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QUESTIONNAIRE DESIGN: QUESTIONNAIRE DESIGN: AN INTRODUCTIONAN INTRODUCTION
By Lizzette Rojas, PhDand Flordeliz Serpa, PhDNon-Profit Evaluation & Resource Center, Inc. (NPERCI)
Lizzette Rojas, Lizzette Rojas, PhDPhD
Dr. Rojas has over seventeen years of experience in the area of evaluation research of health, education, and social services programs. She is the Chief Operating Officer of Non-Profit Evaluation & Resource Center, Inc.
Flordeliz Serpa, Flordeliz Serpa, PhDPhD
Dr. Serpa is an accomplished researcher and program evaluator. She has applied her skills to organizations in both the public and private sectors. Dr. Serpa is the Chief Executive Officer of Non-Profit Evaluation & Resource Center, Inc.
Learning Learning ObjectivesObjectives
To understand a questionnaire’s cultural, psychological, economic, and political context
Learn how to ask valid questions and how to ask them correctly
What Is A What Is A Questionnaire?Questionnaire?
A tool for collecting information to describe, compare, or explain an event or situation, as well as, knowledge, attitudes, behaviors, and/or sociodemographic characteristics on a particular target group.
Questionnaire General Questionnaire General FormatFormat
Self-administered (by mail or personal contact)
In person (face-to-face)Telephone interviews
The Questions or The Questions or ItemsItems
Are the focus on any survey or questionnaire
It is crucial to know how to ask the questions in written and spoken form
The way you ask the questions determines the answers
Questions Questions ContextContext
Identify the questionnaire’s specific purpose(s)
Clarify the terms used to state the questionnaire’s purpose(s)
Be sure to have the specific objectives of the questionnaire
Know the respondents
Questions Questions ContextContextStandardize the interviewer
Standardize the response format
Ask questions in a social, cultural, and economic context
Keep confidentiality and voluntary participation
Include a letter of introduction or presentation
Questions Questions FormatFormat
Open questions - more information but difficult to codify, enter, and analyze
Closed questions - less information but easy to codify, enter, and analyze
Choices And Choices And Measurement Of Measurement Of
ResponsesResponsesNominal or categorical choices
OrdinalNumerical
How To ObtainHow To ObtainValid InformationValid Information
Ask purposeful questionsAsk concrete questionsUse time periods based on importance of the questions
Use conventional language
How To ObtainHow To ObtainValid InformationValid Information
Use complete sentencesAvoid abbreviationsReview questions with experts and potential respondents
Use shorter questions
How To ObtainHow To ObtainValid InformationValid Information
Avoid two-edged questionsAvoid negative questionsAdopt/adapt questions used successfully in other questionnaires
Suggested Suggested ReadingsReadings
How to Conduct Surveys by Fink and Kosecoff, Sage Publications, 1998
Survey Research by Roger Sapsford, Sage Publications, 1999
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