An overview of questionnarie techniques

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An overview of questionnarie techniques
Questionnarie
Interviewer administered
Self-administered
-On-Line -Postal -Delivery and collection
-Telephone -Structured
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Deciding what data need to be collected

• Four distinct types of variables to be collected
  through
• Questionnaires
• Attitude Finicial advisors should place their
  clients interrests before their own
• Belifs In general, do finicial advisors place
  their clients interrests before their own
• Behaviour How often do you place yuor clients
  interrests before your own
• Attribute For example age, male

Scale Stongly midly neither agree midly strongly
agree agree or disagree disagree disagree
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Stages that must occur if a question is to be
valid and reliable
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Designing individual questions

• Open questions useful if you are unsure of the
  response. For example List up three things you
  like about your studies
• Category questions useful to collect data about
  behaviour or attributes. For exampel How often do
  yoy visit Kristianstad University this semester?

First visit Every day Once a week 2 or more times
a month
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Designing individual questions
Ranking questions
FIFA end of year ranking in football 2001.
802 points 812 points
Argentina Brazil Colombia England France Holland I
taly Mexico Portugal Spain
2
3
5 10
1
8 6 9
4 7
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Scale questions and scale characteristics
Four levels of measurement, nominal, ordinal,
interval and ratio scale

• Exampel of nominal scaled questions
• Please indicate your gender. Male Female
• Check all the brands you would consider
  purchasing.
• _______Sony
• _______BO
• _______Philips

• Exampel of ordinal scaled questions
• Please rank each brand in terms of your
  preference. Place a 1 by
• your first choice, a 2 by your second choice,
  and so on.
• _______Sony
• _______BO
• _______Philips

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Scale questions and scale characteristics

• Exampel of interval scaled question
• Rate each brand in terms of its overall
  performance.
• Brand Rating (cirkle one)
• Very Poor Very Good
• Mont Blanc 1 2 3 4 5 6 7
• Parker 1 2 3 4 5 6 7
• Cross 1 2 3 4 5 6 7

• Exampel on ratio scaled questions
• Please indicate your age. ______Years
• Approximately how many times in the last month
  have you purchased
• anything over 5 in value at a 7-11
  store?_______Specify

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Questionnarie design process
Specify the information needed
Specify the type of interwieng method
Determine the content of individual questions
Overcome the respondents inability and
unwillingness to answer
Choose question structure
Choose question wording
Arrange the questions in proper order
Identify the form and layout
Reproduce the questionnarie
Eliminate problems by pilot-testing
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Questionnarie design process
Determine the content of individual questions
Why do you bank at Handelsbanken?

• What do you like about Handelsbanken compared
  with other banks?
• How did you first develop a relationship with
  Handelsbanken?

Overcome the respondents inability and
unwillingness to answer
Respondents are often asked about topics which
they are not informed. Filter questions that
measure their knowledge should then be asked.
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Questionnarie design process
Choose question structure
Open-ended questions or a structured question? A
structured queston may be multiple-choice,
dichotomous or a scale
(Multiple choice) Please indicate the brand of
soft drink that tyou have consumed most in the
past month Mer Fest is Solo
(Dichotomous) Do you intend to buy a new laptop
computer in the next six month? Yes No Don
t know
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Questionnarie design process
Choose question wording
A question should clearly define the issue being
adressed. Consider the following
question Which brand of shampo do you use?
Try to examine the in terms of Who refers to the
respondent. It is not clear, though, wheter the
researcher is referring to the brand the
respondent uses personally or the brand used by
the husehold. What is the brand of shampo. But
what happens if more than one brand of shampo is
being used? When is not clear last week, last
month, or ever? Where is it implied that the
shampo is used at home..or?
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Questionnarie design process
Choose question wording
A better wording for this question would
be Which brand or brands of shampo have you
personally used at home during the last month? In
the case of more than one brand, please list all
the brands that apply.
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Questionnarie design process
Choose question wording
A number of words that appear to be unambiguous
have different meanings for different people.
These include usally, normally, frequently,
often, regulary, occasionally and somethime.
Consider the following question In a typical
month, how often do you visit a
bank? Never Occasionally Somethime Often Regulary
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Questionnarie design process
Choose question wording

• Avoid implicit assumptions
• Are you in favour of a balanced national budget?
• Are you in favour of a balanced national budget
  if it would result in a
• Increase in personal income tax?

Avoid leading or biasing questions 1 Do you think
that patriotic French people should buy imported
cars when that would put French workers out of
employment? Yes No Dont know
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Questionnarie design process
Arrange the questions in proper order

• The type of information obtained in a
  questionaire may be classified as
• Basic information, relates directly to the
  research problem
• Classifictaion information, consisting of
  socio-economic and
• Demographic information.

Identify the form and layout
Reproduce the questionnarie
Eliminate problems by pilot-testing
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Testing for validity and reliability
Validity, the extent to which a measurement
represents characteristics that exist in the
phenomenon under investigation. Något förenklat
skulle man Kunna säga att validitet är hur väl
differenser i respondenternas svar reflekterar
sanna differenser i det man önskar mäta. Om det
inte är sanna differenser är det systematiska
eller slumpmässiga fel i urval eller
mätinstrument. There exist a lot of different
measures of validity, content validity, criterion
validity, concurrent validity, predictive
validity, construct validity, convergent
validity, discriminant validity and nomological
validity. The content validity, sometimes called
face validity, consist of a subjective but
systematic evaluation of the representativenees
of the content of scale for the measuring task
at hand. To establish content validity you
should ask an expert to comment on
the representativeness and suitability of your
questions. You also have to conclude a pilot
teston at least 10 respondents.
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Testing for validity and reliability
Reliability, The extent to which a scale produces
consistent results if repeated measurements are
made on the characteristic. Three approaches for
assesing reliablity Re-test reliability, An
approach for assesing reliablity, in which
respondents are administered identical sets of
scale items at two different times, under as
nearly equivalent conditions as
possible. Internal consistency reliability, An
approach for assesing the internal consistency
of the set of items, where several items are
summated in order to form a total score for the
scale. The simplest measure of internal
consistency is split-half reliability. The items
on the scal are divided into two halves and the
resulting half scores are correlated.High
correlations indicate high internal Consistency Al
ternative-forms reliability, An approach for
assesing reliability that requires two
equivalent forms of scale to be constructed and
then the same respondents to be measred at two
times in a questionnarie.
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Analysing quntitative data
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Analysing quntitative data
VVs spreadsheet
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Analysing quntitative data
Summary statistics for the frequencies analysis
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Analysing quntitative data
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Analysing quntitative data
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Analysing quntitative data
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Analysing quntitative data
Outlier
Maximum value
3 quartile
Median
1 quartile
Minimum value
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Analysing quntitative data
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Analysing quntitative data
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Analysing quntitative data
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Analysing quntitative data
Further readings -Marketing research, 2000,
Burns and Bush -Statistical Methods for the
Social Sciences, 1997, Agresti and Finlay -SPSS
En introduktion till basmodulen, 1999,
Aronsson -Asking Questions, A practical gudie to
questionnarie design, 1982, Sudman and Bradburn