Definition of Questionnaires

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Definition of Questionnaires

• A questionnaire is a set of questions designed
  to generate the data necessary for accomplishing
  the objectives of the research project
• Provides standardization and uniformity in data
  gathering
• Allows a valid basis for comparing respondents
  answers

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Criteria for a Good Questionnaire

• Criteria for a good questionnaire include
• Does it provide the necessary decision-making
  information?
• Managers approval should be sought
• Does it consider the respondent?
• Fit the language and phrasing to the audience

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Criteria for a Good Questionnaire

• Criteria for a good questionnaire include
• Does it meet editing, coding, and data processing
  requirements?
• Editing checking to see if the questions were
  answered and skip patterns followed
• Coding converting the answers to numeric values
• Open ended questions must have a scheme for
  coding
• A good questionnaire is designed so the editing,
  coding, and data processing are accurate and easy

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The Questionnaire Development Process
Implementation
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Question Response Format
Open-ended
Closed
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Question Response Format

• Open-ended questions
• Respondents reply in their own words
• No limits on response choice
• A probe is encouragement from the interviewer
• Difficult to edit and code (coder bias)
• Interviewer bias
• Difficult with self-administered questionnaires

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Question Response Format

• Closed-ended questions
• Respondents choose from a list of answers
• No interviewer or coder bias
• Response alternatives may jog respondents memory
  
• Coding and data entry greatly simplified
• No bias toward an articulate respondent
  questionnaires

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Question Response Format

• Dichotomous questions
• Respondents choose between two answers
• Usual answers yes-no, agree-disagree, greater
  than-less than
• Nominal data
• Prone to a large amount of measurement error
  because alternatives are polarized and a wide
  range is missing

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Question Response Format

• Multiple choice questions
• Respondents choose among a list of more than two
  answers
• Can select one answer or check as many as apply
• Example In the last three months, have you used
  Noxzema (circle all that apply)
• as a facial wash
• for moisturizing the skin
• for treating blemishes
• for cleansing the skin
• for treating dry skin

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Question Response Format

• Scaled-response questions
• Respondents choose a category to describe the
  intensity of their response
• Basically the same as multiple choice, but with
  choices that cover a range of intensities
• Example Now that you have used the product,
  would you
• Definitely buy it
• Probably buy it
• Might or might not buy it
• Probably would not buy it
• Definitely would not buy it

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Question Response Format

• Close-ended question disadvantages
• Dichotomous questions fail to communicate any
  intensity of feeling
• Multiple choice questions must be generated by
  the researcher through focus groups,
  brainstorming, and secondary data investigation
• Long ranges of answers can be confusing
• Short ranges of answers may not capture
  respondents true thoughts/feelings
• Options must be translated into the respondents
  own frame of reference

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Question Wording

• Questionnaire wording issues
• Clear, unambiguous
• occasionally, sometimes, often
• Avoid double-barreled questions
• calls for two responses
• What is your evaluations of the price and
  convenience offered by catalog shopping?

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Question Wording

• Questionnaire wording issues (continued)
• Use simple words
• Avoid implicit alternatives
• 20 Would you like to have a job, if this were
  possible?
• 68 Would you prefer to have a job, or do you
  prefer to do just your housework?
• Avoid implicit assumptions
• Are you in favor of placing price controls on
  crude oil?
• Rationing?, Long lines?
• Avoid generalizations estimates

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Question Wording

• Questionnaire wording issues (continued)
• Avoid leading questions
• Do you feel that limiting taxes by law is an
  effective way to stop the government from
  picking your pocket every payday?
• Avoid generalizations estimates
• Questions should always be asked in specific
  rather than general terms.
• How many salespeople did you see last year?

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Question Wording

• Questionnaire wording issues (continued)
• Is the question necessary?
• Are several questions needed instead of one?
• Why do you use Crest?
• To reduce cavities
• Because our dentist recommended it
• 1) why is she using it now?
• 2) how did she start using it?

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Question Wording

• Questionnaire wording issues (continued)
• Do respondents have the necessary info?
• Which of the following statements most closely
  coincides with your opinion of the Metallic
  Metals Act?
• It would be a good move on the part of the
  U.S.
• It would be a good thing, but should be left
  to the individual states.
• It is all right for foreign countries, but
  should not be required here.
• It is of no value at all.
• No opinion.

Use filter questions Do you have an opinion
on ?
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Question Wording

• Questionnaire wording issues (continued)
• Will respondents give the information?
• Effort
• Embarrassing or threatening
• Later rather than earlier
• Hide questions with innocuous questions
• State behavior is not unusual
• Phrase the question in terms of others
• Use categories

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WORDS TO USE WITH CAUTION

• ABOUT
• both 48 52 are about half, it is also used
  to mean nearly or almost, 48 is nearly or about
  50 52 is over 50
• ALL -- EVER -- ALWAYS -- NEVER
• too all inclusive/exclusive
• ANY
• every, some, only one Do you think any word is
  better than the one we are
  discussing?
• BAD
• difficult to get people to state negative views,
  so sometime the critical needs to be softened.
  (not so good)

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WORDS TO USE WITH CAUTION
Back

• COULD
• dont confuse with might or should
• GO
• Slang When did you last go to town?
• HEARD
• could take it literally
• LESS
• more or less happy? More happy or less happy?
  Compared with a year ago, are you more or less
  happy in your job?
• LIKE
• Dont use examples Do you think that leafy
  vegetables like spinach should be in the daily
  diet?

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Survey Layout
Screener
General Questions
Special Questions
Demographics
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Survey Layout
Back
Hourglass Approach
broad
specific
broad
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Evaluate the Questionnaire
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• Evaluate the questionnaire by asking
• Is each question necessary?
• Is the questionnaire too long?
• Will the questions provide the desired research
  information?
• Is the appearance professional?
• Is there plenty of white space? (trade-off with
  length)
• Allow plenty of space for open ended questions
• Consider color coding for groups of respondents
• Are the instructions clear and set off?

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Approval, Pretesting, Revision
Get clients ok
Pre-test under real conditions
Revise survey and methods