STEPS IN CONSTRUCTING A

QUESTIONNAIRE
Questionnaire Definition:
 Its an instrument for data collection which

comprise of a list of all questions, which

seeks to source data from the people to
answer certain laid down research objectives.
Steps in Questionnaire design
1. Decide the information required.
2. Define the target respondents.
3. Choose the method(s) of reaching your target
respondents.
4. Decide on question content.
5. Develop the question wording.
6. Put questions into a meaningful order and format.
7. Check the length of the questionnaire.
8. Pre-test the questionnaire.
9. Develop the final survey form.
CASE STUDY: Market Research
Questionnaire
Market Research Definition
 Market research is the process of collecting and

analyzing data or information on a product or

service. The results serve as an input to identify
which products or services are in demand in the
market, how big the market is for those products
or services, and who is buying them. It will also
tell you who the current competitors are in that
market. It thus helps identify your target market,
set realistic expectations about that market, and
consequently can reduce business risks.
Before designing the questionnaire
Write a study protocol
 This involves getting acquainted with the

subject, making a literature review, decide on

objectives, formulate a hypothesis,
1. Decide the information required
 The first step in designing a questionnaire is to decide on the
information required from the respondents in order to meet the
survey's objectives.
 Through information from secondary data, previous studies and
exploratory research a researcher can get knowledge on the type of
information required for the study.
 Determine how the information should be analysed, the measures of
association, the statistical tests that you intend to use and type of
results you want to obtain.
 Identify the variables and indicators that will address the research
issues and hypotheses on which data are to be collected.
 In a market research for a microfinance the type of information
required to meet the survey’s objective include the following: economic
activities, demand for financial products, competition, preferred
delivery mechanisms e.g. Mobile Network Operators (MNOs), low cost
branches
2. Define the target respondents
 The researcher must define the population about
which he/she wishes to generalise from the sample
data to be collected. Secondly, researchers have to
draw up a sampling frame. Thirdly, in designing
the questionnaire we must take into account
factors such as the age, education, etc. of the
target respondents.
 The target population for the study will be
economically active MFI’s clients and non-clients
involved in both farming and non-farming
enterprises, formal and informal irrigation
initiatives and ISAL groups.
3. Choose the method(s) of reaching
your target respondents.
The main methods available in survey research
are:
• personal interviews
• group or focus interviews
• mailed questionnaires
• telephone interviews.
In our case the methods to be used are
personal interviews and group interviews
4.Decide on question content.

 Questionnaires can be subdivided into three parts:

 Administrative section

 Demographic Section

 Body or Subject matter of the inquiry

 No question should be included unless the data it

gives rise to is directly of use in testing one or more

of the hypotheses established during the research
design.
 However "redundant" questions might be included as

opening questions that are easy to answer to assist in

gaining the respondent's involvement in the survey.
5. Develop the question wording.

 Survey questions can be classified into three forms, i.e.

closed, open-ended and open response-option questions.
 Begin your questionnaire with an introduction, stating the
purpose, duration, contact information, and other details,
and explain how the results would help to improve the
business.
 Keep your questions short and succinct. Your goal is to
request the primary information required for the research.
 Write your questions in simple and understandable language.
 Use varying types of questions to keep your audience
engaged, while ensuring the question will capture your
choices. For instance, don’t use a True/False question if the
question does not lend itself to that type of answer.
6. Put questions into a meaningful order and format.

 Organize your questions in a logical way. For

example, from simple to complex questions,
and general to specific questions.
 Some general rules are:

◦ Go from general to specific.

◦ Go from easy to difficult.
◦ Start with closed format questions.
◦ Start with questions relevant to the main subject.
◦ Do not start with demographic and personal question
7. Check the length of the questionnaire.

 Keep your questions short and succinct. Your

goal is to request the primary information
required for the research.
 Questions should not be long, so as the

questionnaire itself. If it becomes too long,

the respondent will tend to be uncooperative.
8. Pre-test the questionnaire
 Design initial draft of questions and get peer
evaluation; friends and co-workers.
 Pre-test the questionnaires in an actual field

situation.
 Questions should be asked all respondents in

exactly the same way. Translation should be

back translated into original language to
verify that the meanings are retained.
9. Develop the final survey form.

 Make revised draft correcting or removing

questions that cause difficulty.
Qualities of a Good Tool Cont
 Simple Language
Should contain questions expressed in everyday
language which is easy to understand. 
Questions Should Not Be Ambiguous
Questions must be capable of only one
interpretation. Avoid double-barreled questions.
Questions Must Be Easily Understood
 Questions should not contain technical or

subject jargon except if addressed to a

specialist.
Qualities of a Good Tool Cont
 Questions Must Not Contain Words of Vague
Meaning
 Questions like “Is a thing large or small, are you

skilled or not”, there is no clear-cut distinction

between large and small. How large is large?
 Double – Barreled Questions
 Questions should not ask for more than one item of

information in a single question e.g. do you and

your husband want to leave this town?
 Avoid emotive language
 Instructions must be very clear and explict

especially skip instructions

 
Qualities of a Good Tool Cont
 Coverage
 Questions should cover the exact object of the

inquiry and should avoid overloading the interview

schedule with items not essential for the study.
Questions Should Not Require Calculations
 If included this introduces unnecessary sources of

errors.
 Questionnaire Length

 Questions should not be long, so as the

questionnaire itself. If it becomes too long, the

respondent will tend to be uncooperative.
Qualities of a Good Tool Cont
 Pre-coding Of Questions
 Questions can be pre-coded for easy entry

into the computer but where qualitative data

is used uncoded questions can be used.
Embarrassing Or Painful Questions
 Word sensitive questions tactfully and avoid

asking such questions at the beginning of

interview when respondent is not yet relaxed
as he might refuse to cooperate