Questionnaires

Questionnaires

1. Definition

   • set of questions
     • or indications
   • collects information from a respondent
   • research instrument

2. Types

   • Structured questionnaires
     • quantitative data are collected
     • collect very specific information
     • initiates a formal investigation
     • complements and verifies previously accumulated data
     • helps to validate any previous hypotheses
   • Unstructured questionnaires
     • Qualitative data are collected.
     • has a basic structure
     • branched questions
     • The questions are more open-ended

3. Issues

   • Univocal categories
     • mutually exclusive and exhaustive
   • The search for semantic neutrality
     • The choice and wording of words in a questionnaire is critical to avoid biasing respondents' answers.
   • Avoidance of "social desirability
     • Respondents do not answer based on how they think or act, but by matching their answers to what they believe is socially expected or accepted.
   • Errors due to questionnaire display
     • the importance of usability

4. Data analysis

   • 1. Define an analysis plan
   • 2. Review your objectives
   • 3. Tabulate the data obtained
   • 4. Group respondents into segments
   • 5. Compare responses between segments
   • 6. Define a reference point
   • 7. Observe trends
   • 8. Record findings

5. Uses

   • Collect a large amount of data in less time
   • There is less chance of bias with the help pf logic questions
   • Online survey software is fast and cost effective to design, distribute and analyze
   • It can be customized to reflect your brand voice
   • Responses can be compared with historical data
   • Respondents can answer the questionnaire without revealing their identity

6. Limitations

   • Information obtained is superficial
   • There is no certainty that the information provided by the interviewee is true.
   • Incorrect interpretation of questions
   • High percentage of unanswered questions
   • Difficulty of reliability

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