How do you create a good questionnaire?
You must ask the right questions: Too often questionnaires pose questions that the survey manager fully understands but the respondents do not. Sometimes the question has double meanings or the survey manager has failed to do his or her homework and maybe upsets or offends the respondents.
Avoid hidden agendas: The bad questionnaire with hidden agendas is designed to prove a political point, justify a previous decision, prove some shaky statistical information or protect a cherished ideal. If the intended respondents realise the intention the information provided will be corrupted by an intent to undermine the consultation.
Don’t waste time: The attention span of the most enthusiastic person will be stretched if a questionnaire takes longer than 20 minutes to complete. After this time boredom sets in and the questions start to be answered randomly, then as the respondent becomes annoyed malicious intent creeps in.
Avoid standard questionnaires: Every questionnaire should be designed starting with the analysis. The questionnaire should be specifically designed for the group to be surveyed. If the questionnaire needs to be repeated then this must be included in the design brief and consideration given to potential changes in circumstance, conditions, etc. Generic questionnaires should always be avoided unless they are specifically designed to be used to compare specific issues. Generally the more generic a questionnaire is the less information it provides on important local issues.
Keep it professional but not expensive looking: Flashy questionnaires printed on multi-coloured card with obviously expensive graphics generally get poor responses. This is especially true where financial issues may already be involved. Optical mark recognition is a good way in which you can make a questionnaire look professional while reducing processing and analysis costs - don’t try and set your own OMR system up as this is expensive, we are able to process OMR surveys for a fraction of the cost. Ask for a quote
Keep it simple: Whilst there is often a need to introduce psychometric elements into a questionnaire to prevent answer manipulation, a consistent answering method will ensure that true feelings and beliefs are obtained. Changing the answering methods reduces the attention time the responded is willing to give and the above time issues arise.
Don’t forget the analysis!: Exactly how you are going to analyse the questionnaire results must be designed in right from the start. Meaningless questions produce meaningless results. What are you trying to find out? What questions might produce a clear understanding of the respondents needs, beliefs, wishes, etc? How can these questions be used to create meaningful indicators and guidance? What demographic information needs to be gathered to find out where solutions could be best targeted?
Don’t fall into the trap of finding a questionnaire used by someone else and sending it out without any idea on how you are going to analyse it. More time probably went into designing the analysis of the questionnaire than went into designing the actual questionnaire, so you have probably got less than half survey and have wasted a lot of time and money trying to use it.
If you have a questionnaire without the method of analysis we can reverse engineer the questionnaire and give you a report on what statistical analysis information you can realistically extract from the data provided.
Market, market, market: Many good questionnaires fail because they are sprung on an unwary and negative workforce or customer. Successful questionnaires are expected by the prospective respondents and even welcomed. Involving the respondents in determining what questions should be asked can create a sense of positive ownership that encourages a maximum response, especially in workforces.
Don’t forget confidentiality!: If you are asking for information that might be sensitive or place people at a disadvantage, ensure you guarantee anonymity. This should be made clear at the start of the questionnaire and in all marketing.
