Operationalisation

Dimensions example innovationDo people think the firm runs an innovative operationHow much innovation do they think is present at the firmWhat do they think causes itShould the government do anything to improve it?What should be done to improve it?What personally is the respondent willing to do?What do they think should be done to improve innovation?What do they feel should be done to improve innovation at the firm?

Ensure symmetry between closed question and its answersE.g. Do not ask Was the marketing strategy coherent, imaginative, seamless? and give options very poor, poor, average, good, very good.

Answers to the question as stated can be yes, no, maybe or do not know or equivalents)

Avoid negatione.g. a respondent asked to answer yes, no or other Should the United Kingdom not recognise separate retail and investment banking? may read over not, or answer yes and mean the United Kingdom should not separate retail and investment banking, or no and mean the same

Avoid technical terms or jargon(e.g. avoid Do you feel your marketing strategy alienates some potential customers?) or (e.g. Do you feel the influence of the FCA will be greater than that of the FSA?)

Avoid BiasIdentifying an orientation with a prestigious entity e.g. Do you agree with a recent study by the London School of Economics....

Avoid leading the respondent(e.g. avoid Do you agree that company X should develop an online marketing strategy...)

Respondent must be able to answerE.g. Respondent is unlikely to be able to answer questions on their direct experience of autism, if they have never met person with autism.Avoid stretching memory of respondent e.g. Unlikely to remember beyond six months.

Respondent must be willing to answerSensitive issues ~ e.g. asking about age, personal income, company secrets or whether a director has engaged in tax evasion is unlikely to encourage responseSimilarly, respondent may be unwilling to act as informant regarding some entity about which they have knowledgeAsking respondent to break confidentiality or privacy of some entity

Avoid subtle biasMore SupportAssistance to the poorHalting rising crime rateDealing with drug addictionSolving problems of big citiesImproving conditions of blacksProtecting social securityLess SupportWelfareLaw enforcementDrug rehabilitationAssistance to big cities

Assistance to blacksSocial securityRasinski (1989); in Babbie (1998)

Reflect the purpose of the studyE.g. Do you have a website? (crucial issue may be ownership, but have may relate to use of, access to, company website or one for business use, personal website)

Avoid double-barrelledE.g. avoid Do you believe your workforce pay and conditions suit your corporate strategy?

Summary: Questions must.....be Shortbe Relevantbe Very clear (avoid ambiguity e.g. specify actual frequency rather than use how often)Avoid technical or jargonavoid Negative items

avoid biased itemsavoid leading the respondentBe Questions respondent can answerBe Questions respondent is likely to be willing to answerSingle-barrelledNot promote social desirabilityReflect the purpose of the study

Questionnaire Structure ~ Questionnaires must....Be well-organisedBe unclutteredBe attractiveHave clear instructions At the start of the questionnaireAt the start of each sectionand should usually,begin with the most interesting questions to generate interest