Chapter Eight Questionnaire Design Chapter Eight

Chapter Eight Objectives 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 are influencing questionnaire design Understand the impact of the questionnaire on data-collection costs Chapter Eight

Role of a Questionnaire Issues continually addressed throughout process Chapter Eight

Criteria for a Good Questionnaire Should provide decision-making information for management Should consider the respondent Should meet editing and coding requirements Chapter Eight

Key Questionnaire Mechanics Reviewing the questionnaire to ensure skip patterns were followed and required questions were filled out The sequence in which questions are asked, based on a respondent’s answer Grouping and assigning numeric codes to the various responses to a question Editing: Skip Patterns: Coding: Chapter Eight

The Questionnaire Design Process Chapter Eight

Key Questionnaire Mechanics As directed by management 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 Shaped by time & budget Knowledge of respondent key Remember do’s and don’ts Questions should flow logically Chapter Eight

Key Questionnaire Mechanics For length, missing, and unnecessary questions, etc Evaluate the Questionnaire Obtain Approval from all Relevant Parties Pretest and Revise the Questionnaire Prepare Final Questionnaire Copy Implement the Survey Ensure management buy-in Test and revise questions Decide on format/layout Mail, telephone, etc. Chapter Eight

Closed-Ended Questions The Response Format Open-Ended Questions Respondent replies in his/her own words Response is recorded verbatim Closed-Ended Questions Respondents choose from a list of potential responses Dichotomous Multiple-Choice / Multichotomous Scaled Responses Chapter Eight

Questionnaire Do’s Be brief Be grammatically simple Be focused Use the respondent’s core vocabulary Use white space Number the questions Use consistent scales State all instructions clearly Chapter Eight

Questionnaire Don'ts Biasing respondent Using loaded / leading phrasing Using words that overstate a condition Assuming criteria that are not obvious Using a specific example for a general case Requiring the respondent to guess Asking for specifics when only generalities will be recalled Chapter Eight

Questionnaire Flow Screeners Warm-ups Transitions Establish if the respondent is an ideal respondent Those who don’t qualify should be thanked and excused Example:“Have you shopped for groceries in the past week?” Warm-ups Get the respondent thinking about the topic, develop rapport Example: “How often do you go shopping?” Transitions Set the tone for the more difficult questions to come in the main section Example: “Now I’m going to ask you some more difficult questions” Complicated Questions / Main Section of the Questionnaire Use of rating scales for behaviours, attitudes, beliefs, opinions, etc. Tackling controversial issues Classification Personal and demographic questions Example: “What is your total annual household income?” Chapter Eight

Questionnaire Considerations Incidence rate Time and budget issues Purpose of the information Quality of information desired Getting a representative sample Willingness of respondents Availability of respondents Chapter Eight

Design Considerations Start with opening script: Who you are, why you are doing the survey, how long it will take, etc. Use plenty of white space between the questions Ensure the format, font, layout, and appearance is consistent State the instructions clearly Chapter Eight

Design Considerations Clarify questions as they are asked if necessary: Clarify one, pick two, etc. Allow enough space for open-ended questions Ensure questions are interrelated; no “stand alone” questions Include a closing: Thank you, your opinion counts! Chapter Eight

The Impact of the Internet Advantages: Questionnaire appearance is consistent and is easier to achieve Can check for typos easily Can be created quickly Skip patterns can be efficiently established The survey can be distributed quickly for expert review and input Disadvantages: Overreliance on electronic survey construction The researcher might feel less connected to the process Multiple versions of the survey might get circulated / distributed Chapter Eight

The Impact of the Internet on Questionnaire Development Internet Impact on Questionnaire Development Email Surveys Internet Surveys Cost & Profitability Software Chapter Eight