learning objectives 1 copyright © 2002 south-western/thomson learning questionnaire design chapter...

Learning ObjectivesLearning Objectives

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Copyright © 2002 South-Western/Thomson Learning

Questionnaire Design

CHAPTER

eleven

CHAPTER

eleven


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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.


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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.


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Questionnaire Defined

A set of questions designed to generate the data necessary for accomplishing the objectives of the research project. (interview schedule or control device)

The Critical Link

Positioned between the survey objectives and the respondent’s information.

Translates the objectives into specific questions to solicit information.

(See next figure.)

To understand the role of the questionnaire in the data collection process.

The Role of a Questionnaire


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Figure 11.1 The Questionnaire’s Pivotal Role in the Research Process

Questionnaire

DataAnalysis

Findings

Recommendations

ManagerialAction

Survey Objectives

RespondentInformation


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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 length

To become familiar with the criteria for a good questionnaire.

Criteria For a Good Questionnaire


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Does it meet Editing, Coding and Data Processing Requirements?

Making skip patterns

Code open-ended questions.




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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




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(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 11.2

(9)Final Copy

(10)Implementatio

n

The Questionnaire Design Process


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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

To learn the process for questionnaire design.

The Questionnaire Development Process


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Step Three: Determine the Question Response Format

• Open-ended Questions

• Close-ended Questions

• Dichotomous Questions

• Multiple Choice Questions

• Scaled-Response Questions

Pros and Cons to all of these




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Step Four: Decide the Question Wording

1. The wording must be clear.

2. Select words so as to avoid biasing the respondent.

3. Consider the ability of the respondent to answer the question.

4. Consider the willingness of the respondent to answer the question.




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What’s wrong with the following questions?

1. How do you like the flavor of this high-quality Maxwell House coffee?

2. What do you think of the taste and texture of this Sara Lee coffee cake?

3. We are conducting a study for Bulova watches. What do you think of the quality of Bulova watches?

4. How many days do you sleep until 8:00 a.m.?




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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” (e.g., recall) in the middle of the questionnaire.




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Step Five (Continued): Establish Questionnaire Flow and Layout

5. Insert “prompters” at strategic points (e.g., “only a few questions to go)

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.




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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?




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Step Seven: Obtain Approval of All Relevant Parties

Distribute copies to all parties with authority

Step Eight: Pretest (Trial) and Revise

Use the best interviewers




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Step Nine: Prepare Final Questionnaire Copy

Precise typing, instructions, spacing, numbering, and pre-coding must be set up, monitored, and proofread.

Step Ten: Implementing the Survey

Supervisor’s Instructions

Call record sheet




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Field Management Companies

Provide questionnaire outsourcing services

Software for Questionnaire Development

Examples in text

How software and the Internet are influencing questionnaire design.

Software and the Internet on Questionnaire Development


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Understanding questionnaire costs:

• Adding screeners can add to costs

• 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


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Figure 11.3 Actual Respondent Termination Patterns in Three Categories

Mouthwash

Gum

Leisure

10

8

6

4

2

0

1 4.9 9.7 14.6 19.4 24.3

Minutes


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• 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

learning objectives 1 copyright © 2002 south-western/thomson learning questionnaire design chapter...

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