Questionnaire Design and Sampling Support for Surveys and Research
Good analysis starts before data collection. We help you design questionnaires that measure what you intend, choose sensible scales, and plan a sample that supports the conclusions you want to draw.
What this service covers
- Translating research questions into measurable survey items
- Question wording review: leading, double-barrelled and ambiguous items
- Choice and ordering of response scales, including Likert-type scales
- Use and adaptation of validated instruments
- Pilot testing and revision
- Sampling plan: population, frame, method and sample size
- Coding plan so the data are ready for analysis
Start from the research question
Every item should earn its place. We map each research question and hypothesis to the questions that will measure it, remove items that do not serve an analysis, and check that the planned statistics are possible with the planned scales. A common problem is collecting data that cannot answer the question afterwards, for example asking age in broad bands when a regression needs it as a number.
Writing questions that work
We review wording for leading phrasing, double-barrelled questions (asking two things at once), jargon and unclear time frames. We advise on response options, neutral midpoints and whether to use agreement, frequency or satisfaction scales. Where a validated scale already exists, using it is usually better than inventing a new one; we can adapt it and plan the reliability and validity testing that follows.
Sampling and sample size
The sample determines who your results describe. We help you define the population, choose between probability and non-probability sampling, and estimate the sample size needed for your analyses, whether you are estimating a proportion, comparing groups or running a regression. We are open about limitations: a convenience sample can still be useful, but the report should say what it can and cannot represent.
Pilot and hand-off to analysis
A small pilot reveals confusing items and timing problems before the main survey. Afterwards, the same team can carry on with survey data analysis or Likert-scale analysis, so the design and the analysis fit together. You can also try our free sample-size and statistics tools in the tools hub.
How the work runs
- You share your research questions, audience and any existing questions.
- We review and redraft the instrument and agree the sampling plan.
- You pilot the survey and we revise it using the feedback.
- You collect data with a coding plan that is ready for analysis.
What you receive
- A reviewed and improved questionnaire
- Notes explaining each change
- A sampling plan with sample size justification
- A coding guide for the data
- A short methods paragraph for your report or thesis
Frequently asked questions
How many questions should a questionnaire have?
As few as needed to answer your research questions. Long surveys lower completion and data quality, so we cut items that do not support an analysis.
Should I use a 5-point or 7-point scale?
Both work. Five points are simpler for respondents; seven can add some sensitivity. Consistency and clear labels matter more than the number.
Can I use an existing validated scale?
Yes, and we usually recommend it, subject to the copyright and permission terms. We help you adapt wording to your context and test reliability.
How do you calculate sample size?
We use the planned analysis, expected effect size or margin of error, confidence level and power, then adjust for expected non-response.
Can you help with online survey set-up?
We advise on structure, logic and coding. You build the survey in the platform of your choice, and we review it before launch.
Do you offer translation checks?
We can review translated versions for clarity and consistency. Formal back-translation should be done by a qualified translator.
Related survey & mixed-methods analysis services
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Likert Scale Analysis
Item and scale scores, reliability and appropriate tests for rating-scale data.
KAP Survey Analysis
Knowledge, attitude and practice scoring, associations and reporting.
Survey & Mixed-Methods Analysis Services
See every survey and mixed-methods service we offer.