Questionnaire Design for Social Surveys
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list 6 sequences
assignment Level : Introductory
chat_bubble_outline Language : English
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credit_card Free access
verified_user Fee-based Certificate
timer 24 hours in total

About the content

This course will cover the basic elements of designing and evaluating questionnaires. We will review the process of responding to questions, challenges and options for asking questions about behavioral frequencies, practical techniques for evaluating questions, mode specific questionnaire characteristics, and review methods of standardized and conversational interviewing.

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  • Week 1 - Introduction and Unit 1: Overview of Standardized Interviewing
    Introduction; Different types of questions, Measurement error in questions: Bias and variance; Standardized and conversational interviewing; From specifying a concept to asking questions
  • Week 2 - Unit 2: Response Process
    Comprehension; Retrieval; Judgment; Response
  • Week 3 - Unit 3: Asking Factual Questions
    Facts and quasi facts; Memory and recall; Asking sensitive questions; Mode, privacy and confidentiality
  • Week 4 - Unit 4: Measuring Attitudes
    Context effects in attitude questions; Use of different scales; Offering don’t know options; Response order effects
  • Week 5 - Unit 5: Testing Questionnaires
    Expert reviews and focus groups; Cognitive interviews; Behavior coding; Quantitative techniques
  • Week 6 - Unit 6: Putting It All Together
    The questionnaire from start to finish; Things to put at the end; Mode Choice: Implementations for layout; Self-administered questionnaires


Frederick Conrad, Ph.D.
Research Professor, Survey Methodology
Institute for Social Research

Frauke Kreuter, Ph.D.
Professor, Joint Program in Survey Methodology
Adjunct Research Professor, Institute for Social Research


Content Designer

University of Michigan
The mission of the University of Michigan is to serve the people of Michigan and the world through preeminence in creating, communicating, preserving and applying knowledge, art, and academic values, and in developing leaders and citizens who will challenge the present and enrich the future.



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