This document outlines the 9 key steps to developing an effective questionnaire for data collection: 1. Specify the information needed and research questions/hypotheses 2. Determine the questionnaire type and administration method 3. Develop the individual question content and format 4. Pre-test the questionnaire to identify issues 5. Revise the questionnaire based on pre-testing 6. Administer the final questionnaire and collect data It emphasizes thoroughly planning the questions, response formats, and question order to obtain clear and useful data while avoiding issues like ambiguity, assumptions, and biases. Pre-testing is also highlighted as essential for refining the questionnaire.

1. Chapter 9
Questionnaires and
Data Collection Forms

2. Importance of developing a questionnaire
• When there is insufficient information after
questionnaire collection is over, it is
impossible to reinvestigate the
respondents.
• Therefore, it is necessary to make a
thorough preparation.
• All necessary information to ask must be
included in the questionnaire.

3. Figure 1: Procedure for Developing a Questionnaire
Step 1: Specify What
Information Will be Sought
Step 2: Determine Type of
Questionnaire and
Method of Administration
Step 3: Determine Content of
Individual Questions
Step 4: Determine Form of
Response to Each Question

4. Figure 1 continued
Step 5: Wording of
Each Question
Step 6: Sequence
of Questions
Step 7: Physical Characteristics
of Questionnaire
Step 8: Re-examine Steps 1-7
and Revise if Necessary
Step 9: PRE-TEST the Survey,
Revise where Needed

5. Step 1: specify what information will be
sought
1. Research problem based on decision
problem
2. Research hypotheses
-> determine necessary information

6. Step 2: Determine type of questionnaire and Method of Administration
Motivation Research
Word Association
Sentence Completion
Story Telling
Interviews
Open-Ended Questions
Typical Questionnaire
(very frequently used)
Ask objective
knowledge
Structured
Undisguised
Unstructured
Disguised

7. Method of Administration
• Personal Interview
• Telephone Interview
• Mail Questionnaire
• Internet

8. Step3: Determine Content of Individual
questions
• Is the question necessary?
- no need to ask unnecessary questions
• Are several questions needed instead of one?
Why do you use Crest?
- To reduce cavities
–> What is the primary reason(benefit) for
using it?
- because our dentist recommends it
-> How did you first happen to use Crest?

9. Step 4: Determine Form of Response
to Each questions
- Open-ended questions
why do you visit Hyundai department store?
- Multichotomous questions
several alternatives to choose
-Dichotomous questions
only two alternatives to choose

10. A large marketing research firm compared consumers’ responses on 5-point scales, vs. 2-
point checklists (yes/no) for several product categories.
Figure A shows the results for pain relievers. Some consumers were asked:
“<Branded Aspirin> lasts longer than others:”
1 2 3 4 5
disagree disagree neither agree agree
strongly somewhat agree/disagree somewhat
strongly
The % of these respondents who answered “4” or “5” (agree somewhat or strongly) is charted
in Figure A.
Other consumers were asked to simply check:
“<Branded Aspirin> lasts longer than others:”
1 2
disagree agree
The % of these respondents who marked “2” (agree) is charted in Figure A.
There is some consistency in the overall favorability and perceived strengths and
weaknesses of thse products over the different attributes rated. Whether comparing
branded aspirin to branded ibuprofen, or branded aspirin to unbranded aspiring, results
are often strikingly comparable. For example, the two branded products are thought to
“last longer”; the ibuprofen is thought to “not irritate the stomach” as much as the aspirins,
etc.
Research Realities 2: Information in Binary Scales?

11. 0
10
20
30
40
50
60
70
80
5point lasts longer 2point lasts longer 5point doesn't
irritate stomach
2point doesn't
irritate stomach
5point safe to use 2point
Figure A: Top 2 box % from 5-point & % agree from 2-point
Research Realities 2, continued

12. Analogously for the beer category, some consumers were asked:
“<Brand of Beer> is a good thirst quencher:”
1 2 3 4 5 6 7
disagree neither agree
strongly agree/disagree strongly
The % of these respondents who answered “6” or “7” is charted in Figure B.
Other consumers were asked to:
“Please check the beers list below that you think are good thirst quenchers:”
___Budweiser
___Coors
___Heineken
___Miller
The % of the respondents who checked each brand is charted in Figure B.
Again, there is some consistency. Bud and Coors are largely comparable, except on
perceptions of “value” where Coors’ profiles resembles Miller’s more. Heineken is
perceived as the “premium quality” beer, not a good value, and not terribly thirst-
quenching.
Thus, perhaps surprisingly, 2-point scales can deliver basic customer reactions that are
largely consistent with the finer 7-point scale information.
See synovate.com “The Effect of the Number of Scale Points in Measuring Product Perceptions” Research on Research .
Research Realities 2, continued

