1. Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Questionnaire Design CHAPTER Nine

2. 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.

3. 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.

4. Learning Objectives 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. To understand the role of the questionnaire in the data collection process. The Role of a Questionnaire

5. Learning Objectives Figure 9.1 The Questionnaire’s Pivotal Role in the Research Process Questionnaire Data Analysis Findings Recommendations Managerial Action Survey Objectives Respondent Information

6. Learning Objectives Does it Provide the Necessary Decision-Making Information? If the questionnaire fails to provide insights, then discard or revise. Does it Consider the Respondent? Topic Type of respondent The interviewing environment The questionnaire To become familiar with the criteria for a good questionnaire. Criteria For a Good Questionnaire

7. Learning Objectives Does it meet Editing, Coding and Data Processing Requirements? Editing Skip patterns (Fig 9.2) Coding (Table 9-1) A Questionnaire Serves Many Masters Accommodate research objectives “Speak” to the respondent in an understandable language Convenient for interviewer Easy to check Translatable to findings To become familiar with the criteria for a good questionnaire. Criteria For a Good Questionnaire

8. Learning Objectives (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 Figure 9.2 (9) Final Copy (10) Implementatio n The Questionnaire Design Process

9. Learning Objectives The Questionnaire Design 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 Step Three: Determine the Question Response Format Open-ended Questions Close-ended Questions To learn the process for questionnaire design. The Questionnaire Development Process

10. Learning Objectives Dichotomous Questions Multiple Choice Questions Disadvantages of Closed-Ended Questions Scaled-Response Questions Step Four: Decide the Question Wording 1. The wording must be clear. 2. Select words so as to avoid biasing the respondent. To learn the process for questionnaire design. The Questionnaire Development Process

11. Learning Objectives 3. Consider the ability of the respondent to answer the question. 4. Consider the willingness of the respondent to answer the question. To learn the process for questionnaire design. The Questionnaire Development Process

12. Learning Objectives Step Five: Establish Questionnaire Flow and Layout 1. Use the screener questions to identify qualified respondents. 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. To learn the process for questionnaire design. The Questionnaire Development Process

13. Learning Objectives 5. Insert “prompters” or strategic points. 6. Position sensitive, threatening, and demographic questions at the end. 7. Allow plenty of space of Open-ended responses. 8. Put instructions in capital letters. Step Six: Evaluate the Questionnaire and Layout Is the Question Necessary? Is the Questionnaire Too Long? Will the Questions Provide the Desired Information to Accomplish the Research Objective? To learn the process for questionnaire design. The Questionnaire Development Process

14. Learning Objectives Step Seven: Obtain Approval of All Relevant Parties Distribute copies to all parties with authority Step Eight: Pretest and Revise Use the best interviewers To learn the process for questionnaire design. The Questionnaire Development Process

15. Learning Objectives 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 To learn the process for questionnaire design. The Questionnaire Development Process

16. Learning Objectives Software for Questionnaire Development Senses Multimedia sounds images animations movie clips earlier responses Survey Said PC based surveys Internet based surveys How software and the Internet are influencing questionnaire design. Software and the Internet on Questionnaire Development

17. Learning Objectives Understanding Questionnaire Costs: Adding a security screener can add seven percent to cost Termination during an interview subject matter redundant or difficult questionnaire length changing the subject Understanding the impact of the questionnaire on data collection costs. Costs and Profitability

18. Learning Objectives Figure 9.3 Actual Respondent Termination Patterns in Three Categories Gum Mouth Leisure 10 8 6 4 2 0 14.99.714.619.424.3 Minutes

19. Learning Objectives The Role of a Questionnaire Criteria For a Good Questionnaire The Questionnaire Development Process Software and the Internet on Questionnaire Development Internet Self-Service Questionnaire Builders Costs and Profitability SUMMARY

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