The more one writes questionnaires the more one realises how little correlation there often is between participants’ answers and reality.

Often the way in which the question is asked contributes significantly to that. In this course we will look at some of the many issues and ways in which we can edge a little closer to measuring reality.



Who will benefit from this course?

This course is for researchers who have mastered the main techniques of questionnaire writing but have found that the more they know, the more that issues of reliability in responses are raised.

Aims and objectives
  • Understand and apply the more advanced principles of questionnaire design
  • Understand how to maximise the impact, engagement and worth of questionnaires
Topics covered and learning outcomes
  • Social desirability bias – people tell you what they think you want to hear. We’ll look at identifying it and dealing with it, in both behavioural and attitudinal questions.
  • Recall – participants can rarely tell you accurately what they have done. You’ll see how reliable is recall of behaviour and what can be done to improve it.
  • Data collection modes – different modes will give different responses. We’ll address why this happens and how we deal with the differences.
  • Scales – the type of scale used can lead to different conclusions. Discover the advantages and disadvantages of different scale types and achieving optimum discrimination.
  • Graphics – introduce graphics and you may change what you are measuring. Find out why and whether it is a good thing.
  • Indirect questions – using projective questions to get closer to the truth.
  • Engagement – keeping participants engaged improves the quality of the data. We’ll give you some tools to do that.
  • Translations – a common source of misunderstanding. - you may not be measuring what you think you are.
  • Cultural response bias – Different cultures respond differently, so comparing responses between countries can be a nightmare.

“Exactly what I needed to learn.”

James Aspinall, TRP Research Ltd

28 September 2016

“Traditional, classroom theory based learning.”

Chris Rainsford, BMG Research

28 September 2016

“Overview of issues in questionnaire design with advice on solutions.”

Kate Roche, Datamoniter

22 April 2016

“Getting the best data from questionnaires.”

Nick Weston, Rainmakers CSI Ltd

22 April 2016


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Laura has plentiful experience of designing, managing and delivering both quantitative and qualitative research projects. She started her career at Research International working on both national and international FMCG projects before moving on to NHS Choices, the ‘front door’ to the NHS and the country’s biggest health website, where she delivered a wide range of projects as part of the Customer Insight Team. Most recently Laura managed patient and public engagement and social research projects at Dr Foster Intelligence, a public/private partnership that aims to improve the quality and efficiency of healthcare and social care through better use of information. She is currently a freelance researcher.
Banos has over 17 years experience of designing and delivering market and social policy research across the public and private sectors. He started his career undertaking criminological research at the home office after completing a Masters in Research Methods and Statistics.
From here he moved into the commercial sector and has worked for a number of niche research agencies as well as for Research International UK delivering quantitative and qualitative research for major players in the financial, automotive, utility, government, independent and ICT sectors.He most recently has been involved in leading the customer insight function for NHS Choices and headed the research arm of Doctor Foster Intelligence delivering patient and public engagement and social marketing insight for PCTs across the UK.
He has an abiding interest in the development of research skills both in and out of the workplace and currently operates as a freelance consultant.

Additional Information

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