QuestionnaireDesign

Chapter Nine

Chapter Nine

Chapter Nine ObjectivesChapter Nine Objectives

To understand the role of the questionnaire in the data collection process.

To become familiar with the criteria for a good questionnaire.

To learn the process for questionnaire design.

To become knowledgeable about the three basic forms of questions.

To learn the necessary procedures for successful survey implementation;

To understand how software & the Internet influence questionnaire design.

To understand the impact of the questionnaire on data collection costs.

Chapter Nine

Role of a Questionnaire

The Questionnaire Approach

Level of Data Analysis

Research Findings

Conclusions and Recommendations

Managerial Action

Researcher Follow-up

Survey Purpose & Objectives

Respondent Information

Survey Timetable

CustomerNeeds

The Questionnaire Approach

Level of Data Analysis

Research Findings

Conclusions and Recommendations

Managerial Action

Researcher Follow-up

Survey Purpose & Objectives

Respondent Information

Survey Timetable

CustomerNeeds

Issues continually addressed throughout

the process.

Chapter Nine

Criteria for a Good Questionnaire

• Provide decision-making information; • Consider the respondent; • Meet editing and coding requirements.

Chapter Nine

Key Questionnaire Mechanics

Going through each questionnaire to ensure that skip patterns were followed and the required questions were filled out.

Sequence in which questions are asked, based on a respondent’s answer.

The process of grouping and assigning numeric codes to the various responses to a question.

Chapter Nine

Determine Survey Objectives, Resources, and Constraints

Determine the Data Collection Method

Determine the Question Response Format

Decide on the Question Wording

Establish Questionnaire Flow and Layout

Evaluate the Questionnaire

Obtain Approval of all Relevant Parties

Pretest and Revise the Questionnaire

Prepare the Final Copy

Execute the Survey

The Questionnaire Design Process

Chapter Nine

Determine Survey Objectives, Resources, and Constraints

Determine the Data Collection Method

Determine the Question Response Format

Decide on the Question Wording

Establish Questionnaire Flow and Layout

As directed by management

Shaped by time & budget

Knowledge of respondent key

Remember do’s and don’ts

Questions should flow logically

Key Questionnaire Mechanics

Chapter Nine

Evaluate the Questionnaire

Obtain Approval of all Relevant Parties

Pretest and Revise the Questionnaire

Prepare the Final Copy

Execute the Survey

For length, missing & unnecessary questions, etc

Ensure Mgmt. buy-in

Test & revise questions

Decide on format/layout

Mail, telephone, etc.

Key Questionnaire Mechanics

“SurveySays”

Chapter Nine

Questions to which the respondent replies in his or her own words. • Probed Vs. Un-probed.

Questions requiring respondents to choose from a list of answers. • Dichotomous: Choice is between two answers.• Multiple Choice: Choice is among three or more options.• Scaled Responses: Designed to capture the intensity of respondent’s feelings.

The Response FormatOpen and Closed Questions

Chapter Nine

Questionnaire Dos

• Be as brief as is appropriate for your audience;• Be grammatically simple;• Be focused on a single issue or topic;• Use the respondent’s core vocabulary;• Use plenty of white space between the questions;• Number the questions;• Use consistence scales;• State instructions clearly;• Questions should be interpreted equally by respondents.

• Be as brief as is appropriate for your audience;• Be grammatically simple;• Be focused on a single issue or topic;• Use the respondent’s core vocabulary;• Use plenty of white space between the questions;• Number the questions;• Use consistence scales;• State instructions clearly;• Questions should be interpreted equally by respondents.

Chapter Nine

Questionnaire Don'ts

• Biasing the respondent; • Using loaded or leading phrasing;• Using words overstating the condition;• Assuming criteria that are not obvious;• Using specific example for a general case;• Being beyond the respondent's ability to answer;• Requiring the respondent to guess at a generalization;• Asking for specifics when only generalities will be remembered.

• Biasing the respondent; • Using loaded or leading phrasing;• Using words overstating the condition;• Assuming criteria that are not obvious;• Using specific example for a general case;• Being beyond the respondent's ability to answer;• Requiring the respondent to guess at a generalization;• Asking for specifics when only generalities will be remembered.

