Marketing Research: CH-7 Questionnaire Design

MARKETING RESEARCH
CH-7
Questionnaire Design
DESIGNINGA QUESTIONNAIRE
• Prima facie, to design a question appears very

simple task. However, constructing and
implementing the questionnaire is very
judicious, meticulous and challenging task. A
marketing researcher is expected to be very
careful in deciding what information is to be
collected, how many questions are to be
asked? What should their sequence? What
should be the wording of each question?
DESIGNINGA QUESTIONNAIRE
• If the researcher is able to develop a
questionnaire suitable for his field
investigation, he has won half the battle. It is
rightly pointed out that composing a
questionnaire is an art rather than a science. A
questionnaire just can not grow. It is not a
pell-mell affair of having any number, any
type of questions. Really, a questionnaire is
one that motivates the respondents and
makes them to communicate.
THE STEPS INVOLVED IN DESIGNING A SOUND
QUESTIONNAIRE
• STEP ONE: DETERMINE THE SPECIFIC DATA
TO BE SOUGHT
A prerequisite of designing an effective and

productive questionnaire is to determine what
exactly is to be measured. This is self-
explanatory. Many a times, it is overlooked to
the detriment of the need of the
questionnaire.
QUESTIONNAIRE
The solution lies in clearly writing what the

survey is supposed to attain. Another aspect is
that one should list what should be measured
to attain those objectives. This can be a list of
‘specific questions, phrases or key words say
‘likes’ and ‘dislikes’.
QUESTIONNAIRE
It is needless to say that researcher does not
forget relevancy of the objectives and the
relationship between objectives and final
analysis and results. The list prepared may be
unduly long; therefore, one should maintain
the exact length by retaining only the
essential questions. This technique of weeding
out unwanted questions is called as “fishing
expeditions” which costs.
QUESTIONNAIRE
• Another aspect to be considered at this point
is anticipating how the variables measured are
going to be used. It is the researcher who is to
think through a type of analytical technique
or techniques to use that will give meaning to
the data. Thus, three planks namely, a
statement of research purpose, a list of the
information to be measured, and a draft of an
analysis plan-are the stepping stones to the
first step.
QUESTIONNAIRE
1 Determining the Specific Data to be Sought
2 Determining the Interviewing Process
3 Evaluate the Question Content
4 Decide on the Question / Response Fromat
5 Determine Wording of the Questions
6 Determine the Questionnaire Structure
7 Determine the Physical Characteristics of the form
8 Pretest, Revise and Final Draft
• Fig.8.
STEP TWO: DETERMINE THE INTERVIEWING
PROCESS
• The questionnaire size and nature depends on
what medium researcher is using to
communicate with the respondents. The type
of question will match the medium and
accordingly questionnaire is designed. The
contacts between the researcher and
respondents will be done by any of the three
forms namely-personal, mail and telephone.
PROCESS
• “Personal interview” has a direct contact
between the researcher or investigator and
the respondent. They meet face to face. There
can be three possible ways namely interviewer
administered surveys, self-administered
personal surveys and informal interviewing
survey. In first case, researcher or investigator
fills the questionnaire on behalf of the
respondent getting answer for each questions.
PROCESS
In this case, questionnaire can be exhaustive.

On the other hand self-administered survey,
the respondent fills the questionnaire in
researcher’s presence. While in case of
informal interview, or unstructured, there
may not be standardized questionnaire.
PROCESS
• “Mail Surveys” need a different touch. The
questionnaire can not be so exhaustive as it
is sent to the respondent and there is no
direct control. Comparatively, the size is
reduced with simple questions. To induce
them to complete, they are to be provided
with self addressed envelops and some gift as
a token for participation is to be given.
PROCESS
In case of “telephone surveys” there is a divert

contact, but for not longer period. It continues
and ends in a few minutes. Therefore, only
essential minimum number of questions to be
asked that too with prior appointment.
STEP THREE : EVALUATE THE QUESTION
CONTENT
Getting appropriate information from

respondents is strongly influenced by the
researchers ability to design a questionnaire
that is viable. Therefore, the potential
questions asked are to be evaluated as to
whether they can provide meaningful data.
CONTENT
• The criteria for evaluating the question
contents can be:
(A) Does the respondent understand the
question?
(B) Does the respondent have the necessary
information to answer the questions?
(D) Will the respondent provide the necessary
information?
CONTENT
• In case, the answer is positive in all these test

trials, then question contents are acceptable.
The first element of criteria calls for sample
and unambiguous expression of questions so
that proper and correct communication can
be done.
CONTENT
Coming to second element, though most
respondents give information, fail to give less
than perfect answers because of two reasons
namely-lack of knowledge and lack of recall.
Turning to the third element, though the
respondents understand the questions and
are having enough information, they refuse to
answer the questions-rather giving correct
answers.
CONTENT
• Thus, questions which are purely personal,

sensitive one, and their secrets are
challenged, respondents refuse to answer.
STEP FOUR: DECIDE ON THE
QUESTION/RESPONSE FORMAT
After addressing the issues relating to the

content of the questions, the next step is to
decide on the type of questions or responses
to use. Questions and responses are the two
sides of the same coin. Response depends on
question and the type of response also
depends on type of question.
The questions are broadly categorized into

four types of questions namely direct,
indirect, open ended and closed ended. The
nature of question is decided by the nature of
response expected.
• Let us examine these.
• Direct Questions:
Direct questions are one explicitly asked.

