Questionnaire BBA II
63
AM ITY G LO BAL BU SIN ESS SC H OOL ashishpillai@gmai l.com uestionnaire Design & Scaling
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Transcript of Questionnaire BBA II
AMITY GLOBALBUSINESS SCHOOL
What is a Questionnaire?A list of questions for obtaining information from respondents
Allows data to be collected in a standardized way so that the data can be analysed
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What is the Big Deal Then?
Making questionnaires is never easy
Questions have to be:
Relevant
In the correct form
In the correct language
Enough to generate required amount of data
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Steps in Making a Questionnaire1. Write Title and Objectives of your study.
2. Formulate statistical analysis plan for each objective and enlist variables that will be needed to be studied
3. Finalise who your respondents will be.
4. Review literature to identify already validated questionnaires measuring similar constructs
5. Compose a draft of your questionnaire.
6. Test it and revise the draft.
7. Assemble the final questionnaire.
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Type and Form of Questions is Key
Do You Like Sweets? YES NO
Do you reach class on time? YES NO
Agree Strongly Agree Neither Agree
Nor Disagree Disagree Disagree Strongly
I like eating sweets
Always Often Sometimes Rarely Never
I reach class on time
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Types of Questions
Open Ended
Multiple Choice
Rating
Likert Scale
Dichotomous
Ranking
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What is “Scaling”?The generation of a continuum upon which measured objects are located
What a scale actually means and what we can do with it depends on what its numbers represent or it’s level of measurement
In simple words…. Making a Scale!
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The Two “Kinds” of Scales
Comparative Non-Comparative
Scales in which one object, concept,
or person is compared with another on
a scale ….
Do you prefer color A or color B?
Scales in which judgment is made
without reference to another object, concept,
or person….
How do you feel about color B?
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Scale CharacteristicsDescription: The unique labels or descriptors that are used to designate each value of the scale
Order: The relative sizes or positions of the descriptors. Order is denoted by descriptors such as greater than, less than, and equal to….
Distance: The characteristic of distance means that absolute differences between the scale descriptors are known and may be expressed in units
Origin: The scale has a unique or fixed beginning or true zero point
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The Four levels of Measurement1. Nominal
2. Ordinal
3. Interval
4. Ratio
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Two Categories of Levels of Measurements
Categorical
Binary (1,0…. Yes, No…..)
Nominal
Ordinal
Continuous
Interval
Ratio
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It is all About How it is Scored!
If the variable we are measuring is scored using “non-quantitative” answers, it is NOMINAL
If the scores given can be ranked but you have no idea how much is the difference between two two (e.g. how many marks difference between students who stood 1st and the one who stood 2nd)… It is ORDINAL
If the scores can be ranked and you know the difference also… e.g. Age, Income, Weight etc… it is either INTERVAL or RATIO
If zero score means absence of that variable…. (e.g. income)….. Then it is Ratio
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What Can be Measured and How
Object: A tangible item in a person’s environment that can be clearly and easily identified through his or her sensesConstruct: A variable that examines subjective or abstract properties that are intangible characteristics and cannot be directly observed or measured……..concepts that are measured with multiple variables
1. Identify and define what is to be measured,2. Decide how to precisely measure,3. Measure.
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What are Variables?Variable: Something whose value can change
Independent Variable: The variable that is manipulated to study the effects on the dependent variable
Dependent Variable: The variable that you are interested in and seek to measure in your research
Extraneous Variable: Undesirable variables that influence the relationship between the variables that an experimenter is examining….Variables not under study but which influence the variables that are being studied
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TermsAttribute: A characteristic of an object or entity…… A qualitative characteristic that a unit of a population either possesses or does not possess
Population Parameter: A parameter is a value, usually unknown (and which therefore has to be estimated), used to represent a certain population characteristic
Can be “descriptive parameters”…. E.g. MeanCan be “relationship parameters”….. E.g. Correlation
Statistic: A single measure of some attribute of a sample (not the entire population)
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Paired Comparison1. Make a list of all of the options that you want to compare.
Assign each option a letter (A, B, C, D, and so on) and note this down.
2. Mark your options as both the row and column headings on the worksheet. This is so that you can compare options with one-another.
3. Block out cells where an option is comparing with itself or where comparisons are being duplicated
4. Within each blank cell, compare and decide which of the two options is most important and note it down in that cell
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Paired Comparison5. Score the difference in importance between the
options…..A. Zero “0” to “no difference” or “same importance”B. One “1” to the option that is “more important” than the
otherC. Two “2” to the option that is “a lot more” or “much more”
important than the other
6. Consolidate scores for each option and pick the one with the highest score….
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Paired Comparison – An Example
You are deciding between three options on how to spend a weekend…. The three options….
Study Mkt. Research (A )
Prepare for Farewell (B)
Sleep (C)
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Rank OrderRate the following three colleges according to the three attributes (academics, placements and activities) on a scale from 1 to 3, where 1 is the best and 3 is the worst.
Academics Placements ActivitiesCollege ACollege BCollege C
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Constant Sum
Characteristics PointsFacultyPlacementsIndustry LinkagesTraining ActivitiesProjects
100
Please allocate 100 points to the below given five characteristics of a college. The more important a characteristic is to you, the more points you should allocate it. However the total of the points should remain 100.
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Non Comparative Scales
Continuous Rating Scale
Itemized Rating Scale
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Continuous Rating ScaleYou will ask the respondent to rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. E. g…..
How would you rate Reliance Fresh as a department store?
