1. Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 13 Part 3 Measurement Concepts QUESTIONNAIRE DESIGN

2. LEARNING OBJECTIVES 1.To value the importance of proper wording of questions in questionnaire design 2.How decisions about the data collection methods (mail, Internet, telephone, or personal interviews) will influence question format and questionnaire layout 3.To understand the difference in the design and use of open-ended response questions and fixed-alternative questions 4.To follow the guidelines that help prevent the most common mistakes in questionnaire design What you will learn in this chapter Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–1

3. LEARNING OBJECTIVES (cont’d) 5.To discuss how the proper sequence of questions may improve a questionnaire 6.How to plan and design a questionnaire layout 7.How to pre-test and revise a questionnaire 8.The additional efforts required in designing questionnaires for global markets What you will learn in this chapter Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–2

4. The importance of question wording is easily overlookedThe importance of question wording is easily overlooked Questionnaire design is one of the most critical stages in the survey research processQuestionnaire design is one of the most critical stages in the survey research process A Survey Is Only As Good As the Questions It Asks Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–3

5. A researcher planning a questionnaire’s design will need to make several decisions:A researcher planning a questionnaire’s design will need to make several decisions:  What should be asked?  How should questions be phrased?  In what sequence should the questions be arranged?  What questionnaire layout will best serve the research objectives?  How should the questionnaire be pre-tested?  Does the questionnaire need to be revised? Questionnaire Design: An Overview of the Major Decisions Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–4

6. Questionnaire RelevancyQuestionnaire Relevancy  A questionnaire is relevant if no unnecessary information is collected and only the information needed to solve the marketing problem is obtained Questionnaire AccuracyQuestionnaire Accuracy  Accuracy means that the information is reliable and valid What Should Be Asked? Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–5

7. Open-Ended Response versus Fixed- Alternative QuestionsOpen-Ended Response versus Fixed- Alternative Questions  Open-ended response question  A question that poses some problem and asks the respondent to answer in his or her own words  Fixed-alternative question  A question in which the respondent is given specific, limited- alternative responses and asked to choose the one closest to his or her own viewpoint How Should Questions Be Phrased? Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–6

8. Types of Fixed-Alternative QuestionsTypes of Fixed-Alternative Questions  Simple-dichotomy (dichotomous-alternative) question  A fixed-alternative question that requires the respondent to choose one of two alternatives  Determinant-choice question  A fixed-alternative question that requires the respondent to choose one response from among multiple alternatives  Frequency-determination question  A fixed-alternative question that asks for an answer about general frequency of occurrence How Should Questions Be Phrased? (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–7

9. Types of Fixed-Alternative Questions (cont’d)Types of Fixed-Alternative Questions (cont’d)  Checklist question  A fixed-alternative question that allows the respondent to provide multiple answers to a single question by checking off items How Should Questions Be Phrased? (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–8

10. Phrasing Questions for Self-Administered, Telephone, and Personal Interview SurveysPhrasing Questions for Self-Administered, Telephone, and Personal Interview Surveys  Questions for mail, Internet, and telephone surveys must be less complex than those used in personal interviews  Questionnaires for telephone and personal interviews should be written in a conversational style How Should Questions Be Phrased? (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–9

11. Avoid Complexity: Use Simple, Conversational LanguageAvoid Complexity: Use Simple, Conversational Language  Words used in questionnaires should be readily understandable to all respondents The Art of Asking Questions Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–10

12. Avoid Leading and Loaded QuestionsAvoid Leading and Loaded Questions  Leading question  A question that suggests or implies certain answers  Loaded question  A question that suggests a socially desirable answer or is emotionally charged  Counterbiasing statement  An introductory statement or preamble to a potentially embarrassing question that reduces a respondent’s reluctance to answer by suggesting that certain behaviour is not unusual The Art of Asking Questions (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–11

13. Avoid Leading and Loaded Questions (cont’d)Avoid Leading and Loaded Questions (cont’d)  Split-ballot technique  Using two alternative phrasings of the same questions for respective halves of a sample to elicit a more accurate total response than would a single phrasing The Art of Asking Questions (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–12

14. Avoid Double-Barrelled ItemsAvoid Double-Barrelled Items  Double-barrelled question  A question that may induce bias because it covers two issues at once Avoid Making AssumptionsAvoid Making Assumptions  Avoid questions with built-in assumptions Avoid Burdensome Questions That May Tax the Respondent’s MemoryAvoid Burdensome Questions That May Tax the Respondent’s Memory  Researchers writing questions about past behaviour or events should recognize that certain questions may make serious demands on the respondent’s memory Avoid Ambiguity: Be As Specific As Possible Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–13

15.  Order bias  Bias caused by the influence of earlier questions in a questionnaire or by an answer’s position in a set of answers  Funnel technique  Asking general questions before specific questions in order to obtain unbiased responses  Filter question  A question that screens out respondents who are not qualified to answer a second question  Pivot question  A filter question used to determine which version of a second question will be asked What Is the Best Question Sequence? Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–14

16. Traditional QuestionnairesTraditional Questionnaires  Multiple-grid question  Several similar questions arranged in a grid format What Is the Best Layout? Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–16

17. Internet QuestionnairesInternet Questionnaires  Layout Issues  Push button  Status bar  Radio button  Drop-down box  Check-box  Open-ended box  Pop-up boxes  Software That Makes Questionnaire Interactive  Variable piping software  Error trapping  Forced answering software What Is the Best Layout? (cont’d) Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–17

18. Pre-tests typically are conducted to answer questions about the questionnaire such as the following:Pre-tests typically are conducted to answer questions about the questionnaire such as the following:  Can the questionnaire format be followed by the interviewer?  Does the questionnaire flow naturally and conversationally?  Are the questions clear and easy to understand?  Can respondents answer the questions easily?  Which alternative forms of questions work best? How Much Pre-Testing And Revising Are Necessary? Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–18

19. Researchers must take cultural factors into account when designing questionnairesResearchers must take cultural factors into account when designing questionnaires  Back Translation  Taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language Designing Questionnaires For Global Markets Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–19