CHAPTER 9

QUESTIONNAIRE
DESIGN
Research Methodology:
Tools, Methods and Techniques

Sundram, V.P.K., Chandran, V.G.R., Atikah, S.B., Rohani, M., Nazura, M.S., Akmal, A.O., & Krishnasamy, T.
 Learning
Learning Objectives
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Research Methodology: Tools, Methods and Techniques 2

Table of Content
9.1 QUESTIONNAIRE DESIGN
9.2 CRITERIA FOR QUESTIONNAIRE DESIGN
9.3 QUESTION HIERARCHY IN RESEARCH
9.4 PHRASING QUESTIONS: TWO BASIC TYPES OF QUESTION
9.5 THE ART OF ASKING QUESTION
9.6 PRINCIPLE OF WORDING
9.7 STEPS IN QUESTIONNAIRE DESIGNING

Research Methodology: Tools, Methods and Techniques 3

 CHAPTER 9

9.1 QUESTIONNAIRE DESIGN

Research Methodology: Tools, Methods and Techniques 4

 Questionnaire must be involved and
developed in order to get the desired
information.
 Questionnaires are normally developed from
the objectives of the research itself.

Research Methodology: Tools, Methods and Techniques 5

 CHAPTER 9

9.2 CRITERIA FOR QUESTIONNAIRE

DESIGN

Research Methodology: Tools, Methods and Techniques 6

9.2.1 Questionnaire Relevancy
 A good set of questionnaire is relevant if no
unnecessary information is collected and if the
information that is needed to solve the business
problem is obtained.
 If the task is to pinpoint compensation problems, for
example asking for general information relevancy, the
researcher must be specific about data needs, and be
rational for each item of information.
 When planning the questionnaire design, it is essential
to think about possible omissions.
Research Methodology: Tools, Methods and Techniques 7
9.2.2 Questionnaire Accuracy
 This means the information is reliable and valid.
 It is generally believed that one should use
simple, understandable, unbiased, unambiguous,
non-irritating words, to ensure accuracy in
question writing so that the research study can
be generalized across the project.
 When the subject of the research is interesting,
respondents tend to be more cooperative.
Research Methodology: Tools, Methods and Techniques 8
 CHAPTER 9

9.3 QUESTION HIERARCHY IN

RESEARCH

Research Methodology: Tools, Methods and Techniques 9

 Start the questionnaire with simple and interesting
questions

 Provide clear and easy-to-read instructions with

transitions if necessary

 Ask sensitive and classificatory information last

 Layout the questionnaire so it’s easy to read and

follows the flow of questioning process

Research Methodology: Tools, Methods and Techniques 10

 CHAPTER 9

9.4 PHRASING QUESTIONS: TWO

BASIC TYPES OF QUESTION

Research Methodology: Tools, Methods and Techniques 11

9.4.1 Open-Ended Response Questions
 Open-ended questions are free answer questions and
are most beneficial when the researcher is conducting
exploratory research, especially if the range of
responses is not known.
 The cost is substantially greater than that of fixed
alternative questions because the job of coding, editing
and analysing the data is extensive.
 A potential disadvantage is that interviewer bias may
influence the responses and respondents tend to give
longer answers.
Research Methodology: Tools, Methods and Techniques 12
9.4.2 Fixed Alternative Questions (Closed
Question)
 These require less interviewer skill, take less time and
are easier for the respondent to answer because close
questions require classification of the answer into
standardized grouping prior to data collection.
 Type of Fixed Alternative (Closed) Questions are:
1. Dichotomous-alternative question or simple dichotomy
2. Determinant choice question
3. Frequency determinant question
4. Attitude rating scale
5. Checklist question
Research Methodology: Tools, Methods and Techniques 13
9.4.2 Fixed Alternative Questions (Closed
Question)
 Dichotomous-alternative question or simple
dichotomy
 This requires the respondent to choose one of two
alternatives.
 The answer can be a simple “yes” or “no” or a choice
between “this” and “that”.
Example

Did you make any long distance calls last week? YES or NO

Research Methodology: Tools, Methods and Techniques 14

9.4.2 Fixed Alternative Questions (Closed
Question)
 Determinant choice question
 These require the respondent to choose one and only
one response from among several possible alternatives.
Example

Please give us some information about your flight. In which section of the aircraft did
you sit?

First Class Business Class Coach Class

Research Methodology: Tools, Methods and Techniques 15

9.4.2 Fixed Alternative Questions (Closed
Question)
 Frequency determinant question
 This is to determine choice question that asks for an
answer about the general frequency of occurrence.
Example

How frequently do you watch the TV3 television channel?

