how to prepare questionnaire

8/12/2019 how to prepare Questionnaire

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Questionnaire Design


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QUESTIONNAIRESANDOBSERVATIONFORMS

Standardise data collection for survey and observation,

respectively.

Ensure comparability of the data, increase speed and

accuracy of recording and facilitate data processing.

Definition

Formalized set of questions for obtaining information

from respondents


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OBJECTIVESOFAQUESTIONNAIRE

Translate the information needed into a set of specific

questions that the respondents can and will answer

To uplift, motivate, and encourage the respondent to

become involved in the interview, to cooperate, and to

completethe interview

Questionnaires should minimize response error


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QUESTIONNAIREDESIGNPROCESS

Specify the information needed

Specify the type of interviewing method

Determine the content of individual questions

Design the questions to overcome the respondents inability and unwillingness to answer

Decide on the question structure

Determine the question wording

Arrange questions in proper order

Identify the form and layout

Reproduce the questionnaire

Eliminate bugs by pretesting


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SPECIFYTHEINFORMATIONNEEDED

Consider the constructs

[theory, hypotheses/research question developed

earlier]

Keep in mind the target population and ask questions

appropriately

(eg. Children, rural polpulation)


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TYPEOFINTERVIEWINGMETHOD

Personal interviews

Lengthy, complex and varied questions

Telephone interviews Short and simple questions

Mail questionnaire Simple questions, detailed instructions


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INDIVIDUALQUESTIONCONTENT

Is the question necessary?

Every question should contribute to the

information neededor serve some specific

purpose.

[questions to develop rapport, questions which disguise

the purpose or sponsorship of the project, questions may

be duplicated for the purpose of assessing reliability orvalidity]


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INDIVIDUALQUESTIONCONTENTCONT.

Are several questions needed instead of one?

Avoid ambiguityand double barrelquestions.

Are you fit and healthy?Do you prefer to patronise a department store close to

your home or work?


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OVERCOMINGINABILITYTOANSWER

Is the respondentinformed?

Filterquestions are often used to ascertain familiarity,

product use and past experience

Are you the main grocery buyer in the household?

Have you purchased car tyres in the last 3 months?


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OVERCOMINGINABILITYTOANSWERCONT.

Can the respondentremember?

Recency effect

The ability to remember events are influenced by

the event itself time elapsed since the event

presence/absence of other events that would help

memory


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OVERCOMINGINABILITYTOANSWERCONT.

Can the respondent articulate?

Respondents may be unable to describe the

situation accurately

Inability to articulate may lead to respondents ignoring questions

refusing to respond to the rest of the questionnaire


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OVERCOMINGUNWILLINGNESSTO

ANSWER

Effort required of the respondent

Unwilling to devote a lot of effort to provide

information

Context

Unwilling to respond to questions which are

considered inappropriate for the given context


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OVERCOMINGUNWILLINGNESSTOANSWERCONT.

Legitimate Purpose

Unwilling to divulge information which they do not

see as serving a legitimate purpose

Sensitive information

Unwilling to disclose sensitive information because

this may cause embarrassment or threaten the

respondents prestige/ self-image


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INCREASINGTHEWILLINGNESSOFRESPONDENTS

Place sensitive topics at the end of the

questionnaire

Preface the question with a statement that the

behaviour of interest is common

Ask the question using the 3rdperson technique

Provide response categories rather than asking for

specific figures


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CHOOSINGQUESTIONSTRUCTURE

Unstructured questions

Open-ended questions that respondents answer in

their own words

Express general attitude Interviewer bias is high

Coding is costly and time consuming

What were you expecting by attending this event?


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CHOOSINGQUESTIONSTRUCTURECONT.

Structured questions

Specify the set of response alternatives and the

response format

Types: multiple-choice, dichotomous, or a scale


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Multiple-choice questions Respondents are asked to select one or more

alternative

Which of the following people had an influence on your choice ofuniversity?None

Parents

Friends

Ex-Uni student

Teachers at secondary schoolCareers teachers at secondary school

Colleagues

Other please specify.


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Dichotomous questions

Only two response alternatives

Have you stayed in Bombay?Yes No


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Scale

Can be comparative or non-comparative

Do you intend to buy a new computer within the next 6months?

Definitely Probably Undecided Probably Definitely

will not buy will not buy will buy will buy

1 2 3 4 5


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About structured question

Can be administered quickly

Coding and processing is less costly and less time

consuming Effort required in designing alternatives

May require exploratory research for determining

choices

Bias response because people pick alternativesoffered


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CHOOSINGQUESTIONWORDING

Define the issue

Define the issue by considering

6 Ws

Use ordinary words

Match the vocabulary level of the respondents

Avoidjargon and technical marketing words

Avoid ambiguous words

The word should have a single meaningwhich is

known to the respondents


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CHOOSINGQUESTIONWORDINGCONT.

Avoid leading or biasing questions

Avoid clues which will lead the respondent to

answer in a particular way

Avoid implicit alternatives

Alternatives should be explicitly stated


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DETERMININGTHEORDEROFQUESTIONS

Opening Questions

Important in gaining confidence and co-operation

of respondents

Questions should be interesting and non-threatening

Could be qualifying question


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DETERMININGTHEORDEROFQUESTIONSCONT.

Type of Information

Basic

Classification

Identification


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Difficult questions

Sensitive, embarrassing, complex or dull questions

should be placed late in the sequence

Effect on subsequent question

Questions asked early in a sequence can influence

the responses to subsequent questions


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Logical order

All questions that deal with a particular issue/topic

should be asked before proceeding to a new topic

Use branching questionsto direct respondents to

other questions


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FORMANDLAYOUT

Format, spacing and position are important

A questionnaire can be divided into several parts

All questions should be numbered

Questionnaires are sometimes pre-coded whereeach possible response to a question is associated

with a unique number (or letter)

Questionnaire should be serially numbered


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PRE-TESTING

Testing the questionnaire on a small sampleof

respondents to identify and eliminate potential

problems with [Question content, wording,

sequence, form and layout, question difficulty,

instruction]

After each significant revision of the questionnaire,

another pre-testshould be performed with a

different sample

Responses obtained should be codedand analyses


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OBSERVATIONALFORMS

Specify the who, what when, where, whyand way

of behaviour to be observed

Offers consistency, structure, completeness

how to prepare questionnaire

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