Questionnaires – problems
• The inability of respondents to go back to the analyst to
seek clarification about what a question means
• Difficulty in collating qualitative information, especially
if the questionnaire contains open-ended questions
• The inability to use verbal and non-verbal signals from
the respondent as a sign to ask other or different
questions
• Low response rates – these can be lower than 20 to 25
per cent when sent to other organizations or
customers, which means that a large sample size is
needed if the results are to carry any weight. Response
rate is not such a problem with internal staff.