Posts Tagged ‘questionnaire design’

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…)


Let’s continue Jessie’s “Good Survey Guideline” checklist today. This is the third also the last part of this list. Find more tips below!

The Principle of Measurement (Part 3)

Hypothetical: Hypothetical measure is a description of a fictitious situation in which you are asking the individual to place themselves. The longer the description and the further removed it it from the reality of the respondent, the more is the burden you imposing on the respondent. So try your best to keep it short and practical.

Open-Ended: An open-ended measure is when the researcher does not provide the respondent with a set of response categories. The advantage of open-ended questions: 1) It does not restrict the respondent to predetermined categories; 2) It is suitable when the total number of potential response categories is very large and/or response categories are not fully known by the researcher; 3) It is suitable when providing response categories can influence some aspect of the respondent’s answer or knowledge; 4) It is suitable for exploratory research.

Recall: It refers to the instances when the question is asking respondents to remember beliefs, attitudes, knowledge, and/or behavior that they held or in which they engaged at a prior date. Recall can introduce burden onto the respondent.For enhancing recall, provide reference points and prime the respondents whenever possible.

Neutral Stance: It refers to an instance when the individual does not have a clear direction in his or her stated opinion/attitude. It should be included when you want to ensure that the data would be indicative of how respondents truly felt about a certain aspect of the product.