A document containing a series of questions designed to discover the information required to meet a firm’s research objectives. When writing questionnaires there are four main principles to bear in mind:
• Each question should ask only one point
• Questions should not contain bias (e.g. ‘How much do you like cider?’)
• The time, cost and ability to quantify the analysis of the answers depends on whether the questions are closed or open. The use of the closed question is far more common (e.g. ‘Have you bought cider within the last week?’ Yes No )
• The questions must be asked in the right sequence, leaving personal details such as age, address and occupation until the end, and making sure that earlier questions do not bias the answers to later ones.