Abstract:

This paper approaches designing of questionnaires for the personal interview from the point of view of attempting to illustrate ways in which the questionnaire designer can make the interviewer's task less difficult. It starts off by explaining why there is an apparent incompatibility between the requirements of the questionnaire designer and those of the interviewer, in particular the fact that complex and sophisticated marketing models have necessitated the use of long and complicated questionnaires. The paper then goes on to suggest ways in which the interviewer can be helped, covering 4 specific aspects of questionnaire: design; length; complexity; layout and wording. Finally 4 Golden Rules for questionnaire designers are presented.