questionnaire design. “it is not every question that deserves an answer.” publius syrus (roman,...
TRANSCRIPT
Questionnaire DesignQuestionnaire Design
“It is not every question that deserves an answer.”
Publius Syrus(Roman, 1st century B.C.)
A QUESTIONNAIRE IS ONLY AS GOOD
AS THE QUESTIONS IT ASKS
Major Decisions in Questionnaire Design
What should be asked?How should each question be phrased?In what sequence should the questions be
arranged?What questionnaire layout will best serve
the research objectives?How should the questionnaire be pretested?
Does the questionnaire need to be revised?
Phrasing Questions
• Open-ended questions
• Fixed-alternative questions
Specify the Information Needed
Specify the Type of Interviewing Method
Determine the Content of Individual Questions
Design the Question to Overcome the Respondent’s Inability and Unwillingness to Answer
Decide on the Question Structure
Determine the Question Wording
Arrange the Questions in Proper Order
Questionnaire Design Process
Identify the Form and Layout
Reproduce the Questionnaire
Eliminate Bugs by Pretesting
Questionnaire Design Process (continued)
Types of Questions
Unstructured
Questions
Structured
MultipleChoice
Dichotomous Scales
Broad or General Questions
Narrow or Specific Questions
The Funnel Approach to Ordering Questions
3 Common Question Displays on a Computer Screen
• Radio buttons
• Drop-down boxes
• Open-ended boxes
Questionnaire Design Check List
Step 1: Information NeededEnsure info obtained fully addresses all
components of the problemMust have clear idea of the target
population
Step 2: Interviewing MethodEnsure that the proper interviewing method
is being used given the study objectives
Questionnaire Design Check List
Step 3: Individual QuestionsIs each question necessary?Is each question unambiguous?Are the proper number of questions
needed to measure a particular construct being asked?
Questionnaire Design Check List
Step 4: Inability/Unwillingness to AnswerIs the respondent informed?Can the respondent remember?Can the respondent articulate?Is the information sensitive?Make the information request legitimate.Minimize effort required of respondent.
Questionnaire Design Check List
Step 5: Question StructureUse structured questions whenever possible.Response alternatives should include all
possible answers.Response alternatives should be mutually
exclusive.If, on a particular question, a large % of
respondents may be expected to be neutral, include a neutral alternative.
Questionnaire Design Check List
Step 6: Question WordingUse ordinary words.Avoid ambiguous words (usually, probably,
normally, etc.)Do not use leading questions.Avoid implicit assumptions.Use positive and negative statements as much
as possible.
Questionnaire Design Check List
Step 7: Question OrderQualifying questions first.General questions before specific questions.Use logical order.Demographics?
• Beginning of questionnaire• End of questionnaire
Questionnaire Design Check List
Step 8: Form & LayoutDivide questionnaire into multiple partsNumber each question?Precode the questionsKeep scale questions in same general vicinityAvoid temptation to “fill the blank spaces”
Questionnaire Design Check List
Step 9: Questionnaire ReproductionProfessional appearanceBooklet format for long questionnairesPlace directions as close to the questions as
possibleExpect reproduction errors
Questionnaire Design Check List
Step 10: PretestingAlways try to pretest firstTest everythingPretest sample should be extremely similar to
test samplePretest using same methodology as the main
testIf make changes to questionnaire, or
methodology, pretest again before main test.