Purpose of 1. Questionnaire

The purpose of the questionnaire refers to the data collection objectives to be achieved by the questionnaire, which is the starting point and basis for the design of the questionnaire. The purpose of the questionnaire should be clear, specific, quantifiable and operable, so as to determine the content, scope and form of the questionnaire. The purpose of the questionnaire should be consistent with the objectives, context and assumptions of the project to ensure the relevance and validity of the data. The purpose of the questionnaire should be sufficient research and analysis before the questionnaire is designed to understand the characteristics, needs, problems and expectations of the target group, as well as the factors that may affect the questionnaire, such as culture, language, education, trust, etc.

Contents of 2. Questionnaire

The content of the questionnaire refers to the questions and options contained in the questionnaire and is the core part of the questionnaire. The content of the questionnaire should be complete, accurate, clear and concise, so as to facilitate the collection of the required data, while avoiding the confusion and misunderstanding of the interviewees. The content of the questionnaire should match the purpose of the questionnaire to ensure the relevance and validity of the data. The content of the questionnaire should follow the following principles:

Completeness: The questionnaire should cover all information relevant to the purpose of the questionnaire, including the basic information of the interviewee, key questions and supplementary questions, and necessary instructions and prompts. The questionnaire should try to avoid missing or repeated questions, so as not to affect the integrity and accuracy of the data.

Accuracy: The questionnaire should use accurate, unambiguous, unbiased and uniform words and concepts to avoid misunderstanding and confusion by the interviewees. The questionnaire should try to avoid the use of professional terms, abbreviations, double negatives, assumptions, hints, etc., so as not to affect the accuracy and credibility of the data.

Clarity: the questionnaire should use clear, easy to understand, direct and specific language and expression, so that the interviewee can understand and answer. The questionnaire should try to avoid the use of complex, abstract, vague and vague language and expressions, so as not to affect the clarity and comparability of the data.

Concise: The questionnaire should use concise, simple, short and orderly language and expressions so that the interviewee can read and fill in. The questionnaire should try to avoid the use of lengthy, complex, redundant and irrelevant language and expressions, so as not to affect the simplicity and efficiency of the data.

3. the structure of the questionnaire

The structure of the questionnaire refers to the arrangement and organization of the questions and options in the questionnaire, which is the external form of the questionnaire. The structure of the questionnaire should be reasonable, orderly, balanced and flexible, so as to improve the readability and operability of the questionnaire, and avoid the fatigue and boredom of the interviewees. The questionnaire should be structured according to the following principles:

Rationality: The questionnaire should adopt appropriate question types and option types according to the purpose and content of the questionnaire, such as open-ended questions, closed-ended questions, single-choice questions, multiple-choice questions, scale questions, sorting questions, etc. The questionnaire should reasonably arrange the order and position of the questions according to the importance, sensitivity and logic of the questions, such as from general to specific, from simple to complex, from irrelevant to relevant, from insensitive to sensitive, etc. The questionnaire should reasonably set the difficulty and length of the questions according to the characteristics, needs and preferences of the interviewees, such as considering the age, gender, education, culture, language, etc.

Orderliness: The questionnaire should be divided into several parts and subsections according to certain logic and rules, such as introduction, basic information, main questions, supplementary questions, concluding remarks, etc. The questionnaire should provide necessary instructions and prompts at the beginning and end of each section and subsection, such as the purpose, importance, confidentiality, duration, contact information, etc. of the questionnaire. The questionnaire should maintain a certain spacing and alignment between each question and option to facilitate the interviewee's differentiation and selection.

Balance: The questionnaire should maintain a certain balance and coordination between the number and quality of questions, the number and quality of options, and between questions and options, so as to facilitate the collection of effective and useful data, while avoiding the burden and pressure caused by the interviewees. The questionnaire should determine the appropriate number of questions and options based on the purpose and content of the questionnaire, such as not too many or too few, not too concentrated or scattered, not too broad or narrow. The questionnaire should determine the quality of appropriate questions and options according to the type of question and the type of option, such as not too simple or complex, not too positive or negative, not too subjective or objective, etc.

