ABSTRACT
This chapter describes the importance of careful questionnaire design and suggests an approach for developing good questionnaires. Questionnaire design is an important phase because data collected with questionnaires are used to improve decision making. The purpose of business research is to provide managers with accurate information, often from surveys. A questionnaire is a prepared set of questions used by respondents or interviewers to record answers. Moreover, it is a structured framework consisting of a set of questions and scales designed to generate primary data. The chapter discusses the two methods other than questionnaires to record data: one is an interview guide and the other is an observation guide. The role of the interviewer is to explain the survey, motivate the respondent to answer, make sure the respondent understands the questions, and probe for clarification or elaboration of open-ended questions. Observation guides are used to record observed data and provide a place to record the information.
