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#1 Questionnaire—>What it is

A questionnaire is a list of written questions used to collect information from people, usually for surveys or research studies. People answer the questions by choosing from given options or writing responses.

The definition highlights that questionnaires are usually structured, meaning the questions are organized in a planned way. This structure is especially useful in quantitative research, where researchers collect numerical data that can be measured and analyzed statistically.

#1 Questionnaire—>3 types

1. Unstructured Questionnaire

An unstructured questionnaire is very flexible.
It does not follow a strict list of questions and only gives general topics to discuss.

Researchers use it when they want deep, detailed opinions and ideas from participants. It is common in exploratory qualitative research, such as in-depth interviews.

Example:
A researcher casually asks participants about their life experiences and allows the conversation to flow naturally.

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2. Semi-Structured Questionnaire

A semi-structured questionnaire has some organization but still allows freedom in responses.

The researcher prepares open-ended questions, but participants can answer in their own words. The discussion can also expand beyond the prepared questions.

This type is useful for qualitative research like focus groups and interviews.

Example:
A teacher asks students prepared questions about online learning but also allows follow-up discussion.

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3. Structured Questionnaire

A structured questionnaire is highly organized and standardized.

All participants answer the same questions in the same format, often using multiple-choice, rating scales, or yes/no answers.

This type is mainly used in quantitative research, where answers are measured and analyzed statistically.

Example:
An online survey asking people to rate customer service from 1 to 5.

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Main Difference

• Unstructured → very flexible and open

• Semi-structured → partly organized with open discussion

• Structured → fixed questions with standardized answers

Researchers choose the type depending on whether they want detailed opinions (qualitative data) or measurable numerical data (quantitative data).

[to read] #1 Questionnaire—>Main functions and components of a structured questionnaire

Main Functions of a Structured Questionnaire

A structured questionnaire helps researchers conduct surveys in an organized and consistent way. Its main functions are:

• Setting the order of questions
  It determines the sequence in which questions are asked during an interview or survey.

• Standardizing questions
  It ensures that every respondent is asked the same questions in the same way. This improves fairness and reliability.

• Collecting and recording data
  It provides a clear system for gathering answers so the data can be analyzed easily.

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What a Questionnaire Includes

A questionnaire is more than just a list of questions and answers. It may also include:

• Fieldwork instructions
  Guidelines for researchers on how to choose, approach, and question respondents.

• Communication aids
  Materials such as maps, pictures, advertisements, product samples, or return envelopes that help respondents understand or complete the survey.

• Incentives or rewards
  Gifts, payments, or rewards given to encourage people to participate.

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Complex Surveys

Large or complex surveys may use more than one questionnaire.

Examples include:

• Screening questionnaire
  A short preliminary survey used to identify suitable participants.

• Different questionnaires for different groups
  Separate questionnaires may be designed for different categories of respondents or for surveys conducted over multiple time periods (longitudinal studies).

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Main Idea

Structured questionnaires help researchers collect information in a consistent, organized, and efficient manner. They also include instructions and tools that make the survey process smoother and more reliable.

[to read] #2 Types of questions—>Name all types

1. By response format

2. By the information given

3. By collected information

#2 Types of questions—>3 types: by response format (3)

1. Open-Ended Questions

Open-ended questions allow respondents to answer freely using their own words.

There are no fixed answer choices.

Features

• Give detailed and personal responses

• Useful for exploring opinions, feelings, and experiences

• Common in qualitative research

Advantages

• Rich and detailed information

• Respondents can explain themselves fully

Disadvantages

• Difficult to organize and analyze statistically

• Responses may vary widely

Example

“What do you think about online learning?”

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2. Closed-Ended Questions

Closed-ended questions require respondents to choose from a limited set of answers.

These are mainly used in quantitative research, especially surveys.

Advantages

• Easy to compare answers

• Faster to analyze statistically

• More organized and standardized

Types of Closed-Ended Questions

a) Dichotomous Questions

Only two possible answers.

Examples

• Yes / No

• True / False

• Male / Female

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b) Multiple-Choice Questions

Respondents select one answer from several options.