Flexibility: The questionnaire should flexibly adjust the content and form of the questions and options according to the answers and feedback of the interviewees, so as to adapt to different situations and needs, and at the same time avoid causing confusion and misleading to the interviewees. The questionnaire should use conditional questions and branch questions when necessary, such as jumping to different questions or options, or providing additional questions or options based on the respondent's answers. The questionnaire should use open-ended questions and supplementary questions when necessary, such as allowing respondents to freely express their opinions or suggestions, or provide more information or feedback.

4. Questionnaire Format

The format of the questionnaire refers to the appearance and style of the questionnaire, which is the visual effect of the questionnaire. The format of the questionnaire should be beautiful, uniform, clear and appropriate in order to enhance the attractiveness and credibility of the questionnaire, while avoiding discomfort and resistance to the interviewees. The format of the questionnaire should follow the following principles:

Aesthetics: The questionnaire should use appropriate colors, fonts, graphics, icons, etc., to increase the beauty and interest of the questionnaire, while conforming to the theme and style of the questionnaire. The questionnaire should try to avoid using too fancy, dazzling, messy colors, fonts, graphics, icons, etc., so as not to affect the aesthetics and professionalism of the questionnaire.

Unity: The questionnaire should maintain consistent colors, fonts, graphics, icons, etc. throughout the questionnaire to increase the integrity and coordination of the questionnaire, and at the same time facilitate the recognition and memory of the interviewees. The questionnaire should try to avoid using too diverse, uncoordinated, inconsistent colors, fonts, graphics, icons, etc., so as not to affect the unity and readability of the questionnaire.

Clarity: The questionnaire should use clear, easy-to-identify, easy-to-read colors, fonts, graphics, icons, etc. to increase the clarity and visibility of the questionnaire, while reducing the visual fatigue and misunderstanding of the interviewees. The questionnaire should try to avoid using colors, fonts, graphics, icons, etc. that are too vague, similar, and difficult to read, so as not to affect the clarity and credibility of the questionnaire.

Appropriateness: The questionnaire should use appropriate, appropriate and reasonable colors, fonts, graphics, icons, etc. to increase the adaptability and pertinence of the questionnaire, while taking into account the characteristics, needs and preferences of the interviewees. The questionnaire should try to avoid using too extreme, inappropriate, unreasonable colors, fonts, graphics, icons, etc., so as not to affect the appropriateness and validity of the questionnaire.

5. Questionnaire Test

The test of the questionnaire refers to the process of testing and evaluating the design of the questionnaire before the formal implementation of the questionnaire, which is the quality assurance of the questionnaire. The test of questionnaire survey should be comprehensive, meticulous, repeated and improved, so as to find and solve the problems and deficiencies in the questionnaire design, and improve the reliability and validity of the questionnaire. The questionnaire test should follow the following principles:

Comprehensiveness: The questionnaire should be comprehensively tested and evaluated from the purpose, content, structure, format and other aspects of the questionnaire to ensure that there are no omissions or errors in the design of the questionnaire. The questionnaire should be comprehensively tested and evaluated from the perspective of the interviewee and the perspective of the analyst to ensure that the design of the questionnaire meets the needs of the interviewee and the requirements of the analyst.

Meticulousness: The questionnaire should be carefully tested and evaluated for each question and option to ensure that the questionnaire is designed without ambiguity or bias. The questionnaire should be carefully tested and evaluated for each part and subsection of the questionnaire to ensure that there is no redundancy or imbalance in the design of the questionnaire.

Repeatability: The questionnaire should be tested and evaluated repeatedly at different times, places and conditions to ensure that the design of the questionnaire is not affected by external factors. The questionnaire should be tested and evaluated repeatedly in different groups, samples and channels to ensure that the design of the questionnaire is not affected by internal factors.

Improvement: The questionnaire should be modified and optimized according to the results of the inspection and evaluation, so as to improve the quality and effect of the questionnaire design. The questionnaire should be tested and evaluated again according to the improvement and optimization to verify the improvement and optimization of the questionnaire design.

Conclusion

Questionnaire survey is an effective data collection method, but it is also necessary to pay attention to the quality of questionnaire design. This paper summarizes the design principles and precautions of the questionnaire from the aspects of the purpose, content, structure, format and test of the questionnaire, hoping to provide some reference and help for the consultants of Shangpu Consulting Group. Of course, the design of the questionnaire survey also needs to be flexibly adjusted and adapted according to specific projects and situations to achieve the best data collection effect.