met sem3 6- questionnaire design bhavesh
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Questionnaire Design
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Questionnaire designthe issues
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Conflicting requirements: The Hats ToWear
Satisfying different parties an uphill task
Clients InformationRequirements
ResearchObjective
And Design
Researcher
Data
TreatmentInterviewers
Respondents
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Questionnaire designthe process
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QUESTIONNAIRESome Thoughts
A study of the questionnaire must clearly bring out the scope of thestudy
It should be possible to conclude on
the respondent categories covered the possible biases/limitations
the method of analysis to help draw inference/conclusions
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QUESTIONNAIRESome Thoughts
Only the questions listed in the questionnaire will be asked;
nothing more, nothing less
Questions will be asked exactly as they are worded
Questions will be asked in the same order as they appear in thequestionnaire or in the order in which instructed to be asked
Responses will be noted down exactly the way they are designed
to be obtained in the questionnaire
Ensures cooperation, response reliability Interview time - optimum
Keep in mind the profile of the consumers being visited
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QUESTIONNAIREDesign Process
1. Specify information sought from the questionnaire
2. Target audience for the study
3. Questions Sequence
4. Content (information required) of each question
5. Wording of each question6. Layout of the questionnaire
7. Form of response for each question
8. Aids required for each question
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Starting Point
Market Research Proposalincorporating the final research
plan.
Specifically, the detailed information requirements, the
coverage plantarget group, sample quotas.
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Target audience for the study: TypicalProblem
It is proposed to carry out a study among men
on awareness, usership and attitude towards
Shaving Cream
Situation 1 : Large metro, SEC A,B
Situation 2 : Class 1 town in Orissa, SEC A,B
Situation 3 : Village with population 5000 in UP
Discuss questionnaire characteristics in each situation
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Questionnaire structure - the funnel
WARM UP
GENERAL
PARTICULAR
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Applying the funnel
Which ever heard of Q1 (spontaneous)
Which of these ever heard of Q2 (prompted)
Which of these ever tried Q3 (usage)
Which of these use nowadays Q4
Which of these use most often Q5
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Questionnaire structure
General attitudes/beliefs
Screening questions
Classification data
User-ship questions
Sensitive questions
Introduction
General survey questions
Closing and thanks
Order of asking
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Questionnaire structure
General attitudes/beliefs
Screening questions
Classification data
Usership questions
Sensitive questions
Introduction
General survey questions
Closing and thanks
Order of asking
5
2
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3
6
1
4
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Questions sequence
An important aspect of the questionnaire
Ensures cooperation, reliability of response
Non- attention to sequence will confuse the interviewerand respondent alike
Sequence is based not only on logic, but also on researchobjective
Wrong sequencing may lead to highly biased response.
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Questions sequence
Sequence helps in easy and correct implementation of the interviewin the field
Some common practices Personal data or sensitive questions asked at the end
First question carefully chosen, in keeping with the respondents
profile, ensuring cooperation, ensuring no bias/offence is created. Questions move from being general to specific and
From being simple to more complex (behaviour or factual informationasked before attitudinal or psychographic questions)
Major objective covered in the early part
When battery of statements is exposed, better to rotate order across
respondents to avoid effect of Primacy
Recency
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Questions sequence
Sequence also helps in demarcating questions relevant fordifferent respondent categories.
Flow Chart preparation is the first step before the first questionof the questionnaire is written.
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Questionnaire content
Develop questionnaire objectives before writing thequestionnaire.
While listing questionnaire objectives/ content, thought must
be given on possible difficulties/hurdles/biases in ascertainingthe desired information.
Research objectives may get modified because ofquestionnaire objectives (content)
Specific information to be obtained from a question. Thismay lead to breaking up of a question to two or more sub-questions. Example : Probing open ended questions
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Question wording
Question in MR can be defined as Elucidation of a situation so as to ensurerespondents unbiased response
Question must be** unambiguous
** easy to be understood by respondent** short and crisp, not too long** not highly personalized** such to tickle the enthusiasm of respondent to respond** such to encourage respondent
to respond without fear or shyness
** such to reveal the seriousness of the researcher** not be double barreled (two questions in one)** not be leading (e.g. was shopping there a great experience vs. what
was your opinion of the shopping experience)
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Question wording
* Most critical aspect of the study
* Substantial piloting exercise required
* Must take into account all the respondent types
* Translation to any language has identical implication and impact
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Questionnaire layout
This comprises
Space between questions, sufficient to note down responses
Smooth flow to help interviewer to proceed with the interview
as required Differentiates instructions to interviewer and questions to be
asked
Takes into account the environment where the questionnairewill be filled up
Type of paper used
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Questionnaire layout
This essentially leads to involved participation of bothinterviewer and respondent
One can judge/can get confidence on the response quality
This also reflects the interest or involvement of theresearcher, planning the study
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Routingsome basics
Simple routing comes from SINGLE code questions
Q1. Do you own a car?