Chapter Nine

Screeners - Qualifying Questions• Ask general questions first - establish respondent “buy-in”• Basic questions to lay the groundwork for upcoming questions• Example: “Have you shopped at Macy’s in the past month?”

Warm-ups - First Few Questions:• Gets the respondent thinking about the topic at hand• Establishes parameters about the respondents’ attitudes, behavior, etc.• Example: “How often do you go shopping?”

Transitions - First Third of Questions:• Questions that set the tone for the more difficult questions to come• Example: “Now I’m going to ask you some more difficult questions”

Complicated - Second Third of Questions:• Use of rating scales for attributes, attitudes, beliefs, opinion, etc• Tackling controversial issues• Example: “How likely are you to go to the movies?” (scale 1 to X)

Classification - Last Third of Questions:• Personal & demographic type questions• Example: “What is your religion?”

Establishing Questionnaire Flow

Build them up during the survey process with increasing difficult/thought provoking questions and conclude with more probing questions.

Chapter Nine

Address these issues when designing and conducting a survey

Address these issues when designing and conducting a survey

• Incidence rate;• Time and budget issues;• Purpose of the information;• Quality of information desired;• Getting a representative sample;• Willingness of respondents to participate;• Availability of respondents to participate.

Questionnaire Considerations

Chapter Nine

• Start with opening letter indicating:• Who you are, why you are doing the the survey, how long it will take, how they were selected, the survey’s purpose, whether it’s confidential & anonymous, thank them for participating, etc.

• Use plenty of white space between the questions;• Ensure the format, font, layout, and appearance is consistent;• State the instructions clearly; • Clarify questions as they are asked if necessary such as:

• Clarify one, pick two, etc.• Allow enough space for open-ended questions;• Ensure questions are interrelated - not only “stand alone” questions• Include a closing remark - Thank You , etc.

• Start with opening letter indicating:• Who you are, why you are doing the the survey, how long it will take, how they were selected, the survey’s purpose, whether it’s confidential & anonymous, thank them for participating, etc.

• Use plenty of white space between the questions;• Ensure the format, font, layout, and appearance is consistent;• State the instructions clearly; • Clarify questions as they are asked if necessary such as:

• Clarify one, pick two, etc.• Allow enough space for open-ended questions;• Ensure questions are interrelated - not only “stand alone” questions• Include a closing remark - Thank You , etc.

Questionnaire Design Issues

Chapter Nine

• Use screening questions as appropriate;• Begin with interesting questions to nab respondent;• Ask general questions first – harder/more invasive ones last;• Put instructions in capital letters;• Use proper transitions throughout the questionnaire;• Ensure “skip patterns” are in place as needed.

• Use screening questions as appropriate;• Begin with interesting questions to nab respondent;• Ask general questions first – harder/more invasive ones last;• Put instructions in capital letters;• Use proper transitions throughout the questionnaire;• Ensure “skip patterns” are in place as needed.

Questionnaire Design Issues

Chapter Nine

• The questionnaire appearance consistency is easier to achieve;• The questionnaire can be checked for typos easily;• The survey can be created quickly;• Skip patterns can be efficiently established;• The survey can be distributed quickly for expert review & input.

• Over reliance on electronic survey construction can lead to the researcher’s getting sloppy as he might think “the software will do the work and correct any errors”;• The researcher might feel less connected to the process;• Multiple versions of the survey might get circulated / distributed.

The Internet Impact

Chapter Nine

The Internet ImpactOn Questionnaire Development

EmailSurveys Internet

SurveysCost &

Profitability Software

The Internet Impact

Chapter Nine

• Cultural differences - gender, body language, behavioral;• Traditions, religion, ways of conducting business, beliefs;• Word usage differences - phrases, expressions, idioms;• Acceptable & unacceptable types of questions;• Receptive level of audience for given question types;• The best way to execute the survey – telephone,mail, etc.;• Which issues are sensitive & how to approach them;• Whether various dialects are present;• What issues are most important to your audience.

Global Research Issues

Information

Chapter Nine

Global Research IssuesOpen and Closed-ended QuestionsQuestionnaire DesignQuestionnaire Dos and Don'tsQuestionnaire Flow

Index

Index