A Discussion of the Questionnaire Design Steps Undertaken

‘A questionnaire is a formalised means of collecting data from respondents' (Domegan, Fleming, 2003, pg. 272). Shui et al, 2009 describes questionnaires as ‘A formulized framework consisting of a set of questions and scales designed to generate primary raw data'. There are many different methods in applying questionnaires, for example, face-to-face questionnaires, postal questionnaires, self-administered questionnaires or telephone. A questionnaire consists of a series of statically placed questions and other prompts in order to gather exact information from targeted respondents. The main aim of a questionnaire is to measure customer's behaviours, characteristics, customer's perceptions and attitudes as part of collecting primary data. One of the main advantages in using a questionnaire is that the data is standardised which will ensure that the data- gathering process will be speedy and accurate. This will make the process a lot simpler for the researcher to work with and the data will be easily comparable. Questionnaires allow all the recorded data to be edited quickly and with little error as all the data collected is in a common format. Another function of a questionnaire is that there will be a permanent record of data and it opens the way for further research.

Designing a questionnaire has no set steps to follow and has no theoretical base to lead the marketing researcher into developing a flawless questionnaire. All the marketing researchers have to go by is a long list of do's and don'ts which have been discovered due to the experience of other researchers past and present. Hence, questionnaire design is ‘more of an art than a scientific undertaking' ((Domegan, Fleming, 2003, pg. 273). Overall, a good questionnaire requires common-sense, concern for the researcher and the respondent and clear objective in what information is required. A key way to look at creating an excellent questionnaire is that is not going to be built in a day. Excellent questionnaires need extensive pre-testing and changing. In order to achieve the marketing research goal this must be applied.

Questionnaires have many advantages over other sources of primary data, one of which is that questionnaires are cheaper than other methods and they also have standardised answers which can be compiled quickly. Questionnaires can also be limited if not created correctly. When questions are asked which do not apply to the data required the questionnaire may become out-of-date or useless. Three conditions are necessary to get a true response to a question. First, respondents must understand what is being asked in the question; secondly, the respondents must be capable of providing the answer to the question and lastly the respondent must be willing to provide the answer. Researchers must remember these points when creating the questionnaire. Questions need to be phrased in a language which the respondent understands and this