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Chapter Summary :Questionnaire and Form Design

Marketers and Consultants are concerned about what are the factors which influence the visitor experience
on a platform or a website.
Survey and observation are the two basic method for extracting primary research data in descriptive research.
These both require standardised data collection process, to ensure the consistency of data and the data can be

Questionnaire has 3 objectives:

1. It must translate the information required from the respondent into a speck question that can be
2. It must encourage and motivate the respondent to complete the interview.
3. It should minimise the response error.

Questionnaire design process is a skill that is acquired by experience, it doesn’t have any specific principles
to design an ideal questionnaire. Rules to design a questionnaire :

1. Specify the information needed: This helps us to get the information regarding the target audience & to
review the components of problem.

2. Specify the type of interviewing method: Different interviewing methods are used in different
surroundings. eg: lengthy and complex can be asked in a personnel interview while simple and short
questions are asked in a telephonic interview.

3. Determining the content of the question: Every question in a questionnaire should contribute to the
component of the problem. A combination of neutral and sensitive questions should be present.

4. Design the question to overcome respondents inability to answer the question: The respondents
should be given Maps, Diagrams, etc. in oder to help them comprehend the question properly.

5. Designing the question structure: Providing better structure to the questionnaire help to extract the
meaningful inferences from the data gathered.

6. Determine the question wording: To clearly define what is required from the respondents. avoid
leading the question, assumptions, generalisations, unambiguous words like usually, frequently, etc. and
use ordinary words to frame the questions.

7. Arranging the questions in a proper oder: Opening of the questionnaire should be such to engage the
respondents, difficult and lengthy questions should be placed at the last of the form. Ask questions in
sequence and general questions should precede the specific questions on the same topic.

8. Identify the form and layout:layout: Dividing the questionnaire into different the segments is a good
practice. Questionnaires should be numbered serially, this makes the analysis easy.

9. Reproduce the questionnaire: Produce the questionnaire on a good quality paper. Avoid splitting the
questions into two pages. Crowding of questions can lead to errors, so we should avoid doing so.

10. Remove the bugs and pretest: Is used to test the questionnaire on the small sample population, similar
to target population. Protocol Analysis ( the participant is asked to think out loud) and Debriefing ( after
the participants have answered the question, they are asked to explain what did the each question mean
to them) are the two most common Pretesting techniques.
Computer And Internet Questionnaire

There are several softwares available for designing the questionnaires for several modes (eg; telephone,
personal interview or mail, etc.). This software helps develop and distribute questionnaire, and in many cases
they also help in retrieving and analysing the data. This helps in performing several tasks:
1. Personalisation
2. Incorporate complex skip patterns
3. Randomise réponse choice
4. Consistency Check
5. Add new response categories as the interviewing processes

The software program has different features that facilitate questionnaire construction:

1. Question list
2. Question Libraries
3. Question Appearance
4. Preview
5. Publish
6. Notification