Have you ever wondered how questionnaires drive insightful decisions? They are not just forms with a series of questions but a tool for understanding your audience. Imagine being able to precisely decipher the thoughts, preferences, and desires by tapping into their collective psyche.

Well, it’s not just a possibility anymore. In this blog, we will look into how questionnaires can transform the way you make decisions.

Here's what we will deal with. Feel free to jump to the section of your choice!

Oh hey, I have also added the different types and a few free templates here and there so that you can get a better picture.

What is a Questionnaire?

A questionnaire is a structured set of questions designed to gather specific information. These questions can vary widely, from multiple-choice queries to open-ended inquiries.

A questionnaire is like a targeted conversation on paper, online, or in digital format. It consists of a set of well-thought-out questions designed to gather specific information from people. These questions can cover a wide range of topics, helping researchers, businesses, and educators understand opinions, preferences, behaviors, or facts.

Now, are you wondering “Isn’t that what a survey does?”. If so, let me tell you the difference. While surveys and questionnaires are often used interchangeably, they refer to completely different aspects of data collection.

Why don’t we understand with an example? Here's a sample questionnaire template that you can use to survey your audience!

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Did you get it? Still confused?

So, What is the Difference Between a Questionnaire and a Survey?

A questionnaire is a set of structured questions designed to gather specific information from respondents. It’s the tool used within a survey to collect data.

A survey, on the other hand, is a broader research method that involves collecting and analyzing data from multiple respondents. Surveys can include various tools such as questionnaires, interviews, focus groups, and observations.

You can create engaging conversational questionnaires with advanced survey platforms such as SurveySparrow. Once you create questionnaires, you can collect feedback, analyze data, and act upon the insights effortlessly.

If you wish to create this kind of questionnaire from scratch, why don’t you Sign up here…

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Now since that’s clear, let’s get going.

Characteristics of a Good Questionnaire

A good questionnaire must be clear, concise, and unbiased. The most important aspect is the ease of understanding the questions. Here are some points you should consider while creating one:

1. Clarity: Questions should avoid jargon or ambiguity. Respondents must easily understand what is being asked.

2. Relevance: Each question should directly contribute to the research objective. Irrelevant questions can confuse participants and dilute the data quality.

3. Simplicity: Use simple language and straightforward sentence structures. Complicated questions can lead to misinterpretation.

4. Objectivity: Questions should be neutral and unbiased, avoiding leading or suggestive language that might influence respondents’ answers.

5. Conciseness: Be precise. Long, complex questions can overwhelm respondents. Aim for brevity while ensuring the question captures the necessary information.

6. Specificity: Questions should focus on one topic at a time. Try not to combine multiple ideas into a single question.

7. Structured Responses: Offer clear response options. Whether multiple-choice, Likert scale, or open-ended, structured responses aid in easy analysis.

8. Pilot Testing: Always conduct a pilot test before deploying the questionnaire widely. This helps identify confusing questions or response options, ensuring clarity for all participants.

9. Consideration of Respondent Perspective: Put yourself in the respondents’ shoes and frame questions from their point of view. Questions should be relevant and relatable to the participants, encouraging honest responses.

10. Adaptability: Questionnaires should be adaptable to diverse formats (online, paper, interviews) and audiences. Flexibility ensures broader participation and diverse insights.

And if you’re looking for something to make your life easier, pre-designed survey templates are available online.

Types of Questionnaires with Examples

Yup, they come in various shapes and sizes! Why? Because they must cater to different research objectives and needs. Here are the most common types:

1. Structured Questionnaires

First used by Francis Galton in the 1870s, these questionnaires have fixed, predefined questions with specific response options. They are called structured as they come with a set of close-ended questions, where the answers are already jotted down by the surveyor. The respondent has to only pick ones that they agree with the most.

Example: They are ideal for quantitative research, providing standardized data for easy analysis. The best examples for this would be a census, risk assessment or tolerance questionnaire.

