Designing of Questionnaire for Household Surveys

(Indian Experience)

Formal standardised questionnaires: A formal standardised questionnaire should be designed

for testing and quantifying the hypotheses. Then the data also can be analysed statistically. Such
questionnaires are generally characterised by:

prescribed wording and order of questions, to ensure that each respondent receives the
same stimuli

prescribed definitions or explanations for each question, to ensure interviewers handle

questions consistently and can answer respondents' requests for clarification if they occur

prescribed response format, to enable rapid completion of the questionnaire during the
interviewing process.

Given the same task and the same hypotheses, six different people will probably come up with
six different questionnaires that differ widely in their choice of questions, line of questioning, use
of open-ended questions and length. There are no hard-and-fast rules about how to design a
questionnaire, but there are a number of points that can be borne in mind:

1. A well-designed questionnaire should meet the research objectives. This may seem
obvious, but many research surveys omit important aspects due to inadequate preparatory
work, and do not adequately probe particular issues due to poor understanding. To a
certain degree some of this is inevitable. Every survey is bound to leave some questions
unanswered and provide a need for further research but the objective of good
questionnaire design is to 'minimise' these problems.

2. It should obtain the most complete and accurate information possible. The
questionnaire designer needs to ensure that respondents fully understand the questions
and are not likely to refuse to answer, lie to the interviewer or try to conceal their
attitudes. A good questionnaire is organised and worded to encourage respondents to
provide accurate, unbiased and complete information.

3. A well-designed questionnaire should make it easy for respondents to give the

necessary information and for the interviewer to record the answer and it should be
arranged so that sound analysis and interpretation are possible.

This Courseware has been received with thanks from the National Academy of Statistical Administration (NASA), CSO, India for use
in the SAARCSTAT Web portal. Necessary editing has been done without distortion of facts and figures.

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 4. It would keep the interview brief and to the point and be so arranged that the
respondent(s) remain interested throughout the interview. Each of these points will be
further discussed throughout the following sections.

Figure 4.1 shows how questionnaire design fits into the overall process of research design that
was described in chapter 1 of this textbook. It emphasises that writing of the questionnaire proper
should not begin before an exploratory research phase has been completed.

Figure 4.1 The steps preceding questionnaire design

Even after the exploratory phase, two key steps remain to be completed before the task of
designing the questionnaire should commence. The first of these is to articulate the questions that
research is intended to address. The second step is to determine the hypotheses around which the
questionnaire is to be designed.

It is possible for the piloting exercise to be used to make necessary adjustments to administrative
aspects of the study. This would include, for example, an assessment of the length of time an
interview actually takes, in comparison to the planned length of the interview; or, in the same
way, the time needed to complete questionnaires. Moreover, checks can be made on the
appropriateness of the timing of the study in relation to contemporary events such as avoiding
farm visits during busy harvesting periods.

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Preliminary decisions in questionnaire design

There are nine steps involved in the development of a questionnaire:

1. Decide the information required.

2. Define the target respondents.
3. Choose the method(s) of reaching your target respondents.
4. Decide on question content.
5. Develop the question wording.
6. Put questions into a meaningful order and format.
7. Check the length of the questionnaire.
8. Pre-test the questionnaire.
9. Develop the final survey form.

Deciding on the information required

It should be noted that one does not start by writing questions. The first step is to decide 'what
are the things one needs to know from the respondent in order to meet the survey's objectives?'
These, as has been indicated in the opening chapter of this textbook, should appear in the
research brief and the research proposal.

One may already have an idea about the kind of information to be collected, but additional help
can be obtained from secondary data, previous rapid rural appraisals and exploratory research. In
respect of secondary data, the researcher should be aware of what work has been done on the
same or similar problems in the past, what factors have not yet been examined, and how the
present survey questionnaire can build on what has already been discovered. Further, a small
number of preliminary informal interviews with target respondents will give a glimpse of reality
that may help clarify ideas about what information is required.

