Chapter Nine Copyright © 2006 John Wiley & Sons, Inc. Questionnaire Design.

Chapter NineChapter Nine

Copyright © 2006John Wiley & Sons, Inc.

Questionnaire

Design

John Wiley & Son, Inc 2

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

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

Learning Objectives


To understand the role of the questionnaire

in the data collection process.The Role of a Questionnaire

• 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-next slide

– Positioned between the survey objectives and the respondent’s information.

– Translates the objectives into specific questions to solicit information.


Exhibit 9.1 The Questionnaire’s Pivotal Role in the Research Process

Questionnaire

DataAnalysis

Findings

Recommendations

ManagerialAction

Survey Objectives

RespondentInformation


To become familiar with the criteria for a good questionnaire.

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?– Design of questionnaire– Intended respondents


• Does it meet Editing, Coding and Data Processing Requirements?– Editing

– Skip patterns

– Coding

– Questionnaire serves many masters• Accommodate research objectives

• “Speak” to the respondent in an understandable language

• Convenient for interviewer

• Easy to check

• Translatable to findings

Criteria For a Good

Questionnaire

To become familiar with the criteria for a good questionnaire.


(1)Survey

Objectives

(2)Data

Collection Methods

(3)Question Response

Format

(4)Question Wording

(5)Flow and Layout

(6)Evaluate Layout

(7)Obtain

Approval

(8)Pretest and

Revise

(9)Final Copy

(10)Implementatio

n

Exhibit 9.4 Questionnaire Design Process


To learn the process for questionnaire design.

The Questionnaire Design ProcessStep One: Determine Survey Objectives,

Resources, and Constraints– What data are needed?

Step Two: Determine the Data Collection Method – Internet, telephone, mail, self-administration– limitation


Step Three: Determine the Question Response Format– Open-ended Questions

• Advantages

• Disadvantages

– Close-ended Questions• Advantages

– Types of Closed-ended questions

• Dichotomous question

• Multiple-choice questions

– Disadvantage of Closed-ended Questions

– Scaled-response Questions• Advantages

• Disadvantages

To learn the process for questionnaire design

The Questionnaire Design Process



Step Four: Decide the Question Wording1. The wording must be clear.

2. Avoid biasing the respondent.

3. Consider the respondent’s ability to answer the question

4. Consider the respondent’s willingness to answer the question




Step Five: Establish Questionnaire Flow and Layout 1. Screener questions

2. Begin with a question that obtains a respondent’s interest

3. Ask general questions first.

4. Ask questions that require “work” in the middle

5. Insert “Prompters” at strategic points

6. Position sensitive, threatening, and demographic questions at the end.

7. Allow plenty of space for Open-ended responses.

8. Put instructions in capital letters.

9. Use a proper introduction and closing1. Model opening

2. Model closing




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?




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



To learn the necessary procedures for successful implementation of a survey

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



• Internet’s Effect on Questionnaire Development– Questionnaires developed by a research company can be

sent as email 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

Impact of the Internet on Questionnaire

Development

To understand how software and the Internet are impacting questionnaire design


To understand how software and the Internet are impacting questionnaire design

Software for Questionnaire Development

• Software for Questionnaire Development– Senses Multimedia

• sounds

• images

• animations

• movie clips

• earlier responses

• calculations

– Survey Said• PC based surveys

• Internet based surveys


Understanding the impact of the questionnaire on data collection costs.

Costs, Profitability, and Questionnaires• 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


– 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

SUMMARY

Chapter Nine Copyright © 2006 John Wiley & Sons, Inc. Questionnaire Design.

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