Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Agrawal, J. 2010. Questionnaire Design. Wiley International Encyclopedia of Marketing. 2.
- Published Online: 15 DEC 2010
Conducting surveys by using a questionnaire is a dominant method of collecting data for academic research, for public institutions, and for business organizations. A questionnaire, containing a list of predesigned questions, affects both the quality and quantity of data. A well-designed questionnaire could motivate respondents to complete the survey and reduce the sampling error by increasing the response rate and, therefore, the sample size of the study. At the same time, it also helps to reduce nonsampling errors arising due to the nature of responses. In other words, a poorly designed questionnaire is likely to make a significant impact on the findings and conclusions of a research study. Therefore, it is very important to follow the best practices of questionnaire design in terms of following certain steps when designing a questionnaire and practicing certain “do's” and “don't's” of questionnaire design. Following the steps of questionnaire design beginning from the identification of data needed to the last step of pilot testing of the questionnaire will increase the likelihood of getting quality data in the desired quantity. Designing a good survey essentially requires keeping the interests of both the researcher and the respondents in mind.
- questionnaire design;
- survey design;
- best practices;
- question wording