Slides summarising types of questions and design issues of questionnaires for use in designing research projects

1. Questionnaire Surveys
Obtaining data by asking people questions
and recording their answers…
•A standardised set of questions is given to each
respondent; they give their answers in writing
•Obtains lots of data quickly and gives you an
insight into people’s views, opinions and attitudes
But only if they answer accurately /
honestly.

2. Questionnaire Surveys
• Decide:
…which attitudes, behaviours or traits you want to
measure
…whether you want qualitative or quantitative data
…which sorts of questions you will ask
• Pilot and modify the questionnaire
• Collect data

3. Type of Data
• Qualitative data
Rich in detail or description, usually in textual or
narrative form; collects thought, opinions,
feelings; words
• Quantitative data
Numerical data, measurements of quantity or
amount; numbers

4. Type of Data
Qualitative
•Rich - in detail
•Allows for in-depth
analysis
BUT
•Difficult to analyse
•Difficult to compare
people or groups
Quantitative
•Easier to analyse (e.g.
statistically)
•Easier to compare people
or groups
BUT
•Undetailed and
potentially superficial

5. Types of Question
Open questions
• Allow respondents to answer however they
want
• Generate qualitative data
Closed questions
• Restrict respondent to a predetermined set of
responses
• Generate quantitative data

6. Types of Closed Question
The Straightforward response
Examples:
• Are you female or male? M F
• What is your age in years? ____ years
• Do you smoke? Yes No

7. Types of Closed Question
The Checklist
Examples:
• What is the highest academic qualification you
hold?
GCSEs
A – Levels
Batchelor Degree
Post-graduate Degree

8. Types of Closed Question
The Adjectival/adverbial response
Example:
• Does your anxiety affect your ability to do the
following things?
Not at allNot at all A BitA Bit Very muchVery much
Go to workGo to work
Meet friendsMeet friends
GoGo
shoppingshopping

9. Types of Closed Question
The Numerical (Likert) response scale
Example:
• Psychology is the most interesting A-Level subject
11 22 33 44 55
StronglyStrongly
agreeagree
AgreeAgree Not sureNot sure DisagreeDisagree StronglyStrongly
DisagreeDisagree

10. Types of Closed Question
The Ranking scale
Example:
• Rank the following activities according to how
much time you spend on them each day, where
1 = most time, 4 = least time
Talking face to face
Talking on the telephone
Text messaging
Other (e.g. MSN, IRC chat)

11. Questionnaire Design
• Keep it simple & clear
• Keep it as short as possible
• Keep it relevant to purpose
• Collect personal information last
• Ask for one piece of information at a time
• Allow for ‘don’t know’ where appropriate
• Be sensitive
Sticking to these rules will improve the chance of you getting
valid, useful data from a large number of respondents

12. Pilot and Modify
Test Questionnaire
with a small group of
ppts
Obtain feedback
from them
Identify issues with
the questionnaire
Improve the problem
questionnaire items