1. Qualitative Research Techniques: Questionnaires
LEM4001
Qualitative Research Techniques: Questionnaires

2. The research cycle

3. Introduction Qualitative vs. quantitative
Q. Can questionnaires be a reliable research technique? What are your experiences?
Knowledge – beliefs – attitudes – opinions – behaviour – attributes.
Design and development must be supported by a logical, systematic and structured approach. Digital vs paper based?
Q. Sampling effort?
Meta-analysis by White et al. (2005) found mean number of respondents per questionnaire = 1422±261 and average response rate = 63±3%.

6. Questionnaire Design To consider…..
Pre-testing (pilot) and cognitive interviewing;
Question ‘type’ (filtering; binary; categorical; ordinal using psychometric Likert scale; linked; skip and filter);
Minimise bias and ambiguity;
Ethics (ground-truthing);
Justify each element using an academic context;
Analytics – usually descriptive or univariate approach.
Question order: important questions come first; general to specific; closed to open questions; start off with some easy ones!
Q. So what are the ‘top 5’ suggestions on best practice for questionnaire design?

7. Rules: Maximising chances of success
Aim = to get as many responses as you can that are usable and accurate.
To maximise response rates? Online vs face to face
- Short, meaningful title.
- Keep the questionnaire as short and succinct. How many questions?
- Offer incentives for responding.
- Be creative.
- Make it convenient

8. White et al. (2005).

9. Tasks
How does one extract the most meaningful data? Analytical techniques? Review Lightsource Farmer Survey.
In pairs or on your own, design a simple ‘intelligent’ questionnaire with up to 10 questions for one of the following investigations:
‘All in a label?’ - consumer attitudes to the labelling of meat products in supermarkets.
Landowner attitudes to ‘rewilding’ and the potential re- introduction of wolves to the Scottish Highlands.
RHS Campaign for School Gardening: developing a case for young people’s learning, health and wellbeing.
Attempt to use Google Forms to digitise your survey. /
Then ask your neighbour for a critical comment or two…..

11. Designing your thesis: conclusive remarks
Q. Can you now use these techniques for your actual thesis?

12. More Information
White et al. (2005) Questionnaires in ecology: a review of past use and recommendations for best practice. Journal of Applied Ecology 42, 421–430.
Go online: or
Watch: ng-your-questionnaire-video/