The questionnaire is probably the most frequently used method of collecting data in qualitative research. A questionnaire is different from an interview. It is usually a set of written questions decided upon in advance by the researcher and given to the sample group for completion. It is not usual to ask additional questions, give clarification or exchange views whilst the questionnaire is being completed.

The main advantages of a questionnaire are:

• it is a cheap and efficient method where no special conditions or equipment are required. It can also be compiled anywhere that suits you and distributed easily.
• information can be collected from a large group of people, fairly quickly.
• the data collected can be anonymous, which might improve the response rate.
• questions are standardised i.e. everyone answers the same questions. As the questions are consistent, the answers can easily be compared.

The main disadvantages of a questionnaire are:

• the recipients may be reluctant to complete and return the questionnaires, particularly by post.
• there is no opportunity to clarify what a question means.
• the choice of answers may be restricted, not allowing the respondents’ views to be reflected accurately.
• unless the researcher is present when the questionnaire is completed there is no certainty as to who has supplied the answers.

Designing a questionnaire

Questionnaires should be designed to be self-explanatory, concise, jargon free and well laid-out. Most questionnaires will use a combination of the following:
closed questions, open questions, rating scales and forced response questions.

Before you start, consider the following:

• will the questionnaire be completed face-to-face or by post?
• will you want to follow-up your questionnaire with some interviews to expand on the information you have received?
• how will you choose your participants, and ensure their anonymity?
• will you use open or closed questions?
• how much time and effort can you reasonably expect your participants to spend on your questionnaire?
• is a questionnaire the most relevant method of collecting your data?
• will you use a simple yes/no response (closed question), or a rating scale using words, numbers or symbols?

• how will you deal with the answers to open questions ?

• will you use forced responce questions?

Things to aviod when designing a questionnaire

• asking irrelevant questions.
• language which is not appropriate for your target audience (i.e. do not use jargon or slang unless you are certain that your respondents will understand it)
• including questions which are double-negatives (e.g. don’t you think people shouldn’t drink in the streets?)
• assuming that respondents have an opinion. They should be given the opportunity to answer ‘don’t know’, or ‘neither agree nor disagree’ etc.

• leading questions which may direct the respondents towards giving the answer you are looking for e.g. What do you like about binge drinking? (the respondent may not like or participate in binge drinking).
  General questions which might produce a variety of answers. A general question would be ‘at which supermarkets do you regularly shop?’; whereas, the question ‘at which of the following supermarkets do you regularly shop?’ would give more focussed answers

• hypothetical questions which ask people to use their imagination (e.g. starting with ‘if you ……….’) and do not elicit factual responses. They are only of use in surveys of ethical and/or moral attitudes.

Once you are satisfied with the design of your questionnaire, you need to pilot it.

Click here to find out more about conducting a pilot.