Questionnaire Design Basics
Break Down Your Research Focus
Split big concepts into smaller, measurable parts. For example, instead of "satisfaction," look at "speed," "ease of use," and "helpfulness."
- Create more precise questions
- Get data you can analyze with statistics
- Find insights you can actually use
Closed Questions
Multiple-choice or rating scale questions.
- Easy to compare answers
- Good for testing clear ideas
- Works well with statistics
Open Questions
Questions where people write their own answers.
- Discover unexpected ideas
- Learn how people think about issues
- Study complex topics
Avoid Biased Questions
Lazy Answering Bias
When people give quick, low-effort answers.
- Keep questions simple
- Mix up question types
- Avoid using the same scale over and over
Social Pressure Bias
When people give "good" answers rather than honest ones.
- Use neutral wording
- Promise to keep answers private
- Ask indirect questions ("Some people think..." instead of "Do you...")
Agreement Bias
When people tend to agree regardless of the question.
- Include both positive and negative statements
- Be specific rather than general
- Avoid leading questions
Finding Participants
Use Multiple Recruiting Methods
Don't rely on just one way to find participants. Using several methods works much better.
Online Methods
- Email with eye-catching subject lines
- Social media posts on the right platforms
- Research websites and forums
- Professional networks
In-Person Methods
- Ask people at relevant events
- Put up flyers in key locations
- Make phone calls for special groups
- Partner with community groups
Keep Good Contact Records
A well-organized contact list leads to better response rates.
Check Contacts Regularly
Update your list every 3 months
Group Similar Contacts
Sort by field of study, skills, or demographics
Track Who Participates
Note who has helped before and how responsive they were
Record Permissions
Keep track of who gave consent to contact them
- Mid-morning (9-11am) Tuesday-Thursday gets 24% more responses
- Avoid busy times like end of semester for students
- Plan for 2-3 weeks to collect data
- Try lunch hours or early evenings for working adults
Writing Better Questions
Question Structure
Good Questions
- Ask about just one thing at a time
- Use specific rather than vague terms
- Match to your audience's knowledge
- Include clear time frames or references
Example: "How easily could you find the search button on a scale of 1-7?"
Bad Questions
- Ask about multiple things at once
- Use vague or unclear wording
- Too complex for your audience
- Missing time frames or context
Example: "How good was the interface?"
Rating Scales
Agreement Scales
Like "strongly disagree" to "strongly agree"
- Good for opinions and attitudes
- Creates standard responses
- Works well with statistics
Number Scales
Like rating from 1-5 or 1-10
- Good for rating performance
- Helps compare different things
- Measures experiences
- Use 5-7 points (balances detail without overwhelming)
- Decide if you'll label all points or just ends
- Consider whether to include a middle option
- Make scales work well on mobile devices
Mobile-Friendly Design
Over 70% of young adults take surveys on phones. Make sure yours works well on small screens.
Use Vertical Scales
Better than horizontal on phones
Avoid Grid Questions
These are hard to use on small screens
Make Buttons Finger-Sized
Leave enough space between clickable elements
Break Up Complex Info
Show information in smaller, digestible chunks
Keep It Simple
Use clear layouts that reduce mental effort
Getting More Responses
Contact People Multiple Times
Most people won't respond to your first message. Use this sequence:
Pre-Notice
Quick message letting people know a survey is coming
Main Invitation
Full details about your survey and why it matters
First Reminder
Send 3-5 days later to those who didn't respond
Final Reminder
Send 7-10 days after invitation as a last chance
Thank You
Send thanks and share results with participants
Money Rewards
Work best when:
- You need the general public
- Your survey takes a lot of time
- You need quick responses
Other Rewards
Work best when:
- People already care about your topic
- You want ongoing research relationships
- Your budget is limited
Small guaranteed rewards ($5 for everyone) work better than big lottery prizes (chance to win $500) for academic surveys.
Make Your Survey Engaging
Fight survey fatigue by making your survey interesting:
- Clean, professional design
- Progress bar showing completion
- Interactive elements like sliders
- Different question types to maintain interest
- Questions that clearly relate to your stated purpose
Ethics in Research
Balance Recruitment with Ethics
- Don't recruit people you have power over (like professors recruiting their students)
- Be careful about identifying people by characteristics they may not want highlighted
- Make it easy to decline participation
- Provide enough information for informed decisions
Remember: Good questionnaires balance research goals with participant experience. Plan carefully, test thoroughly, and focus on collecting data you can actually use.