Using Questionnaires 2

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Using QuestionnairesUsing Questionnaires

A questionnaire survey is, basically, a listA questionnaire survey is, basically, a list

of written questions that can be completedof written questions that can be completed

in one of two ways:in one of two ways: Respondents complete the questionnaire personally,Respondents complete the questionnaire personally,

writing the answers themselves, with the researcherwriting the answers themselves, with the researcher

not present (sometimes known as anot present (sometimes known as a postalpostal

questionnairequestionnaire, even if it has not been posted), even if it has not been posted)

Respondents complete the questionnaire by verballyRespondents complete the questionnaire by verballyresponding to questions in the presence of aresponding to questions in the presence of a

researcher (sometimes known as aresearcher (sometimes known as a structuredstructured

interview)interview)


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Designing YourDesigning Your

Questionnaire 1Questionnaire 1 Clarify Your ObjectivesClarify Your Objectives

Being clear about what information you want fromBeing clear about what information you want fromthe survey will make the questions easier to writethe survey will make the questions easier to write

Define Your SampleDefine Your Sample Think carefully about the group(s) to whom theThink carefully about the group(s) to whom the

questionnaire is given. Is the sample representativequestionnaire is given. Is the sample representativeor restricted? How big will the sample be? In whator restricted? How big will the sample be? In whatways will the sample introduce bias into theways will the sample introduce bias into the

responses?responses? Choose your questionsChoose your questions

Think about whether you want closed questions, openThink about whether you want closed questions, openquestions or a mixture of bothquestions or a mixture of both


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Designing YourDesigning Your

Questionnaire 2Questionnaire 2 Structure your questionnaireStructure your questionnaire

Include an introduction explaining itsInclude an introduction explaining its

purposepurpose Give clear instructions on how to fill it inGive clear instructions on how to fill it in

Keep questions simple and unambiguousKeep questions simple and unambiguous

Be consistent in your approach (not aBe consistent in your approach (not a

mixture of tick boxes, circling answers etc.)mixture of tick boxes, circling answers etc.) Arrange questions in a logical order, puttingArrange questions in a logical order, putting

sensitive material towards the endsensitive material towards the end

Include a thank you at the endInclude a thank you at the end


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Questionnaire QuestionsQuestionnaire Questions

Two broad types of question can beTwo broad types of question can be

identified:identified:

Closed QuestionsClosed Questions

Open QuestionsOpen Questions


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Closed QuestionsClosed Questions

A closed question is a question forA closed question is a question for

which the researcher provides awhich the researcher provides a

suitable list of responses, limitingsuitable list of responses, limitingthe respondent to preset choices.the respondent to preset choices.

Do you listen to hip-hop music?Do you listen to hip-hop music?a)a) YesYes

b)b) NoNo


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Closed Questions 2Closed Questions 2

Alternatively, a closed question can allowAlternatively, a closed question can allowthe respondent the opportunity to choosethe respondent the opportunity to choosean answer from a predefined list:an answer from a predefined list:

What kind of music do you listen toWhat kind of music do you listen tomost?:most?:

d)d) Heavy MetalHeavy Metale)e) Hip-HopHip-Hop

f)f) Dance musicDance music

g)g) GarageGarage


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Another variation is to attempt to measure aAnother variation is to attempt to measure arespondents attitude towards a particularrespondents attitude towards a particularsubject:subject:

Hip-Hop music causes violence among its audience:Hip-Hop music causes violence among its audience:

1)Strongly agree1)Strongly agree

2)Agree2)Agree

3)Neither agree nor disagree3)Neither agree nor disagree

4)Disagree4)Disagree

5)Strongly disagree5)Strongly disagree

This type of question is known as aThis type of question is known as a Lickert scaleLickert scale


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Alternatively:Alternatively:

Describe your opinion of hip-hop musicDescribe your opinion of hip-hop music

Non-racist54321Racist

Non-sexist54321Sexist

Non-violent54321Violent

This is known as a Semantic-Differential scale


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All of the above examples are variationsAll of the above examples are variations

on a similar theme.on a similar theme.

Their defining characteristic is that theyTheir defining characteristic is that theyallow the respondent very little scope inallow the respondent very little scope in

which to develop an answer beyond thewhich to develop an answer beyond the

categories selectedcategories selected

As such, the primary purpose of closedAs such, the primary purpose of closed

question tends to be the collection ofquestion tends to be the collection of

quantitative dataquantitative data


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Open QuestionsOpen Questions

In open questions, the researcherIn open questions, the researcherdoesnt provide the respondent withdoesnt provide the respondent with

a set of answers from which toa set of answers from which tochoosechoose Rather, the respondent is allowed toRather, the respondent is allowed to

answer questions in their own wordsanswer questions in their own wordsThis means that the primary purposeThis means that the primary purpose

of this type of question is to collectof this type of question is to collectqualitative dataqualitative data


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Pilot the QuestionnairePilot the Questionnaire

Before using the questionnaire inBefore using the questionnaire inearnest, pilot it with 4 or 5earnest, pilot it with 4 or 5

respondents to uncover potentialrespondents to uncover potentialproblems in the questionnaire and inproblems in the questionnaire and inthe analysisthe analysis

Use the results of the pilot to adaptUse the results of the pilot to adaptand improve your questionnaireand improve your questionnaire


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Advantages ofAdvantages of

QuestionnairesQuestionnaires Contacting large numbers of peopleContacting large numbers of people

quickly, easily and efficientlyquickly, easily and efficiently

Relatively quick and easy to create. OnceRelatively quick and easy to create. Oncefinished, the respondent does most of thefinished, the respondent does most of theworkwork

Easy to standardise as everyone answersEasy to standardise as everyone answers

the same questionthe same question Can be used to explore sensitive materialCan be used to explore sensitive material

as they can be anonymous and completedas they can be anonymous and completedin privatein private


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Disadvantages ofDisadvantages of

QuestionnairesQuestionnaires Difficult to explore complex issues andDifficult to explore complex issues and

opinions. Limited depth of response, evenopinions. Limited depth of response, evenwith open questions.with open questions.

Difficult to ascertain the validity or truth ofDifficult to ascertain the validity or truth ofrespondents answers.respondents answers.

Respondents can misunderstand questionsRespondents can misunderstand questionsor deliberately invalidate the questionnaireor deliberately invalidate the questionnaire

A poorly chosen sample can make theA poorly chosen sample can make thequestionnaire of limited use. Self-questionnaire of limited use. Self-selecting samples can also contaminateselecting samples can also contaminatedatadata

Using Questionnaires 2

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