Here’s a customizable sample template. I’ll add one for each type to help you get a better idea. Feel free to use it if you like it.

Risk Tolerance Questionnaire Template

Preview Template

2. Unstructured Questionnaires

Simply put, they do not restrict the respondent any way as they do not follow a rigid structure. Their main purpose is to collect qualitative data. The open-ended questions in unstructured questionnaires allow respondents to express their thoughts freely, providing detailed qualitative insights.

Now this does not mean there can’t be any flow to the questions. It is primarily used when you have to understand the respondent.

Example: Feedback forms with sections for comments and suggestions. An employee feedback form with open ended questions will easily help you understand the strengths and weaknesses of a team member. Especially if it is anonymous!

Here’s an example…

360 Open Ended Feedback Template

Preview Template

3. Semi-Structured Questionnaires

Here, you get the best of both worlds! These questionnaires balance structured and unstructured formats, with both closed-ended and open-ended questions. they provide quantitative and qualitative data. Here, while the respondent restricted in certain questions, they are given the opportunity to express their thoughts in some. Usually, they come with an open ended question in the end, or maybe one in the middle.

Example: Feedback surveys with a mix of multiple-choice questions and comment boxes.

Customer Feedback Survey Template

Preview Template

4. Closed Ended Questionnaires

These questionnaires contain closed questions that restricts the responses to a select few. This leaves you with systematic and uniform responses to simplify the analysis.

There are different types of close ended questionnaires:

Dichotomous Questionnaires

Dichotomous questions present you with only two response options – typically ‘yes’ or ‘no’. They are straightforward and yield easy-to-analyze data. These are perfectly suited when you are in situations that need clear and precise information. Plus, it saves a ton of your time!

Example

They can be health assessment forms, asking whether a symptom is present or absent, or any survey that collects feedback and measures satisfaction.

Yes or No Questionnaire Template

Preview Template

Multiple Choice Questionnaires

Participants choose from a list of predefined options. They are versatile and suitable for various topics, allowing respondents to select the most relevant answer. The best part? You can add images or GIFs as options to make them as engaging as possible.

There are many types of multiple type questions- single select, multiple select, and drop down. You can mix it up and use them in your questionnaires to add a hint of excitement.

Example

Market research surveys asking respondents to choose their preferred product features. Also, a trivia or quiz!

Multiple Choice Questionnaire Template

Preview Template

5. Likert Scale Questionnaires

Likert scale questions are used to measure attitudes and opinions through a series of statements where respondents indicate their level of agreement or disagreement on a scale. Usually, there would be a scale range of five to seven.

Oh wait! Did you know that it was named after the American Social Psychologist, Rensis Likert? Now, for the same reason, it is widely used in Sociology, Psychology and Market Research.

Example: Employee engagement surveys assessing satisfaction levels on a scale from ‘strongly agree’ to ‘strongly disagree’.

Here’s a sample template…

Likert Scale Questionnaire Template

Preview Template

There are a few more on the list if you are interested...

6. Semantic Differential Scale

A semantic differential scale is a rating scale which is used to measure the attitude or perception of people about a certain concept or object. It involves a series of bipolar adjectives (a pair of opposite words) divided by a scale with quite a number of response options.

Example:

To find out how someone perceives a new product, a semantic differential scale such as this one might be used:

Product: [Product name]

Good --- Bad
Strong --- Weak
Expensive --- Cheap
Modern --- Old-fashioned
Reliable --- Unreliable

Respondents would rate the product on each adjective pair by marking a point on the scale. This will enable you to measure the general attitude or perception of the product along several dimensions.

These semantic differential scales would come in handy for many kinds of research in the marketplace, psychology, and others where one attempts to measure attitudes, perceptions, and brand images. Its application is versatile and could provide an insight on the people's stream of consciousness.

7. The Guttman Scale

Named after Louis Guttman, this scale is a way to measure the extent to which different people agree or disagree with a particular topic. It is done with a series of statements. It is an ordinal scale and not limited to two extremes.