Define the target respondents

At the outset, the researcher must define the population about which he/she wishes to generalise
from the sample data to be collected. For example, in marketing research, researchers often have
to decide whether they should cover only existing users of the generic product type or whether to
also include non-users. Secondly, researchers have to draw up a sampling frame. Thirdly, in
designing the questionnaire we must take into account factors such as the age, education, etc. of
the target respondents.

Choose the method(s) of reaching target respondents

It may seem strange to be suggesting that the method of reaching the intended respondents
should constitute part of the questionnaire design process. However, a moment's reflection is
sufficient to conclude that the method of contact will influence not only the questions the
researcher is able to ask but the phrasing of those questions. The main methods available in
survey research are:

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 personal interviews
group or focus interviews
mailed questionnaires
telephone interviews.

Within this region the first two mentioned are used much more extensively than the second pair.
However, each has its advantages and disadvantages. A general rule is that the more sensitive or
personal the information, the more personal the form of data collection should be.

Decide on question content

Researchers must always be prepared to ask, "Is this question really needed?" The temptation to
include questions without critically evaluating their contribution towards the achievement of the
research objectives, as they are specified in the research proposal, is surprisingly strong. No
question should be included unless the data it gives rise to is directly of use in testing one or
more of the hypotheses established during the research design.

There are only two occasions when seemingly "redundant" questions might be included:

Opening questions that are easy to answer and which are not perceived as being
"threatening", and/or are perceived as being interesting, can greatly assist in gaining the
respondent's involvement in the survey and help to establish a rapport.

This, however, should not be an approach that should be overly used. It is almost always the case
that questions which are of use in testing hypotheses can also serve the same functions.

"Dummy" questions can disguise the purpose of the survey and/or the sponsorship of a
study. For example, if a manufacturer wanted to find out whether its distributors were
giving the consumers or end-users of its products a reasonable level of service, the
researcher would want to disguise the fact that the distributors' service level was being
investigated. If he/she did not, then rumours would abound that there was something
wrong with the distributor.

Putting questions into a meaningful order and format

Opening questions: Opening questions should be easy to answer and not in any way threatening
to THE respondents. The first question is crucial because it is the respondent's first exposure to
the interview and sets the tone for the nature of the task to be performed. If they find the first
question difficult to understand, or beyond their knowledge and experience, or embarrassing in
some way, they are likely to break off immediately. If, on the other hand, they find the opening
question easy and pleasant to answer, they are encouraged to continue.

Question flow: Questions should flow in some kind of psychological order, so that one leads
easily and naturally to the next. Questions on one subject, or one particular aspect of a subject,

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should be grouped together. Respondents may feel it disconcerting to keep shifting from one
topic to another, or to be asked to return to some subject they thought they gave their opinions
about earlier.

Question variety: Respondents become bored quickly and restless when asked similar questions
for half an hour or so. It usually improves response, therefore, to vary the respondent's task from
time to time. An open-ended question here and there (even if it is not analysed) may provide
much-needed relief from a long series of questions in which respondents have been forced to
limit their replies to pre-coded categories. Questions involving showing cards/pictures to
respondents can help vary the pace and increase interest.

Closing questions

It is natural for a respondent to become increasingly indifferent to the questionnaire as it nears

the end. Because of impatience or fatigue, he may give careless answers to the later questions.
Those questions, therefore, that are of special importance should, if possible, be included in the
earlier part of the questionnaire. Potentially sensitive questions should be left to the end, to avoid
respondents cutting off the interview before important information is collected.

In developing the questionnaire the researcher should pay particular attention to the presentation
and layout of the interview form itself. The interviewer's task needs to be made as straight-
forward as possible.

Questions should be clearly worded and response options clearly identified.

Prescribed definitions and explanations should be provided. This ensures that the
questions are handled consistently by all interviewers and that during the interview
process the interviewer can answer/clarify respondents' queries.

Ample writing space should be allowed to record open-ended answers, and to cater for
differences in handwriting between interviewers.

