The conception of a questionnaire is an important step. To be sure to have all chances of success, you must know exactly what you're seeking for. Thus, you'll know exactly what will be the goal of each question. What to do in this preliminary stage was discussed in the article : How to link the goal of a survey with the questionnaire. The issue here is to identify precisely what must be measured. Talking about precision implies 2 things :
- The identification of questions: it is the result of a perliminary procedure which allows you to identify what is called indicators. Every indicator represents the goal of one question. To have 30 indicators will mean that you will obtain 30 questions in your questionnaire.
- The structure of the questionnaire : it is the subject which is discussed here. The issue is to present your questionnaire in a way that it is understood efficiently by any respondent. It is what help to avoid refusals to answer, either to some questions, or to the questionnaire in its entirety.
The content of the questionnaire :
1 - Presentation : It is important to inform the respondent about the motive of the study. Who makes the study and how the information will be used. The goal is to inform him just enough to have the participation of the respondent, while avoiding directing the respondent on the content of the desired answers.
2 - Information on procedure : They allow the respondent to know how to answer your questionnaire. It's better to indicate those information at the exact place where it is necessary. Usually some general infromation are useful at the beginning while the others more specific will be placed in more specific places (For exemple : just before a question).
3 - The sequence of questions : Make sure all parts of the questionnaire appears in a logical sequence to the respondent. He has to undestand that he is engaged in a structured procedure. To do that, you can, among other strategies, regroup questions by subject or by type (choice of answers, opened questions, dichotomic questions, ...)
It is essential to place sensitive questions at the end of a questionnaire. Sensitive questions can cause a refusal to answer. And if a respondent refuses to answer the first questions of a questionnaire, he usually decides not to answer to the questionnaire itself.
It is also essential to place questions related to the characteristics of the respondent at the end of a questionnaire. People usually consider that a survey has to guarantee the confidentiality of all answers. The information which describe the respondent easily causes refusals to answer. It can be seen as a proof that you do not care for confidentiality. If the person decides not to answer the last questions, you have just lost some information, but the questionnaire is still useful.
4 - Questions used as filters : It might happend that portions of a questionnaire are useful only for some respondents. It is customary then to ask a question that can help to sort the respondents. Then, each choice of answers will lead the repondent where to find the question relevant to its particular situation.
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For example :
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Why are you a part-time worker ?
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Afterward, a reminder is also customary before every question where the respondant is told to go. Here, a reminder should be indicated before questions 9 , 18 and 21. This reminder allows to reassure the respondent. He knows he is at the right place. Every time a respondent encounter a difficulty while answering to a questionnaire, there is a risk he will put aside the questionnaire.
5 - Final thank you. It is important that the respondent know his effort was appreciated. If sensitive information was collected you have to, again, reassure the respondent about the use of this information. It is then useful to make reference to the precaution you will take to protect the confidentiality of the answers.