Step 4: For the questionnaire as a whole, select a presentation and graphic style that maximizes readability and interest (I).

(I) = instrument example

Once you have a well-ordered set of items and a good navigational system, select a presentation style for the layout of the entire questionnaire. Here, considerations will differ, depending on whether you are using a paper (hard-copy) or electronic (computer-based) mode of delivery.

A) The paper questionnaire. If your questionnaire has more items than can be displayed on one page, consider how a respondent will read items across multiple pages. In general, it's wise to use regular letter-sized paper and print on one side only, being careful to ensure that items do not break across pages. If the questionnaire is printed on 11" x 17" paper, it can be folded into a letter-size booklet whose pages can be turned magazine-style.

If your questionnaire consists mostly of predetermined-choice items with answers running vertically, they will be easier to read if they are placed in a two-column format (a single item running across the entire width of a regular page is difficult to follow).

Survey 1 (Single-column) Survey 2 (Two-column)

Figure 4. Single-column and two-column formats.

It is also helpful to have each item appear as a discrete block of text, meaning that the spacing between items should be greater than the spacing within each item (see Figure 5).

Survey 1 (Less effective spacing) Survey 2 (More effective spacing)

Figure 5. The right-hand example uses white space more effectively to visually separate the items.

Other graphic features also affect the appeal of a questionnaire. If you have made sure the items have a consistent style and navigational cues (Step 3), make sure that all the pages also have a consistent layout and style. For example, every time directions appear, differentiate this text by size (or style) and, possibly, by boxing it. Shading also can be used to enhance an entire set of pages. There is some evidence that more items will be answered if entire pages are shaded a very light gray (or other color) with the response boxes left white. Shading must be light enough so that text is readable.

It is also important to lay out a questionnaire so that it can be scored easily. In the example below (see Figure 6), note that scorers would have to move their eyes across the page to see the answers to question 2.

1. If you have donated in the past five years, what were the major factors governing your donations of time/money? Check all that apply You were asked to give by someone you know You received a solicitation by phone or in the mail Someone came to your door asking you to give You saw an ad in the paper or on TV You were asked at work Other (please describe) _____________________ 2. Are you familiar with the work of the Campobello Community Foundation? Yes No

Figure 6. This layout will slow down scorers, because the scorer's eye will have to move to the right side of the page to see the answer to question 2. It is much easier to score questions whose answers are all on one side of the page.

The extra movement can increase scorer fatigue and slow down completion of the task, especially if there are hundreds or thousands of surveys. A better layout is the following, because it lets scorers sweep down the page (see Figure 7).

1. If you have donated in the past five years, what were the major factors governing your donations of time/money? Check all that apply You were asked to give by someone you know You received a solicitation by phone or in the mail Someone came to your door asking you to give You saw an ad in the paper or on TV You were asked at work Other (please describe) _____________________ 2. Are you familiar with the work of the Campobello Community Foundation? Yes No

Figure 7. An easier layout to score.

It is also sometimes a good idea to number or letter the checkboxes, so that a scorer can simply type them into a spreadsheet to record answers (see Figure 8).

1. If you have donated in the past five years, what were the major factors governing your donations of time/money? Check all that apply a. You were asked to give by someone you know b. You received a solicitation by phone or in the mail c. Someone came to your door asking you to give d. You saw an ad in the paper or on TV e. You were asked at work f. Other (please describe) _____________________

Figure 8. Adding letters to checkboxes can make scoring much easier.

Note that an "Other" choice allows the respondent to write in an answer. Although this open-ended data may be valuable, transcribing it also will slow down the scorer substantially. When designing a questionnaire, always keep in mind the resources available for scoring the returns. See the Developing Written Questionnaires: Writing Questionnaires Module for more about when it is appropriate to include open-ended items.

A final consideration is the cover. For a short questionnaire (one or two pages), a cover may reduce the response rate because it suggests something lengthy. For a longer questionnaire, however, a cover makes the questionnaire stand out from other sets of desktop papers. Dark front covers with simple graphics, a short title (e.g., "Math Teacher Survey"), and the name or logo of the sponsoring organization may be easiest to remember and locate. The back cover can be used for a thank-you and an invitation for additional comments.

B) The electronic questionnaire. Presenting a questionnaire via e-mail or the Web presents unique challenges. Foremost is ensuring that the recipient sees what is intended on his or her computer screen. Because of differences in operating systems and browsers, a questionnaire on a designer's computer screen may not appear as intended on the screens of different recipients. Although this is not the place for a set of technical computer guidelines, there are nonetheless several simple ways to reduce problems and confusion.

First, keep paragraphs short to increase the likelihood of maintaining intended formatting from one system to another; long paragraphs may wrap differently on screens of lower resolution than the designers'.

Second, use simple, fast-loading graphics in colors from standard Web palettes (that is, sets of standard colors that look the same on all browsers).

Third, display explicit navigational cues to indicate how a respondent is to move through text that exceeds one screen. For example, do not assume that all respondents are adept at scrolling down a screen. If pilot testing (see Step 5) shows that some users do not realize they need to scroll to see additional questions, consider presenting the questionnaire in a format where questions appear one or two at a time and users click "next" or "back" buttons to move through them.

Fourth, respondents should experience each screen in the most succinct, uncluttered way possible. For example, rather than encountering a cover page and lengthy directions, they should see a brief set of directions and start answering questions on the very first screen. Also, although a two-column format for predetermined-choice questions may work well on paper, it usually works poorly on the screen. A better alternative is to run the items vertically in a single column.

Graphic style for individual items should follow the same design principles as on paper questionnaires, but there are some styles that cannot be used on electronic questionnaires. The respondent cannot circle choices, handwrite, or check off blanks. Instead, electronic questionnaires use radio buttons, checkboxes, and text boxes. Radio buttons are used when the respondent is to select only one choice, checkboxes when the respondent is allowed to select more than one choice, and text boxes when the respondent is to type comments.