Questionnaire Design Chapter Nine

Chapter Nine Objectives To understand the role of the questionnaire in the data collection process. To become familiar with the criteria for a good questionnaire. To learn the process for questionnaire design. To become knowledgeable about the three basic forms of questions. To learn the necessary procedures for successful survey implementation; To understand how software & the Internet influence questionnaire design. To understand the impact of the questionnaire on data collection costs. Chapter Nine

Role of a Questionnaire Issues continually addressed throughout the process. Chapter Nine

Criteria for a Good Questionnaire Provide decision-making information; Consider the respondent; Meet editing and coding requirements. Chapter Nine

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

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 Evaluate the Questionnaire Obtain Approval of all Relevant Parties Pretest and Revise the Questionnaire Prepare the Final Copy Execute the Survey The Questionnaire Design Process Chapter Nine

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 do’s and don’ts Questions should flow logically Key Questionnaire Mechanics Chapter Nine

Evaluate the Questionnaire Obtain Approval of all Relevant Parties Pretest and Revise the Questionnaire Prepare the Final Copy Execute the Survey For length, missing & unnecessary questions, etc Ensure Mgmt. buy-in Test & revise questions Decide on format/layout Mail, telephone, etc. Key Questionnaire Mechanics “Survey Says” Chapter Nine

Questions to which the respondent replies in his or her own words. Probed Vs. Un-probed. 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 respondent’s feelings. The Response Format Open and Closed Questions Chapter Nine

Questionnaire Dos Be as brief as is appropriate for your audience; Be grammatically simple; Be focused on a single issue or topic; Use the respondent’s core vocabulary; Use plenty of white space between the questions; Number the questions; Use consistence scales; State instructions clearly; Questions should be interpreted equally by respondents. Be as brief as is appropriate for your audience; Be grammatically simple; Be focused on a single issue or topic; Use the respondent’s core vocabulary; Use plenty of white space between the questions; Number the questions; Use consistence scales; State instructions clearly; Questions should be interpreted equally by respondents. Chapter Nine

Questionnaire Don'ts Biasing the respondent; Using loaded or leading phrasing; Using words overstating the condition; Assuming criteria that are not obvious; Using specific example for a 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. Biasing the respondent; Using loaded or leading phrasing; Using words overstating the condition; Assuming criteria that are not obvious; Using specific example for a 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. Chapter Nine

Screeners - Qualifying Questions Ask general questions first - establish respondent “buy-in” Basic questions to lay the groundwork for upcoming questions Example: “Have you shopped at Macy’s 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 Questions: Questions that set the tone for the more difficult questions to come Example: “Now I’m going to ask you some more difficult questions” Complicated - Second Third of 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 X) Classification - Last Third of Questions: Personal & demographic type questions Example: “What is your religion?” Establishing Questionnaire Flow Build them up during the survey process with increasing difficult/thought provoking questions and conclude with more probing questions. Chapter Nine

Address these issues when designing and conducting a survey 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. Questionnaire Considerations Chapter Nine

Start with opening letter indicating: Who you are, why you are doing the the survey, how long it will take, how they were selected, the survey’s purpose, whether it’s confidential & anonymous, thank them for participating, etc. Use plenty of white space between the questions; Ensure the 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. Start with opening letter indicating: Who you are, why you are doing the the survey, how long it will take, how they were selected, the survey’s purpose, whether it’s confidential & anonymous, thank them for participating, etc. Use plenty of white space between the questions; Ensure the 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. Questionnaire Design Issues Chapter Nine

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. 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. Questionnaire Design Issues Chapter Nine

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 researcher’s 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. The Internet Impact Chapter Nine

The Internet Impact On Questionnaire Development Surveys Internet Surveys Cost & Profitability Software The Internet Impact Chapter Nine

Cultural differences - gender, body language, behavioral; Traditions, religion, ways of conducting business, beliefs; Word usage differences - phrases, expressions, idioms; Acceptable & unacceptable types of questions; Receptive level of audience for given question types; The best way to execute the survey – telephone,mail, etc.; Which issues are sensitive & how to approach them; Whether various dialects are present; What issues are most important to your audience. Global Research Issues Information Chapter Nine

Global Research Issues Open and Closed-ended Questions Questionnaire Design Questionnaire Dos and Don'ts Questionnaire Flow Index