1. Questionnaire Design

2. 2. To become familiar with the criteria for a good questionnaire.
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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3. 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
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4. The Role of a Questionnaire
To understand the role of the questionnaire
in the data collection process.
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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5. Exhibit 11.1 The Questionnaire’s Pivotal Role in the Research Process
Survey Objectives
Respondent
Information
Questionnaire
Data
Analysis
Findings
Recommendations
Managerial
Action
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6. Criteria For a Good Questionnaire
To become familiar with the criteria for a good questionnaire.
Does it Provide the Necessary Decision-Making Information?
If the questionnaire fails to provide insights, then discard or revise.
Questionnaire must be approved by management
Does it Consider the Respondent?
Topic
Type of respondent
The interviewing environment
The questionnaire length
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7. Criteria For a Good Questionnaire
To become familiar with the criteria for a good questionnaire.
Does it meet Editing, Coding and Data Processing Requirements?
Editing
Skip patterns (Exhibit 11.2)
Coding (Exhibit 11.3)
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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8. Data Collection Methods Question Response Format
Exhibit 11.4 Questionnaire Design Process
(10)
Implementation
(2)
Data Collection Methods
(9)
Final Copy
(3)
Question Response Format
(1)
Survey Objectives
(8)
Pretest and Revise
(4)
Question Wording
(7)
Obtain Approval
(6)
Evaluate Layout
(5)
Flow and Layout
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9. The Questionnaire Development Process
To learn the process for
questionnaire design.
Step One: Determine Survey Objectives, Resources, and Constraints
What data are needed?
Step Two: Determine the Data Collection Method
Internet, telephone, mail, self-administration
limitation
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10. The Questionnaire Development Process
To learn the process for
questionnaire design.
Step Three: Determine the Question Response Format
Open-ended Questions
Advantages
Disadvantages
Close-ended Questions
Types of Closed-ended questions
Dichotomous question
Multiple-choice questions
Disadvantage of Closed-ended Questions
Scaled-response Questions
Advantages
Disadvantages
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11. The Questionnaire Development Process
To learn the process for
questionnaire design.
Step Four: Decide the Question Wording
The wording must be clear.
Select words so as to avoid biasing the respondent.
Consider the respondent’s ability to answer the question
Consider the respondent’s willingness to answer the question
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12. The Questionnaire Development Process
To learn the process for
questionnaire design.
Step Five: Establish Questionnaire Flow and Layout
Use the screener questions to identify qualified respondents. (Exhibit 11-7)
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.
5. Insert “prompters” or strategic points.
6. Position sensitive, threatening, and demographic questions at the end.
7. Allow plenty of space for Open-ended responses.
Put instructions in capital letters.
Use a proper introduction and closing
Model opening
Model closing
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13. The Questionnaire Development Process
To learn the process for
questionnaire design.
Step Six: Evaluate the Questionnaire and Layout
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Information Needed to Accomplish the Research Objectives?
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14. The Questionnaire Development Process
To learn the process for
questionnaire design.
Step Seven: Obtain Approval of All Relevant Parties
Distribute copies to all parties with authority
Obtain managerial approval
Step Eight: Pretest and Revise
Pretest—trial run of questionnaire
Revise—do a second pretest
Managerial approval—reobtain
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15. The Questionnaire Development Process
To learn the process for
questionnaire design.
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
Advantages
Disadvantages
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16. Impact of the Internet on Questionnaire Development
To understand how software and the Internet are impacting questionnaire design
Internet’s Effect on Questionnaire Development
Questionnaires developed by a research company can be sent as attachments for approval
After approval placed on client’s server
Or researcher can use Internet company like Perseus to develop a survey on the Internet
All operations are automated—this includes
Survey design
Respondent invitation
Data collection
Analysis
Results reporting
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17. Software for Questionnaire Development
To understand how software and the Internet are impacting questionnaire design
Software for Questionnaire Development
Senses Multimedia
sounds
images
animations
movie clips
earlier responses
calculations
Survey Said
PC based surveys
Internet based surveys
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18. Costs, Profitability, and Questionnaires
Understanding the impact of the questionnaire on data collection costs.
Understanding Questionnaire Costs:
30% asking the questions
70% to reach a qualified respondent
Adding a security screener can add 7% to cost
Major Cost—termination during an interview
Reasons
subject matter
redundant or difficult to understand questions
questionnaire length
changing the subject during the interview
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19. The Role of a Questionnaire Criteria for a Good Questionnaire
SUMMARY
The Role of a Questionnaire
Criteria for a Good Questionnaire
The Questionnaire Development Process
The Impact of the Internet on Questionnaire Development
Software for Questionnaire Development
Costs, Profitability, and Questionnaires
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20. The End Copyright © 2004, John Wiley & Sons, Inc.
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