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Questionnaire
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What is a Questionnaire?
A questionnaire is
the vehicle used to
pose the questions
that the researcher
wants respondents
to answer.
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QUESTIONNAIRE
A questionnaire is formal set of questions or
statements designed to gather information
from respondents that will accomplish the
goals of the research.
Questionnaires measure peoples attitudes,
behavior and feelings toward just about
everything.
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o is a research instrument consisting of a series of
questions people answer about their life
condition, beliefs or attitudes.
o can be administered either as a printed
document that respondents fill out or as a list of
queries posed by an interviewer, who then
compiles interviewees answers either by writing
on a printed form or by recording the replies on
A QUESTIONNAIRE
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ADVANTAGES OF A
QUESTIONNAIRE
1. There is low cost even when the universe is
large and is widely spread geographically.
2. It is free from the bias of the interviewer;answers are in respondents' own words.
3. Respondents have adequate time to give well
thought answers.
4. Respondents who are not easily approachable
, can also be reached conveniently.
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DISADVANTAGES OF A
QUESTIONNAIRE
1. Low rate of return of the duly filled in questionnaires.
2. It can be used only when the respondents are
educated and cooperating.
3. It is difficult to know whether willing respondents are
truly representative.
4. This method is time consuming and very slow in
process.
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KEY FEATURES FOR CONSTRUCTING A
QUESTIONNAIRE
The researcher must be well acquainted with the research problem.
Rough draft of the Questionnaire should be prepared and questions
must be in sequence.
Researcher must invariably re-examine, and in case of need may
revise the rough draft for a better one. Technical defects must be
identified and removed if any.
Questionnaire must contain simple but straight forward directions for
the respondents so that they may not feel any difficulty in answering
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TYPES OF QUESTIONS IN
QUESTIONNAIRE
1. Open Format Questions. Eg.
2. Closed Format Questions. Eg.-
3. Leading Questions. Eg.
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4. Dichotomous Questins. Eg.
5. Likert Questions. Eg.
6. Importance Questions. Eg.
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7. Bipolar Questions. E.g.
8. Rating Scale Questions. E.g.
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STEPS TO DEVELOP A
QUESTIONNAIRE
Determine which information is being sought.
Choose a question type (structure and amount of disguise) and method of
administration (for example written form, e-mail, telephone, interview etc.).
Determine the general question content needed to obtain the desired
information.
Determine the form of response
Choose the exact question wording.
Arrange the questions into an effective sequence.
Specify the physical characteristics of the Questionnaire, such as
paper type, number of questions per page, etc..
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ATTRIBUTES OF AN EFFECTIVE
QUESTIONNAIRE
It should be user friendly.
The questionnaire should look professional.
It should be valid.
It should be attractive and motivational in
nature.
The questionnaire should encouragerespondents to answer honestly and
accurately.
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Questionnaire Design
Questionnaire designis 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 questionnaires
layout.
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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
Can speed up the process of data analysis
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Questionnaire Development
Process
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PRE-CONSTRUCTION
QUESTIONNAIRE CONSTRUCTION
POST-CONSTRUCTION
Determine questionnaire objectives
Target respondent characteristicsResource constraints
Decide on data-collection method
Question format
Number of response choices per question
Questionnaire wording
Organization and layout of questionnaire
Obtain client approval
Pre-test
Revise questionnaire based on pre-test resultsAdminister questionnaire and tabulate results
Process
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PRE-CONSTRUCTION
Determine questionnaire objectives.
What needs to be achieved from a data gathering effort?
Target respondents characteristics.
What characteristics of our target respondents affect
questionnaire designs?
Resource constraints.
What are the limits of our company resources?
Decide on data collection method.
How should information be obtained?
How should the research efforts be?
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QUESTIONNAIRE
CONSTRUCTION
Question Content
The utility of data .
Effectiveness in producing data.
Participants ability to answer accurately.
Respondents willingness to answer accurately.
Effect of external events
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QUESTION FORMAT
Open-Ended Questions
Close-Ended Questions
Dichotomous Questions
Multiple-Choice Questions
Ranking Questions
Checklist Questions
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Open ended questions
No predefined response choices
Also called infinite response or unsaturated typequestions
Acts as a memory prompts
Useful when narrative answers required andwhen researcher is uncertain
Freedom of response
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Closed end questions
Questions, which restrict the interviewees
answers to pre-defined response options.
The uniformity of the questions makes them
easier to record and analyze results quantitatively.
They give respondents a finite set of specified
responses to choose from.
Motivates respondents to complete the
questionnaire.
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Dichotomous questions
Offers only two response choices
Breaking category into two parts
Understanding respondents demographic
composition or behaviour inclination
Not time consuming
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Multiple-Choice Questions
Closed end questions that give respondents
several choices.
The three issues that must be considered are:
Options should be exhaustive
Options should be worded carefully
Response options should be distinct from oneanother
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Contd Example:
How would you rate the food quality at the
restaurant you last visited?
-Excellent
-Very good
-Good
-Fair-Poor
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Ranking Questions
The respondent ranks the response options listed on a
continuum basis in order of preference.
Example:
Factors that influence your buying from a particular
supermarket. Rank in order of preference
Conveniently located
Helpful sales staff
Availability of all requirements
Regular discount offered
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Checklist questions
The participant has the freedom to choose one
or more of the response options available.
Different from multiple choice questions.
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Question Wording
Factors to be looked into while framingquestionnaires:
-Shared Vocabulary
-Unsupported Assumptions
-Frame of Reference
-Biased Wording
-Adequate Alternatives
-Double barrelled questions
-Positively & negatively worded questions
-Generalizations & Estimates
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Shared Vocabulary
Interactive language to be kept simple &
understandable
Highly technical language should be avoided as
much as possible
Words used should not be ambiguous or vague.
