Truong Thi Hoa, Ph.

D
By the end of this chapter, student should be able to:
üSelect and justify the use of appropriate questionnaire
methods for various research scenarios
üBe able to design, pilot, and deliver a questionnaire to
answer your research questions and meet your objective
1. Introduction
2. Design a questionnaire
3. Deliver and collect questionnaire
 ØDeciding what data need to be collected
Based on your research topics, questions and the research
framework
Ensuring that essential data will be collected
ØDesigning individual questions
ØConstructing the questionnaire
ØPilot testing

Source: Saunders et al. (2019)

 1.1. Designing a questionnaire
ØDesigning individual questions
• adopt questions used in other questionnaires;
• adapt questions used in other questionnaires;
• develop your own questions.
üTypes of questions
Open question
Closed question

Source: Saunders et al. (2019)

 Steps of designing a questionnaire
üTypes of questions
Open questions
Exp:

üClosed questions

Ø List questions Ø Rating questions

Ø Category questions Ø Quantity questions
Ø Ranking questions Ø Matrix questions

Source: Saunders et al. (2019)

 Closed question
§ List questions: respondents can choose one or multiple
answer

§ Category questions: each respondent’s answer can fit only

one category

Source: Saunders et al. (2019)

 Closed question
§ Ranking questions: place ranks in order

§ Rating questions: Often used to collect opinion data (e.g., Likert-like

rating)

Source: Saunders et al. (2019)

 Closed question
§ Quantity questions: answer is a number

§ Matrix questions: grid of questions enables you to record the responses to two
or more similar questions at the same time

Source: Saunders et al. (2019)

 Question wording
§ Keep it simple, use familiar words
§ Avoid lengthy and vague questions
§ Do not ask double-barreled questions (more than one questions at
the same time)
§ Avoid leading questions
§ Avoidquestions that make respondent confused, embarrassed,
uncomfortable
§ etc.

Source: Saunders et al. (2019)

Constructing the questionnaire
Typical structure of a questionnaire
üOpening remark: Explain purpose of the questionnaire, etc.
üSection 1: Opening questions (to confirm if the respondent are the
target of the survey)
ü Section 2: Survey question
ü Section 3: Questions asking asking some personal information
üClosing remark
the design of the questionnaire is based on
research model and previous studies

Source: Lê Ngọc Kim Anh & Phạm Thị Hồng Chi (2021)
 Section 1 Section 2: The key section (based on model and
previous studies

Three
main
sections

Section 3

Nguồn: Lê Ngọc Kim Anh & Phạm Thị Hồng Chi (2021)
Pilot testing
Test within the research group members/organizations
→ Test with experts
→ Test with respondents
→ Final questionnaire
3.1. Sampling
Identify the population and sample
Method of selecting samples
üProbability sampling
üNon-probability sampling
üMulti-stage sampling
Sample size
Minimum: 5*(number of variables) (cannot be lower than
100)
3.2. Questionnaire modes
Designing, reviewing, and pilot testing your questionnaire
→ Finalize your questionnaire
→ Deliver and collect questionnaire
Lê Ngọc Kim Anh, & Phạm Thị Hồng Chi. (2021). Các yếu tố ảnh hưởng đến sự gắn kết
của nhân viên với tổ chức tại cửa hàng tiện lợi trong khu vực thành phố Hồ Chí Minh.
Trường ĐH Sư phạm Kỹ thuật TP.HCM.
Nguyễn Đình Thọ. (2009). Phương pháp nghiên cứu khoa học trong kinh doanh—Thiết
kế và thực hiện. NXB Lao động Xã hội.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students.
Pearson education.