13. 0
10
20
30
40
50
60
7pt good thirst
quencher
checklist good
thirst quencher
7pt premium
quality
checklist premium
quality
7pt value for
money
checklist
mo
Figure B: Top 2 box % from 7-point & % agree from "Checked"
Research Realities 2, continued

14. Step 5: Guidelines for Question Wording
• Use simple words and questions
for ex. synergy effect is not an easy word
* Avoid ambiguous words and questions
How often do you tape program for later viewing with your
DVR?
1. Never 2. Occasionally 3. Sometimes 4. Often
* Avoid leading questions
Smoking is harmful to people, especially unborn children.
Considering this, do you agree to women’s smoking?
1. Yes 2. No

15. Step 5: Guidelines for Question Wording
• Avoid implicit assumptions
Who have to pay for the construction cost of a new bridge?
1. city 2. the government
*Avoid generalizations and estimates
How many sales people did you see last year?
*Avoid double-barreled questions
Are you satisfied with salary and work condition?

16. Step 6: A Guidelines for Question Sequencing
* Use simple, interesting opening questions
* Use the funnel approach, asking broad questions first
and then narrow questions
1. What improvements are needed in the company’s service policy?
2. How do you like quality of delivery service?
* Carefully design branching questions
If you say yes to question 5, go to question 7
Branching needs to be kept to a minimum and the directions need to
be clear.
• Ask for classification information last
Place personal questions at the end of the questionnaire.
for ex. Gender, Age, Income
* Place difficult or sensitive questions near the end

17. Step 7: Physical characteristics of
questionnaire
• Looks sharp
• Introduction is important to get cooperation
of the respondents
- cover letter
• A4 size is ok

18. Professional Mail Surveys Company
7432 East Court Avenue
Elveron, CA 90101
(213) 991-5550
Dear Mr. Smythe:
Will you do us a favor?
We are conducting a nationwide survey among executives and managers in the metalworking industry. The
purpose of this research is to find out the opinion of experts like you on the advantages and disadvantages of using
three new steel products. Your answers will enable steel manufacturers to be aware of the requirements of the users
and the opinions of the nonusers of these products, and this in turn will help them design the products you need.
Your name appeared in a scientifically selected random sample. Your answers are very important to the
accuracy of our research, whether or not your company is a user of one or more of the products described.
It will take only a short time to answer the simple questions on the enclosed questionnaire and to return it in the
stamped reply envelope.
Of course all answers are confidential and will be used only in combination with those of other metalworking
executives and managers.
If you are interested in receiving a report on the findings of this research, just write your name and address at
the end of this questionnaire, or if you prefer, request the results of the Survey on Steel Products in a separate letter.
We will be glad to send you a complimentary report when it is ready.
Please return the completed questionnaire at your earliest convenience. Thank you for your help!
Sincerely,
James B. Jones
James B. Jones
Director
P.S. The enclosed dollar bill is just a token of appreciation.
Research Realities 4:Panel B: Sample
4
3
2
1
10
9
8
7
6
5
13
12
11
12
3
3

19. 1. Personal communication
2. Asking a favor
3. Importance of the research project and its purpose
4. Importance of the recipient, how recipient was selected
5. How the recipient may benefit from this research
6. Completing the questionnaire will take only a short time
7. The questionnaire can be answered easily
8. A stamped reply envelope is enclosed
9. Answers are anonymous or confidential
10.Offer to send report on results of survey
11.Appreciation of sender
12.Importance of sender or sender’s organization
13.Description and purpose of incentive
14.Style, format and appearance
15.Brevity
Research Realities 4: Sample Cover Letter for Mail Questionnaire
Panel A: Contents

20. Step 8: Re-examine steps 1-7 and revise if
necessary
• First draft usually doesn’t result in usable
questionnaire.
• Each question should be revised to ensure
that it isn’t confusing or ambiguous,
offensive, leading, etc.

21. Step 9: Pre-test the Questionnaire,
Revise where needed.
• Test how it performs under actual
conditions of data collection
• Should be done by personal interview
(regardless of the actual mode of
administration that will be used), so that
the interviewer can watch to see how
people answer the questions, where they
get confused, etc.