Research Methodology

Questionnaire Design

Compiled by Rajesh Devasia

Role of questionnaire
To obtain desired information that is
accurate
To provide format that would make
data collection process systematic
and less tiring
Ensure uniformity if there is more
than one respondent

Compiled by Rajesh Devasia

Types of questions
Open ended
Respondent is free to answer question
in his own words
Rich in information
Useful to design close ended questions
Help to get important consumer
words/phrases
Difficult to analyse
Responses are obtained by probing & can get
affected by quality of probing
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Types of questions
Close ended
Respondent has to select options
given to him: Dichotomous or
Multichotomous
Easy to answer
Easy to analyse
Not so rich in insight
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Open ended questions

Likes/Dislikes/Satisfied/Not satisfied
What do you like particularly about . ?
Anything else? (Probe)
What do you dislike particularly about . ?
Anything else? (Probe)
What improvements would you suggest in .. ?
Anything else? (Probe)
Reasons for
Why do you say so?
Any other reason? (Probe)
Why do use/listen . ?
Any other reason? (Probe)
Why dont you use/listen . ?
Any other reason? (Probe)
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Open ended questions ..

When?
On what occasions do you use/listen .. ?
Advertising recall?
Which brands of detergent do you remember having seen
advertised
on TV in last one week?
What is the message shown in the advertisement of ..
?
What part/aspect/content/visual did you like in the
advertisement?
What part/aspect/content/visual did you dislike in the
advertisement?
Awareness
Which brands of groundnut oils are you aware of?
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Preliminary considerations for

designing questionnaire
Decide data needs and purpose for which it
will be used
Consider data analysis method that would
be used
Consider respondents profile
Check Research design used:
Exploratory Research: Open ended
questions
Descriptive Research: Close ended questions
Compiled by Rajesh Devasia

Continue
Consider time constraint
Consider cost constraint
Decide method of administering
questionnaire:
Personal interview
Mail questionnaire
Telephone interview
Internet
Compiled by Rajesh Devasia

Personal interview
Advantages:
Ability to show visual aids
More complex questions can be asked
Spontaneous response can be obtained
Higher response rate
Disadvantages:
Expensive & time consuming
Not suitable if respondent wants to be
anonymous
Compiled by Rajesh Devasia

Mail questionnaire
Advantages:
Efficiency in cost and time if sample is
geographically spread
Useful if respondent wants to be anonymous
(sensitive subjects of research)
Disadvantages:
Non-response can be high
Answers can be incomplete
Not suitable for spontaneous response
Compiled by Rajesh Devasia

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Telephone questionnaire
Advantages:
Efficiency in cost and time if sample is
geographically spread
Useful if respondent wants to be anonymous
Spontaneous response can be obtained
Disadvantages:
Visual aid can not be used

Compiled by Rajesh Devasia

11

Steps in questionnaire design

1. Finalise data needed
2. Arrange it into logical sequence
3. Write questions using simple words
and appropriate options for answers
4. Test the questionnaire
5. Analyse data and prepare dummy
report
6. Obtain approval of the dummy report
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Example
ITC wanted to introduce coconut water beverage in
250 ml tetra pack costing Rs. 20 in the market
Data needs
Specific likes
Specific dislikes
Opinion on freshness, sweetness, smell, taste
Appropriateness of quantity per pack
Appropriateness of price
Over all liking
Purchase intent

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Dos of questionnaire
Interviewer should first reveal his identity and purpose of
study. Assure respondent that responses given by him will
be kept confidential
Good morning/afternoon/evening. I am Mr./Ms. ___________
from __________. We are conducting survey on ___________. I
would be grateful if you can spare about ____ minutes for
answering few questions. Information given by you will be kept
confidential.
If possible, convince him about benefits that he will derive
if he answers questions
Place easy, filter questions at the beginning
Sequence questions from general information to specific
information
Use conversational language
Use categories for sensitive data. E.g. age, income

Compiled by Rajesh Devasia

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Dos of questionnaire
Include all relevant answers to a close ended question. If
needed use Any other option
Options given to a question should be mutually exclusive
0 to 10000
10001 to 20000
Give examples to respondents for understanding scale
Use switching statements. For e.g.
Now I would ask you about your personal details
Use balanced scale in attitude measurement unless you
expect that responses will be skewed
Place demographic questions at the end unless required for
screening respondent or for quota sample
Ask respondent to give spontaneous response to know his
top of mind awareness
Compiled by Rajesh Devasia

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Dos of questionnaire
Write instructions to interviewer at the beginning
of questionnaire
Use capital letters for instructions
Do not provide lines for answers to open ended
questions
Use checkboxes [ ] for recording answers
Use numbers to options given:
1. Yes 2. No
Send covering letter for mail questionnaire
Thank the respondent at the end of the interview
Layout should be such that it avoids flipping pages
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Dos of questionnaire
Physical appearance of the questionnaire
should be pleasant
Leave sufficient white space
Use booklet form
Provide visual aid to respondent, if
necessary
Each questionnaire should have unique
serial number and interviewers code no.
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Don'ts of questionnaire
Avoid ambiguous adjectives like usually, often,
rare, occasionally, frequently. Instead better to
quantify choices like:
Do you often buy vegetables? (Incorrect)
How may times do you buy vegetables in a week?
(Correct)
1. Every day
2. 4 to 6 times in a week
3. 2 to 3 times in a week
4. Once a week
5. Other
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Don'ts of questionnaire
Avoid double negatives
Are you against ban on smoking? (Incorrect)
Will you support smoking? (Correct)
Avoid double-barreled questions.
Is fast food tasty and nourished? (Incorrect)
Is fast food tasty? (Correct)
Is fast food nourished? (Correct)
Do not use abbreviations.
Compiled by Rajesh Devasia

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Don'ts of questionnaire
Avoid questions that will tax respondents
memory.
Avoid leading question. For e.g.:
Dont you feel that religion should be kept
away from politics? (Incorrect)
Do you feel that religion should be kept
away from politics? (Correct)
Do not assume that respondent has prior
knowledge. Confirm it or provide it.
Compiled by Rajesh Devasia

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Don'ts of questionnaire

Do not substitute respondent. For

e.g. do not interview husband if wife
is not available.

Compiled by Rajesh Devasia

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Pre-testing questionnaire
Check the questionnaire for any flaw. Some of the
areas are:
Required data is obtained fully
Meaning of questions and scales are properly
understood by everybody
Respondent does not get irritated
About 15 to 20 respondents are found sufficient
for testing in each round
Perform analysis on the data obtained during pretesting
and show it to the decision maker

Compiled by Rajesh Devasia

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Qualities of interviewer

Understands respondents
Listens well
Maintains attitude of genuine interest
Accepts rejection
Does not let mood affect performance
Is sincere, committed and of high
integrity
Compiled by Rajesh Devasia

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Field Survey
Inform respondents in advance, if
possible
Have proper checks while survey is
on
Do courtesy call or send thanks giving
letters to those who responded to
survey
Send reminders to those who have
not sent responses to mail survey
Compiled by Rajesh Devasia

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