Designing Questionnaires Chapter 15

Selecting Question Type Open ended questions: no response options provided. Open ended questions: no response options provided. Pros: access concepts the researcher has not considered, gain insight into respondents’ vocabulary regarding the topic, gain insight into relative importance (based on ordering) Pros: access concepts the researcher has not considered, gain insight into respondents’ vocabulary regarding the topic, gain insight into relative importance (based on ordering) Cons: difficult to record, to code, to enter data resulting in greater expense and time Cons: difficult to record, to code, to enter data resulting in greater expense and time Closed ended questions (fixed alternative): responses are provided. Closed ended questions (fixed alternative): responses are provided. Pros: cheaper, faster, easier data collection and entry Pros: cheaper, faster, easier data collection and entry Cons: miss “rich” data, only measures what researcher has conceived. Cons: miss “rich” data, only measures what researcher has conceived.

Fixed Alternative Questions Dichotomous: choose one of two, e.g. yes/no Dichotomous: choose one of two, e.g. yes/no Multiple choice alternatives: Multiple choice alternatives: determinant choice: select only one determinant choice: select only one frequency determination: assesses general frequency, select one frequency determination: assesses general frequency, select one checklist: select all that apply checklist: select all that apply Scale responses Scale responses Likert, Semantic differential, sum scales, distance, etc. Likert, Semantic differential, sum scales, distance, etc.

Question “Shoulds” Single issue per question Single issue per question Brief Brief Common interpretation Common interpretation Comprehensible vocabulary Comprehensible vocabulary Simple Simple Exhaustive categories Exhaustive categories Mutually exclusive categories Mutually exclusive categories

Question “Should nots” No unclear assumptions No unclear assumptions Why do you download music? (You may check off more than one box.) Why do you download music? (You may check off more than one box.) ____ CDs are too expensive. ____ CDs only contain a few good songs. ____ It is more practical (no need to leave home). ____ Rather spend money elsewhere. ____ Do not believe in supporting the music industry. ____ Convenience. ____ Other. This assumes that they download. This assumes that they download. Not beyond experience/ability Not beyond experience/ability Who was the best U of L president in the last 3 decades? Who was the best U of L president in the last 3 decades?

Question “Should nots” No specific examples (unless needed) No specific examples (unless needed) What is your favourite brand of chocolate bar? (e.g. Coffee Crisp, Snickers, etc.) __________________ What is your favourite brand of chocolate bar? (e.g. Coffee Crisp, Snickers, etc.) __________________ Stating a few limits ability to remember others (part-list cueing effect) Stating a few limits ability to remember others (part-list cueing effect) Don’t ask info they can’t remember Don’t ask info they can’t remember How much did you spend on groceries in the last month? ____________ How much did you spend on groceries in the last month? ____________ No ambiguity No ambiguity How many advertisements promoting music sharing can you recall? A)0 How many advertisements promoting music sharing can you recall? A)0 B)1-2 B)1-2 C)3-4 C)3-4 D) more than 4 D) more than 4 Does this mean different ads, or different showings of an ad? Does this mean different ads, or different showings of an ad?

Question “Should nots” No double-barreled questions No double-barreled questions I believe that all that is legal is ethical and all that is illegal is unethical. I believe that all that is legal is ethical and all that is illegal is unethical. Strongly disagree Strongly agree What if they believe all that is illegal is unethical, but all that is legal isn’t necessarily ethical? No leading questions No leading questions Do you support the school board’s innovative new math curriculum? Do you support the school board’s innovative new math curriculum? Not at all Strongly support “innovative, new” suggests what the “correct” answer is

Question “Should nots” No loaded questions No loaded questions Do you support helping child victims of AIDS? Do you support helping child victims of AIDS? Not at all Strongly support The “morally correct” answer is obvious Not overly complex Not overly complex Do you feel that the contractual clause 59B section II should be revised to indicate the new funding options available to employees in the temporary worker category when workers are eligible for maternity/paternity leave, conditional upon their years of service and job classification? Do you feel that the contractual clause 59B section II should be revised to indicate the new funding options available to employees in the temporary worker category when workers are eligible for maternity/paternity leave, conditional upon their years of service and job classification? Yes__No__ Yes__No__

Dillman's "Total Design Method“ for Survey Research (mail surveys) Use attractive single unit (e.g. one nice survey booklet) Use attractive single unit (e.g. one nice survey booklet) Offer incentives (don’t have to be large) Offer incentives (don’t have to be large) Use postcard to warn Use postcard to warn Use postcard to remind Use postcard to remind

Questionnaire Order “Cover letter” “Cover letter” Who, purpose, explanation, incentive, screening (as needed) Who, purpose, explanation, incentive, screening (as needed) Instructions Instructions How to proceed (e.g. don’t skip ahead/back) How to proceed (e.g. don’t skip ahead/back) Screening Screening Get the right people Get the right people Warm-up (if necessary) Warm-up (if necessary) Easy questions Easy questions Interesting questions Interesting questions Transition statement (if necessary) Transition statement (if necessary) Key content/difficult questions Key content/difficult questions Demographics Demographics

Sequencing Gain attention, pique interest Gain attention, pique interest Start easy and interesting Start easy and interesting Avoid priming concepts, directing responses Avoid priming concepts, directing responses General to specific; Open to closed General to specific; Open to closed Randomize or counterbalance Randomize or counterbalance Response order; Question order Response order; Question order Place similar questions together Place similar questions together mind frame mind frame Clearly distinguish question and responses Clearly distinguish question and responses CAPS versus lower case, etc. CAPS versus lower case, etc.

Clearly distinguish question from responses: LAYOUT A (bad): Do you agree, disagree or have no opinion that this company has: A good vacation policy - disagree/not sure/agree. A good vacation policy - disagree/not sure/agree. Good management feedback - disagree/not sure/agree. Good management feedback - disagree/not sure/agree. Good medical insurance - disagree/not sure/agree. Good medical insurance - disagree/not sure/agree. LAYOUT B (better): Does this company have: Disagree Not Sure Agree Disagree Not Sure Agree A good vacation policy A good vacation policy Good feedback Good feedback Good medical insurance Good medical insurance 1 2 3

Pretesting Pretest the questionnaire Pretest the questionnaire Test on “experts” Test on “experts” Test on target market Test on target market Pretesting approaches Pretesting approaches Complete the survey Complete the survey Interpret the questions: what do they “mean” Interpret the questions: what do they “mean” Define key words Define key words Comment on confusing items, missing items Comment on confusing items, missing items Address response options as well as questions Address response options as well as questions

Response Issues Halo effect Halo effect Positivity/negativity bias Positivity/negativity bias Extremeness aversion/extremeness seeking Extremeness aversion/extremeness seeking Framing Framing Priming Priming

The End