Chapter Ten 10-1

The Role of the Questionnaire Key Terms & Definitions A Questionnaire: Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument. 10-2

The Questionnaire Design Process 10-3 Key Terms & Definitions

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 Remember dos and don’ts Questions should flow logically Key Questionnaire Issues 10-4 Key Terms & Definitions

Evaluate the Questionnaire Obtain Approval of all Relevant Parties Pretest and Revise the Questionnaire Prepare the Final Copy Implement the Survey For length, missing & unnecessary questions, etc Ensure manager buy-in Test & revise questions Decide on format/layout Mail, telephone, etc. Key Questionnaire Issues 10-5 Key Terms & Definitions

Objectives —Outline of the decision-making information required Resources —Budget in terms of money, time, and personnel Constraints —The budget and other requirements 1. Survey Objectives, Resources, and Constraints Key Terms & Definitions 10-6

The data collection method will have a major impact on the questionnaire design and the project’s time and money budget. Examples: –In-person--such as mall intercept –Telephone –Mail or other self-administered –Internet 2. Data Collection Method Key Terms & Definitions 10-7

Questions to which the respondent replies in his or her own words. Probed vs. unprobed. 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. 3. The Response Format 10-8 Key Terms & Definitions

The Nuances of Probing 10-9 Key Terms & Definitions

The Nuances of Probing Key Terms & Definitions Request for elaboration: “Give me an example of…” Request for word association: “What do you mean by…?” Request for clarification: “How does that differ from…?” Request for comparison: “How is _____ similar to _____?” Request for classification: Where does _______ fit?”

Scaled Response Scaled Response Questions: A type of closed-ended question in which the response choices are designed to capture the intensity of the respondent’s feeling Key Terms & Definitions

Make sure the wording is clear Avoid biasing the respondent Consider the respondent’s ability to answer the questions Consider the respondent’s willingness to answer the question Key Terms & Definitions Question Wording

Be as brief as is appropriate for your audience. Use clarity in wording. 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. Questions should be interpreted equally by respondents. Be as brief as is appropriate for your audience. Use clarity in wording. 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. Questions should be interpreted equally by respondents. Questionnaire Dos Key Terms & Definitions

Biasing the respondent Using loaded or leading phrasing Using words overstating the condition Assuming criteria that are not obvious Using a 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 a 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 Key Questionnaire Don’ts Key Terms & Definitions

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 I’m going to ask you some more difficult questions” 5. Questionnaire Flow and Layout Key Terms & Definitions

Complicated - Second Third of the Questions: Use of rating scales for attributes, attitudes, beliefs, opinion, etc Tackling controversial issues Example: “How would you rate your boss’ performance?” (scale 1 to 10) Classification - Last Third of the Questions: Personal & demographic type questions – more invasive Example: “What is your religion?” 5. Questionnaire Flow and Layout Key Terms & Definitions

Screening Questions Key Terms & Definitions

Is the question necessary? Is the questionnaire too long? Will the questions provide the information needed to accomplish the research objectives? Key Terms & Definitions Evaluate the Questionnaire

1. Avoid abbreviations, slang, or uncommon words that your audience might not understand. 2. Be specific. Vague questions generate vague answers. 3. On the other hand, don’t overdo it. 4. Make sure your questions are easy to answer. 5. Don’t assume too much. 6. Watch out for double questions and double negatives. 7. Check for bias. Key Terms & Definitions Tips for Writing a Good Questionnaire

1. Use index cards in the initial survey design. 2. Make language appropriate to the population being surveyed. 3. Remember that length matters. 4. Pretest and monitor, monitor, monitor. 5. Know your interviewers. 6. Don’t expect rocket science. Key Terms & Definitions Six Secrets of Good Questionnaire Design

7. Obtain approval of all relevant parties. 8. Pretest and revise. 9. Prepare final questionnaire copy. 10. Implement the survey. Key Terms & Definitions The Last Four Steps

A study’s objectives are its first and most important consideration. Key Terms & Definitions All About the Objectives Will this questionnaire generate data that fully addresses the objectives of this study?

Each question should be clearly written, in plain English, free of jargon, and without ambiguity. Key Terms & Definitions All About the Objectives Ask exact questions. Review the questions Administer the questions to a test audience. Ask exact questions. Review the questions Administer the questions to a test audience.

Write questions in a conversational style. Key Terms & Definitions All About the Objectives Read the questions out loud and listen to how it sounds. It should “sound” conversational.

Every questionnaire should have a logical flow to it and should make intuitive sense as the respondent moves from one question to the next. Key Terms & Definitions All About the Objectives Approach the subject in a consistent manner from awareness to expectations to purchase decisions and more.

The cost of wearing out your welcome is always high. Key Terms & Definitions All About the Objectives Value your respondents time. This is the most difficult part of balancing the questionnaire to get the answers you need.

Supervisor’s Instructions Supervisor’s Instructions: Written directions to the field service firm on how to conduct the survey Key Terms & Definitions

QFact, On-Line Communications, and Direct Resource are examples of these suppliers. Of course, use of these suppliers has limitations that have to be considered Key Terms & Definitions Field Management Companies Firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection.

The Internet Impact On Questionnaire Development Surveys Internet Surveys Cost & Profitability Software The Internet Impact Key Terms & Definitions

Consistency of the questionnaire’s appearance 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 and input. The Internet Impact Key Terms & Definitions

Overreliance on electronic survey construction can lead to the researcher’s getting sloppy as he/she 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 Key Terms & Definitions

Roadblocks That Add to Research Costs Key Terms & Definitions

10-33 Key Terms & Definitions Questionnaire The Questionnaire Design Process Survey Objectives Open-ended Questions Closed-ended Questions Dichotomous Questions Multiple Choice Questions Scaled Response Questions Clarity in Wording Questionnaire Dos Questionnaire Don'ts Respondent Biasing Links and button are active when in “Slide Show Mode” Key Terms & Definitions Questionnaire Design Issues Respondent’s Willingness to Answer Questionnaire Flow Screeners Prompters Necessary Questions Approval by Managers Pretest Supervisor’s Instructions Field Management Companies The Internet Impact Questionnaire Costs and Profitability