Map every objective to information needed
Write each research objective in a table and specify which variables or opinions must be measured. If a question cannot be linked to an objective or necessary demographic control, reconsider including it.
Choose the appropriate question type
Closed questions are easier to compare statistically, while open questions allow participants to explain unexpected views. Use each type only where it serves the analysis plan.
- ✓ Multiple choice for categories
- ✓ Likert scales for attitudes
- ✓ Numeric responses for quantities
- ✓ Open text for limited exploratory insight
Use neutral, simple wording
Avoid questions that suggest the desirable answer or contain two issues at once. Participants should interpret the question in the same way without needing specialist vocabulary.
Build balanced response options
Options should cover realistic answers without overlapping. For an agreement scale, keep positive and negative choices balanced and label the scale consistently. Include “not applicable” only when it is genuinely possible.
Order questions thoughtfully
Start with easy, relevant questions, group related items together and place sensitive demographic questions near the end unless screening requires them earlier.
Pilot test before distribution
Ask a small group similar to the intended respondents to complete the questionnaire. Note confusing words, missing options, completion time and questions that everyone interprets differently.
- ✓ Test mobile readability
- ✓ Check mandatory fields
- ✓ Review skipped questions
- ✓ Confirm export and coding format
Protect participants and data
Explain the study purpose, participation choice and intended use of responses. Collect only necessary personal information, store it securely and follow your institution’s ethics process.