-Opening Questions: The opening questions should be interesting, simple, and non-threatening.
-Type of Information: As a general guideline, basic information should be obtained first, followed by classification, and finally, identification information.
-Difficult Questions: Difficult questions or questions which are sensitive, embarrassing, complex, or dull, should be placed late in the sequence.
(def) refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems.
-A questionnaire should not be used in the field survey without adequate pretesting.
-All aspects of the questionnaire should be tested, including question content, wording, sequence, form and layout, question difficulty, and instructions.
-The respondents for the pretest and for the actual survey should be drawn from the same population.
-Pretests are best done by personal interviews, even if the actual survey is to be conducted by mail, telephone, or electronic means, because interviewers can observe respondents' reactions and attitudes.
Department Store Project
-Who: Purchasers, browsers, males, females, parents with children, or children alone.
-What: Products/brands considered, products/brands purchased, size, price of package inspected, or influence of children or other family members.
-When: Day, hour, date of observation.
-Where: Inside the store, checkout counter, or type of department within the store.
-Why: Influence of price, brand name, package size, promotion, or family members on the purchase.
-Way: Personal observer disguised as sales clerk, undisguised personal observer, hidden camera, or obtrusive mechanical device.