing so there has to be a standard introduction. It
should quickly and succinctly communicate the purpose of the survey, any aspects of confidentiality
and what is required of the respondent. The introduction is arguably one of the most important
components of a questionnaire because if it fails to engage with the responded, there will be no
interview at all.

4. Think about the formatting – the questionnaire should be clear and easy to read. It should be easy
for the interviewer to navigate around. Questions and response options should be laid out in a
standard format and the typeface should be large enough to read. Where appropriate, there should
be ample space to write in open ended comments. These should be somewhere (front or back) to
write down the details of the respondents, the date of the interview and the name of the interviewer.
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5. Think about questions from the respondents’ point of view - Questions should be framed in a
respondent friendly manner. Researchers usually know what they want from a survey but this seldom
converts into a straight questions. The question usually has to be broken down into two or three parts
to make it relevant from the respondent’s point of view. Furthermore, researchers can be greedy for
information and design questionnaires that are too long and impose impossible task for the
respondent.

6. Think about the possible answers al the same time as thinking about the questions -The whole
purpose of a question is to derive answers and so it is essential that some thought is given to all the
possible replies that could be received. It is the anticipation of the complete range of possible
answers that throws up the faults in the question. For example, it is no good asking people how many
loaves of bread they buy in a year if they think in terms of loaves purchase per week.

7. Think about the order of the questions -The questions should flow easily from one to another and
be grouped into topics in a logical sequence.

8. Think about the types of questions – Texture in the interview can be achieved by incorporating
different styles of questions. The researcher can choose from open ended questions, closed
questions and scales.
Module 4 – Designing the Questionnaire and The Sampling Plan

9. Think about how the data will be processed - The questionnaire is simply the vehicle by which
data is collected from many individuals before being stirred in the analysis pot. Consideration of how
the data will be analysed at the time of designing the questionnaire will make things easier later on.

10. Think about interviewer instructions - Questionnaires are administered by interviewers who, skilled
as they are need clear guidance what to do at every stage of the interview. These instructions need to
be differentiated from the text either by capital latten’s, emboldened or underlined type.

In addition to these points that will guide the o. To write a good question you need to make sure that
the respondents:
1. Can understand the question?
2. Are willing to answer the question?
3. Are able to answer the question?

Below are twelve things to watch out for when formulating individual questions.
1. Ensure that questions are without bias. Questions should not be worded in such a way as to lead
the respondent into the answer.

2. Make the questions as simple as possible - Questions should not only short, they should also be
simple. Those which include multiple ideas or questions in one will confuse and be misunderstood.

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3. Make the questions very specific. Notwithstanding the importance of brevity and simplicity, there
are occasions when it is advisable to lengthen two questions by adding memory cues. For example, it
is good practice to be specific in one time period.

4. Avoid jargon or shorthand. It cannot be assumed that respondents will understand words
commonly used by researchers. Trade jargon, acronyms and initials should be avoided unless they
are in everyday use.

5. Steer clear of sophisticated or uncommon words. A questionnaire is net place to score literary
points so only use words in common parlance. Colloquialisms are acceptable if they will be
understood by everybody (some are highly regional).

6. Avoid ambiguous words. Words such as usually or frequently have no specific meaning and need
qualifying.

7. Avoid questions with a negative in them. Questions are more difficult to understand if they are
asked in a negative sense. It is better to say “Do you ever…?, as opposed to “Do you never..?

8. Avoid hypothetical questions. It is difficult to answer questions on imaginary situations. Answers

may be given but they cannot necessarily be trusted.

9. Do not use words which could be misheard. This is especially important when the interview is
administered over the telephone. For example fifteen and fifty can sound very similar.
Module 4 – Designing the Questionnaire and The Sampling Plan

10. Desensitize questions by using response bands. Questions which ask women about their age or
companies about their turnover are best presented as a range of response bands. This softens the
question by indicating that precision isn't necessary and a broad answer is acceptable. The data will
almost certainly be grouped into bands at the analysis stage, so it may as well be collected in this
way.