These are direct questions and answers are
also direct. The examples of direct questions
are: “What is your name?”. “How old are
you?” “Where do you come from?”. “What is
your favorite brand of pen?”.
• Indirect Questions:
Indirect questions refer to those questions
whose responses are used to indicate or
suggest the information, other than the actual
facts given in the answer. To ask indirect
questions, three techniques are used:
1. The questions must be framed in terms of a

generalized third person: Say if question is
asked to a respondent. “Why do you think
that most of other college going boys are
smokers?”. The word, other’ is speaking of
generalisation.
2. Seemingly direct questions should be asked:

Seemingly direct questions mean that though
questions are indirect, it appears direct.
3. Pictures, Stores and other ambiguous
stimuli can be used. Mostly these are
projective technique type of questions. Which
are widely used in motivation research. These
questions are based on certain clinical
psychology tests like Thematic Appreciation
Test (TAT), Sentence Completion Test (SCT),
Word Association Test (WAT), Paired Picture
Test (PPT), and Third Person Test (TPT).
TAT Questions are can be :

1. I like coffee because ..................
2. I do not like Black, Red& Yellow colours
because ........................
WAT Questions can be :

1. Perfume ................... 3. Car .........................
2. Shampoo ................................. 4. Sound
System ...........................
PPT Questions
They are based on comparing pictures
differing in one or two points and the
respondent is point the difference with
reasons.
• TPT questions
are based on - the idea that respondent
becomes a third person and answers
say:
• 1. “A lady using instant coffee is..................”
• 2. “Coffee is not good for ................ patents”.
• Open-end Questions:
These are called as free answer questions.
Here a researcher asks the questions where
no choice of answers is given. The respondent
answers as he thinks fit. The examples are:
• 1. What suggestions you have to get
distinction?
• 2. Why students fail though they studied?
• Closed end Questions:
Closed end questions are those which have

fixed answers and the researcher gives them
some predefined options.
For instance:
1. Indian Cricket team lost World Cup 2003
because:
• 1. Bad health,
• 2. Carelessness
• 3. Absence of team Spirit
• 4. Sachin’s father died
• 5. Belting and match fixing
2. I want to be a police officer because:

1. I get authority
2. I get more salary
3. I get salary and bribe
4. I want to reduce corruption
5. I want to control killings.
The other Varieties of closed end questions

are (A) Dichotomous Questions, (B) Multiple
Choice Questions, (C) Check Lists, and (D)
Rating Scales
• A. Dichotomous Questions:
• These questions are those where the
respondent is to choose between two
alternative answers.
• The examples are:
• 1. State whether following statements are
‘False’ or ‘True’ :
• 2. State whether following Statements are

right or wrong:
1. Blood pressure increases because of
tension, sugar, salt, ghee.
2. Youngsters must eat much sugar, ghee and
honey.
• B. Multiple Choice Questions:
• A multiple choice questions refers to one
which provides several set of alternatives for
its answers.
• Generally, multiple choice questions must be
longer and more complex as compared to
open end or dichotomous questions.
B. Multiple Choice Questions:
I like mathematics because:
1. It is the easiest subject.
2. It is the scoring subject.
3. It is boring subject.
4. It speaks of high I. Q.
5. It is base for higher studies.
• C. Check Lists :
Check list is a statement on a problem

followed by a series of answers from which
the respondent can choose. Normally, a show
card is given and respondent is to mark the
right answer for questions.
• D. Rating Scale:
Rating scale is a technique of measuring

attitude or attitudes. The idea is to ask the
respondent to rate a particular object along
with specified dimension. Rating scale
methods are general and specific.
• Nominal Scale – Only two options eg ‘Yes’ or
‘No’
• Ordinal Scale – Ranking (No existence of Zero)
• Interval Scale – Range (existence of Zero)
• Ratio Scale – Percentage (scale starts from
Zero only)
STEP-FIVE: DETERMINE THE WORDING OF
QUESTIONS
• The questionnaire designed is an interface

between the researcher and the respondent.
It is the bridge between the two ends. In case
of self-administered survey, the researcher
talks directly to the respondent through a
written questionnaire.
QUESTIONS
• In other surveys, an interviewer reads the
researcher’s words to the respondent. In both
the cases, the questionnaire permits the
interaction. To provide a consistent data-
collection experience for all respondents and
to get meaningful data, it is imperative that
the researcher understand the possible effects
that a particular wording can have on results.
QUESTIONS
• Unfortunately, in developing a questionnaire,
there are no hard and fast rules in
determining the exact question wording for
the individual questions. Knowingly or
unknowingly mistakes are committed while
wording the questions. Experts have given
certain guidelines as to how wording should
be done. These guidelines are:
QUESTIONS
1. Use Simple Language: Wording of a

