Questionnaire Design

2. To become familiar with the criteria for a good questionnaire. Learning Objectives 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 John Wiley & Son, Inc

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 John Wiley & Son, Inc

The Role of a Questionnaire To understand the role of the questionnaire in the data collection process. 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. John Wiley & Son, Inc

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

Criteria For a Good Questionnaire To become familiar with the 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 John Wiley & Son, Inc

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 John Wiley & Son, Inc

Data Collection Methods Question Response Format Exhibit 11.4 Questionnaire Design Process (10) Implementation (2) Data Collection Methods (9) Final Copy (3) Question Response Format (1) Survey Objectives (8) Pretest and Revise (4) Question Wording (7) Obtain Approval (6) Evaluate Layout (5) Flow and Layout John Wiley & Son, Inc

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

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

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

The Questionnaire Development Process To learn the process for questionnaire design. Step Five: Establish Questionnaire Flow and Layout 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. Put instructions in capital letters. Use a proper introduction and closing Model opening Model closing John Wiley & Son, Inc

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? John Wiley & Son, Inc

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 John Wiley & Son, Inc

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 John Wiley & Son, Inc

Impact of the Internet on Questionnaire Development To understand how software and the Internet are impacting questionnaire design 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 John Wiley & Son, Inc

Software for Questionnaire Development 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 John Wiley & Son, Inc

Costs, Profitability, and Questionnaires Understanding the impact of the questionnaire on data collection costs. 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 John Wiley & Son, Inc

The Role of a Questionnaire Criteria for a Good Questionnaire SUMMARY 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 John Wiley & Son, Inc

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