Questionnaires are frequently used in quantitative marketing research. They are a valuable method of collecting a wide range of information from a large number of respondents. Good questionnaire construction is critical to the success of a survey. Inappropriate questions, incorrect ordering of questions, incorrect scaling, or bad questionnaire format can make the survey valueless. A useful method for checking a questionnaire for problems is to pretest it. This usually involves giving it to a small sample of respondents, then interviewing the respondents to get their impressions and to confirm that the questions accurately captured their opinions.
Questionnaire Construction Issues
Types of Questions
* Dichotomous questions - The respondent answers with a “yes” or a “no”.
* Multiple choice - The respondent has several option from which to choose.