question should be so simple that even a
damn fool is able to understand. Simple is
beautiful and meaningful.
QUESTIONS
• 2. Use Familiar Vocabulary: As a rule, technical
jargon or specialized terms in an industry
should be avoided. It is because a word has
different meaning in different contexts and
subjects. Thus the word ‘insult’ has different
meaning for a general man and man of
medicine and surgery. In medical science the
word ‘insult’ is the ‘damage’ caused. That is
why, researchers concern should be who is the
respondent.
QUESTIONS
3. Avoid Lengthy Questions: The questions

asked should be short-retaining the meaning
to be asked. Thus expression-”Date of birth” is
better than “When you were born?”
Simplicity, clarity and purposiveness are
granted by short questions.
QUESTIONS
4. Be Specific as far as Possible: The questions

should be specific, precise and to the point.
Researcher is not to beat round the bush but
hit at the head. Thus “What kind of car you
own?”has several possible answers-where the
respondent speak“about brand, model, body
style, type, fuel specifications and so on. The
word ‘kind’ makes him confused.
QUESTIONS
• 5. Avoid Double-meaning Questions: A
question that calls for several responses at
once is referred to as “double-meaning” and
should be avoided. For example “Do you think
Com bran oily, sweet and tasty?”. Here three
questions are hidden in one. In fact three
separate questions are to be asked such as . Is
com born Oily?” “Is Com bran Sweet?” Is com
bran tasty?”.
QUESTIONS
6. Avoid Leading Questions: A leading

question is one in which a response is
suggested or implied. For example, “Don’t you
think assessment standard in GOA UNIVERSITY
is substandard?” “Would you say that channel
15 on sports is good?”.
QUESTIONS
7. Avoid Loaded Questions: A loaded question is
more subtle bias than the leading question
Where results are distorted.
• “How do you like the overall performance of
• your college?”
• Extremely well.....
• Very well.........
• Pretty well ....
• Not too well.....
STEP-SIX: DETERMINE THE QUESTIONNAIRE
STRUCTURE
• After deciding the set of questions to be

asked, they are to be put in an order to
facilitate interviewer administration or self
administration. That is, sequence in which the
various subjects should appear on the
questionnaire should be decided next.
STRUCTURE
• The general guidelines state that sequensize-

the types of questions should be asked: This
sequence is : (1) Lead Questions-to start the
flow of response and gain support, (2)
Qualifying Questions-to find out whether a
person is the right type to provide the wanted
information, (3)Warm-up Questions-to direct
thinking and memory,
STRUCTURE
(4) Specific questions on the feelings or

information sought by the study, (5)
Demographic Questions to describe the
person who responded. And thanks for
cooperating.
STRUCTURE
• In addition, the questionnaire contains-name,

address, telephone number of the respondent
interview date, interesting starting and ending
time and so on. Don’t take respondents
signature it should be optional.
STEP - SEVEN: DETERMINE THE PHYSICAL
CHARACTERISTICS OF THE
FORM
Self administered questionnaire -
• 1. Appealing Physical Features
• 2. Clear and Uncluttered
• 3. Provide Sufficient Space for Answer
• 4. Questionnaire should not be Bulky
• 5. Clear Instructions
STEP - SEVEN: DETERMINE THE PHYSICAL
CHARACTERISTICS OF THE
FORM
Interviewer-administered questionnaire -
1.Convention of Differentiation
2.Put Optional Words in Parentheses
3. Inter-connected Skipping Arrangement
4. Keep Material Minimum
5.Give Project Number
STEP-EIGHT: PRETEST, REVISE AND FINAL
DRAFT
• Last, but of utmost importance is pretesting,
revising and go in for final draft of a
questionnaire. It is a control activity.
Pretesting of questionnaire is something
compulsory. Though the researcher has taken
all the care, reviewing and added all the
points of good questionnaire very
meticulously, there are missing links, flaws
and faults which have escaped the
researchers scrutiny.
Thanks

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MARKETING RESEARCH

• Prima facie, to design a question appears very

A prerequisite of designing an effective and

The solution lies in clearly writing what the

In this case, questionnaire can be exhaustive.

In case of “telephone surveys” there is a divert

Getting appropriate information from

• In case, the answer is positive in all these test

• Thus, questions which are purely personal,

After addressing the issues relating to the

The questions are broadly categorized into

Direct questions are one explicitly asked.

1. The questions must be framed in terms of a

2. Seemingly direct questions should be asked:

TAT Questions are can be :

WAT Questions can be :

Closed end questions are those which have

2. I want to be a police officer because:

The other Varieties of closed end questions

• 2. State whether following Statements are

Check list is a statement on a problem

Rating scale is a technique of measuring

• The questionnaire designed is an interface

1. Use Simple Language: Wording of a

3. Avoid Lengthy Questions: The questions

4. Be Specific as far as Possible: The questions

6. Avoid Leading Questions: A leading

• After deciding the set of questions to be

• The general guidelines state that sequensize-

(4) Specific questions on the feelings or

• In addition, the questionnaire contains-name,

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