11. Ensure that fixed responses do not overlap. The categories which are used turnover bands of
companies etc.). Should be sequential and not overlap otherwise some answers will be caught on
the cusp.

12. Allow for "others" in fixed response questions. Pre-coded answers should always allow for a
response other than those listed.

A good questionnaire should not be too lengthy. Simple English should be used and the question
shouldn’t be difficult to answer A good questionnaire requires sensible language, editing, assessment, and
redrafting.

PROCEDURE FOR DEVELOPING A GUESTIONNAIRE

There are seven steps in the design of a questionnaire:

Step 1-Decide what information is required 9

The starting point is for the researcher to refer to the proposal and brief and make a listing of
all the objectives and what information is required in order that they are achieved. This will depend
upon the nature of the problem, the purpose of the study and hypothesis framed. The target audience
must be concentrated on.

Step 2-Make a rough listing of the questions

A list is now made of all the questions that could go into the questionnaire. The aim at this
stage is to be as comprehensive as possible in the listing and not to worry about the phrasing of the
questions. That comes next.

There are two deciding factors for this

1. Is the question significant? -Observe contribution of each question. Does the question
contribute for the objective of the study?
2. Is there a need for several questions or a single question? -Several questions are asked in
the following cases:
a. When there is a need for cross-checking
b. When the answers are ambiguous
c. When people are hesitant to give correct information.
Module 4 – Designing the Questionnaire and The Sampling Plan

Step 3- Refine the question phrasing

The questions must now be developed close to the point where they make sense and will
generate the right answers. If the questions are poorly worded, then either the respondents will refuse
to answer the question or they may give incorrect answers. Thus, the words of the question should be
carefully chosen. Ordinary and unambiguous words should be used. Avoid implicit assumptions,
generalizations and implicit alternatives. Avoid biased questions or leading questions. Define the
issue in terms of who the questionnaire is being addressed to, what information is required, when is
the information required, why the question is being asked, and the rest.

Step 4- Develop the response format

Every question needs a response. This could be a pre-coded list of answers or it could be
open ended to collect verbatim comments. Consideration of the responses is just as important as
getting the questions right. In fact, considering the answers will help get the questions right.

Questions can be of two stages:

1. Structure questions – These specify the set of response alternatives and the response
format. These can be classified into multiple choice questions (having various response
categories), dichotomous questions (having only 2 response categories such as “YES” or
“NO”) and scales (discussed already)
2. Unstructured questions- these are also known as open-ended question. No alternative is
suggested and the respondents are free to answer these questions in any way they like. 10

Step 5- Put the question into an appropriate sequence

The ordering of the questions is important as it brings logic and flow to the interview. Normally
the respondent is eased into the task with relatively straightforward questions while the more difficult
or sensitive ones are left until; they are warmed up. Questions on brand awareness are asked first
unprompted and then they are prompted.

To determine the order of the question, take decisions on aspects like opening questions
(simple, interesting questions should be used as opening questions to gain co-operation and
confidence of respondents), type of information (Basic information relates to the research issue,
classification information relates to social and demographic characteristics, and identification
information relates to personal information such as name, address, contact number of respondents),
difficult questions (complex, embarrassing, dull and sensitive questions could be difficult), effect on
subsequent, logical sequence, and others.

Step 6- Finalized the layout of the questionnaire

The questionnaire now needs to be fully formatted with clear instructions to the interviewer,
including a powerful introduction, routings and probes. There needs to be enough space to write in
answers and the responses codes need to be well separated from each other so there is no danger of
circling the wrong one.
Module 4 – Designing the Questionnaire and The Sampling Plan

This is very essential for self-administered questionnaire. The questions should be number
and pre-coded. The layout should be such that it appears to be neat and orderly, and not clatters.