Physical appearance of the questionnaire

The physical appearance of a questionnaire can have a significant effect upon both the quantity
and quality of marketing data obtained. The quantity of data is a function of the response rate.
Ill-designed questionnaires can give an impression of complexity, medium and too big a time
commitment. Data quality can also be affected by the physical appearance of the questionnaire
with unnecessarily confusing layouts making it more difficult for interviewers, or respondents in
the case of self-completion questionnaires, to complete this task accurately. Attention to just a
few basic details can have a disproportionately advantageous impact on the data obtained
through a questionnaire.

Use of booklets The use of booklets, in the place of loose or stapled sheets of paper make it
easier for interviewer or respondent to progress through the document.
Moreover, fewer pages tend to get lost.

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Simple, clear The clarity of questionnaire presentation can also help to improve the ease with
formats which interviewers or respondents are able to complete a questionnaire.
Creative use of In their anxiety to reduce the number of pages of a questionnaire these is a
space and tendency to put too much information on a page. This is counter-productive
typeface since it gives the questionnaire the appearance of being complicated.
Questionnaires that make use of blank space appear easier to use, enjoy higher
response rates and contain fewer errors when completed.
Use of colour Colour coding can help in the administration of questionnaires. It is often the
coding case that several types of respondents are included within a single survey (e.g.
wholesalers and retailers). Printing the questionnaires on two different colours
of paper can make the handling easier.
Interviewer Interviewer instructions should be placed alongside the questions to which they
instructions pertain. Instructions on where the interviewers should probe for more
information or how replies should be recorded are placed after the question.

In general it is best for a questionnaire to be as short as possible. A long questionnaire leads to a

long interview and this is open to the dangers of boredom on the part of the respondent (and
poorly considered, hurried answers), interruptions by third parties and greater costs in terms of
interviewing time and resources. In a rural situation an interview should not last longer than 30-
45 minutes.

Principles of Questionnaire Construction

Target the vocabulary and grammar to the population be surveyed.

• For studies within a specific organization, use the jargon used in that organization.
• Be careful to avoid language that is familiar to you, but might not be to your respondents.
Avoid unnecessary abbreviations.

Avoid ambiguity, confusion, and vagueness.

• Make sure it is absolutely clear what you are asking and how you want it answered. For
example, if you just ask "What is your income?" The respondent doesn't know whether
you mean weekly or monthly or annual, pretax or after tax, household or individual, this
year or last year, from salary only or including dividends, interest, etc.
• Avoid indefinite words or response categories. For example, "Do you jog regularly?"
What does "regularly" mean?

Avoid emotional language, prestige bias and leading questions

• Watch out for loaded words that have a history of being attached to extreme situations.
For example, avoid questions like "What should be done
about murderous terrorists who threaten the freedom of good citizens and the safety of
our children?"

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 • Avoid leading questions like "You don't smoke, do you?" or "I assume you would agree
that the teachers do a heroic job for our children".
• Avoid loading questions with extra adjectives and adverbs, like "Should the mayor spend
even more tax money trying to keep the streets in top shape?"

Avoid double-barreled questions

• Make each question about one and only one topic. For example, don't ask "Does your
company have pension and health insurance benefits?" because if their company has only
one of those benefits, it is unclear whether the respondent will say "yes" or "no".

Don't assume the respondent is an expert on themselves (unless you have no choice)

• Suppose you want to test the idea that students give better evaluations to teachers who
tell a lot of jokes in class. The wrong way to investigate this is to ask "Do you rate a
teacher higher if the teacher tells many jokes?" because this assumes that the student is
completely conscious of everything they do and why. The right way is to ask the student
two separate questions: "How would you rate the following teacher?" and "How many
jokes does the teacher tell in class?" (even better is to count the jokes yourself rather than
rely on the student's estimate). Then statistically correlate the answers, to see if students
that have teachers that tell many jokes also tend to rate them highly.

Avoid asking questions beyond a respondent's capabilities

• People have cognitive limitations, especially when it comes to memory of past events.
Asking "how did you feel about your brother when you were six years old" is probably
useless.
• It is pointless to ask people about things that are not natural ways for them to think. For
example, don't bother asking "How many gallons of gasoline did you buy for your car
last year?".