Example

“What is your favorite subject?”

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• Math

• Science

• English

• History

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c) Multiple-Answer or Checklist Questions

Respondents can choose more than one option.

Example

“Which social media platforms do you use?”

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• Facebook

• Instagram

• TikTok

• X (Twitter)

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d) Attitudinal Scales

Used to measure opinions, attitudes, or feelings through ratings or rankings.

Example

“Rate your satisfaction from 1 to 5.”

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3. Mixed Questions

Mixed questions combine closed-ended and open-ended formats.

Usually, respondents choose from fixed answers and also get a chance to explain further.

Example

“What transport do you use most?”

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• Car

• Bus

• Bicycle

• Other: _______

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Main Idea

• Open-ended questions → detailed, flexible answers

• Closed-ended questions → fixed, measurable answers

• Mixed questions → combine both styles for more complete information

#2 Types of questions—>3 types: by the information given (Un vs Ai)

Aided vs. Unaided Questions

Questions can be divided into two types:

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1. Aided Questions

Aided questions give respondents clues, hints, or support to help them answer.

The interviewer may provide:

• Examples

• Pictures

• Maps

• Brand names

• Product images

These aids help respondents remember or better understand the question.

Example

“Which of these brands have you heard of?”

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• Nike

• Adidas

• Puma

The respondent is helped by seeing the options.

When Used

• When the topic is difficult or complex

• When respondents may struggle to remember information

• In brand or product recognition studies

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2. Unaided Questions

Unaided questions give no hints or clues.

Respondents answer only from their own memory or knowledge.

These questions are often used to measure spontaneous recall — what people naturally remember first.

Example

“Name any sportswear brands you know.”

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The respondent must think of answers independently.

When Used

• To test real awareness or memory

• To avoid influencing the respondent’s answer

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Important Point

The same topic can be studied using both aided and unaided questions.

Researchers often:

1. Ask unaided questions first

2. Then ask aided questions afterward

This helps compare:

• what people remember naturally

• versus what they recognize after seeing clues

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Main Idea

• Aided questions → provide hints or support

• Unaided questions → rely only on the respondent’s memory

Researchers choose between them depending on the kind of information they want to measure.

#2 Types of questions—>3 types: by the collected information

1. Screening Questions

Screening questions are asked at the beginning of a survey to check whether a person is suitable for the study.

They help researchers remove people who do not belong to the target group.

Example

“Are you over 18 years old?”

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If the answer is “No,” the respondent may not continue.

In non-anonymous surveys, screening may also include asking for informed consent.

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2. Identification Questions

These questions collect personal details such as:

• name,

• address,

• phone number.

They are used only when the survey is not anonymous and confidentiality is protected.

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3. Introductory Questions

These are simple and interesting opening questions used to:

• make respondents feel comfortable,

• create a relaxed atmosphere,

• encourage participation.

Example

“How often do you use social media?”

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4. Basic Information Questions

These questions collect the main information needed for the research problem or objective.

They form the core part of the questionnaire.

Example

Questions about customer satisfaction in a business survey.

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5. Attitudinal Scales

These questions measure people’s attitudes, opinions, or feelings.

They often use rating scales.

Example

“Rate your satisfaction from 1 to 5.”

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6. Classification Questions

These collect demographic or socioeconomic information used to group respondents.

Examples

• age,

• gender,

• income,

• education level,

• occupation.

Researchers use this information for segmentation and comparison.

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7. Control Questions

Control questions are used to check the quality and truthfulness of responses.

Researchers may ask similar questions in different ways to see if answers are consistent.

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8. Filter or Logical Questions

These questions decide whether respondents should answer later questions.

They guide respondents through the survey based on previous answers.

Example

“Do you own a car?”

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• If “Yes,” continue to car-related questions.

• If “No,” skip that section.

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9. Special Questions

These deal with sensitive or personal topics such as:

• health,

• income,

• religion,

• politics,

• sexual behavior,

• law observance.

