Question Instruments

Abstract

Some people call a questionnaire an “instrument.” This at least serves as a reminder that questionnaires are a child of the scientific method of measurement, and of counting. When forecasting commercial activity, you will occasionally want to ask people questions such as how many, how much, how often, and when (not why). On these occasions, the experience gained from the scientific method provides useful governance. Given the enormous amount of survey work that has been done, certain norms of good practice have developed, which will be outlined here. However, to repeat, the collection of evidence other than when, where, who, and how many is not recommended as a use for “check-box” questionnaires.