5 Things to Avoid When Designing a Quantitative Questionnaire
In our previous post, we discussed essential practices to follow when designing a quantitative questionnaire for market research. Now, let’s dive into some key pitfalls you should avoid to ensure your survey is effective and aligned with your research objectives.
5 Common Pitfalls to Avoid in Questionnaire Design
1. Never Start Designing Without Fully Understanding the Client’s Objectives
Before you begin drafting your questionnaire, take the time to thoroughly review the client’s business and research objectives as outlined in the RFP or research proposal. What specific outcomes does the study need to achieve? How can your questionnaire be a tool to reach those goals?
Ideally, any ambiguities in the RFP should have been clarified before the proposal was submitted. However, if something is still unclear before you start writing your first draft, it is time to ask the account manager or client for clarification. Keep the objectives in mind as you work, revisiting them periodically to ensure you’re on track. Ignoring the client’s objectives can lead to major reworks and may cause the client to question your attention to detail and communication skills.
2. Don’t Underestimate the Importance of the Screening Questionnaire
Screening questionnaires are often delegated to junior team members as an entry point into questionnaire design. However, this step is crucial for ensuring that only the right respondents participate in the survey. The quality of your data hinges on including respondents who are both relevant to the study and of interest to the client.
While it’s OK to let less experienced researchers draft screening questionnaires, ensure these documents are carefully reviewed and vetted by more seasoned team members. A poorly designed screening process can render your data worthless, so this is not an area to cut corners.
3. Don’t Overlook the Need to Include Comprehensive Response Options
One of the fastest ways to frustrate a respondent is by limiting their response options, forcing them to choose an answer that doesn’t accurately reflect their views. This leads to participant frustration and increased dropout rates, sending the message that their input isn’t valued.
To avoid this, always include options like “Don’t know,” “None,” and “Other – specify” where appropriate. These options allow respondents to provide accurate answers and improve the overall quality of your data.
4. Never Rely on a Single Question Type Throughout the Questionnaire
Using only one question type, especially for long questionnaires, can quickly fatigue respondents. For example, asking participants to rate 50 or more statements on a ten-point scale can become monotonous. It may cause them to disengage or respond carelessly to finish the survey.
Mix up your question types to keep respondents engaged and attentive. Insert open-ended questions to explore the reasons behind specific ratings, include quick yes/no questions for variety, and consider using interactive elements like sliders for rating scales. Implementing diverse question techniques keeps the survey exciting and helps gather richer, more nuanced data.
5. Never Skip Spell Check and Proofreading
Before your questionnaire is programmed into survey software, the client will likely review it in text. This is your chance to catch errors—whether in skip logic, spelling, punctuation, or syntax—before they reach the client.
Ensure all company and brand names, especially those related to your client, are spelled correctly. Double-check that you’ve removed any outdated references to companies or brands that might have been copied over from previous documents used as templates. Although these tasks may seem basic, they are crucial for maintaining professionalism and avoiding embarrassing mistakes, such as incorrectly naming your client’s direct competitors.
Conclusion: The Puzzle of Effective Questionnaire Design
After exploring our two-part series on designing quantitative questionnaires, you can see why creating an effective survey is often compared to completing a jigsaw puzzle. Each piece of the design process is essential; if even one is missing, the entire project can be compromised.
Following these guidelines can avoid common pitfalls and ensure your questionnaire is a valuable tool for gathering reliable, actionable data. Remember, the quality of your research depends on the questions you ask and how you ask them.
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