Because these topics may make respondents uncomfortable, researchers use special techniques.

Techniques for Sensitive Questions

a) Circumvent Method

Ask indirectly instead of directly.

b) Inference Method

Ask about other people’s behavior instead of the respondent’s own behavior.

c) Scales

Use several related statements to measure attitudes gradually.

d) Randomized Questions

Use random methods to protect privacy and encourage honest answers.

#3 Writing a good questionnaire—>The process

1. Specify the Information Needed

First, researchers decide exactly what information they want to collect.

They identify:

• the research objectives,

• the problem being studied,

• and the type of data required.

Example

A company may want to know:

• customer satisfaction,

• buying habits,

• or product preferences.

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2. Determine the Content of Questions

Researchers then decide what questions should be included.

Each question must help achieve the research goal.

Unnecessary or unrelated questions should be avoided.

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3. Write the Questions

Next, the questions are written carefully.

Researchers focus on:

• clear wording,

• simple language,

• proper structure,

• and avoiding confusing or biased questions.

The goal is to make questions easy to understand and answer.

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4. Arrange the Questions

Questions are organized into a logical order.

Researchers also plan:

• the questionnaire format,

• appearance,

• and layout.

Usually:

• easy questions come first,

• related questions are grouped together,

• and sensitive questions appear later.

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5. Pre-Test the Questionnaire

Before using the questionnaire widely, researchers test it with a small group of people.

This is called a pre-test or pilot test.

The purpose is to identify:

• unclear questions,

• mistakes,

• confusing wording,

• or technical problems.

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6. Eliminate Problems and Distribute

After the pre-test, researchers correct any problems found.

Then the final questionnaire is distributed to the target respondents.

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Main Idea

Questionnaire design is a planned process that includes:

1. deciding what information is needed,

2. creating suitable questions,

3. organizing them properly,

4. testing the questionnaire,

5. correcting problems,

6. and finally distributing it.

#3 Writing a good questionnaire—>The order (1)

1. Introduction or Preface

The questionnaire begins with an introduction explaining:

• who is conducting the research,

• the purpose of the study,

• why the survey is important,

• and how the information will be used.

It may also include:

• a promise of confidentiality or anonymity,

• informed consent information,

• and possible rewards for participation.

Purpose

The introduction helps build trust and encourages respondents to participate honestly.

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2. Screening Questions

These questions check whether the person is suitable for the study.

Participation may depend on the answers given.

Example

“Are you currently employed?”

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Some surveys also require respondents to agree to:

• informed consent,

• and personal data collection rules.

This is often legally required.

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3. Identification Questions

These questions collect personal information when the survey is not anonymous.

Examples

• name,

• email,

• phone number,

• address,

• company,

• or job position.

This information is mainly used for administrative purposes.

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4. Initial Questions

These are the first real survey questions.

They should be:

• simple,

• interesting,

• easy to answer,

• and non-threatening.

Purpose

They help:

• “break the ice,”

• make respondents comfortable,

• and encourage them to continue the survey.

Researchers want respondents to enter a “response mode,” meaning they become mentally engaged and willing to answer further questions.

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5. Place Filter Questions Carefully

Filter questions are used to direct different groups of respondents to different sections of the questionnaire.

They help ensure people only answer questions that apply to them.

In other words

What Are Filter Questions?

Filter questions decide:

• who should continue to certain questions,

• and who should skip them.

Example

“Do you own a car?”

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• If Yes → answer car-related questions

• If No → skip to another section

This makes the questionnaire shorter and more relevant for each respondent.

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Main Idea

A questionnaire should follow a clear structure:

1. Introduction

2. Screening

3. Identification

4. Easy opening questions

5. Filtering

This organized flow helps respondents feel comfortable, improves participation, and increases the quality of collected data.

#3 Writing a good questionnaire—>The order (2)

6. Group Questions by Topics

Questions should be organized into related topic sections.

Researchers should use:

• smooth transitions between topics,

• and a logical flow of questions.

Usually, questionnaires follow a funnel sequence:

• starting with broad questions,

• then moving gradually to more detailed questions.

