With the development of modern civilization, survey research became a reliable method of data collection. This data may be quantitative or qualitative.

Different survey methods may collect mainly quantitative or qualitative data. This is predetermined by questions types in the questionnaire. Hence, a researcher may consciously choose the type of survey depending on the purpose of the survey.

What’s the Meaning of Conducting Qualitative Questionnaires?

Usually, a qualitative survey is less structured and has fewer questions. Instead, it is focused on the queries regarding respondents’ reasoning, motivations, and background of their answers. It is conducted among a lot smaller target audiences, which frequently consist of professionals.

The main goal of a qualitative survey is to build a deep and overwhelming and comprehensive understanding of a research topic. Hence, broad surveys among poorly informed audiences are not the target. In the case of qualitative research, professionals, experts, analysts, and influencers are welcomed. 

In some cases, a qualitative survey serves as the first stage of a large-scale quantitative investigation. Qualitative research is used here in the form of a focus group, which studies experts’ opinions to form a research hypothesis or a couple of hypotheses. These hypotheses then undergo a stage of elaboration and obtain a quantitative questionnaire.

The Pros and Cons Of Leading Qualitative Research

Qualitative research is helpful when a business wants to develop a new product, make a rebrand, etc. It provides a way to develop new ideas, creativity, and brainstorming. Whole new conceptions can be created, so qualitative surveys look like improvised and short-term work of specialized organizational departments, where the team of closely-related experts makes assumptions to put something on the go.

Although qualitative research is very helpful, it has its limits. It can’t be that quantitative research dies, and otherwise. For example, it can’t provide detailed and precise statistical data that will address the problem. You can’t gather information about product features that will produce extra demand in the market. The key solution here is to complement a qualitative survey with a quantitative survey.

What’s the Process of Building a Qualitative Questionnaire?

  1. Describe the Purpose of Qualitative Research

The final part of the article provides a short step-by-step plan of how to create a questionnaire for a qualitative survey. The first step is to define a purpose and sub-tasks for the survey.

2. Prepare Qualitative Statements with Clear Objectives That Can Be Explained to the Target Audience

The second step is to create the survey introduction, which will explain to all the participants the key tasks and what is demanded from them. Also, create the questionnaire macrostructure to address key research areas.

3. Besides the Primary Qualitative Question, You Must Build Sub-Questions So That You Achieve the Purpose in a More Effective Way

The third step relates to the detailing of the questionnaire macrostructure. Key topics in the form of macro-questions should be split into smaller sets of 3-5 questions, that will describe topics more precisely from different points of view.

4. Use ‘Qualitative’ Words to Describe Your Questions

Within the fourth step, you should pay attention to the questions’ grammar and proper formalization of what you are trying to say. Be sure that your respondents understand the proper meaning of the questions. You may also insert intermediate short explanations to each question.


5. Develop a Structure to Design the Primary Questions as Well as the Subquestions

The fifth step marks the end of a questionnaire preparation. At this stage, you should make the arrangement and mastering of the questionnaire’s macrostructure and microstructure. It should be clearly visible to the respondents why a sub-question relates to the specific topic. Additionally, make the visual presentation of the questionnaire well-tuned and conspicuous. The following survey stages are audience selection, survey conduction, data analysis, and report preparation.