Example:

Suppose you wanted to use a Guttman scale to obtain some measure of the degree to which respondents agreed with the statement "All people should have equal rights."

Everyone deserves to be treated equally.
People of all races deserve equal opportunities.
People of all genders deserve equal rights.
People of all sexual orientations deserve equal rights.

According to the Guttman scaling, if a respondent agrees with item 4, they also have to agree on items 1, 2, and 3. Whereas responding in disagreement to item 1 should involve their response being contrary to all the other items.

Confused, huh?

This then leads to a series of analysis will will tell you how much, or the degree to which the person agrees with the particular statement.

Types of Questions

The type of questions you use influences the data you collect. It is extremely important to keep the respondents on their toes (or, at least not bored!) if you want to get honest data.

1. Open-Ended Questions: These give respondents autonomy. They can answer the questions in their own words. They provide qualitative, detailed insights, ideal for understanding opinions and experiences.

“What improvements would you suggest for our service?”

2. Closed-Ended Questions: Closed-ended questions offer specific response options. This limits answers to predefined choices. They yield quantitative data, making analysis easier.

“Did you find the product helpful? (Yes / No)”

3. Multiple-Choice Questions: Multiple-choice questions present respondents with several answer options. They are versatile and suited for various topics, ensuring specific responses.

“Which of these social media platforms do you use?”
A) Facebook
B) Twitter
C) Instagram
D) LinkedIn
E) Other

4. Likert Scale Questions: They measure the intensity of agreement or disagreement on a statement. Respondents choose from a scale, offering nuanced insights into opinions or attitudes.

“On a scale from 1 to 5, how satisfied are you with our customer service? (1 – Very Dissatisfied, 5 – Very Satisfied)”

5. Matrix Questions: Matrix questions group related items together using a common scale, making it easy to assess multiple aspects of a single topic.

“Please rate the following attributes on a scale from 1 to 5 (1 – Poor, 5 – Excellent):”
A) Product Quality
B) Customer Support
C) Delivery Time

Read More: 10 Essential Customer Experience Questions to Boost Your Business

Objectives of a Questionnaire

They are powerful tools that help gather valuable information to make informed decisions.

1. Gathering Specific Information

This fundamental goal requires researchers to design precise questions that collect focused and directly relevant data in their research area. For instance, a questionnaire that is built to collect consumer preferences for eco-friendly products.

2. Understanding Perspectives

Questionnaires are useful for understanding individuals’ and groups’ perspectives, opinions, attitudes, beliefs, and behaviors. Responses provide insight into specific issues and topics.

3. Measuring Satisfaction and Feedback

Businesses and service providers often use questionnaires to measure customer satisfaction levels and gather feedback. These surveys help identify areas of improvement, ensuring better products or services. Employee satisfaction surveys help optimize employee management software and systems. Customer satisfaction surveys in the hospitality industry evaluate room cleanliness, staff conduct, and the overall guest experience.

4. Identifying Patterns and Trends

By analyzing patterns across a sample, commonalities or deviations can be observed. For example, surveys analyze shopping patterns among different age groups and identify trends in online versus in-store purchases.

5. Evaluating Customer Loyalty

Customers can build or break an enterprise’s credibility. By sending out questionnaires you can understand their preferences and needs and act accordingly. Loyalty surveys are sent to long-term customers, measuring their likelihood to recommend the brand to others and reasons for their loyalty.

Importance of Questionnaires

Structured Data Collection: Ensures organized and uniform data gathering for systematic analysis.
Efficient Data Analysis: Enables quick quantification and analysis of responses, aiding prompt conclusions.
Wide Applicability: Versatile tool applicable in various fields, from healthcare to marketing.
Cost-Effectiveness: Affordable method for reaching a large audience without extensive expenses.
In-Depth Insights: Allows exploration of intricate details, uncovering attitudes, preferences, and behaviors.

