Chapter Eleven Copyright © 2004 John Wiley & Sons, Inc. Questionnaire Design

Learning Objective 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

Learning Objective John Wiley & Son, Inc 3 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

Learning Objective John Wiley & Son, Inc 4 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 –Positioned between the survey objectives and the respondent’s information. –Translates the objectives into specific questions to solicit information.

Learning Objective John Wiley & Son, Inc 5 Exhibit 11.1 The Questionnaire’s Pivotal Role in the Research Process Questionnaire Data Analysis Findings Recommendation s Managerial Action Survey Objectives Respondent Information

Learning Objective John Wiley & Son, Inc 6 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? –Topic –Type of respondent –The interviewing environment –The questionnaire length

Learning Objective John Wiley & Son, Inc 7 Criteria For a Good Questionnaire To become familiar with the criteria for a good questionnaire. Does it meet Editing, Coding and Data Processing Requirements? –Editing –Skip patterns (Exhibit 11.2) –Coding (Exhibit 11.3) –Questionnaire serves many masters Accommodate research objectives “Speak” to the respondent in an understandable language Convenient for interviewer Easy to check Translatable to findings

Learning Objective John Wiley & Son, Inc 8 (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 11.4 Questionnaire Design Process

Learning Objective John Wiley & Son, Inc 9 To learn the process for questionnaire design. The Questionnaire Development Process Step One: Determine Survey Objectives, Resources, and Constraints –What data are needed? Step Two: Determine the Data Collection Method –Internet, telephone, mail, self-administration –limitation

Learning Objective John Wiley & Son, Inc 10 Step Three: Determine the Question Response Format –Open-ended Questions Advantages Disadvantages –Close-ended Questions Advantages Disadvantages –Types of Closed-ended questions Dichotomous question Multiple-choice questions –Disadvantage of Closed- ended Questions –Scaled-response Questions Advantages Disadvantages The Questionnaire Development Process To learn the process for questionnaire design.

Learning Objective John Wiley & Son, Inc 11 The Questionnaire Development Process To learn the process for questionnaire design. Step Four: Decide the Question Wording 1.The wording must be clear. 2.Select words so as to avoid biasing the respondent. 3.Consider the respondent’s ability to answer the question 4.Consider the respondent’s willingness to answer the question

Learning Objective John Wiley & Son, Inc 12 The Questionnaire Development Process To learn the process for questionnaire design. Step Five: Establish Questionnaire Flow and Layout 1.Use the screener questions to identify qualified respondents. (Exhibit 11-7) 2. After obtaining a qualified respondent, begin with a question that obtains a respondent’s interest. 3. Ask general questions first. 4. Ask questions that require “work” in the middle of the questionnaire. 5. Insert “prompters” or 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 closing 1.Model opening 2.Model closing

Learning Objective John Wiley & Son, Inc 13 The Questionnaire Development Process To learn the process for questionnaire design. 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?

Learning Objective John Wiley & Son, Inc 14 The Questionnaire Development Process To learn the process for questionnaire design. 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

Learning Objective John Wiley & Son, Inc 15 The Questionnaire Development Process To learn the process for questionnaire design. 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

Learning Objective John Wiley & Son, Inc 16 Internet’s Effect on Questionnaire Development –Questionnaires developed by a research company can be sent as 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

Learning Objective John Wiley & Son, Inc 17 To understand how software and the Internet are impacting questionnaire design Software for Questionnaire Development –Senses Multimedia sounds images animations movie clips earlier responses calculations –Survey Said PC based surveys Internet based surveys

Learning Objective John Wiley & Son, Inc 18 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

Learning Objective John Wiley & Son, Inc 19 –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

Learning Objective John Wiley & Son, Inc 20 The End Copyright © 2004, John Wiley & Sons, Inc.