Questionnaire design

(general issues)
Dr. Codruta Gosa
codrutagosa@yahoo.co.uk
codruta.gosa@e-uvt.ro
Logic
 Questionnaires are the most important
research instrument in small/medium/large
scale surveys which:
 Collect data using standardised
approaches on a range of variables;
 Search for patterns of causal
relationships
 Test given theory by confirming or
denying hypotheses
Logic (cont.)

◦ The collection of a (relatively)

large amount of data from
(relatively) large number of
individuals
◦ The selection of samples of
individuals from known or
unknown populations (frame).
Characteristics

 Theory/hypotheses-driven
 Measurement oriented (facts,
opinions, attitudes, behaviour)
 Structured and standardised (in

design, administration and

analysis)
Types
 Factual
 Attitudinal
 Socialpsychological
 Explanatory
Sampling procedures
 Entireframe
 Probability (e.g. random

sampling): generalisability,
representativeness
 Non-probability samples (e.g.

snowball sampling):
Medium/channel of administration

 Self-completion
 Face-to-face
 Telephone (structured interview)
 Mail
 E-mail/internet
Stages
 Preliminary work
 Selection of respondents
 Selection of types of questions
 Questionnaire design
 Trialling of question wording
 Piloting the questionnaire
 Administration of
questionnaire
 Coding, counting and analysis
 Producing the report
Task:

 Think of your topic for the BA

dissertation
1. Try to identify question(s),
theory/hypothesis that could be
tested by using a questionnaire
based survey;
2. Try to identify your target
population and ways of sampling (if
the case);
3. Try to identify ways of
administering a questionnaire
(when and where).
Questionnaire design:
the questions
Classification of question types (1)

 Classificationquestions (the
personal/demographic section)
 Factual questions
 Opinion/attitude questions
Classification of question types (2)

 Close-ended questions
 Open-ended questions
 Semi-closed questions
Classification of question types (3)

 True/False
 Yes/No questions
 Agree/Disagree questions
 Multiple choice
 Sentence completion
 Scales
 Stages
 Identify frame (sample)
 Design
 Trial
 Pilot
 Administer
 Analyze
 Produce the report
Examples of scales (1)
 Likert Scale: places people’s answers on an
attitude continuum, the respondent is
generally invited to agree – disagree with
statements)
Example: expectancy of success
Highly improbable 1 2 3 4 5 Highly
probable
In the future I expect that I will:
 be a good parent □
 be able to accomplish my goal □
 be able to solve my own problems □
Examples of scales (2)
 Semantic differential scale (Osgood’s scale): to
explore the ratings given along pairs of opposite
adjectives
Example: For each pair of adjectives tick one which
reflects the extent to which you believe the
adjectives describe police officers.
 Honest (_)(_) (_) (_) (_) Dishonest
 Stupid (_) (_) (_) (_) (_) Intelligent
 Valuable (_) (_) (_) (_) (_) Useless
 Question wording

May’s: (1993) ‘ten commandments’ for question

design
1. Ensure that questions are not too general
2. Use the simplest language possible bearing in
mind the intended audience
3. Avoid using prejudicial language
4. Avoid ambiguity
5. Eliminate vague words
6. Avoid leading questions
7. Ensure that the respondents have the
necessary knowledge (or can recall it)
8. Do not presume patterns of behaviour
9. Avoid hypothetical questions
10.Exercise caution in the use of personal,
ethically challenging questions
 Task
What is wrong with the following questions according
to May’s taxonomy. Try to improve them.
 Are you a wife beater?
 What do you think about the Prime Minister?
 If you were president for a day what would you do?
 It is acceptable for women to hold important political
offices in state governments. (agree/disagree)
 How long have you been unemployed and in receipt of
benefit?
 You don’t think that taxes should be raised, do you?
 What newspapers do you usually buy?
 Do you consider that parental advisory signs are
prejudicial to cinematographic by-products?
(addressed to teen agers)
 What do you think of drug consumption in the 1950s?
Ways of exercising caution in the use of personal, ethically
challenging questions

 The casual approach:

‘Do you happen to be a wife beater?’
 The everybody approach:

‘As you know many people have

been beating their wives these
days. Do you beat yours?’
 The other people approach:
Do you know any wife beaters? How about
yourself?
 The numbered card approach:

‘Will you please read/write the number on the

card which corresponds to what you do to
your wife?’
Design your
questionnaire