Avoid false premises

• Asking "What is the most important thing we should do stop the economy from
deteriorating any further?" assumes that the economy is deteriorating, which the
respondent may not agree with. This puts the respondent in a tough spot. It would be
better to rephrase as "What is the most important thing a government can do to strengthen
its economy".

Avoid asking about future intentions (if you can)

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 • Hypothetical questions like "If a new grocery store were to open down the street, would
you shop there?" are notoriously unrelated to actual future behavior.

Avoid negatives and especially double negatives

• Negatives like "Students should not be required to take a comprehensive exam to

graduate" are often difficult for many respondents to process, especially if they agree
with the predicate, because then they are disagreeing with not doing something, which is
confusing!
• Double negatives like "It is not a good idea to not turn in homework on time" yield very
unreliable data because people are unsure about whether to put a "yes" or "no" even if it
is clear in their minds whether turning homework in on time is a good idea.

Question Placement

• It's a good idea to put difficult, embarrassing or threatening questions towards the end of
the interview when the interviewee has gotten more comfortable. This has two benefits.
First, it makes them more likely to answer, and, second, if they get mad and leave, at least
you've gotten most of your questions asked!
• Put related questions together to avoid giving the impression of lack of meticulousness

Open-ended versus Closed-ended Questions

An open-ended question is one in which you do not provide any standard answers to choose
from. For example, these are all open-ended questions:

1. How old are you? ______ years.

2. What do you like best about your job?

____________________________________________________________
____________________________________________________________
A closed-ended question is one in which you provide the response categories, and the respondent
just chooses one:

1. How old are you?

(a) 12 - 15 years old
(b) 16 - 25 years old
(c) 26 - 35 years old
(d) 36 - 45 years old
(e) practically dead

2. What do you like best about your job?

(a) The people
(b) The diversity of skills you need to do it
(c) The pay and/or benefits
(d) Other: ______________________________ (write in)

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There are lots of reasons for choosing one form over the other. Here are some of the issues:

Advantages Disadvantages
• Can put ideas in resp's head
• Easy and quick to answer • Resps w/ no opinion answer anyway
• Answers across resps easy to • Resps can feel constrained/frustrated
compare • Many choices can be confusing
• Answers easier to analyze on • Can't tell if resp. misinterpreted the
Closed-
computer question
ended
• Response choices make • Fine distinctions may be lost
question clearer • Clerical mistakes easy to make
• Easy to replicate study • Force respondents into simple
responses

• Resps give answers w/ diff. level of

detail
• Answers can be irrelevant
• Permit unlimited number of
• Inarticulate or forgetful resps are at
answers
disadvantage
• Resps can qualify and clarify
• Coding responses is subjective and
Open- responses
tedious
ended • Can find the unanticipated
• Requires more resp. time and effort
• Reveal resps thinking
• Intimidates respondents
processes
• When resp omits a response, can't tell
if its because
of belief or just forgetfulness

Piloting the questionnaires

Even after the researcher has proceeded along the lines suggested, the draft questionnaire is a
product evolved by one or two minds only. Until it has actually been used in interviews and with
respondents, it is impossible to say whether it is going to achieve the desired results. For this
reason it is necessary to pre-test the questionnaire before it is used in a full-scale survey, to
identify any mistakes that need correcting.

The purpose of pretesting the questionnaire is to determine:

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 whether the questions as they are worded will achieve the desired results

whether the questions have been placed in the best order

whether the questions are understood by all classes of respondent

whether additional or specifying questions are needed or whether some questions

should be eliminated

whether the instructions to interviewers are adequate.

Usually a small number of respondents are selected for the pre-test. The respondents selected for
the pilot survey should be broadly representative of the type of respondent to be interviewed in
the main survey.

If the questionnaire has been subjected to a thorough pilot test, the final form of the questions
and questionnaire will have evolved into its final form. All that remains to be done is the
mechanical process of laying out and setting up the questionnaire in its final form. This will
involve grouping and sequencing questions into an appropriate order, numbering questions, and
inserting interviewer instructions.

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