Session 8

The Questionnaire and Its Structure

Understanding the Questionnaire Structure

The questions within a questionnaire serve as the indicators that lead to variables, which, in turn, lead to the desired insights. Every questionnaire follows a basic structure, including:

  • Introduction
  • Filter Questions (Screenout questions)
  • Questionnaire Body
  • Ranking Questions (if necessary)

In cases where respondents are pre-identified on platforms, ranking and filter questions may not be needed. This streamlined approach shortens the questionnaire and enhances its dynamism. Depending on the required response format, you can include three types of questions in your questionnaire:

  • Open Questions (with spontaneous answers)
  • Closed Questions (with suggested answers)
  • Mixed Questions (a combination of open and closed formats)

Tips for an Effective Questionnaire

Best Practices

To create an effective questionnaire, consider the following five tips:

  1. Use Simple, Popular Language
  2. Ask Direct and Neutral Questions
  3. Avoid Ambiguous or Double-Edged Questions
  4. Keep the Questionnaire Short and Snappy
  5. Include Alternatives Not Contemplated**: In closed questions, provide options like “Other” and/or “None of the above.”

Pilot Testing for Validation

Ensuring Questionnaire Effectiveness

Once the questionnaire is defined, conduct a pilot test. This test confirms the questionnaire’s effectiveness, fluency, and logical structure. It helps identify any potential issues and refine the questionnaire.


Thank you for joining us in this capsule on the structure of the questionnaire and effective tips for formulation. In our next session, we’ll dive into best practices for formulating questions that yield valuable insights.

Watch more episodes

Turn Data into Action