Chapter 9
Data Collection Methods:
Questionnaires
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Questionnaire Design
• Definition
A questionnaire is a pre-formulated, written set of questions to
which the respondent records his answers
• Steps
1. Determine the content of the questionnaire
2. Determine the form of response
3. Determine the wording of the questions
4. Determine the question sequence
5. Write cover letter
Research Methods © 2012 John Wiley & Sons Ltd.
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for Business
1. Questionnaire content
• Framework
Need information for all constructs in framework
• Measurement: Operationalizing
– Objective construct:
• 1 element/items
=> 1 question
– Subjective construct:
• multiple elements/items
=> multiple questions
Research Methods © 2012 John Wiley & Sons Ltd.
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for Business
2. Response format
• Closed vs. Open-ended questions
– Closed questions
• Helps respondents to make quick decisions
• Helps researchers to code
– Open-ended question
• First: unbiased point of view
• Final: additional insights
• Complementary to closed question: for
interpretation purpose
• Cfr. Measurement: Response scales
Research Methods © 2012 John Wiley & Sons Ltd.
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for Business
3. Question wording
• Avoid double-barreled questions
• Avoid ambiguous questions and words
• Use of ordinary words
• Avoid leading or biasing questions
• Social desirability
• Avoid recall depended questions
Research Methods © 2012 John Wiley & Sons Ltd.
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for Business
Question wording
• Use positive and negative statements
– Dresdner delivers high quality banking service
Dresdner has poor customer operational support
– Avoid double negatives
• Limit the length of the questions
Rules of thumb:
– < 20 words
– < one full line in print
Research Methods © 2012 John Wiley & Sons Ltd.
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for Business
4. Question sequence
Personal and sensitive data at the end
Research Methods © 2012 John Wiley & Sons Ltd.
www.wiley.com/college/sekaran
for Business
5. Cover letter
• The cover letter is the introductory page of
the questionnaire
• It includes:
– Identification of the researcher
– Motivation for respondents to fill it in
– Confidentiality
– Thanking of the respondent
Research Methods © 2012 John Wiley & Sons Ltd.
www.wiley.com/college/sekaran
for Business
