Questionnaire Design

How to Plan, Structure and Write Survey Material for Effective Market Research

Kate Bolton, Ian Brace

• Publisher: Kogan Page
• Year: 2022
• Print ISBN:
  9781398604124
• Edition: 5
• eBook ISBN:
  9781398604131
• Topic: Business
• Subtopic: Marketing Research
• Index: Business

Will your questionnaire work as well as it needs to by today's standards? Use this new edition of the bestselling guide to make sure it does.

Good data is central to information-based decision making. Increasing access to online survey software is allowing more organizations to benefit from contact with their customers, employees and the public. However, the challenges facing the questionnaire writer remain and the greater volume of surveys and demands on potential respondents' time is making the task even harder. Your questionnaire needs to work better than ever to keep their attention. Questionnaire Design provides comprehensive and practical guidelines to plan, structure and compose questionnaires across all industries and purposes, ensuring valuable data insights are captured with accuracy and efficiency.

You can't write a good questionnaire unless you know exactly what you are trying to achieve. This updated fifth edition recognizes this fundamental challenge, with advice for gaining the clarity needed to plan and focus your questionnaire. It continues to provide guidance for those using interviewer administered surveys, but now reflects the primacy of online and the challenges that brings. With pressure on everyone's time, this revised edition makes it even easier to navigate to the key points with new bullet-pointed takeaways at the end of each chapter.

Index

Note: Page numbers in italics refer to figures or tables

achievable questionnaire objectives 9–18

business objectives into research objectives, translating 12–13

business objectives vs. research objectives 10–11

business objectives, clarifying 11

getting other information 13

interviewer issues 15

non-questionnaire-based research 13

questionnaire issues 15

respondent issues 15

stakeholders in the questionnaire 14

study objectives 10–12

survey process 9–10

unbiased and accurate data, collecting 14–15

whisky usage and attitude study 16–17

acquiescence 94

acquiescence bias 136

‘adaptive set’ 132

advertisements

with gaming questions 217–21

respondent highlighting 190–91, 191

advertising awareness 61–62

advertising campaign 61

agree-disagree scale 126, 128

Albaum et al 187

anchor statement 92

animation questionnaires 211–14, 212, 213, 214

answer codes/response codes 178, 178, 244

‘don’t know’ and ‘not answered’ codes 186–87, 187

with graphics 193, 194

limitation of 229

questionnaire creation using 208–09, 208, 209

response piping 177, 230

rotating and randomizing 230

arbitrary rule 217, 220–21, 220

attitudinal dimension 94, 101

attitudinal questions 46–47, 116, 133

attitudinal statements 94

‘audience design’ 147

backward telescoping 111

Bailey, Pritchard and Kernohan 214, 215, 221

Baker and Downes-Le Guin 214

Basi 24

behavioural questions 43, 109–22, 117, 185–86

behavioural screening questions 116

constructing ranges 113–15, 114, 115

disguised questions 116–17

‘don’t know response 115–16

funnelling qu...

Table of contents

• Introduction
• 01 Defining achievable questionnaire objectives
• 02 Influence of data collection mode on question design
• 03 Planning a questionnaire
• 04 An overview of question types
• 05 Identifying types of data created by questions
• 06 Creating appropriate rating scales
• 07 Asking about behaviour
• 08 Measuring satisfaction, image and attitudes
• 09 Writing effective questions
• 10 Creating a questionnaire for an online survey
• 11 Engaging respondents in online surveys
• 12 Choosing online survey software
• 13 Considerations for interviewer-administered and paper self-completion surveys
• 14 Piloting your questionnaire
• 15 Ethical issues in questionnaire design
• 16 Understanding social desirability bias
• 17 Designing questionnaires for multi-country surveys
• Index