1. Chapter Eight
Questionnaire
Design
Chapter Eight

2. 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

3. Role of a Questionnaire
Issues continually addressed throughout process
Chapter Eight

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

5. 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

6. The Questionnaire Design Process
Chapter Eight

7. 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

8. 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

9. 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

10. 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
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11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

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