Submit by:

Mufseela shareef

Submitted to:

Dr. Bilal Baig

Roll. No. 02201014

Topic: What is Questionnaire and how it is used for data collection in quantitative
research? Explain in detail.

University of Lahore
What is Questionnaire:

The questionnaire is the main instrument for collecting data in survey research. Basically, it
is a set of standardized questions, often called items, which follow a fixed scheme in order
to collect individual data about one or more specific topics. Sometimes questionnaires are
confused with interviews.

Objective:

A questionnaire is a useful tool for gathering information in face-to-face, postal mail, email
and telephone settings. The questionnaire should focus on specific aims and objectives,
including asking and collecting the right type of information and making sure each question
is specific, objective and understandable.

Types of Questionnaire:

Structured Questionnaires:

 Structured questionnaires collect quantitative data. The questionnaire is planned and

designed to gather precise information. It also initiates a formal inquiry, supplements data,
checks previously accumulated data, and helps validate any prior hypothesis.

Unstructured Questionnaire:

 Unstructured questionnaires collect qualitative data. They use a basic structure and some
branching questions but nothing that limits the responses of a respondent. The questions
are more open-ended to collect specific data from participants.

Characteristics of Good Questionnaire:

Clear objective

Simple language

Clear concepts

Without bias

Adequate answer options

Shorter questions
The single question at a time

Affirmative sentences

Mathematics not imposed

Short/clear reference periods

Avoid question reference

Uses of Questionnaire:

Questionnaires are a common and inexpensive research tool used by private companies,
government departments, individuals, groups, NGOs etc to get feedback, research, collect
data from consumer, customers or from general public depending on the need.
Questionnaires are the most important part of primary surveys.

Question Types in Questionnaire:

Open Ended Question:

As the name implies, these questions are open for the respondent to answer with more
freedom. Instead of presenting a series of answers choices, the respondent writes as much
are as little as they want. This is ideal for exploratory questionnaires which collect
qualitative data.

Multiple choice questions:

This question presents the respondent with a list of answer options and they can select one
or more. The challenge with multiple-choice questions is providing incomplete answer
options.

For example, you may ask what industry do you work in and list out 5 of the most common
industries. There are more than 5 industries in the world so some people won’t be
represented in this situation. A simple solution to this problem is adding an “other” option.

Dichotomous questions:

This is a question with only two possible answers. It tends to be a yes or no question but it
can also be something like agree/disagree or true/false. Use this when all you need is basic
validation without going too deeply into the motivations. 
Scaled questions:

Scaled questions are common in questionnaires and are often used to judge the degree of a
feeling. This can be used in both exploratory and standardized questionnaires because there
are many different types of scaled questions such as:

Rating scale

Likert scale

Semantic differential scale

Pictorial questions:

The final type of question used in questionnaires substitutes text for images. Respondents
are asked a question and shown pictures to choose from. It usually has a higher response
rate than other question types.

On the basis of use/purpose of questionnaire, there are three types of questionnaire

i. Questionnaire for Personal Interview:

This questionnaire is prepared to administer for personal interview. It may involve more
questions and indirect questions which requires explanation or clarification.

ii. Questionnaire for Telephone Survey:

This questionnaire is prepared to collect information via telephone. Obviously, such

questionnaire involves a limited number of short and simple questions

iii. Questionnaire for Mail Survey:

This questionnaire it meant for the mail survey. This questionnaire is sent to respondents
with a request to return it dully filled. It also involves short and simple questions. However,
it consists of more questions.

How to design Questionnaire for Data Collection:

Step 1: Decide what information is required

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.

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.

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.

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.

Step 5: Put the questionnaires 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.

Step 6: Finalise 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 response codes need to be well
separated from each other so there is no danger of circling the wrong one.