Management Sample Paper on Questionnaire Design

Questionnaire Design

In preparing a questionnaire I prefer asking personal questions first as seen in Nicki’s case too. This is because after introducing myself as a researcher, say ‘A’, it is the norm then I also give the respondent a chance to introduce themselves so that we can proceed having introduced ourselves to each other(Campbell, 2004).More so,the good thing about asking personal questions first is to avoid   having a large number of respondents who do not meet your required sample target threshold, for example you can have a respondent who doesn’t meet your age threshold which you may set to be, say,25-50.Lastly,some respondents may not take it lightly that you ask them their personal information after they have responded to your call to answer some research questions (Peng, 2014).Some may view you as a selfish and self-centred person who just puts personal interests first.

            In Nicki’s questionnaire I think question one is not that inclusive since there may be a respondent who is less than 18 years, I would prefer the question about age to be left as open ended and coding to be done during data analysis. I also think in question four in his questionnaire he should have first asked the respondent whether they access internet. This is because there is a possibility that some of his respondents may not be accessing internet. I also hold the view that question four should be left as open ended since there are many varieties of accessing internet,e.g Wi-Fi hotspots in town, cybercafes etc. In close examination of Nick’s questionnaire I have realised that after question 8, he should have referred his respondents to question 13(those who answer NO) rather than question 11 since question 11 accounts for those who visit online shopping.

            Question nine lacks inclusivity since all shoppers may not fit in the provided choices, there is a possibility that there are respondents who shop online once after may be three years or may be five years(Campbell, 2004). Question ten should not be restricted to six months since there are people who take more than six months to shop. Consider the wide variety of respondents one may come across, I feel Nicki should not have used the word ‘stuff’ in question eleven rather the question should have read; ‘what products/goods do you buy online?’. I also feel just before question fourteen, Nicki should have directed the respondents on what they are required to do, he should have written; ‘please tick appropriately the answer that fits your observation, only one answer fits per question’.

            In question fourteen all the way downwards, I feel he should provide more appropriate and simple choices, the choice of neither may confuse respondents who may end up giving answers they do not understand well. I feel he should have provided some easy and inclusive choices like {,’strongly agree, agree, and slightly agree’,}. On the disagreeing factor,{‘slightly disagree, disagree, and strongly disagree}.Nick should have also provided the choice boxes,           at every question to avoid confusion when respondents are choosing/marking their answers(Peng, 2014). The diverse respondent’s one may meet requires one to use simple and understandable language, referring to question 16 which may confuserespondents. The question may be rephrased to: ‘it is safe to shop online’.it may be hard for some respondents to comprehend the meaning of ‘it is not unsafe’ which literally means it is safe. In my last observation, I think it would be fair for Nicki to indicate that one should answer the questions by ticking only one answer to avoid data redundancy.


Campbell, K. (2004). The Quest for the Perfect Questionnaire–Has the Definitive Guide to Questionnaire Design Arrived.Psyccritiques, 49(Suppl 9).

Peng, N. (2014). Fuzzy Logic Based Closed-End Questionnaire Design. AMM, 525, 791-793.