77537433 5 Questionnaire Construction

8/13/2019 77537433 5 Questionnaire Construction

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www.vasantkothari.comwww.vasantkothari.com

QUESTIONNAIRECONSTRUCTION

BY

VASANT R KOTHARI

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www.vasantkothari.com

Data Collection

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Data Collection

Secondary data

Primary data

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If you collect the

data yourself, it is

primary. If you usesomeone elses, its

secondary.


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Secondary Data

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Secondary Data

Secondary data consists of information

that already exists somewhere, having been

collected for other purposes

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Internal Sources

Company Accounts

Internal Reports and Analysis

Stock Analysis

Retail data - loyalty cards, till data, etc.

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External Sources

Government Statistics

Trade publications

Commercial DataGallup

Household Expenditure Survey

Magazine surveys

Other firms research

Research documentspublications, journals

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Disadvantages

Non available

Not relevant

Not accurate

Time lag

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Primary Data

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Primary Data

Where the required information does not

already exist, so researcher does a research

It is exactly tailored to a special problem of

the organization. (maybe qualitative or

quantitative)

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Telephone Interview

Collects information quickly

Interviewers can explain difficult questions

Higher response rates than mail questionnaires

Interviewers communicate directly with

respondents

Costs higher than postal mail

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Personal Interview

Individual (in-depth) interviewing

Involves talking with people at home or the

office, on the street, or in shopping malls

Structured (cannot probe) or unstructured

(can probe)

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Personal Interview

Group interviewing or focus group survey

Involves 6 to 10 people to talk with a trained

moderator

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Mail Questionnaires

Good and cheap exposure of information

Less bias with no interviewer present

Low response rate

Unsure of whoare the targets

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Online Marketing Research

Very low cost; Real-time fast results

Good for hard-to-reachgroups

Hard to control whosin the sample

Lack of facial interaction and truth

Security concerns

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Advantages

Direct contact with

interviewees

Researcher can collect

any type of data on its

own

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Disadvantages

Costly and takes time

May need to find market

research agencies

Not for long term use

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Questionnaire

Questionnaire is like a script for the

conversation between an investigator and a

respondent

How is the script enacted and interpreted

depends on the nature of this conversation

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Questionnaire

The goal is to present a uniform stimulus

to respondents so that their responses are

comparable

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Questionnaire : Form

Questionnaires, like tests, should

Have a clear purpose or construct(s)

Avoid constructirrelevant variance

Cover only necessary material but is

comprehensive

Be valid and reliable

Be simple in terms of interface/presentation22


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Questionnaire : Form

Questionnaires, like tests, should

Be appropriate for the population

Contentcan the respondent answer

Languagewill the respondent understand

Be efficient in gathering information

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Writing Individual Questions

Will the population being surveyed be

Able to understand the question

Readability

Vocabulary

Willing to answer honestly

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Will the population being surveyed be

Able to answer the question

Direct knowledge

Privacy

Bothered by the content

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The answer options should be

Direct, use as few words as needed

Comprehensive, so the respondent can find

a reasonable answer

Avoid compound answers where a person could

reasonably have one piece but not the other

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The answer options should be

Logically ordered

Bestclear hierarchy to answer options

Next best - alphabetical

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Different ways to get at the same

information

I attend class everyday: Yes/No

Literal interpretationif not 100% attendance

the accurate answer is No

I try to attend class everyday: Yes/No

Intent is not the same as actions


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Different ways to get at the same information

How often do you miss class:

Never, Rarely, Sometimes, Often, Always

Different interpretations of categories, also not

linear


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Howmany times have you missed class

: 0, 1-2, 3-5, 6-10, 11 or more

By having categories, locked into those breakouts


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Different ways to get at the same

information

Howmany times have you missed class

: _____

By making open-ended, can group after data is

collected; but data entry is more difficult


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Obtain actual attendance records from

school

Most accurate, but requires matching of data

and additional permissions


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Types of Questions

Open-ended questions

What? Why? How?

No predetermined responses given

Able to answer in own words

Flexible

Excellent way to explore new areas

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Types of Questions

Open-ended questions

Useful exploratory research and to generate

ideas

Requires skill in asking questions and

interpreting results

Answers can lack uniformity and be difficult to

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Types of Questions

Use open-ended questions when:

Too many response categories (year of birth)

You dont wish to impose categories on

respondents

Reallyconsulting respondents

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Types of Questions

Use open-ended questions when:

Qualitativesource of quotations

Determining appropriate categorization

You want a change in pace for respondents

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Types of Questions

Close-ended questions

Designed to obtain predetermined responses

(Yes/No; True/False; strongly agree-strongly

disagree, etc..)

Easy to count and analyse

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Types of Questions

Close-ended questions

Easy to interpret

May not have catered for all possible answers

Questions may not be relevant or important

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Types of Questions

Filter questions

Filter questions useful to ensure respondents

only answer relevant parts of questions

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Types of Questions

Unfiltered:

If you use any ERP software program, which one

do you use?

Filtered:

Do you use any ERP software program?

No - Jump to next question

YesPlease Specify_____________

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Getting The Question Right

Question wording

Questions need to be clear, simple and

precise

Poorly written questions lead to ambiguity and

misunderstandings and can be wasteful

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Leading questions:

Do you prefer being examined by a doctor of

your own gender?

Would you rather be examined by a:

Male doctor

Female doctor

Either/doesntmatter

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Vague questions:

Taken altogether, how happy are you with

your stay in hospital?

Overall, how would you describe the care you

received in hospital?

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Vague questions:

Have you seen a doctor during the past year?

In last 12 months, have you visited a Doctor?

How long has it been since you last visited a

general practitioner? (within last month,

between 1 and 12 months ago, more than 12

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Biased or value-laden questions

Do you think quality of fabric sourced from

domestic is bad?

What is your opinion about the quality of

fabric sourced from domestic market?

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Threatening questions

How often do you smack your child?

How often do you use each of the following to

discipline your child?

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Double-barrelled questions

two concepts in one question

As per you which fabric is better, woven or warp

knitted or weft knitted, for kids wear?

For kids wear, as per you which fabric is better

Woven Warp Knitted

Weft Knitted Other, please

specify_______

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Negative questions:

avoid using negative wording not, rarely,

never, or words with negative prefixes in-, im-,

un-

Do you thing that the fabric merchandisers are

not good in communication?

How you will rate the communication skills of

fabric merchandisers?

Documents

77537433 5 Questionnaire Construction