PROGRAM: BBA SEM 3/4: 2023-24

SUBJECT: MARKETING RESEARCH

UNIT 4

QUESTIONNAIRE
A questionnaire is a research instrument that consists of a set of questions or other types of
prompts that aims to collect information from a respondent. A research questionnaire is
typically a mix of close-ended questions and open-ended questions. Open-ended, long-form
questions offer the respondent the ability to elaborate on their thoughts. Research
questionnaires were developed in 1838 by the Statistical Society of London.
Types of questionnaires
As we explored before, questionnaires can be either structured or free-flowing. Let’s take a
closer look at what that entails for your surveys.
Structured Questionnaires: Structured questionnaires collect quantitative data. The
questionnaire is planned and designed to gather precise information. It also initiates a formal
inquiry, supplements data, checks previously accumulated data, and helps validate any prior
hypothesis.
Unstructured Questionnaires: Unstructured questionnaires collect qualitative data. They use
a basic structure and some branching questions but nothing that limits the responses of a
respondent. The questions are more open-ended to collect specific data from participants.
Types of questions in a questionnaire
We can use multiple question types in a questionnaire. Using various question types can help
increase responses to your research questionnaire as they tend to keep participants more
engaged. The best customer satisfaction survey templates are the most commonly used for
better insights and decision-making.
Some of the widely used types of questions are:
Open-Ended Questions:
Open-ended questions help collect qualitative data in a questionnaire where the respondent can
answer in a free form with little to no restrictions.
Dichotomous Questions:
The dichotomous question is generally a “yes/no” close-ended question. This question is
usually used in case of the need for necessary validation. It is the most natural form of a
questionnaire.
Multiple-Choice Questions:
Multiple-choice questions are a close-ended question type in which a respondent has to select
one (single-select multiple-choice question) or many (multi-select multiple choice question)
responses from a given list of options. The multiple-choice question consists of an incomplete
stem (question), right answer or answers, incorrect answers, close alternatives, and distractors.
Of course, not all multiple-choice questions have all of the answer types. For example, you
probably won’t have the wrong or right answers if you’re looking for customer opinion.
Scaling Questions:
These questions are based on the principles of the four measurement scales – nominal, ordinal,
interval, and ratio. A few of the question types that utilize these scales’ fundamental properties
are rank order questions, Likert scale questions, semantic differential scale questions, and
Stapel scale questions.
Pictorial Questions:
This question type is easy to use and encourages respondents to answer. It works similarly to
a multiple-choice question. Respondents are asked a question, and the answer choices are
images. This helps respondents choose an answer quickly without over-thinking their answers,
giving you more accurate data.
Questionnaire Design Process
State the information required-
This will depend upon the nature of the problem, the purpose of the study and hypothesis
framed. The target audience must be concentrated on.
State the kind of interviewing technique-
Interviewing method can be telephone, mails, personal interview or electronic interview.
Telephonic interview can be computer assisted. Personal interview can be conducted at
respondent’s place or at mall or shopping place. Mail interview can take the form of mail panel.
Electronic interview takes place either through electronic mails or through the internet.
Decide the matter/content of individual questions-
There are two deciding factors for this-
Is the question significant? - Observe contribution of each question. Does the question
contribute for the objective of the study?
Questions can be of two types:
Structured questions-
These specify the set of response alternatives and the response format. These can be classified
into multiple choice questions (having various response categories), dichotomous questions
(having only 2 response categories such as “Yes” or “No”) and scales (discussed already).
Unstructured questions-
These are also known as open-ended question. No alternatives are suggested and the
respondents are free to answer these questions in any way they like.
Determine the question language/phrasing-
If the questions are poorly worded, then either the respondents will refuse to answer the
question or they may give incorrect answers. Thus, the words of the question should be
carefully chosen. Ordinary and unambiguous words should be used. Avoid implicit
assumptions, generalizations and implicit alternatives. Avoid biased questions. Define the issue
in terms of who the questionnaire is being addressed to, what information is required, when is
the information required, why the question is being asked, etc.
Properly arrange the questions-
To determine the order of the question, take decisions on aspects like opening questions
(simple, interesting questions should be used as opening questions to gain co-operation and
confidence of respondents), type of information (Basic information relates to the research issue,
classification information relates to social and demographic characteristics, and identification
information relates to personal information such as name, address, contact number of
respondents), difficult questions (complex, embarrassing, dull and sensitive questions could be
difficult), effect on subsequent questions, logical sequence, etc.
Recognize the form and layout of the questionnaire-
This is very essential for self-administered questionnaire. The questions should be numbered
and pre-coded. The layout should be such that it appears to be neat and orderly, and not
clattered.
Reproduce the questionnaire-
Paper quality should be good. Questionnaire should appear to be professional. The required
space for the answers to the question should be sufficient. The font type and size should be
appropriate. Vertical response questions should be used, for example:
Pre-test the questionnaire-
The questionnaire should be pre-tested on a small number of respondents to identify the likely
problems and to eliminate them. Each and every dimension of the questionnaire should be pre-
tested. The sample respondents should be similar to the target respondents of the survey.
Finalize the questionnaire-
Check the final draft questionnaire. Ask yourself how much will the information obtained from
each question contribute to the study. Make sure that irrelevant questions are not asked. Obtain
feedback of the respondents on the questionnaire.
BIBLIOGRAPHY
Crawford, I. M. (1990) Marketing Research Centre for Agricultural Marketing Training in
Eastern and Southern Africa. Harare Zimbabwe.
Sudman, S. and Bradburn, N. M. (1973), Asking Questions, pp. 208 - 28
https://www.questionpro.com/blog/what-is-a-questionnaire/
https://www.managementstudyguide.com/questionnaire-design.html

Fill in the blanks:

1. A ____________ is a structured set of questions used to collect data from research

participants.
2. Questionnaires are a common method for collecting ____________ data in research
studies.
 3. ____________ questions in a questionnaire have predefined response options, such as
multiple-choice questions
4. Open-ended questions in a questionnaire allow participants to provide ____________
responses in their own words.
5. The ____________ of a questionnaire refers to the order and arrangement of questions
and sections
6. In questionnaire design, it's essential to ensure that questions are clear, ____________,
and free from bias.
7. A ____________ questionnaire is administered in person, typically through face-to-
face interviews.
8. ____________ questionnaires are distributed to participants electronically or through
mail, offering flexibility in response time.
9. To increase response rates, it's essential to make the questionnaire visually
____________ with clear headings and instructions.
10. The process of ____________ involves testing the questionnaire with a small group of
individuals to identify and address any issues.
11. . ____________ questions in a questionnaire are used to gather demographic
information about the participants
12. Questionnaires are a valuable tool for collecting data in various fields, including social
sciences, market research, and ____________.

Answers:

1. Questionnaire
2. Quantitative
3. Closed-ended
4. Free-text or Open-text
5. Structure or Layout
6. Concise or Unambiguous
7. Face-to-face or In-person
8. Self-administered or Online
9. Appealing or User-friendly
10. Pre-testing or Piloting
11. Demographic or Background
12. Public Health