Methodology

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Chapter Eleven
Questionnaire Design
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Chapter Eleven Questionnaire Design

• Understand the role of the questionnaire in the
  data collection process
• Become familiar with the criteria for a good
  questionnaire
• Learn the process for questionnaire design
• Become knowledgeable about the three basic forms
  of questions
• Learn the necessary procedures for successful
  survey implementation
• Understand how software and the Internet
  influence questionnaire design
• Understand the impact of the questionnaire on
  data collection costs.

Chapter 11
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Role of the Questionnaire
Issues continually addressed throughout the
process.
Chapter 11
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Criteria for a Good Questionnaire

• Overall Criteria to Consider

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

Chapter 11
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Key Questionnaire Issues
Going through each question to ensure that skip
patterns were followed and the required questions
were filled out. Sequence in which questions
are asked, based on a respondents answer. The
process of grouping and assigning numeric codes
to the various responses to a question.

• Editing

• Skip Paterns

• Coding

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The Questionnaire Design Process
Chapter 11
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Key Questionnaire Issues
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 dos and donts
Questions should flow logically
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Key Questionnaire Issues
For length, missing unnecessary questions, etc
Evaluate the Questionnaire Obtain Approval of
all Relevant Parties Pretest and Revise the
Questionnaire Prepare the Final
Copy Implement the Survey
Ensure Mgmt Buy-in
Test revise questions
Decide on format/layout
Mail, telephone, etc.
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The Response Format Open- and Close-Ended
Questions

• Open-Ended

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

• Closed-Ended

• 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 respondents feelings.

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Questionnaire Dos

• Keys to Success

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

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Key Questionnaire Donts

• Avoid

• Biasing the respondent
• Using loaded or leading phrasing
• Using words overstating the condition
• Assuming criteria that are not obvious
• Using a specific example for 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.

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Questionnaire Flow

• Screeners - Qualifying Questions
• Ask general questions first - establish
  respondent buy-in
• Basic questions that lay the groundwork for
  upcoming questions
• Example Have you shopped at the Gap 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 the Questions
• Questions that set the tone for the more
  difficult questions to come
• Example Now Im going to ask you some more
  difficult questions
• Complicated - Second Third of the 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 10)

• Easier

Build them up during the survey process and
conclude with more probing questions.

• More
• Invasive

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Questionnaire Design Issues
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

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Questionnaire Design Issues

• Things to Consider

• Start with opening letter indicating
• Who you are, why you are doing the the survey,
  how
• long it will take, whats the survey purpose,
  whether
• its confidential anonymous, thank them for
  participating, etc.
• Use plenty of white space between questions
• Make sure 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.

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Questionnaire Design Issues

• Things to Consider

• 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.

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The Internet Impact

• Pros

• 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 researchers 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.

• Cons

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The Internet Impact
The Internet Impact On Questionnaire Development
Email Surveys
Internet Surveys
Cost Profitability
Software
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Global Research Issues

• Ensure You Understand

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

Information
Chapter 11