Step 7 –Pretest and Revise

The final step is to test the questionnaire. It usually isn’t necessary to carry out more than 10
to 20 interviews in a pilot because the aim is to make sure that it works, and not to obtain pilot results.
In theory the questionnaire should be piloted using the interviewing method that will be used in the
field (over the completion questionnaire), time and money can preclude a proper pilot so at the very
least it should be tested on one of two colleagues for sense , flow and clarity of instructions. The
whole purpose of the test is to find out if changes are needed so that final revisions can be made.
When carrying out the pilot it is best to run through the questionnaire with the guinea pig respondent
and then go back over the questions and asks for each one, “what was going through your mind when
you were asked these questions?”

The purpose of a pretest is to ensure that the questionnaire meets the researcher’s
expectations in terms of the information that will be obtained. First drafts of questionnaires tend to be
too long, often lack important variables, and are subject to all the hazards of ambiguous, ill-defined,
loaded, or double-barrelled questions. The objective of the questionnaire pretest is to identify and
correct these deficiencies.

Check the final draft questionnaire, Ask how much will the information obtained from each 11
question contribute to the study. Make sure that irrelevant questions are not asked. Obtained
feedback of the respondents on the questionnaire.

EXPLAIN: Review Questions

Answer the following questions briefly.

1. Explain good questionnaire.
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2. Identify and elucidate designing effective questionnaires.

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EXTEND: Conceptual Questions

Answer the following questions briefly.
1. Identify and expound ten things to think about when designing a questionnaire.
 Module 4 – Designing the Questionnaire and The Sampling Plan

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2. Identify and explain twelve things to watch out for when formulating individual questionnaire.
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EVALUATE: Deepening Comprehension

Answer the question briefly.
1. Expound the seven steps in the design of a questionnaire.
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TOPIC SUMMARY
In this lesson, you learned that:
 A good questionnaire accomplishes the research objective. Survey must be custom-built to the specification
of given research purpose and they are much more than a collection of unambiguous questions.
 The primary purpose of a questionnaire is to help extract data from respondents. It serves as a standard
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guide for the interviewers who each need to ask the questions in exactly the same way
 There are five people take into consideration when designing a questionnaire:
 Client
 Researcher
 Interviewer
 Respondent
 Data processor
 There are normally five sections in a questionnaire:
 The respondent's identification data
 An introduction
 Instructions
 Information
 Classification
 There are seven steps in the design of a questionnaire:
 Decide what information is required
 Make a rough listing of the questions
 Refine the question phrasing
 Develop the response format
 Put the question into an appropriate sequence
 Finalized the layout of the questionnaire
 Pretest and revise
Module 4 – Designing the Questionnaire and The Sampling Plan

POST-ASSESSMENT
Identification: Write your answers on the space provided.

_____________1. The ________ wants answers to their particular problem and even, on occasion, to have
their worst fears shown up to be unlikely or improbable.
_____________2. Wants a questionnaire which is easy to follow and which can be completed in the time
specified by the researcher.
_____________3. These specify the set of response alternatives and the response format.
_____________4. These are also known as open-ended question.
_____________5. It cannot be assumed that respondents will understand words commonly used by
researchers.
_____________6. These questions, sometimes at the front of the questionnaire, sometimes at the end,
establish the important characteristics of the respondent, particularly related to their
demographics.
_____________7. The final step is to test the questionnaire.
_____________8. This is the main body of the document and is made up of the many questions and
response codes.
_____________9. The interviewer and the respondent need to move through the questionnaire such as
which questions to skip and where to move to if certain answers are given.
_____________10. Respondents generally want to enjoy the interview experience.
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REFERENCES

 Serrano, Angelita C. and Palad, Rolando L., Marketing Research. Mindshappers Co, Inc.,
 Retrieved from: https://www.superheuristics.com/questionnaire-design-process: Retrieved on
November 25, 2021.

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