Designing Of Questionnaire

A set of Questions designed to generate the statistical information from a specific demographic needed to accomplish the research objectives

Meaning

Ensures standardization and comparability of the data across interviews – everyone is asked the same questions

Increases speed and accuracy of recording

Facilitates data processing

Allows the researcher to collect the relevant information necessary to address the management decision problem

Purposes of the Questionnaire

Improper design can lead to?Incomplete information

Inaccurate data

Higher costs

Types

Structured questionnaire contains definite,concrete and preordinated questions withadditional questions limited to thosenecessary to classify inadequate answers orto elicit a more detailed response.

Non-structured questionnaire, is used forfocused, depth and nondirective interviews.It contains definite subject matter areas,the coverage which is required during theinterview, but interviewer is largely free toarrange the form and timing of enquiry.

Questionnaire Construction

Direct Questions

Open End Questions

Indirect Questions

Direct Questions(1) Closed response questions : This type is question is relatively easy to answer

and the tabulation of the feedback can be done quickly. However, its assumed that the researcher knows all the alternative answers.

For example, ‘What brand of toothpaste do you normally buy‘?

(2) Dichotomas questions : Here, two fixed alternatives of the types 'Yes-

no' 'In favour-no in favour etc'., are available. These types of questions are more searching, provide a specific answer and can be quickly tabulated.

For example ‘Do you like Cheese?’Yes No Never tried

(3) Multiple Choice questions :Here, several set alternatives are made available to the

respondent. Thus, it is less likely than an arbitrarychoice will be forced on the respondent. This,however, may not represent the relative weightagesgiven by the respondent to each choice.

For examples ‘Why did you select brand X TV?’

Good appearance Low power consumption

Lower price Efficient after-sales service

(4) Rating scale questions :This provides more precise data for comparison purpose

on a rating scale. However, it is quite likely that therespondent may fail to distinguish between theseratings or may have different interpretations of thesame.

(5) Preference questions :This type of question provides a quick

response on the likes and dislikes of the consumers. However, it may not reflect effectiveness in a buying situation. Also, a preference may not necessarily mean that the respondent has the buying capacity and in the process of selection, economy vs. quality he would go for the preference.

For example, ‘Which of these flavours in ice—cream do you prefer?'

Vanilla PlainChocolate Strawberry

(6) Ranking questions :The brand image and market standing can

immediately be observed through thisquestion. However, this ranking is relativeand does not yield any qualitative feedbackon the product. Also, such factors aseconomy, availability etc., are not coveredby these questions. The relative gapbetween ranks is difficult to observe.

For example, ‘For the best picture clarity,how would you rank following TV setsavailable in the market?

Sony Onida Videocon Sharp BPL Philips

Open End QuestionsThese could further be sub-divided into main

questions and check questions. The former initiatesthe enquiry while the latter elicits moreinformation. This way the information collected hasthe desired range and depth. However, therespondents may have difficulty in recording theirresponses accurately and it may call in for someadditional effort.

For example, What do you like about your TV set?Indirect QuestionsSometimes, it may become necessary to withhold the

intention of asking a question and it’s left much onthe respondent to give the answer he feelssuitable. This is mostly to study the attitudes,responses etc. of the consumers.

For example, Please complete the following sentence:Brand X of the refined oil is used by more people

because...

Precautions in Designing A Questionnaire

1. Size of QuestionnaireThe size of the questionnaire has to be smaller than the

schedule. If the questionnaire is too lengthy, theresponse is likely to be poor.

2. AppearanceA much greater attention is required regarding the

appearance of the questionnaire. In case of schedulethe field worker is personally present to explain anydoubt,but in case of questionnaire this task has tobe performed by the questionnaire itself. A decentpaper and printing, attractive layout, grandletterhead create a good impression upon theinformant. In the absence of these qualities, thequestionnaire may easily find its way to the wastepaper basket.

3. Clarity The third important point that requires

special attention in questionnaire isproblem of clarity. In case of schedulethe field worker is personally present togive right interpretation to thequestions and terms given in theschedule. In case of questionnaire thisfacility is absent. There is nobody toaid the respondent in interpreting aquestion. A great care has, therefore,to be taken in drafting questionnaire,the construction of questions and thelanguage to be used.

4. Sequence of QuestionsThe sequence of questions is also of a greater

importance in case of questionnaire than in caseof schedule. A number of haphazard questions inthe questionnaire fail to create the interest ofthe respondent. He is made to feel ratherbored in filling it up and this may result eitherin careless halfhearted filling of thequestionnaire, or in lack of response.

5. Catching InterestThe greatest quality of a questionnaire is its

interest catching capacity. If it catches theinterest of the respondent, it is sure to becarefully filled up and properly despatched. Ifit fails to do so, the questionnaire is mostprobably doomed.

