When you’re constructing a questionnaire, keep it as short as possible. If it has to be longer because of the nature of your research, think about whether your respondents will actually take the time to fill it in. Some people will do so if they feel there is some personal benefit to be gained. This is why long consumer behaviour surveys offer entry into large prize draws for completed questionnaires. If your budget is limited, you might be able to offer a copy of the final report or other information which may be of use to the respondent as an incentive.

Be realistic about how long a questionnaire will take to fill in. Saying it will take a ‘moment’ is not helpful. Include filter questions with answers such as ‘If no, go to question 28’. Psychologically it ’s good for respondents to be able to jump sections as it stops people becoming frustrated by unnecessary or irrelevant questions.

As with interviewing or focus groups, when designing a questionnaire start with easy questions which respondents will enjoy answering, thus encouraging them to continue filling in the questionnaire. If you begin with complex questions which need long responses, your respondents will be less likely to fill in the form. If you’re constructing a combined questionnaire, keep your open-ended questions for the end as, once someone has spent time completing the rest of the questionnaire, they are more likely to continue with those questions which take a little more effort to complete.

When constructing a questionnaire, you need to make it as interesting as possible and easy to follow. Try to vary the type and length of questions as variety provides interest. Group the questions into specific topics as this makes it easier to understand and follow. Layout and spacing are extremely important. If your questionnaire looks cluttered, respondents will be less likely to fill it in.

Collecting personal information

Opinion is divided about where personal information should be included on a questionnaire. I tend to include it at the end, as I believe people are more likely to fill in this information when they have already invested time and energy in completing the rest of the form. As the researcher, you need to think about collecting only that type of personal information which is completely relevant to your research. Be sensitive to the type of information people will be reluctant to give. You also need to assure them that you understand and will comply with the Data Protection Act.

PILOTING THE QUESTIONNAIRE

Once you have constructed your questionnaire, you must pilot it. This means that you must test it out to see if it is obtaining the results you require. First of all, ask people who have not been involved in its construction to read it through and see if there are any ambiguities which you have not noticed. Once this has been done, alter the questions accordingly, then send out a number of questionnaires to the type of people who will be taking part in the main survey. Make sure they know it is a pilot test and ask them to forward any comments they may have about the length, structure and wording of the questionnaire. Go through each response very carefully, noting comments and looking at the answers to the questions as this will help you to discover whether there are still ambiguities present. Alter the questionnaire again. If you have had to undertake major alterations, you may need to pilot the questionnaire again.

This may seem a rather long and laborious process, but it is incredibly important, especially if you’re intending to send out a large number of questionnaires.

OBTAINING A HIGH RESPONSE

Questionnaires are big business and as more and more fall through our letterboxes we become less willing to spend the time completing them. You need to make yours stand out so that all your careful planning and construction is not wasted. There are many simple measures you can take to try to ensure a high response rate.

Is the questionnaire relevant to the lives, attitudes and beliefs of the respondents?

Can the respondents read if they are to be given a selfadministered questionnaire?

Are there any language issues? Do you need to translate the questionnaire into another language?

Are your intended respondents likely to co-operate? For example, illegal immigrants may be less likely to fill in a questionnaire than legal immigrants.

Is the questionnaire well constructed and well laid out?

Is it clear, concise and uncluttered?

Are the instructions straightforward and realistic about how long it will take to complete?

Has the respondent been told who the research is for and what will happen to the results?

Has the respondent been reassured that you understand and will comply with the Data Protection Act?

Has the questionnaire been piloted to iron out any problems?

Can your respondents see some personal benefit to be gained by completing the questionnaire?

Is return postage included?

Has a follow-up letter and duplicate questionnaire been sent in cases of none response?