Market Research Methods 101: What Makes a Good Questionnaire? (2)

Posted: March 19, 2013 in Market Research Methods 101
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Today I will continue the topic “what makes a good questionnaire”. Last time I shared the first part of my “Good Survey Guideline” checklist, including the tips for survey language, length, focus and meaning. Find more tips below!

The Principle of Measurement (Part 2)

Assumed Knowledge: An interesting academic found that people tend to express opinion about things they don’t know at all. To avoid confusion and make-up answers, you should not assume that respondents know the concepts mentioned in the questionnaire. All statements should be carefully composed to avoid making assumptions about respondent knowledge of a specific issue or topic.

Word Choice: Similar to language, when designing a questionnaire, you should take into account the subtleties of language. Be careful of using synonyms and antonyms. Do NOT use double negatives.

Order: Be aware of the fact that the meaning of any concept can be altered by a preceding concept. Watch out for the order effects – pretest whenever possible.  As for the response categories (e.g. Strongly Disagree, Disagree, Feel Neutral, Agree, Strongly Agree ), make it from negative to positive.

(List to be Continued…)


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