--- url: "https://questionstar.com/principles-of-survey-research/chapter-3/" title: "Chapter 3: Questionnaire" type: "lehrbuch-chapter" chapter: 3 chapterTitle: "Questionnaire" --- # Chapter 3: Questionnaire *38 slides (79–116) · Principles of Survey Research.* ## Slides - [Slide 79: Questionnaire](slide-079.html.md) — 3.1 Questionnaire · 3.2 Asking Questions · 3.3 Overcoming Inability to Answer · 3.4 Overcoming Unwillingness to Answer · 3.5 Increasing Willingness of… - [Slide 80: Definition & objectives](slide-080.html.md) — QuestionnaireA questionnaire - [Slide 81: Questioning Techniques and Questioning Tactics](slide-081.html.md) — Two Contrasting Pairs - [Slide 82: Influence of Formulation on the Answer](slide-082.html.md) — Same action, different formulation — opposite answers. Source: Noelle-Neumann & Petersen (1998), p. 192 · n = 2100, p < 0.05 - [Slide 83: What Should Be Considered When Developing a Questionnaire?](slide-083.html.md) — Guiding Questions - [Slide 84: Questionnaire](slide-084.html.md) — 3.1 Asking Questions · 3.2 Overcoming Inability to Answer · 3.3 Overcoming Unwillingness to Answer · 3.4 Increasing Willingness of Respondents · 3.5… - [Slide 85: Asking Questions](slide-085.html.md) — "Not every question deserves an answer." - [Slide 86: Avoid Ambiguity, Confusion and Vagueness](slide-086.html.md) — Formulate the question in terms of who, what, when, where, why and how. Especially important: who, what, when, where. - [Slide 87: "Which brand of shampoo do you use?" — what is unclear?](slide-087.html.md) — Rule 1 · Analysis - [Slide 88: Make Answer Options Complete & Unambiguous](slide-088.html.md) — For clarity instead of ambiguity: consider all realistic situations and prepare suitable answer options — including "does not apply" and filter routing. - [Slide 89: Scales and Answer Options Must Be Unambiguous](slide-089.html.md) — Words like "rarely," "sometimes" or "often" mean something different to every respondent. Use concrete, delimited frequency specifications. - [Slide 90: Avoid Jargon, Slang and Abbreviations](slide-090.html.md) — Use simple, everyday words — no technical terms, no jargon. Every respondent must understand the question immediately. - [Slide 91: Avoid Double-Barreled Questions](slide-091.html.md) — Each question should focus on just one aspect. Otherwise you don't know what the answer refers to. - [Slide 92: Avoid Leading](slide-092.html.md) — If you already want a particular answer, there's no need to ask the question. Leading wording steers the respondent. - [Slide 93: Avoid Implicit Assumptions](slide-093.html.md) — The answer should not depend on tacit assumptions about the consequences. Make them explicit. - [Slide 94: Avoid implicit alternatives](slide-094.html.md) — Implicit alternatives are answer options that were not explicitly named. Make the counter-option visible. - [Slide 95: Avoid Treating Beliefs as Real Facts](slide-095.html.md) — Opinions and beliefs often represent the real facts only in a distorted way. Ask about the two facts separately. - [Slide 96: Avoid Generalizations and Estimates](slide-096.html.md) — Don't force the respondent to strain their memory and their mathematical skills. Ask for the building blocks. - [Slide 97: Questionnaire](slide-097.html.md) — 3.1 Asking Questions · 3.2 Overcoming Inability to Answer · 3.3 Overcoming Unwillingness to Answer · 3.4 Increasing Willingness of Respondents · 3.5… - [Slide 98: Overcoming Inability to Answer](slide-098.html.md) — Three hurdles - [Slide 99: Is the respondent informed?](slide-099.html.md) — Respondents often answer questions even when they are not informed. - [Slide 100: Can the respondent remember?](slide-100.html.md) — Poor recall leads to omission, telescoping and creation. Ask about typical behavior, not exact counts. - [Slide 101: Can the respondent articulate it?](slide-101.html.md) — Anyone who cannot formulate their answer skips the question or drops out. Offer pictures, diagrams or descriptions to choose from. - [Slide 102: Questionnaire](slide-102.html.md) — 3.1 Asking Questions · 3.2 Overcoming Inability to Answer · 3.3 Overcoming Unwillingness to Answer · 3.4 Increasing Willingness of Respondents · 3.5… - [Slide 103: Overcoming Unwillingness to Answer](slide-103.html.md) — Problems & Remedies - [Slide 104: Reduce the effort](slide-104.html.md) — Minimize the effort required to answer. Instead of recalling freely, let respondents select from a ready-made list. - [Slide 105: Clarify the context](slide-105.html.md) — Some questions seem inappropriate in the wrong context. Introduce them with an explanatory statement. - [Slide 106: Explain the purpose](slide-106.html.md) — Explain why the information is needed — otherwise it seems intrusive. - [Slide 107: Questionnaire](slide-107.html.md) — 3.1 Asking Questions · 3.2 Overcoming Inability to Answer · 3.3 Overcoming Unwillingness to Answer · 3.4 Increasing Willingness of Respondents · 3.5… - [Slide 108: Handling sensitive topics](slide-108.html.md) — Handling sensitive topics - [Slide 109: Chapter](slide-109.html.md) — 3.1 Questionnaire · 3.2 Asking Questions · 3.3 Overcoming Inability to Answer · 3.4 Overcoming Unwillingness to Answer · 3.5 Increasing Willingness of… - [Slide 110: Three principles](slide-110.html.md) — 3.5 · Determining the Order of Questions - [Slide 111: Funneling and Skip Logic](slide-111.html.md) — Place the question branched to as close to the triggering question as possible. - [Slide 112: Example: Flowchart of a Questionnaire](slide-112.html.md) — Example · Skip Logic - [Slide 113: Questionnaire](slide-113.html.md) — 3.1 Asking Questions · 3.2 Overcoming Inability to Answer · 3.3 Overcoming Unwillingness to Answer · 3.4 Increasing Willingness of Respondents · 3.5… - [Slide 114: Design a Convincing Introduction](slide-114.html.md) — The Introduction - [Slide 115: Pretest! Pretest! Pretest!](slide-115.html.md) — Test the questionnaire on a small sample before deployment — and check every aspect: - [Slide 116: Recap](slide-116.html.md) — Develop a flowchart of the required information — starting from the (market) research problem. --- *Part of [Principles of Survey Research](../index.md) · Dr. Paul Marx*