1. CHAPTER eleven Questionnaire Design Copyright © 2002
South-Western/Thomson Learning

2. 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.

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.

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. (interview schedule or control device)
The Critical Link
Positioned between the survey objectives and the respondent’s information.
Translates the objectives into specific questions to solicit information.
(See next figure.)

5. Figure 11.1 The Questionnaire’s Pivotal Role in the Research Process
Survey Objectives
Respondent
Information
Questionnaire
Data
Analysis
Findings
Recommendations
Managerial
Action

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.
Does it Consider the Respondent?
Topic
Type of respondent
The interviewing environment
The questionnaire length

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?
Making skip patterns
Code open-ended questions.

8. Criteria For a Good Questionnaire
To become familiar with the criteria for a good questionnaire.
A Questionnaire Serves Many Masters
Accommodate research objectives
“Speak” to the respondent in an understandable language
Convenient for interviewer
Easy to check
Translatable to findings

9. The Questionnaire Design Process
Figure 11.2
The 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

10. The Questionnaire Development Process
To learn the process for questionnaire design.
The Questionnaire Design Process:
Step One: Determine Survey Objectives, Resources, and Constraints
What data are needed?
Step Two: Determine the Data Collection Method
Internet, telephone, mail, self-administration

11. The Questionnaire Development Process
To learn the process for questionnaire design.
The Questionnaire Design Process:
Step Three: Determine the Question Response Format
Open-ended Questions
Close-ended Questions
Dichotomous Questions
Multiple Choice Questions
Scaled-Response Questions
Pros and Cons to all of these

12. The Questionnaire Development Process
To learn the process for questionnaire design.
The Questionnaire Design Process:
Step Four: Decide the Question Wording
1. The wording must be clear.
2. Select words so as to avoid biasing the respondent.
3. Consider the ability of the respondent to answer the question.
4. Consider the willingness of the respondent to answer the question.

13. The Questionnaire Development Process
To learn the process for questionnaire design.
What’s wrong with the following questions?
How do you like the flavor of this high-quality Maxwell House coffee?
What do you think of the taste and texture of this Sara Lee coffee cake?
We are conducting a study for Bulova watches. What do you think of the quality of Bulova watches?
How many days do you sleep until 8:00 a.m.?

14. The Questionnaire Development Process
To learn the process for questionnaire design.
Step Five: Establish Questionnaire Flow and Layout
1. Use the screener questions to identify qualified respondents.
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” (e.g., recall) in the middle of the questionnaire.

15. The Questionnaire Development Process
To learn the process for questionnaire design.
Step Five (Continued): Establish Questionnaire Flow and Layout
5. Insert “prompters” at strategic points (e.g., “only a few questions to go)
6. Position sensitive, threatening, and demographic questions at the end.
7. Allow plenty of space of open-ended responses.
8. Put instructions in capital letters.

16. The Questionnaire Development Process
To learn the process for questionnaire design.
The Questionnaire Design Process:
Step Six: Evaluate the Questionnaire and Layout
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to Accomplish the Research Objective?

17. The Questionnaire Development Process
To learn the process for questionnaire design.
The Questionnaire Design Process:
Step Seven: Obtain Approval of All Relevant Parties
Distribute copies to all parties with authority
Step Eight: Pretest (Trial) and Revise
Use the best interviewers

18. The Questionnaire Development Process
To learn the process for questionnaire design.
The Questionnaire Design Process:
Step Nine: Prepare Final Questionnaire Copy
Precise typing, instructions, spacing, numbering, and pre-coding must be set up, monitored, and proofread.
Step Ten: Implementing the Survey
Supervisor’s Instructions
Call record sheet

19. Software and the Internet on Questionnaire Development
How software and the Internet are influencing questionnaire design.
Field Management Companies
Provide questionnaire outsourcing services
Software for Questionnaire Development
Examples in text

20. Costs and Profitability
Understanding the impact of the questionnaire on data collection costs.
Costs and Profitability
Understanding questionnaire costs:
Adding screeners can add to costs
Termination during an interview
subject matter
redundant or difficult
questionnaire length
changing the subject

21. Figure 11.3 Actual Respondent Termination Patterns in Three Categories
Minutes 1
4.9
9.7
14.6
19.4
24.3
Mouthwash 10
Gum
Leisure 8 6 4 2

22. SUMMARY
The Role of a Questionnaire
Criteria For a Good Questionnaire
The Questionnaire Development Process
Software and the Internet on Questionnaire Development
Internet Self-Service Questionnaire Builders
Costs and Profitability

23. The End
Copyright © 2002 South-Western/Thomson Learning