QUESTIONNAIRE DESIGN: FORMAT Lu Ann Aday, Ph.D. The University of Texas School of Public Health

DESIGN ELEMENTS & CRITERIA: Questions ELEMENTS Words Phrases Sentences CRITERIA Clarity Expresses concept Is understandable to respondent (R) Balance Represents both sides of issue Is not “loaded” Is not “double-barreled Length Max. = ~ 20 words Longer, as needed, to provide time to think, add more clues, communicate importance

DESIGN ELEMENTS & CRITERIA: Responses ELEMENTS Open-ended Closed-end CRITERIA Comprehensiveness Taps salient responses Helps develop codes Constraints Structures responses Is easier to code Takes less time

DESIGN ELEMENTS & CRITERIA: Questionnaire ELEMENTS Instructions Format CRITERIA Utility Clarifies how to proceed different typeface Set off w/ different typeface Order & Context 1 st questions (Qs) should be easy & reflect study purposes Put general before specific attitude Qs Put specific before general behavior Qs Put demographic or threatening Qs at end

DESIGN ELEMENTS & CRITERIA: Administration ELEMENTS Comprehension: R interprets Qs Retrieval: R searches memory Judgment: R evaluates information Response: R weighs accuracy & sensitivity of Qs CRITERIA Provide information to enhance R’s understanding of Qs: all Qs Prime R to remember: nonthreatening factual Qs Provide normative bases for R’s judgment: attitudinal Qs Prompt R to be accurate/honest: threatening sensitive Qs

DESIGN DO’S & DON’TS 1a. Assign numbers to each question. 1b. Use letters to indicate subparts of a question when it has more than one part. 2. Use a vertical response format for closed-end responses.

DESIGN DO’S & DON’TS 3. Use numerical codes for closed-end responses. 4. Use consistent numerical codes and formats. 5. Align response codes. 6. Provide clear instructions for open-ended items.

DESIGN DO’S & DON’TS 7. Provide clear special instructions. 8. Provide clear skip instructions. 9. Phrase full and complete questions.

DESIGN DO’S & DON’TS 10. Use a forced choice format for a list. 11. Use a column format for a series with the same response categories. 12. Use a column format for a series with comparable skip patterns.

DESIGN DO’S & DON’TS 13. Put all parts of a question on the same page. 14. Allow plenty of space on the questionnaire. 15. Carefully consider the appearance of the questionnaire.

DESIGN DO’S & DON’TS 16. End the questionnaire with a thank you. 17. Consider how the data will be processed.

EXAMPLE: Self- Administered Questionnaire Dillman Method (Aday & Cornelius, 2006, Resource C: NDMS) Emphasize visual clarity

EXAMPLE: Interviewer- Administered Questionnaire Sudman & Bradburn Method (Aday & Cornelius, 2006, Resource B: CHIS) Emphasize verbal clarity

SURVEY ERRORS : Guidelines for Formatting the Questionnaire Systematic Errors: questionnaire effects: under- and overreporting, yeah-saying Variable Errors: questionnaire effects: order and context Solutions to errors Employ the Do’s and Don’t’s of Questionnaire Design and related principles in general (Chapter Eight) and for specific types of questions (Chapters Nine, Ten, & Eleven). Conduct split-ballot experiments to evaluate how answers to questions vary when they appear in a different order in the questionnaire.

REFERENCES  Dillman, Don A. (2000). Mail and Internet Surveys: The Tailored Design Method. Second Edition. New York: John Wiley & Sons, Inc.