Example: Vague: How satisfied are you with Sita
Resorts?
Better: How satisfied are ou with the hos italit at
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Unsupported Assumptions
Assumptions should be explicitly stated not
implied.
Unsupported assumptions lead to exaggerated
estimates.
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Frame of Reference
A single word can have several connotations
under different situations.
The frame of desirability should be made clear.
Example: capacity may be connotated
differently by an industrialist & an educator.
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Biased Wording
Biased Wording should be avoided.
Awareness of desirable response leads to shift
of focus from actual response.
Example:
Biased: Do you think TV has negative effect on
children?Unbiased: What are your views on the effect ofTV on children?
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Adequate Alternative
Every question should have ample numberof alternatives.
They should be explicit rather than beingimplicit.
Example: Do you prefer eating inrestaurants?
Which do you prefer eating in restaurantsor eating at home.
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Double- barrelled Questions
A single question that asks for two responses.
Interpretation of the responses not effective.
Example: Do you believe most Japanese
automobiles are comfortable and worth theirprice?
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Positively/Negatively worded
questions
Respondents are often guided by the
directions of the questions.
Responses are different when surveys areeither exclusively positive or negative.
Combination of both is desirable.
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Generalizations & Estimates
Proper structuring of questions to avoidgeneralizations.
Answers which require calculations should beavoided.
Example: How many times have sales
promotion influenced you to switch brands overthe last one year?
Better: How many times in the last month havesales promotion influenced you to switch
brands?
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Questionnaire Sequence
Important to elicit required information from the
respondents.
The sequencing steps are:
-Lead-in questions
-Qualifying questions
-Warm-up questions
-Specific questions-Demographic questions
POST CONSTRUCTION
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POST CONSTRUCTION
Pre-testing
Trial run of the questionnaire using a small
sample from the target population.
Helps to refine the instrument and identify
errors.
Two stages involved:
Personal interviews
-Protocol analysis
-Debriefing
Administer the survey
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Revise the questionnaire
At this stage the flaws and ambiguity identified
in the pre-test are eliminated.
It also tests if right sample selectionprocedures are adopted.
Preliminary indication of what to expect fromthe full test.
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Administer Questionnaire & Tabulate
Results
The interviewers should :
-code the information
-tabulate the data
-conduct appropriate statistical tests
-locate the relationships and differences among
variables
-draw conclusions
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Developing Questions
Question developmentis the practice ofselecting appropriate response formats andwording questions so that they areunderstandable, unambiguous, and unbiased.
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Developing Questions
Marketing research questions measure
Attitudes
Beliefs
Behaviors
Demographics
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How wording affects answers
Did you see
A broken headlight?
The broken headlight?
Which generatesmore agreement?
Words to Avoid in Questionnaire
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Words to Avoid in Questionnaire
Development
All
Always
Any
Anybody
Ever
Every
Never
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Why Avoid These Words?
These words: all, any, anybody, best, ever,
every, never, etc. are all EXTREME
ABSOLUTES
They place respondents in a situation wherethey 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?
Four Dos of Questionnaire
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Four Do s of Questionnaire
Wording
Question evaluation refers to scrutinizing thewording of a question to ensure the question is
not biased and is worded such thatrespondents understand it and can respond toit with relative ease.
Four Dos of Questionnaire
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Four Do s of Questionnaire
Wording
1. The question should be focused on a singleissue or topic. What type of hotel do you stayin on a trip? Pleasure or business trip? Enroute 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.
Four Do Nots of Questionnaire
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Four Do Not s of Questionnaire
Wording
1. The question should not lead the respondent
to a particular answer. Dont you see any
problem with using credit cards for online
purchases?2. The question should not have loaded
wording or phrasing. Use universal
beliefsSince our Founding Fathers gave us
the right to bear arms
Four Do Nots of Questionnaire
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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 conditiondo not use
dramatics. Would you buy sunglasses thatprotect your eyes from harmful ultraviolent
rays that cause blindness?
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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.
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Questionnaire Organization
The introduction is called a coverletter if
the introduction is written to accompany amail survey or online survey.
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Questionnaire Organization
Five functions:
Introduces yourself / surveyor
Indicates the purpose of the survey
Explains how the respondent was selected
Requests for provides incentive forparticipation
Determines if respondent is suitable
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Incentives
Incentives are offers to do something for
the respondent to increase the probability
that the respondent will participate in the
survey.
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Incentives
Incentives may be monetary ornon-monetary.Anonymity: respondent assured name
not identifiedConfidentiality: respondents name is
known by the researcher but not
divulged to a third partyBoth are used as non-monetary
incentives to increase participation
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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 theresearch study.
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Screening Questions
Example: If you were conducting research on factors
consumers use in selecting a new car, wouldnt 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, wouldnt you only
want to talk to college students?
Screening or qualifying questions are asked to ensure
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Question Flow
Question flow pertains to the sequencing
of questions or blocks of questions.
Warm-up questions
Transitions
Skip questions
Classification and demographic questions
Question Flow in a
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Question Flow in a
Questionnaire
First Questions Screens/Qualifiers
Have you shopped at Big Bazaar in the
last month?
Immediately following screens - Warm-ups
How many major grocery shopping trips
do you do in a month?
Question Flow in a
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Question Flow in aQuestionnaire
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 Big
Question Flow in a
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Question Flow in a
Questionnaire
Last SectionClassification
What is the highest level of formaleducation you have to your credit?
Performing the Pretest of the
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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 questionnaireerrors before the survey is launched.
It is important to pretest on respondents that are
representative of the target population to be
studied.
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ThankYou, All!
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