How to construct questionnaires What is a questionnaire

How to construct questionnaires

What is a questionnaire? • Questionnaires are a common method to collect primary research • They require customers to complete a number of questions around a specific topic • Questionnaires can be conducted face to face, over the phone and via email.

Open v Closed questions • Questionnaires can use a mixture of open and closed questions. • Closed questions require a yes no answer or may involve selecting a category in which the customer must select an option e. g. age categories. • Open question invite the customer to give their opinion, often looking for more detailed answers and asking the underlying question of ‘why’?

Question design • Questions can be designed in different ways. – Simple yes/no • Do you purchase Nike products? – Multiple choice • Which sports do you take part in? – – – Football Rugby Tennis Golf Swimming Yes/No

Question design • Questions can be designed in different ways. – Likert Scale • Would you say you are: – – Very satisfied Satisfied Unsatisfied Very unsatisfied – Give reasons for • Why did you buy Nike products? Give reasons for your answer below. _________________________________________________

Classification questions • At the start of a questionnaire it is common to use ‘classification questions’. These help to identify who has completed the questionnaire. – Are you male/female – How old are you? • • • Under 18 18 -23 24 -35 36 -50 51 or over

Conducting a pilot • Once you have constructed your questionnaire it is important to conduct a pilot • This is a test of your questionnaire • It allows you to see how well your questionnaire works • You can then amend any questions if necessary