Pretesting The Questionnaire

Greater precaution is necessary in drafting the questionnaire than schedule. While every care should be taken in drafting the questionnaire with regard to the type of questions, their working, layout etc. Some errors may still be left out. In order to avoid such errors the questionnaire has to be tested before it is finally dispatched to the respondents.

Problem of responseFactors affecting response(i) Special Characteristics of the

GroupThe response generally differs

according to special characteristicsof the respondent group. Thesespecial characteristics are sex, age,economic status, educations leveletc.

(ii) Prestige of Sponsoring GroupIf the institution carrying on research

has a good reputation and credit,the percentage of response is veryhigh.

(iii) Importance of the Problem Under StudyIf the problem under study is important and

significant a higher response is expected. Ifit is only of a general nature the response islikely to be low. A higher response isexpected specially if the problem concernsthe respondents directly.

(iv) Nature of Questionnairelf the questionnaire is short and simple, its form

is attractive and layout is good, a higherresponse may be expected. If, on the otherhand, they do not possess any strong feelingsand are more or less indifferent about theproblem, they are expected not to reply.

(v) Nature of ReactionA very high percentage of respondents are

strongly in favour or against the problem, theyare most likely to respond. lf, on the otherhand, the questionnaire is long or difficult therespondents are most likely to be indifferent.Therefore, in order to get a higher responseproper attention should be paid towards formand layout of the questionnaire.

(vi) Size of QuestionnaireThe size of the questionnaire also is an important

factor in determining response. Small sizequestionnaires generally have a better responsethan large size ones.

Methods to improve(a) Cover Letter or Letter of AppealGenerally a letter of appeal, asking the

respondent to render his co-operation, is dispatched along withthe questionnaire. The appealgenerally contains the name of theinstitution carrying on research, thepurpose of research, benefit that islikely to accrue to respondent orpeople in general.

(b) Inducement to ReplySome researchers are of the opinion

that respondents always need someinducements whether monetary orotherwise to send a reply.

(c) Questionnaire Through IntermediariesSometimes the questionnaire instead of being sent directly

to the respondents are sent to the incharge orsuperintendent of an office, or head of an institution.He gets them filled up and returns them to theresearcher.

(d) Time of sending the QuestionnaireThe time when the questionnaire is despatched to the

respondent is also an important factor in gettingresponse. The response is higher if the questionnairereaches the respondent on weekend days. If it reacheson beginning of the week it is likely to be misplaced bythe weekend when the reply is to be sent.

(g) Self Addressed Return Envelopes

The inclusion of a stamped, self addressed return envelope encourages response because it simplifies questionnaire return.

(h) Deadline Dates

Inclusion of deadline dates in the questionnaire/ cover letter helps to accelerate the rate of questionnaire return.

Advantages(1) Low Cost The cost of conducting research is sufficiently

low. All that the researcher has to spend is on printing of questionnaire or postage charges. The cost per case thus comes sufficiently low.

(2) Large Coverage Under this method a much large sample may be

drawn and people dispersed over very long distances can be contracted without any extra cost. Thus, this method is specially suitable for those cases where the respondents are scattered over large areas.

(3) Repetitive InformationQuestionnaire method has also been found to

be more useful where information has to begathered at regular intervals. In case ofschedule method the cost of such a repetitiveinformation would become prohibitive.

(4) Greater ValidityQuestionnaire has some special advantages as

regards validity of information. Some peopleare generally more shy in talking to astranger their personal matters, than, inwriting them down. Besides, the sender neednot put in his signature or address on theform.

(5) RapidityReplies may be received in a

much smaller time thanschedule, provided therespondents co-operatewith the investigator. Butat times the people towhom the questionnaire hasbeen sent keep it, andsend only after constantreminder. In such cases,the same time may betaken in questionnaire as ina schedule.

Disadvantages(1) Unreliability

The information gathered through questionnairecannot be said to be very much reliable.

(2) Incomplete EntriesMost of the questionnaires are very poorly

filled. Some on them are left out altogetherothers may be filled in such a way that itmay be difficult to follow what therespondent actually means. There may bedefects of language.

(3) Difficulties of Bad handwriting

The writing on the questionnaire is sometimes illegible. Pencil is sometimes used. Often there is too much erasing or overwriting so that it becomes very difficult to follow the

replies.

(4) Poor Response The response too sometimes is very poor. A

sufficiently large number of cases drop out, thus causing a bias in the sample.

(5) Lack of Personal Contact The field workers do not establish any

personal contact in case of questionnaire. Thus there is nobody to remove any doubt if it arises.

A NIKHIL SOARES PRESENTATION