1. QUESTIONNAIRE AND
INTERVIEW SCHEDULE
Submitted by:
Kaushik Mishra & Sharmila Kayal
Ph.D Scholar
Department of Electronic Media &Mass
Communication
Pondicherry University
Puducherry,India

3. Drafting the schedule or
questionnaire:
 Interview schedules can be placed any where in
the
continuum between „completely structured‟ to
„completely
unstructured‟.
 Completely structured forms are useful in
quantifying
data and applying statistical tools. Greater
objectivity in
the research can be achieved.
 Open ended questions give greater opportunity to
know

4. Do’s and dont’s in the preparation
of schedules
 Wording of questions:
 two priests debated on whether it is sin to smoke and
pray at the same time. As they did not agree, they
decided to ask their superiors
 “I asked him if it was all right to smoke while praying”
 Reply: “it is sin”
 “ I asked him if it was all right to pray while smoking”
 Reply: “all right”
 “Do you think US should allow public speeches
against democracy?
 (75% - No)
 “ Do you think US should forbid public speeches
against democracy?
 (54% - Yes)

5. Simplicity of language:
 Language that is accessible to every one should
be used.
 Ex: “Many experts maintain that preventive
detention is of great public utility because it
prevents potential criminals from committing
further crimes or hiding evidence” Do you agree?
 Self administered questionnaire has to use more
simpler language.
 Even when interviewer is present, many
respondents will be too embarrassed to admit
that they do not understand, and may just
respond random .

6. Question length:
 Concise questions take less time, distract less,
allow
interviewee not to loose sight of the beginning.
 Long questions are however, preferable when
complex issues are dealt with
 Questions of the type:
 “ as you know, there are different opinions on
the
question of …….Some people think that …..
Others
say that ……. Which position is closest to you?
 Is better than
 Are you in favour or against …….?

7. Number of response alternatives:
 In closed questions, the alternatives should not be
too numerous. (Not more than 5). Respondents
memory fades away, otherwise.
 Slang:
 Local slang is rewarding, as many subcultures are
jealous of their slang
 Ambiguous or vague questions:
Ex. Do you have a steady job?
Ex. How many rooms are there in your house?
 Words with strong emotive connotations:
 Avoid emotive language
 better avoid terms like freedom, justice, equality,
communism, boss, big business etc. Instead use
paraphrases of such terms

8. Questions with non-univocal
answers:
 Multiple questions – those that are formulated in
such a way as to include more than one question
– should be avoided.
Ex. „Were your parents religious?‟
 ( One parent may be religious and not the other)
Ex: “ Do you believe the governments policy is fair
and effective‟?
Ex. “Do you agree or disagree with abortion?”
 (agree in special circumstances, but disagree in
principle)

9. Non-discriminating questions:
 When a range of response alternatives is presented, items that
will obviously gain great consensus should be avoided.
Ex.: “Which of the following groups of people you trust most?
 Neighbours; workmates; teachers; priests; members of your
family
 Loaded questions:
 Do not put answer in the mouth of the respondent by some
examples or collocation of words
Ex.: How do you spend your leisure time, watching T.V or doing
something else”?
 Presumed behaviour:
 Behaviours must not be taken for granted
Ex: Question on whom one voted cannot be put with out first being
asked if he /she voted.
 sSince when you stopped beating your wife?
 ( First conditional questions and then filter questions)

10. Time focus:
 Questions on habitual behaviours or those requiring time
averages need attention
Ex: How often do you go to cinema?
 In such cases, ask 2nd question: in the last one month
how many……”
 Time focus also applies to situations which change over
time
Ex: Ask: What was your father‟s occupation when you were
15 years?
 (And not : what was your father‟s occupation?)
 Abstract Vs. Concrete:
Ex: Do you approve death penalty in cases of exceptionally
serious crimes? ( No- 42%)
When examples of serious crimes are given ( No – 29%)
 When some attitude is to be found, useful to narrate story
and then ask to take sides

11. Behaviours and attitudes:
 Attitudes are more complex to capture. Ask questions on
behaviour to gauge attitudes. Behaviour can be verified.
Ex.: Prefer to ask questions on whether he/she reads political news
in news papers – to know his/her interest in politics
 Embarrassing questions:
 Topics of sexual behaviour, income, deviant behaviour etc. are
sensitive topics to investigate.
 In depth interviews by experts are best solution.
Ex. Kinsley‟s studies on sexual behaviour
 No opinion and don‟t know:
 Include the option „don‟t know and not force to make up opinion
on the spot.
 Use filter questions
Ex.:”Some say like this ….Some say ….”Do you have an opinion on
this? (If yes, ask who does he agree with?

12. Social desirability bias:
 Respondents answer according to what is desirable by the
group.
Ex: An educated person may say “yes”, for a specific
question on whether he has voted in last elections.
 Formulate questions in concrete terms.
 Question in such a way as to make even the least
desirable answer acceptable by providing a justification.
Ex. Do not ask, “ do you read news papers?”
 Ask: „Do you normally find time to read news papers?”
Ex:Political elections were held last month. Many people did
not vote because they were ill or away from home or
thought it is useless or for some other reason. Did you
vote?
 Impress that all possible answers are equally legitimate.
Ex. Some say beer is first to alcoholism. Some say it is
harmless. What do you think?

13. Memory effect:
 Put a time reference; (Ex.: During last three months……)
 Use prominent events as time makers.
 The order of questions:
 First questions that reassure and instruct and not too
personal
 First on facts and not on opinions
 More demanding questions in the middle
 Questions that do not require much thought at the last
 Keep the respondent‟s attention live
 Logical sequence should be in such way that, interview
flows like a natural conversation.
 Questions should be from more general to particular
 Avoid “contamination effect” – one question influencing the
response to the next question.