Step 4: Develop Instrument(s)
The fourth step is to develop an instrument. Depending on which method you chose, this could be
an interview guide, a focus group moderator's guide, a questionnaire, or an observation checklist.
Developing good questions is a unique skill set. You will often have to go through several
iterations before you end up with the right questions. The answers that you get are only as good
as the questions you ask. Therefore, it's a great idea to work with someone who has experience
in instrument design.
Many times it is appropriate to hire a research firm or other contractor to do a survey or focus
groups for you. If you do hire a contractor for a project, stay involved. You should take a very
active role and you should be clear that you will do so as early as possible. Experienced firms can
be very helpful in developing instruments, but you are the client. Meet with them, review
everything they do, and provide lots of feedback. That way you can be sure they collect the
information you need.
Here are a few tips for developing an instrument (whether you're doing it on your own or you've
hired a contractor):
1. Plan plenty of time for this process. You may want to send the instrument to important
stakeholders or back and forth with the contractor. It is normal to have more than one round of
revisions before the instrument is finalized, even if you start with a relatively good instrument.
2. Answer your research questions. Other instruments can help you in wording questions, but
make sure your research questions are the focal point for your instrument. It should be easy to
connect your research questions and your instrument questions. If you can't explain why you are
asking a particular question, don't ask it.