Here are pithy principles to guide questionnaire design:
Neatness counts,
Complexity begets ambiguity,
Keep it simple,
One thing at a time.
Little words work best,
Two lines are too many,
Long is wrong,
When in doubt, leave it out.
Replication cures uncertainty,
One good question deserves another,
The best questions add up.
Reasons for asking aren't reasons for answering,
Answers ask questions,
Purpose dictates analysis,
Analysis dictates design.
DON'T equivocate, apologize or condescend,
DO invite, involve and intrigue.
Pilot before you buy it.
Benjamin D. Wright
Aphorisms for a questionnaire. Wright BD. Rasch Measurement Transactions 1993 7:3 p.314
Aphorisms for a questionnaire. Wright BD. … Rasch Measurement Transactions, 1993, 7:3 p.314
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