1. A survey is only as good as the questions it asks
Questionnaire design
A survey is only as good as the questions it asks

2. Emotional Intelligence

3. What should you ask?
The questions asked are a function of previous decisions
The questions asked are a function of future decisions (such as statistical analysis)

4. Key criteria Questionnaire relevancy Questionnaire accuracy
No unnecessary information is collected and only information needed to solve the problem is obtained. Be specific about your data needs; tie each question to an objective
Questionnaire accuracy
Information is both reliable and valid

5. Phrasing Questions
Open ended response versus fixed alternative questions
“?”
Decision criteria: type of research; time; method of delivery; budget; concerns regarding researcher bias

6. Avoid Leading questions Overly complex questions Use of jargon
Loaded questions (can use a counterbiasing statement)
Ambiguity
Double barreled questions
Making assumptions

7. Order?
Order bias results from an alternative answer’s position in a set of answers or from the sequencing of questions
Funneling technique: general to specific helps understand the frame of reference first
Anchoring effect: the first concept measured tends to become a comparison point from which subsequent evaluations are made

8. Decisions Ranking, sorting, rating or choice?
How many categories or response positions?
Balanced or unbalanced?
Forced choice or nonforced choice?
Single measure or index?

9. Types of questions

10. Types of fixed alternative questions…
Single dichotomy or dichotomous-alternative questions
“Are you currently registered in a course at the University of Lethbridge?
Yes____ No____”
Respondent chooses one of two alternatives (yes/no; male/female)
What scale would this data create?

11. Types of fixed alternative questions…
Multi-choice alternative
Respondent chooses from several alternatives
Many types…

12. Multi-choice alternative questions…
Determinant choice
Choose only one from several possible responses
“Which faculty are you currently registered in at the University of Lethbridge?
Management ___
Education ____
Arts/Science____
Health sciences____
Combined degree____
What type of scale would these data create?

13. Frequency determination
Asks for an answer about frequency of occurrence
In a typical week, how often do you purchase chocolate chip cookies?
__never
__ once
__ 2 or more times
What type of scale would these data create?

14. Check list Provide multiple answers to a single question
Should be mutually exclusive and exhaustive
“What brands of chocolate chip cookies have you, to the best of your memory, purchased in the past month (check all that apply?)”
__ Dare
__ Chips A’hoy
__ Presidents Choice Decadent etc. etc.
What type of scale would these data create?

15. Attitude rating scales
An enduring disposition to consistently respond to various aspect of the world, including persons, events and objects
Typically seen as having three components:
Cognitive
Affective
Behavioural

16. The feelings or emotions toward an object
Affective
The feelings or emotions toward an object

17. Cognitive
Knowledge and beliefs

18. Behavioral
Predisposition to action
Intentions
Behavioral expectations

19. Attitude Scales: Scaling Defined
The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers to the properties in question.

20. Unidimensional Scaling Multidimensional Scaling
Procedures designed to measure several dimensions of a respondent or object
Procedures designed to measure only one attribute of a respondent or object

21. Attitude measuring process
Ranking
Rating
Sorting
Choice

22. Types of attitude scales
Simple attitude scales
Most basic form – respondent responds to a single question
Do not allow for fine distinctions or placement on continua
You are at a company party and are feeling nervous, but you are obligated to be there. Do you:
__ find someone you know to buddy up with
__ take it as an opportunity to meet new people
What type of scale would these data create?

23. Category scales More sensitive; provides more information
Overall, how satisfied are you with the high speed performance of your Mercedes:
__ very satisfied
__ somewhat satisfied
__ neither satisfied nor dissatisfied
__ somewhat dissatisfied
__ very dissatisfied
If you could choose, how long would each term be?
___26 weeks __ 13 weeks __ 6 weeks ___4 weeks
What type of scale would these data create?

24. Summated rating scales – the Likert scale
Respondents indicate their attitudes by checking how strongly they agree or disagree with statements
Chocolate chip cookies are my preferred variety of cookie
Strongly disagree Disagree Uncertain Agree Strongly Agree
(1) (2) (3) (4) (5)
What type of scale would these data create?

25. Semantic Differential Rating scale
An attitude measure consisting of a series of seven-point bipolar rating scales allowing response to a “concept”
Think of your favorite type of cookie. Rate it on each of the following continua:
Hard Soft
Lots of chips Fewer chips
Crispy chewy
What type of scale would these data create?

26. Numerical Rating scale
Similar to a semantic differential except that it uses numbers as response options to identify response positions instead of verbal descriptions
Think of your favorite type of cookie. Rate it on each of the following continua:
Hard Soft
This scale is called an 8 point numerical scale, why?
What type of scale would these data create?

27. Constant Sum Scales
Attributes based on their importance to the person. Respondents are asked to divide a constant sum to indicate the relative importance of attributes
Example: Suppose the photocopy budget per professor was $100 per month. How much should be allocated to the following. Divide the $100 according to your preference:
____ photocopying for student needs;
____ photocopying for research needs;
____ photocopying for committee needs.
====
$100 TOTAL

28. Stapel Scales
An attitude measure that places a single adjective in the center of an even-number range of numerical values
Example:
Research Methodology +3 +2 +1
Exciting -1 -2 -3

29. Graphic Rating Scales
An attitude measure consisting of a graphic continuum that allows respondents to rate an object by choosing any point on the continuum

30. Rank-Order Scales
Scales in which the respondent compares one item with another or a group of items against each other and ranks them.
Example: handout

31. Most important skills Adaptability to change Problem identification
Listening skills
Written communication
Leadership
Informal Oral communication
Analytical thinking/problem solving
Time management
Coping with stress/job pressures
Interpersonal relations
Formal oral presentations

32. Most important skills Business grads Managers 8 9
Adaptability to change
Problem identification
Listening skills
Written communication
Leadership
Informal Oral communication
Analytical thinking/problem solving
Time management
Coping with stress/job pressures
Interpersonal relations
Formal oral presentations
8 9
6 6
1 1
2 4
4 2
3 3
5 5
7 10
11 7
9 8
10 11

33. Paired Comparison Scales
Respondent is presented with two objects and is asked to pick the preferred.
Example: Which type of cookie do you prefer
__ chocolate chip
__ oatmeal
__ I do not have a preference between these two

34. Sorting
Respondent indicates their attitudes or beliefs by arranging items.
Example: Please sort the following cards with pictures of cookies into the following categories
Like
Dislike
Neither like nor dislike