This chapter considers what the researcher is trying to achieve with the questionnaire. Later chapters will then look at how this can be achieved.
The role of the questionnaire is to elicit the information that will enable the researcher to answer the objectives of the survey. To do this the questionnaire must not only collect the data required, but collect it in the most accurate way possible. Collecting accurate data means getting the most accurate responses, so a key objective in writing the questionnaire is to help the respondents provide them. The questionnaire’s role does not stop there, though. There are other stakeholders whose interests must also be met.