Seeks only that information which cannot be obtained from other sources such as census data. As short as possible, only long enough to get the essential data. Long questionnaires frequently find their way into wastebaskets. Attractive in appearance, neatly arranged, and clearly duplicated or printed. Directions are clear and complete, important terms are defined, each question deals with a single idea, all questions are worded as simply and clearly as possible, and the categories provide an opportunity for easy, accurate, and unambiguous responses.
Questions are objective, with no leading suggestions to the desired response.
Questions are presented in good psychological order, proceeding from general to more specific responses. This order helps the respondent to organize his own thinking, so that his answers are logical and objective. It may be wise to present questions that create a favorable attitude before proceeding to those that may be a bit delicate or intimate. If possible, annoying or embarrassing questions should be avoided. Easy to tabulate and interpret.