How to Make a Questionnaire

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#1 Define Clear Objectives

Start with a clear idea of your goals. Have a detailed outline of the purpose. If you are designing a customer satisfaction survey for a restaurant, the objective could be to assess food quality and service experience.

#2 Identify Target Audience

Your target audience decides the course of your business. Tailor questions to suit the characteristics, preferences, and behaviors of your target respondents. Questions for a teenage audience regarding smartphone usage would differ from those for an elderly demographic.

#3 Choose Appropriate Question Types

Select question types like multiple-choice, Likert scale, or open-ended based on the nature of the information you need. When collecting data, use multiple-choice questions for demographics and Likert scale questions for attitudes or satisfaction.

#4 Keep Questions Clear and Concise

Word vomit should be avoided when you build a questionnaire. Formulate questions using simple language to avoid confusion. Be specific and avoid jargon. Instead of “Evaluate the ergonomic aspects of our product,” ask “How comfortable do you find our product to use?” Don’t you think this will make more sense to a general section of the audience?

#5 Ensure Logical Flow

We all know how much of a menace unstructured data is. Just think of that pile of files lying unattended at “that part” of the office! Organize questions logically, starting with general or easy-to-answer ones, followed by more complex or sensitive queries.

You can begin with demographic questions before moving on to opinions or preferences to maintain a smooth flow.

#6 Use Neutral Language

Frame questions in an unbiased manner. Avoid leading or loaded language that might influence responses. It’s always better to ask “How would you rate the quality of our services?” instead of “Don’t you agree that our services are excellent?”. (Well, you may be the best, but why not let the customers do the talking.)

#7 Encourage Honest Responses

Assure anonymity and confidentiality to encourage respondents to provide honest feedback. Include a statement ensuring that responses will be kept confidential and used for research purposes only.

#8 Test and Refine

As said above, conduct a final review of the questionnaire before wide distribution. Make any necessary adjustments based on feedback or further testing. Check for grammatical errors, question clarity, and proper sequencing before launching the survey.

Pros and Cons

Advantages of Questionnaires

Let’s analyze why questionnaires are so popular.

Efficiency: Collect responses from many people at once, saving time and effort.

Cost-Effectiveness: They are a cost-effective data collection method compared to interviews or focus groups.

Anonymity Encourages Honest Responses: Respondents often feel more comfortable expressing their true opinions in questionnaires, especially when their anonymity is guaranteed.

Longitudinal Studies: Questionnaires facilitate longitudinal studies, allowing researchers to track changes in attitudes, behaviors, and opinions over extended periods.

Disadvantages of Questionnaires

Limited Depth of Responses: Questionnaires frequently limit response options, hindering participants from fully expressing nuanced or complex opinions.

Potential for Biased Responses: Respondents may provide biased data due to social desirability bias or question wording.

Difficulty in Interpreting Open-Ended Questions: Analyzing open-ended questions can be time-consuming and subjective, requiring manual interpretation and categorization of responses.

Data Security and Privacy Concerns: Online questionnaires may raise concerns about data security and privacy breaches, especially when collecting sensitive information. This is why you should always opt for safe and secure platforms that ensure data security.

The Perfect Questionnaire Design: Tips and Tricks

Questionnaires aren't just about raising questions. The objective is to build a bond with the respondent and assure that the information collected is reliable and accurate.

Here are some tips that should help in compiling the ideal one:

Keep It Simple

Use clear and concise questions with simple, ordinary language that your respondent can easily understand.
Avoid vague or ambiguous questions that may lead to misinterpretation.
If there are too many options that might puzzle the respondents and might make it difficult for them to provide an adequate response.
It would be best if the initial questions should be general such that the respondent feels comfortable with the situation
Specific questions can be asked once the respondents feel that they are in control.
Reasonable marshaling of related issues into one sequence will ease the flow and make the questions easy to understand.

