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GUIDELINES FOR QUESTIONNAIRE DESIGN 237

self-addressed, stamped envelopes provided to them for the purpose. Scanner
sheets (the answer sheets that are usually provided for answering multiple-choice
questions in exams) are usually sent with the questionnaire, so that respondents
can circle their answers to each question on the sheet, which can then be directly
entered into the computer as data, without someone having to code and then
manually enter them in the computer. Disks containing the questions can also be
sent to respondents who have, and can use, personal computers.

Mail Questionnaires
The main advantage of mail questionnaires is that a wide geographical area can
be covered in the survey. They are mailed to the respondents, who can complete
them at their convenience, in their homes, and at their own pace. However, the
return rates of mail questionnaires are typically low. A 30% response rate is con-
sidered acceptable. Another disadvantage of the mail questionnaire is that any
doubts the respondents might have cannot be clarified. Also, with very low
return rates it is difficult to establish the representativeness of the sample because
those responding to the survey may not at all represent the population they are
supposed to. However, some effective techniques can be employed for improv-
ing the rates of response to mail questionnaires. Sending follow-up letters,
enclosing some small monetary amounts as incentives with the questionnaire,
providing the respondent with self-addressed, stamped return envelopes, and
keeping the questionnaire brief do indeed help.
Mail questionnaires are also expected to meet with a better response rate
when respondents are notified in advance about the forthcoming survey, and
a reputed research organization administers them with its own introductory
cover letter.
The choice of using the questionnaire as a data gathering method might be
restricted if the researcher has to reach subjects with very little education. Adding
pictures to the questionnaires, if feasible, might be of help in such cases. For
most organizational research, however, after the variables for the research have
been identified and the measures therefor found or developed, the questionnaire
is a convenient data collection mechanism. Field studies, comparative surveys,
and experimental designs often use questionnaires to measure the variables of
interest. Because questionnaires are in common use in surveys, it is necessary to
know how to design them effectively. A set of guidelines for questionnaire con-
struction follows.

GUIDELINES FOR QUESTIONNAIRE DESIGN

Sound questionnaire design principles should focus on three areas. The first
relates to the wording of the questions. The second refers to planning of issues
of how the variables will be categorized, scaled, and coded after receipt of the
responses. The third pertains to the general appearance of the questionnaire. All
three are important issues in questionnaire design because they can minimize