questionnaire design business research
Post on 07-May-2015
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QUESTIONNAIRE
DESIGNPRESENTED BY:ROHIT CHANDRASIMRANJEET SINGH RAJAN MITTAL PARMEET SINGHMANVIR SINGH
“It is not every question that deserves an answer.”
Publius Syrus(roman,1st century B.C.)
A Good Questionnaire Appears As easy to compose as a good poem But, it is usually the result of long,
painstaking work
QUESTIONNAIRE DESIGN: AN OVERVIEW OF THE MAJOR DECISIONS1. What should be asked
Questionnaire relevancyAll information collected should address a research question in helping the decision maker in solving the current marketing problemQuestionnaire accuracyIncreasing the reliability and validity of respondent information requires that:
2. How should each question be phrased?3. In what sequence should the questions be
arranged?4. What questionnaire layout will best serve the
research objectives?5. How should the questionnaire be pretested? Does
the questionnaire need to be revised?
PHRASING QUESTIONSOpen ended questionsPose some problem and ask respondents to answer in their own words
What things do you like most about your job?What comes to mind when you look at this
advertisement?
Advantages: Are most beneficial in exploratory research, especially
when the range of responses is not known. May reveal unanticipated reactions toward the product. Are good first questions because they allow respondents
to warm up to the questioning process. Disadvantages:
High cost of administering open-ended response questions
The possibility that interviewer bias will influence the answer
Bias introduced by articulate individuals’ longer answers
Fixed –alternative questionsQuestions in which respondents are given specific, limited-alternative responses and asked to choose the one closest to their own viewpoint.
Did you work overtime ?Yes or NO.
Advantages: Require less interviewer skill Take less time to answer Are easier for the respondent to answer Provides comparability of answers
Disadvantages: Lack of range in the response alternatives Tendency of respondents to choose convenient
alternative
Types of Fixed-Alternative Questions
Simple-dichotomy questions Requires the respondent to choose one of two
alternatives (e.g., yes or no).Did you make any long distance calls last week? (Yes or No).
Determinant choice questionsRequires the respondent to choose one response
from among multiple alternatives (e.g., A, B, or C).
Please give us information about your flight First class Business Class Coach class
Frequency Determination Questions
Asks for an answer about general frequency of occurrence (e.g., often, occasionally, or never).
How frequently do you watch MTV Channel? Every Day 5-6 times a week Once a week Never
Checklist questionsAllows the respondent to provide multiple answers to a single question by checking off items.
Please check which of the following sources of about investments you regularly use
Personal advice of your broker Brokerage research reports Reports on internet Non of these
Structured Unstructured
Undisguised
Disguised
Example:
Typical descriptive surveywith straight-forward, structured questions
Example:
Survey with open-endedquestions to discover “new”answers or focus group interview
Example:
Survey interview to measurebrand A’s image versuscompetitive brands’ images or brand recall (unaided recall)
Example:
Projection techniques usedmostly for exploratory research
Classifying Surveys by Degree of Structure and Degree of Disguise
PHRASING QUESTIONS FOR SELF-ADMINISTERED TELEPHONE AND PERSONAL INTERVIEW SURVEYS
The means of data collection—telephone interview, personal interview, self-administered questionnaire—will influence the question format and question phrasing.
Eg. How you are satisfied with after sale service of your laptop?
Very satisfied Somewhat satisfied Slightly dissatisfied Very dissatisfied
ART OF ASKING QUESTIONS
Avoid complexity :Use simple , Conversational languageAvoid leading and loading questions
Leading : A questions that suggest or implies certain answers.
Loaded : A questions that suggest socially desirable answer or is emotionally changedAvoid ambiguity : Be specific as possible
Avoid double barreled ItemsA questions that may induce Bias because it
covers two issue at once.Between you & your husband who does the housework over
and above that done by any hired help? I do all of it I do almost all of it I do over half of it We split the work fifty-fifty.
Avoid making assumptionsAvoid Burdensome questions that may tax respondent Memory
WHAT IS THE BEST QUESTION SEQUENCE?
ORDER BIASBias caused by the influence of earlier questions in
questionnaire.FUNNEL TECHNIQUE
Asking general questions before specific questions on order to obtain unbiased responses.
FILTER QUESTIONQuestion in a questionnaire that screams out respondent not
qualified to answer a second question
PIVOT QUESTIONFilter question use to determine which version of second
question will be asked
Factors Influencing the Sequencing Questions
Anchoring effect The first concept measured tends to become a
comparison point from which subsequent evaluations are made.
Randomization of items on a questionnaire susceptible to the anchoring effect helps minimize order bias.
Order of alternatives on closed questions
The order of choices should be rotated if producing alternative forms of the questionnaire is possible.
WHAT IS THE BEST LAYOUT?
Layout of traditional questionnaire
Layout of internet questionnaire
LAYOUT OF TRADITIONAL QUESTIONNAIRE
Multiple-grid question Several similar questions arranged in a grid format.
The title of a questionnaire should be phrased carefully:
To capture the respondent’s interest, underline the importance of the research
Emphasize the interesting nature of the study Appeal to the respondent’s ego Emphasize the confidential nature of the study To not bias the respondent in the same way that a
leading question might
LAYOUT OF INTERNET QUESTIONNAIRE Graphical User Interface (GUI)
The researcher can control the background, colors, fonts, and other features displayed on the screen so as to create an attractive and easy-to-use interface between the user and the Internet survey
Layout Issues Paging by going from screen to screen Scrolling layout gives the respondent the ability to
scroll down Push buttons
A small outlined area, such as a rectangle or an arrow, that the respondent clicks on to select an option or perform a function, such as submit
Status bar A visual indicator that tells the respondent what portion of the survey he or she has completed.
Radio Button A circular icon, resembling a button, that activates
one response choice and deactivates others when a respondent clicks on it.
Drop-down Box A space saving device that reveals responses
when they are needed but otherwise hides them from view.
Check Boxes Small graphic boxes, next to an answers, that a
respondent clicks on to choose an answer; typically, a check mark or an X appears in the box when the respondent clicks on it.
Open-ended Boxes Boxes where respondents can type in their
own answers to open-ended questions. Pop-up Boxes
Boxes that appear at selected points and contain information or instructions for respondents.
SOFTWARE THAT MAKES QUESTIONNAIRE INTERACTIVE
Variable piping software Allows variables to be inserted into an Internet
questionnaire as a respondent is completing it. Error trapping software
Controls the flow of an internet questionnaire.
Forced answering software Prevents respondents from continuing with an
Internet questionnaire if they fail to answer a question.
Interactive help desk A live, real-time support feature that solves
problems or answers questions respondents may encounter in completing the questionnaire.
HOW MUCH PRE TESTING AND REVISING ARE NECESSARY? Pretesting Process
Seeks to determine whether respondents have any difficulty understanding the questionnaire and whether there are any ambiguous or biased questions.
Preliminary Tabulation A tabulation of the results of a pretest to help
determine whether the questionnaire will meet the objectives of the research.
Designing Questionnaires for Global MarketsBack TranslationBack Translation
Taking a questionnaire that has previously been Taking a questionnaire that has previously been translated into another language and having a second, translated into another language and having a second, independent translator translate it back to the original independent translator translate it back to the original language.language.
A questionnaire developed in one country may be A questionnaire developed in one country may be difficult to translate because equivalent language difficult to translate because equivalent language concepts do not exist or because of differences in concepts do not exist or because of differences in idiom and vernacular.idiom and vernacular.
THANK YOU
LMT School Of Management
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