Designing the Questionnaire

Ch 11 2

What is a Questionnaire?

• A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.

Ch 11 3

Questionnaire Design

• Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout.

Ch 11 4

The Functions of a Questionnaire

• Translates the research objectives into specific questions

• Standardizes those questions and the response categories

• Fosters cooperation and motivation• Serves as permanent records of the

research

Ch 11 5

The Functions of a Questionnaire

• Can speed up the process of data analysis

• Can serve as the basis for reliability and validity measures

Ch 11 6

Steps in the Questionnaire Development Process (Figure 11.1)

Ch 11 7

Developing Questions

• Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased.

Ch 11 8

Developing Questions

• Marketing research questions measure

– Attitudes

– Beliefs

– Behaviors

– Demographics

Ch 11 9

How wording affects answers

Did you see…

A broken headlight?

The broken headlight?

Which generates more agreement?

Ch 11 10

Words to Avoid in Questionnaire Development

• All

• Always

• Any

• Anybody

• Ever

• Every

• Never

Ch 11 11

Why Avoid These Words?

• These words: all, any, anybody, best, ever, every, never, etc. are all EXTREME ABSOLUTES…

• They place respondents in a situation where they must either fully agree or they must completely disagree with the extreme position in the question.

– Do you always observe traffic signs?

– Would you say all cats have four legs?

Ch 11 12

Four “Do’s” of Questionnaire Wording

• Question evaluation refers to scrutinizing the wording of a question to ensure the question is not biased and is worded such that respondents understand it and can respond to it with relative ease.

Ch 11 13

Four “Do’s” of Questionnaire Wording

1.The question should be focused on a single issue or topic. “What type of hotel do you stay in on a trip?” Pleasure or business trip? En route or final destination?

2.The question should be brief.3.The question should be

grammatically simple, if possible.4.The question should be crystal clear.

Ch 11 14

Four “Do Not’s” of Questionnaire Wording

1.The question should not “lead” the respondent to a particular answer. “Don’t you see any problem with using credit cards for online purchases?”

2.The question should not have “loaded” wording or phrasing. Use universal beliefs…Since our Founding Fathers gave us the right to bear arms…

Ch 11 15

Four “Do Not’s” of Questionnaire Wording

3.The question should not be “double-barreled.”

4.The question should not use words that overstate the condition…do not use “dramatics.” “Would you buy sunglasses that protect your eyes from harmful ultraviolent rays that cause blindness?”

Ch 11 16

What is wrong with each question?How do you feel about Sears?When some gasoline or electric-powered product in your house breaks, do you call the Sears repair service?

If the Sears repair service schedule was not convenient for you, would you consider or not consider calling a competing repair organization to fix the problem you have?

How much do you think you would have to pay to have Sears fix something that needs to be repaired?

Shouldn’t concerned parents use car seats?

Should car seats be used for our loved ones?

Do good parents and responsible citizens use car seats?

Do you believe infant car seats can protect riders from being maimed?

Ch 11 17

Individual Question Wording

• “Do’s” for all questions– Keep it focused on a single topic

– Keep it brief

– Keep it grammatically simple

– Keep it crystal clear

How do you feel about Sears?

When some gasoline or electric-powered product in your house breaks, do you call the Sears repair service?

If the Sears repair service schedule was not convenient for you, would you consider of not consider calling a competing repair organization to fix the problem you have?

How much do you think you would have to pay to have Sears fix something that needs to be repaired?

Please rate each aspect of Sears…

When you need it, do you call Sears repair service?

If you did not use Sears repair service, would you use another repair service?

How much do you think Sears charges for a repair service call?

Ch 11 18

Do you believe infant car sears can protect riders from being maimed?

Individual Question Wording

• ““Do not’sDo not’s” for all questions” for all questions– Don’t ask leading questions

– Don’t ask loaded questions

– Don’t ask double-barreled questions

– Don’t use overstated questions Do you think children’s car seats are useful?

Should car seats be used for our loved ones?

Shouldn’t concerned parents use car seats?

Do good parents and responsible citizens use car seats?

Do you think infant car seats are useful?

Do you think car seats are useful for family members?

Do you think parents who use car seats are responsible?

Ch 11 19

Questionnaire Organization

• Questionnaire organization is the sequence of statements and questions that make up the questionnaire.

• It is important because the questionnaire appearance and ease of flow affect the quality of the information gathered.

Ch 11 20

Questionnaire Organization

• The introduction is called a “cover letter” if the introduction is written to accompany a mail survey or online survey.

Ch 11 21

Questionnaire Organization

• Five functions:– Identifies the surveyor/sponsor– Indicates the purpose of the survey– Explains how the respondent was

selected– Requests for/provides incentive for

participation– Determines if respondent is

suitable

Ch 11 22

Questionnaire Organization

Ch 11 23

Incentives

• Incentives are offers to do something for the respondent to increase the probability that the respondent will participate in the survey.

Ch 11 24

Incentives

• Incentives may be monetary or non-monetary.– Anonymity: respondent assured

name not identified– Confidentiality: respondent’s name

is known by the researcher but not divulged to a third party

– Both are used as non-monetary incentives to increase participation

Ch 11 25

Screening Questions

• Screening questions are used to ferret out respondents who do not meet research study qualifications.

• Research objectives should specify who should and should not be included in the research study.

Ch 11 26

Screening Questions

• Example: If you were conducting research on factors consumers use in selecting a new car, wouldn’t you only want to talk to persons who have recently selected a new car?

• If you were doing a study to determine the potential for an e-zine targeting college students, wouldn’t you only want to talk to college students?

• Screening or qualifying questions are asked to ensure you are talking to your target population.

Ch 11 27

Question Flow

• Question flow pertains to the sequencing of questions or blocks of questions.

– Warm-up questions

– Transitions

– Skip questions

– Classification and demographic questions

Ch 11 28

Question Flow in a Questionnaire

• First Questions – Screens/Qualifiers

– Have you shopped at Winn-Dixie in the last month?

• Immediately following screens - Warm-ups

– How many major grocery shopping trips do you do in a month?

Ch 11 29

Question Flow in a Questionnaire

• Prior to major sections - Transitions– Did you purchase any cereal on your

last trip?– Do you use coupons for groceries?

• Middle of questionnaire - Complicated & Difficult-to-Answer– Rate each of the following aspects of

Winn-Dixie on how satisfactory it is for you.

Ch 11 30

Question Flow in a Questionnaire

• Last Section - Classification

– What is the highest level of education you have earned?

Ch 11 31

Computer-Assisted Questionnaire Design

• Computer-assisted questionnaire design: software programs allow users to use computer technology to develop and disseminate questionnaires

• Advantages: – Easier– Faster– Friendlier– More flexibility

Ch 11 32

Ch 11 33

Ch 11 34

Ch 11 35

Coding the Questionnaire

• Coding: use of numbers associated with question responses

• Numbers are preferred for two reasons: – Numbers are easier and faster to

keystroke into a computer file.– Computer tabulation programs are

more efficient when they process numbers.

Ch 11 36

Performing the Pretest of the Questionnaire

• A pretest involves conducting a dry run of the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched.

• It is important to pretest on respondents that are representative of the target population to be studied.