Constructing the Questionnaire A questionnaire has
validity when the questions asked measure what they were intended to measure. It’s VALID
Reliability exists when a research technique produces nearly identical results in repeated trials. It’s RELIABLE
Conducting the Questionnaire
Questions should be
clear and easy to
understand
All participants need
to understand that
question in the same
way
Sample Questions
Was your food hot? Spicy? Temperature?
How often do you eat out? At sit-down restaurants? At any place other than home?
Types of Questions
Open-ended
questions ask
respondents to
construct their own
response to a question.
Generates a wide
variety of responses
Sometimes responses
are difficult to
categorize
Types of Questions
Forced-choice questions
ask respondents to choose
answers from possibilities
given on a questionnaire.
Formats include:
Two-Choice Questions (Yes/No)
Multiple-Choice Questions
Rating or Ranking Scales
Level of Agreement Scales
Two-Choice or Yes/No Questions
Should be used only when asking for a
response on one issue
Example:
“Was our facility clean?”
“Were the grounds well maintained?”
NOT – “Was our facility clean and well
maintained?”
WHY NOT?
Multiple Choice Questions
It is important to make the
options:
Mutually exclusive - Can’t
both be true at the same
time
Comprehensive – includes
all possible responses
Most surveys will include
“other” to be sure all
options are covered
Multiple Choice Questions
Example: “When given the choice between all of
the rental car companies listed below, which do you prefer? (check only one) Alamo Avis Budget Dollar Enterprise Hertz Other __________________
Adding “other” increase the reliability. If it was not an option customers might just
choose any of the ones listed
Rating Scale Questions
Asking respondents to rate a product or service
Examples: From very unsatisfied to very satisfied From excellent to poor
How would you rate your reception by the front desk staff?
HelpfulnessExcellent Good Fair Poor
Check in speedExcellent Good Fair Poor
InformativeExcellent Good Fair Poor
Level of Agreement Questions Used for assessing attitudes or opinions Commonly used options are strongly agree
to strongly disagree
Indicate your level of agreement with each statement.“I am extremely health conscious.”Strongly agree agree neutral disagree strongly
disagree
“I do not like vegetables.”Strongly agree agree neutral disagree strongly
disagree
“Eating healthy is important to me.”Strongly agree agree neutral disagree strongly
disagree
Poor Questions
Leading questions – a question that suggests a correct answer
Example: “Do you prefer X or the more reasonably
priced Y?” Bias questions – encouraging one answer
over another Example:
“Don’t you agree that school parking is a problem?”
Poor Questions
Avoid questions that could
cause respondents to guess
How many students at Stone
Bridge drink coffee on a daily
basis?Less than10%35%75%100%
Basic Guidelines for Writing Questions
Questions should be
clear and concise.
Consistent ranking or
rating scales should
be used for similar
questions.
Formatting the Questionnaire
Use dark ink, preferably black.
Use light paper. Use fonts and types
that are easy to read. It should be short
enough to answer quickly.
Use section headings and numbers where appropriate.
Formatting Content
Directions for completing
the questionnaire must be
clear for each section or
group of questions.
General demographic
questions are typically
grouped together at the end
of the questionnaire.
Administering the Questionnaire
All surveys should have deadlines for
completion.
Surveys should always include a brief
explanation of purpose.
What information is the survey attempting
to collect?
Who is eligible to participate?
Many questionnaires offer incentives for
participation.