Yes..................................1 ASK Q2-Q10
No...................................2 SKIP TO Q11
Q2. Does your car run on petrol or diesel?
Petrol...............................1 ASK Q3-Q6, THENGO TO Q11
Diesel..............................2 ASK Q7-Q10,CONTINUE WITH Q11
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Q1. How did you travel to work today? (One code only)
Walked most of the way 1
By Car most of the way 2
By Sky Train most of the way 3
By Bus most of the way 4
By Taxi most of the way 5
Routingsome basics
If respondent travelled by sky-train or by taxi, close interview. If
the respondent travelled by bus, car or walked, continue interview
Walked most of the way 1 Q2
By Car most of the way 2 Q2
By Bus most of the way 3 Q2
By Sky Train most of the way 4 Close
By Taxi most of the way 5 Close
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Routingmultiple filters
Multiple filters cause problems ....e.g.
ASK Q24 IF REGULAR BUYER (CODE 4 AT Q9) AND IF BRAND LOYAL (CODE6, 7 AT Q10) AND IF MAIN STORE IS SUPERMARKET (CODES 4-8 AND X, VAT Q17)
Examine questionnaire structureExamine need for heavy filterWrite a help-sheet if needed
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Routinglong check backs
Avoid long check-backs - repeat the relevant questioninstead or design a help sheet or use summary questionsheet
Use different version of the questionnaire, or different colouredsections to guide interviewers/respondents
Think carefully about the structure in advance - would a differentorder simplify things?
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Form of response
Open-ended or Close ended
Need of aids
Rating or Ranking
Scaling response
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Open And Close Ended Questions
Open - ended Close - endedQuestion is left 'open'Respondent is given the liberty torespond in his/ her own words Alternative responses areprovided to the respondentResponse has to be taken downverbatim
Respondent has to choose one/ more or none of theresponses provided
Typically requires probing by theinterviewer so as to avoid theobvious responses All responses need to beexposed to the respondent
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Open and close ended questions
The differentiation is meaningful only for question pertainingto attitude/behaviour
Both approaches have relevant objectives and limitations
If the question content is a major research objective, both
are incorporated in the same questionnaire, either followingthe other
Interval alternatives for personalized questions can elicitmore reliable responses
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Open-ended questions
When to use open-ended questions:
for fuller answers
allows respondents to express themselves in their own words
useful for when you cant put together an exhaustive list of possible
responses
Some points to remember
Ensure respondent can verbalise
Allow plenty of room on questionnaire
Give explicit probes, if appropriate, but DO NOT PROMPT!
Probe: Anything else Why do you say that
Prompt: Was that because of X? Was colour important to you?
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Open-ended questions
Q. Why do you use X most often?
Q. What do you particularly like about Y?
Q. How could Bank Z improve the service it provides?
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Closed/pre-coded questions
Different types of closed/pre-coded questions:
Simple yes/no
List (spontaneous)
List: read out/show card (prompted)
List: plus Other specify... (spontaneous/prompted)
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Answers/pre-codes
Just as important as the questions
Issues to take into account
do the answers cover all (or most) of the
possibilities?
are they mutually exclusive?
how much interpretation is needed by interviewer
or respondent?
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Answers/pre-codes
What kinds of soap do you use nowadays?
DoveImperial Leather
Luxetc.
What do you take into account when buying a
TV? Brand namePrice
Value for moneyAdded features
etc.
SIMPLE COMPLEX
Easy to compile full listNeed to think carefully about answers
Qual will help
Long lists can be daunting
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Aids For Response
Aids are needed to
focus the respondents attention on the subject being discussed -ad., product, pack
create awareness of respondent on the situation/environment
create respondents interest
increase credibility of the interview
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Non-response
Make sure you can properly define the non-response category
Example: Whats wrong with this?
Where have you been on holiday in the last five years?
Italy......1
Hong Kong..2
Australia..3
USA.....4
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Non-response
A non-response could beg a number of questions
Examples of responses often missed
- none
- not applicable
- other- it varies
- It depends
- dont know
- Never
Any blank response could be due to any number of reasons
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None, Dont Know (DK), Other
On a set of tables you may see QNA (Question Not Answered)
- Need to be sure it is genuine
- did the interviewer really not ask the question?
- did the respondent refuse to answer?
For all types of question, behavioural and attitudinal, ensure all possibleresponses covered:
Scales (e.g. agree/disagree) : include DK or N/APre-defined list : include none, DK and other
Sensitive questions (e.g. income) : include refused
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Questionnaire Length and RespondentFatigue
Controlling the length of the questionnaire is an important aspect andexplains the goodness of the researcher.
Always question two things:
o Sufficiencyo Efficiency
Need to separate nice - to - know Vs need - to - know
In my opinion, any questionnaire should not exceed 25 minute in length However, clients often put pressure to keep adding questions