Use Fair Rating Scales

Use scales in which there is an equal number of favorable and unfavorable to avoid bias.
Likert scales would be a good option. They are the most widely used and one of the strongest attitude and opinion measurement tools.
Oh, and, avoids asking questions that may be perceived as biased or leading

Keep it Short and Sweet

Be sure to keep the length of your survey in mind. It should not take more than 5-10 minutes for the respondents to complete.
Long surveys can cause fatigue and decreased rates of return. We don't want them to be abandoned in your respondents' inboxes, do we?

Test and Refine

Conduct a small-scale run or a pilot test to notice any potential problems and make the corresponding changes.
Ask the respondents for their views of the questionnaire and improve it as you learn from their suggestions.

Questionnaire Administration Methods

Questionnaire Administration is the method of giving, collecting, and handling a questionnaire to get responses from respondents.

Here are some of the popular methods...

In-Person Adminitration: This is where, as the name suggest, the researcher as the questions directly to the respondent. This can be done individually or as a group.
Telephone survey: This is where the interview is conducted by telephone. This method makes clarification of doubts easy.
Online Surveys: This is the easiest method. The respondents can answer them wherever they are whenever they want! Online survey tools such as SurveySparrow let you create surveys, share them via multiple channels, and analyze the results, all in one place!
These online surveys can be sent over mail too.

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While these methods are easy and straightforward, you must confirm that the respondents give their consent before you proceed with the findings. Also, you should ensure anonymity and confidentiality at all costs.

Once you have enough data with you, what should you do? Keep it safe and sound in your drive? No! You must sit back and have a look at each and every detail to reach insightful conclusions.

How to Analyze Questionnaire Data

First, you need to categorize the questionnaire data into two parts- Qualitative and Quantitative.

Organize the Data

Start by segregating the responses into those that are not useful (skipped questions, irrelevant answers) and those that need immediate attention. Then, divide them into close-ended questions and open-ended questions.

You can use cross-tabulation for this. this will help you take meaningful sections of your data. Of course, this task will be automated if you have a survey tool in hand.

Analyze Quantitative Data

It would always be better to analyze the numbers before we get lost in the nuances of qualitative data.

Quantitative data gives you a clearer picture of the qualitative data that is just about to present itself to you! Admit it, it is easier to compare two variables than two emotions, right?

Descriptive Statistics: Calculate measures of central tendency (mean, median, mode) and dispersion (standard deviation, variance) for quantitative variables. You can use charts and graphs to visualize the data.
Inferential Statistics: Test your hypothesis using T-tests, ANOVA, and Chi-square tests and conduct a correlation and regression analysis.

Analyze Qualitative Data

Use advanced tools like sentiment analysis and text analytics to decode customer sentiments. Open-ended questions need to be dissected to yield useful insights.

However, your data, whether quantitative or qualitative, will depend on the tool used.

Interpret Your Data

Draw conclusions based on the research analysis and clearly note them in a report. It is important to communicate your results in a clear and concise manner. You can use graphs, tables, and charts for the same.

Examples of Questionnaires

Let's quickly list a few questionnaires that you might be familiar with...

Market Research: This included Customer Satisfaction Surveys, CX Surveys, and Product Feedback Surveys. The intent was to understand the market, analyze the competitors, and keep a keen eye on the target audience.
Academic Research: Questionnaires are a must in any kind of academic research. Apart from the surveys you create to study your audience, you can roll out student satisfaction surveys and even participation surveys.
Human Resources: If there is one place where questions play a major role it is for the HR department at any organization. Job satisfaction surveys, employee experience surveys, ask me anything surveys- you name it!

Phew, that's it! Now it's time to...

Wrap Up!

Questionnaires are essential tools for gathering valuable insights efficiently and cost-effectively. But, what makes them indispensable? Their simplicity, efficiency, and versatility. Questionnaires remain the cornerstone of informed perspectives and strategic choices by embracing a structured approach and recognizing limitations, whether shaping research, refining products, or seeking public opinions.

And, before you leave, why not give SurveySparrow a spin? It won’t even cost you a penny to try!

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What Are Questionnaires? Benefits, Types, and Examples