Administering

Questionnaires

Uma Sekaran Chapter 9

What is a Questionnaire?
• Definition
A questionnaire is a pre-formulated, written set of questions to which the respondent
records his answers

• Other Names: Survey Form/Instrument

Types of Questionnaires

• Personally administered questionnaires

• Mail questionnaires/Electronic and online questionnaires

Types of Questionnaires

• Response Rate
Advantage
• Financial Cost

• Time

• Biasness
Disadvantage
• Reach
Questionnaire Design
Determine the content of the questionnaire

Determine the form of response

Determine the wording of the questions

Determine the question sequence

Write cover letter

1. Questionnaire content
Questionnaire content consists of two sections

Section A
• Framework: Need information for all constructs in framework
• Measurement: Operationalizing of variables

Section B
• Personal Information/Demographics
2. Response format

Open-ended
Closed Questions
Question
Helps respondents to make
First: unbiased point of view Scaling of
quick decisions close ended
questions
Final: additional insights

Helps researchers to code Complementary to closed

question: for interpretation
purpose
3. Question Wording
Avoid double-barreled questions

Avoid ambiguous questions and words

Avoid recall depended questions

Question Wording

Use positive and Limit the length of the

negative statements questions
• This bank delivers high • < 20 words
quality banking service • < one full line in print
• This bank has poor
quality banking service
4. Question Sequence
5. Cover Letter

Identification of the researcher

Motivation for respondents to fill it in

Confidentiality

Thanking of the respondent

Sample Questionnaire