Probably the worst Probably the best
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Itemized Rating ScalesThe respondents are provided with a scale that has a number or brief description associated with each category.
The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated.
The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.
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The Likert ScaleRequires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects
The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated.
When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.
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An Example of Likert Scale
Agree Strongly Agree Neither Agree Nor Disagree Disagree Disagree
Strongly
We encourage customer comments and complaints because theyhelp us do a better job
After-sales service is an important part of our business strategy
We have a strong commitment to our customers
We are always looking at ways to create customer value in our products
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Fit for a Sales Profile?SA A NAND D SD
I can talk to strangers easilyI am not afraid of failureI rarely feel any hesitationI like challenging tasks
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Fit for a Sales Profile?SA A NAND D SD
I can talk to strangers easily 5 30 30 20 15
I am not afraid of failure 0 35 35 20 10
I rarely feel any hesitation 5 40 25 25 5
I like challenging tasks 35 45 20 0 0
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Fit for a Sales Profile?
SA A NAND D SD
I can talk to strangers easily 5 30 30 20 15
I am not afraid of failure 0 35 35 20 10
I rarely feel any hesitation 5 40 25 25 5
I like challenging tasks 35 45 20 0 0
2 1 0 -1 -2
5 4 3 2 1
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Likert Type Vs Likert ScaleWhen you have individual questions that use the five point scale, they are called “LIKERT TYPE”….
When you use a set of statements with a Likert Scale to measure one particular variable, that bunch of statements is called a “LIKERT SCALE”
Data generated from “Likert Type” also known as “Likert Item” questions are treated as ordinal
Data generated by “Likert Scale” questions are treated as interval
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Examples of Likert Scales
The SERVQUAL
The MORTN Scale
The Big Five Inventory
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The Semantic Differential Scale
A seven-point rating scale with end points associated with bipolar labels that have opposite semantic meaning
Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale
Analysis is performed by assigning scores to the seven points
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Examples of Semantic Differential
The new Maruti Swift is :
Powerful --:--:--:--:--:--:--: Weak
Unreliable --:--:--:--:--:--:--: Reliable
Attractive --:--:--:--:--:--:--: Repulsive
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The Stapel ScaleA unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero).
This scale is usually presented vertically
The data obtained by using a Stapel scale can be analyzed in the same way as semantic differential data
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Example of Stapel ScalePlease rate Reliance Fresh on the service they provide, the variety in their stores and the ambience of the store
+5 +5 +5+4 +4 +4+3 +3 +3+2 +2 +2+1 +1 +1
Service Variety Ambience-1 -1 -1-2 -2 -2-3 -3 -3-4 -4 -4-5 -5 -5
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Some Questionnaires…To Study Market Orientation of Firms
To Analyse Attitude of SME Business Owners Towards Training
To Study the How Marketing is Implemented in SMEs
An MBA final project questionnaire…
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Suggested Sequence of Questions
Easy Demographic
Context Building
Information gathering
Probing
Difficult Demographic (if any needed)
Closing
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Some Tips…Write down each objective on a page or a paper…
Then write down in “normal English” all questions that come to your mind for that objective…
Decide plan for analysis: Tools & Techniques
Now use scaling methods to write questions in a manner which will generate type of data needed for the intended analysis plan
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Some TipsUse the respondent’s language and vocabulary…
Try to keep it as small as possible without compromising statistical completeness
Make the questionnaire look good!
Keep length limited
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Some TipsDo you like drinking tea and/or coffee?
Ask about tea and in a separate question ask about coffee
Sometimes leaving the question open ended is a better option… e.g….. Income: ___________
Use Google Forms / Surveymonkey / Fluidsurvey
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How Do We Make a Questionnaire?
Identify Problem
Problem Statement
Objectives & Statistics
Draft Questionnaire
TestQuestionnaire
Final Questionnaire
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The ResearchHow do students use internet?
How do students of different disciplines use the net?
Has it changed the way we study?
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The TitleA Study of Internet Use Among Graduate Students
Internet Use Among Graduate Students: A Comparison Across Disciplines
Internet and Graduate Education: A Comparative Study Across Disciplines
Internet Use Among Graduate Students: An Exploratory Study
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Objectives of the StudyTo study and compare the internet use by graduate students
To analyze the use of internet as an aid in the learning process by students
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Use…Do you use the internet?
How much time do you use it in a day?
Where do you access the net?
At home?
At college?
Do you own a laptop and / or desktop?
Smartphone?
2G / 3G / 4G
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LearningDo you use the net for study?
How?
Do you search for things to study / assignment?
How important is net for your studies?
Has your use of net for studies increased?
Has your approach to studying something changed because of the net?
How?
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Stats…
Means, Std. Deviations
Anova
Chi
Cluster
Factor
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The Questionnaire
Name: _____________
Stream of Study: _________
Semester: ________
College: _________
Univ.: ___________
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Normal language to Qustionnaire
Do you use the Internet? NoYes
If Yes, how often?All the Time Frequently Sometimes Rarely Never
If Yes, how often in a day?All the Time Frequently Sometimes Rarely
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Isn’t this Better
How often do you use internet on an average in one day?
All the Time Frequently Sometimes Rarely Never
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Another Question: How Access???How do you access the net?1 = Never ….. 5 = Very Frequently
1 2 3 4 5DesktopLaptopTablet PCPhone
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For StudyPlease indicate your usage of internet for the following:
1 2 3 4 5AssignmentsProjectsPreparing for exams
