Questionnaire Design


Have you ever discovered too late that your questions did not deliver useful or useable data? Learn how to write effective survey questions and combine them into a meaningful questionnaire. This course focuses on some of the general rules when designing questionnaires used in survey research, combining suggestions from the research literature on questionnaire design with a very practical approach. It covers the general principles of questionnaire design, looking at open v closed questions, how you can pose better factual, non-factual and sensitive questions, for both interview and self-completion modes. There will also be an introduction to the various methods to test questionnaires.


  • Dr Martin McCracken

    Dr Martin McCracken is Research Director in Ulster University Business School and Senior Lecturer in Organisational Behaviour at Ulster University, previously holding lecturing roles at Edinburgh Napier University and Memorial University of Newfoundland.  Martin teaches in the areas of Leadership / Change Management and Research Methodology and his research is focused mainly upon the areas of Strategic Human Resource Development and in particular understanding the factors that influence managerial participation and effective transfer of learning from development activities.  At present he is leading a 4-year longitudinal study into learning transfer for senior leaders in the UK Higher Education sector (commissioned by the Leadership Foundation for HE). Martin also has research interests in the areas of Human Capital Development and Human Resource Management Restructuring, with a particular focus on how HR Business Partners can play a more strategic role in organisations.  He is also active in researching change in the Public and Voluntary Sectors and is currently engaged in a project funded by the British Academy into innovative organisational structures through Alliance Contracting in the Voluntary Sector.

    Since 2010 Martin has acted as the Editor in Chief of Education and Training (now in its 61st year of publication), and Associate Editor of Leadership and Organisational Development Journal.  Martin has published his research in a number of refereed academic journals (35 peer reviewed articles), conference proceedings and has played a key role in several UK research projects commissioned by (amongst others): Advance HE; Chartered Institute for Personnel and Development; British Academy; Department for Education and Employment; Sector Skills Development Agency and Leonardo Da Vinci (EU).

The Vitae Researcher Development Framework

This session maps on to Domain A of the Vitae Framework: Knowledge and intellectual abilities which includes the sub-domain areas of:

  • A1: Knowledge base
  • A2: Cognitive abilities
  • A3: Creativity
The Vitae Researcher Development Framework