This helps respondents stay focused and reduces confusion.

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7. Place Difficult or Sensitive Questions Carefully

Sensitive or difficult questions should usually appear:

• slightly after the middle of the questionnaire,

• not at the beginning,

• and not at the very end.

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Why Not at the Beginning?

If difficult questions appear too early:

• respondents may feel uncomfortable,

• lose motivation,

• or stop answering.

Early sensitive questions can also influence later responses.

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Why Not at the End?

The survey should end in a more relaxed and comfortable way.

Researchers therefore avoid ending with stressful or intrusive questions.

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Best Approach

Sensitive questions should be:

• mixed between easier questions,

• and placed after respondents already feel engaged with the survey.

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8. Concluding Questions

Near the end, questionnaires usually include easier questions, especially:

• classification questions,

• or demographic information.

Examples

• age group,

• education level,

• occupation.

These questions help researchers categorize respondents.

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Avoid Directly Threatening Questions

Some demographic questions can feel uncomfortable, especially:

• income,

• age,

• or financial details.

Instead of asking directly:

“What is your exact income?”

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Researchers may use ranges:

• $0–$20,000

• $20,001–$40,000

• etc.

This makes respondents feel more comfortable.

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9. Thank Participants

At the end of the questionnaire, researchers should thank respondents for their cooperation and time.

This leaves a positive impression and shows appreciation.

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10. Prepare Interviewer Instructions and Support Materials

If interviewers are involved, researchers should provide:

• instructions,

• explanations,

• and support materials.

These should appear just before the relevant question or section.

Examples

• instructions for asking questions,

• visual aids,

• product pictures,

• or clarification notes.

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Main Idea

The final structure of a questionnaire should:

• organize questions by topic,

• place sensitive questions carefully,

• finish with easier questions,

• thank respondents,

• and provide clear interviewer guidance.

This improves respondent comfort, survey quality, and overall reliability.

#3 Questionnaire pretest—>What it is

Before using a questionnaire in a real survey, researchers should test it on a small group of people.

This process is called a pretest or pilot test.

The goal is to identify:

• confusing questions,

• layout problems,

• unclear wording,

• or other issues before the final survey.

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Pretesting All Parts of the Questionnaire

Researchers should test:

• the questions,

• answer choices,

• order of questions,

• instructions,

• layout,

• and survey flow.

Pretesting can be done from:

• a qualitative perspective (understanding opinions and difficulties),

• or a quantitative perspective (checking numerical patterns and statistics).

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Reconsidering and Improving the Questionnaire

After pretesting, researchers review and improve the questionnaire.

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1. Use Focus Groups

Researchers may organize focus groups involving:

• marketing researchers,

• industry experts,

• and potential respondents.

These groups discuss:

• problems in the questionnaire,

• confusing wording,

• and difficulties respondents may face.

The feedback is then used to improve the survey.

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2. Conduct a Field Pre-Test

Researchers should test the questionnaire with a small sample of people in conditions similar to the real survey.

This means:

• same environment,

• same method,

• and similar participants.

This helps researchers see how the questionnaire works in practice.

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3. Revise Problematic Questions

Questions that respondents leave blank frequently may indicate:

• confusion,

• discomfort,

• or poor wording.

Researchers may contact some participants afterward to ask:

• what problems they faced,

• or what parts were unclear.

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4. Collect Statistical Information

Researchers may analyze the pretest data statistically.

For example, they may calculate:

• variation in responses,

• response patterns,

• or estimated sample size needed for the final survey.

This helps improve survey reliability and planning.

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5. Debrief Interviewers

Before launching the final survey, researchers should explain:

• the survey goals,

• procedures,

• and instructions

to interviewers.

This preparation process is called debriefing.

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6. Launch the Final Survey

After:

• testing,

• revising,

• and preparing,

the final questionnaire is ready to be distributed.

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Main Idea

Questionnaire pretesting helps researchers:

• detect problems early,

• improve question clarity,

• increase reliability,

• and ensure the final survey works effectively before full implementation.