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y The vehicle of communication between those seeking

insight and those from whom insight is sought (the

respondent)

y It makes possible for the researcher to quantify various

aspects of the research that are being studied

y Questionnaires are not merely a bunch of questions thrown

in with the intention of eliciting some information from the

respondent.

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Researcher must be very clear on the type of information that isneeded as part of research. Questionnaire should be designed to

collect this information

It will be the role of researcher to ensure that the needs of

research are translated into appropriate questions.

The questionnaire should not in any way reflect the opinions of

the researcher on the subject matter

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The respondent should understand the question

The respondent should possess adequate knowledge to

answer the question

The respondent should be willing to participate without

any external pressure

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Planning what to measure

Formatting the questionnaire

Questionnaire wording

Translate from English to other language

Retranslate back to English to ensure equivalency

Functional equivalenceConceptual equivalenceCategory equivalence

Sequencing and Layout decisions

Pretesting and correcting problems

Questionnaire in multiple languages

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Cultural issues

Differences in culture, economic status, social structure and

product usage can cause wide variation in the response.

Wording & Translation

Construct Equivalence

Functional equivalence Conceptual equivalence

Category equivalence

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GOOD QUESTIONNAIRE

Reli bilityV liditySe sitivity

Relev cy Acc r cy

F cilit te rec ll d t t ill tiv te

N le t y q esti s Diffic lt t s er E t re te i

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Demographic data

Psychographic data

Behavioral data

Type of questions:

Determined by the topic

The country or culture where the research is being conducted

Question format:

Open ended vs closed ended

Direct vs Indirect

Verbal vs Non verbal

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Slight differences between questionnaires administered

to respondents across industries and sectors do exist, thethree satisfaction questions used to create the ACSI score

for each company are identical

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