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Questionnaire Design

R E T P A H C

Copyright © 2004 John Wiley & Sons, Inc.

Learning Objectives Learning Objectives

Learning Objectives

1. To understand the role of the questionnaire

in the data collection process.

2. To become familiar with the criteria for a good

questionnaire.

3. To learn the process for questionnaire design.

4. To become knowledgeable about the three

basic forms of questions.

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Learning Objectives

5. To learn the necessary procedures for successful implementation of a survey.

6. To understand how software and the Internet

are impacting questionnaire design.

7. To understand the impact of the

questionnaire on data collection costs.

Learning Objectives Learning Objectives To understand the role of the questionnaire in the data collection process.

The Role of a Questionnaire

Questionnaire Defined

A set of questions designed to generate the data necessary for accomplishing the objectives of the research project.

The Pivotal Role

See Figure 9.1

Positioned between the survey objectives and the respondent’s information.

Translates the objectives into specific questions to solicit information.

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Figure 9.1 The Questionnaire’s Pivotal Role in the Research Process

Respondent Information

Survey Objectives

Questionnaire

Data Analysis

Findings

Recommendations

Managerial Action

Learning Objectives Learning Objectives To become familiar with the criteria for a good questionnaire.

Criteria For a Good Questionnaire

Does it Provide the Necessary Decision-Making Information?

If the questionnaire fails to provide insights, then

discard or revise.

Does it Consider the Respondent?

• Topic

• Type of respondent

• The interviewing environment

• The questionnaire

Learning Objectives Learning Objectives To become familiar with the criteria for a good questionnaire.

Criteria For a Good Questionnaire

Does it meet Editing, Coding and Data Processing Requirements?

Editing

Skip patterns (Fig 9.2)

Coding (Table 9-1)

A Questionnaire Serves Many Masters • Accommodate research objectives • “Speak” to the respondent in an understandable

language

• Convenient for interviewer • Easy to check • Translatable to findings

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Figure 9.2 The Questionnaire Design Process

(10) Implementatio n

(9) Final Copy

(2) Data Collection Methods

(3) Question Response Format

(1) Survey Objectives

(8) Pretest and Revise

(4) Question Wording

(7) Obtain Approval

(6) Evaluate Layout

(5) Flow and Layout

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

The Questionnaire Design Process:

Step One: Determine Survey Objectives, Resources, and Constraints

What data are needed?

Step Two: Determine the Data Collection Method

Internet, telephone, mail, self-administration

Step Three: Determine the Question Response Format

•Open-ended Questions

•Close-ended Questions

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

• Dichotomous Questions

• Multiple Choice Questions

• Disadvantages of Closed-Ended Questions

• Scaled-Response Questions

Step Four: Decide the Question Wording

1. The wording must be clear.

2. Select words so as to avoid biasing the respondent.

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

3. Consider the ability of the respondent to answer the

question.

4. Consider the willingness of the respondent to answer

the question.

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

Step Five: Establish Questionnaire Flow and Layout

1. Use the screener questions to identify qualified

respondents.

2. After obtaining a qualified respondent, begin with a

question that obtains a respondent’s interest.

3. Ask general questions first.

4. Ask questions that require “work” in the middle of the

questionnaire.

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

5. Insert “prompters” or strategic points.

6. Position sensitive, threatening, and demographic

questions at the end.

7. Allow plenty of space of Open-ended responses.

8. Put instructions in capital letters.

Step Six: Evaluate the Questionnaire and Layout

• Is the Question Necessary?

• Is the Questionnaire Too Long?

• Will the Questions Provide the Desired Information to

Accomplish the Research Objective?

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

Step Seven: Obtain Approval of All Relevant Parties

Distribute copies to all parties with authority

Step Eight: Pretest and Revise

Use the best interviewers

Learning Objectives Learning Objectives

To learn the process for questionnaire design.

The Questionnaire Development Process

Step Nine: Prepare Final Questionnaire Copy

Precise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread.

Step Ten: Implementing the Survey

Supervisor’s Instructions

Call record sheet

Field Management Companies

Software and the Internet on Questionnaire Development

Learning Objectives Learning Objectives How software and the Internet are influencing questionnaire design.

Software for Questionnaire Development

Senses Multimedia

• sounds • images • animations • movie clips • earlier responses

Survey Said

• PC based surveys

• Internet based surveys

Learning Objectives Learning Objectives Understanding the impact of the questionnaire on data collection costs.

Costs and Profitability

Understanding Questionnaire Costs:

• Adding a security screener can add seven percent to

cost

• Termination during an interview

• subject matter

• redundant or difficult

• questionnaire length

• changing the subject

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Figure 9.3 Actual Respondent Termination Patterns in Three Categories

Minutes

1

4.9

9.7

14.6

19.4

24.3

Gum

10

Mouth

Leisure

8

6

4

2

0

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SUMMARY

• The Role of a Questionnaire

• Criteria For a Good Questionnaire

• The Questionnaire Development Process

• Software and the Internet on Questionnaire Development

• Internet Self-Service Questionnaire Builders

• Costs and Profitability

Learning Objectives Learning Objectives

The End

Copyright © 2004, John Wiley & Sons, Inc.