 Every day  3-4 times a week

 Once a week  Less than once a week

Research Methodology: Tools, Methods and Techniques 16

9.4.2 Fixed Alternative Questions (Closed
Question)
 Attitude rating scale
 This is a measure used to rate attitude.
Example

Examples of attitude rating scale are Likert scale, semantic differential and Stapel
scale.

Research Methodology: Tools, Methods and Techniques 17

9.4.2 Fixed Alternative Questions (Closed
Question)
 Checklist question
 This allows the respondent to provide multiple answers
to a single question which indicate past experience
preferences and the likes merely by checking of an
item.
Example

Please check which of the following sources of information about investments you
regularly use, if any.
● Personal advice of your broker ● Brokerage Newsletter
● Brokerage business report ● Investment advisory service
● Report on the Internet ● None of these
● Others (please specify)
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 CHAPTER 9

9.5 THE ART OF ASKING QUESTION

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9.5.1 Avoid Complexity
 Use simple, conversational language.
 Words used in questionnaires should be readily
understandable to all respondents.
Example

 What type of potassium sulfate do you use?

Research Methodology: Tools, Methods and Techniques 20

9.5.2 Avoid Leading and Loaded Questions
 A leading question is a question that suggests or
implies certain answers.
 A loaded question is a question that suggests
social-desirability answers or is emotionally
charged.
Example

Don’t you agree that the Zero Inflation campaign is a success?

Yes No

Research Methodology: Tools, Methods and Techniques 21

9.5.3 Avoid Ambiguity
 Be as specific as possible.
 Items on questionnaires are often ambiguous because they
are too general.
 These are words such as often, occasionally, usually,
regularly, frequently, many, good, fair and poor.
Example

How often do you record programs for later viewing with your Astro Beyond?

Never Occasionally Sometimes Often

Research Methodology: Tools, Methods and Techniques 22

9.5.4 Avoid Double-Barrelled Items
 A question may induce bias because it covers two
issues at once.
 When multiple questions are asked in one
question, the result may be exceedingly difficult to
interpret.
Example

Do you consider Nestlé’s Honey Star cereal sweet and tasty?

Yes No

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9.5.5 Avoid Making Assumptions
 There is a built-in assumption to this question.
Example

Should Johan’s continue its excellent gift-wrapping program?

Yes No

 By answering yes, the respondent implies that

things are just fine as they are. By answering no, he
or she implies that the store should discontinue the
program.
Research Methodology: Tools, Methods and Techniques 24
9.5.6 Avoid Burdensome Questions that
May Tax the Respondent’s Memory
 Researchers writing questions about past behaviour or
event should recognize that certain questions may require
serious demands on the respondent’s memory.
 In many situations, respondents cannot recall the answer to
a question.
 The researcher may rewrite the question in an aided-recall
format that provides a clue to help with the respondent’s
memory.
Example

If you have been in the company for over 5 years, please indicate the date of you
joining this company.

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 CHAPTER 9

9.6 PRINCIPLE OF WORDING

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 The general rule states that if the
questionnaires are going to the general public,
the questions should be phrased in an easily
understandable language.

Research Methodology: Tools, Methods and Techniques 27

The following are some of the rules in designing question formation:

●
Can the question be misunderstood? Does it contain difficult or unclear phraseology?
●
Does the question adequately express the alternatives with respect to the point?
●
Is the question misleading because of unstated assumptions or unseen implications?
●
Is the wording biased? Is it emotionally loaded or slanted toward a particular kind of answer?
●
Is the question wording likely to be objectionable to the respondent in any way?
●
Would a more personalized wording of the question produce better result?
●
Can the question be better asked in a more direct or a more indirect form?
Research Methodology: Tools, Methods and Techniques 28
 CHAPTER 9

9.7 STEPS IN QUESTIONNAIRE

DESIGNING

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STEP 1: Determine the specific information needed and how it will be used

STEP 2: Select the type of questionnaire and method of administration

STEP 3: Determine the content of each question or the principles of wording

STEP 4: Determine the form of response to each question

STEP 5: Determine the number of questions and sequence of each question

STEP 6: Determine the questionnaire’s appeal and utility

STEP 7: Re-examine STEP 1 to STEP 6 and revise if necessary

STEP 8: Pre-test the questionnaire

STEP 9: Develop the finished questionnaire

Research Methodology: Tools, Methods and Techniques 30