11567 Final Question a Ire

8/9/2019 11567 Final Question a Ire

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FINAL LECTURE ON

QUESTIONAIRE

INSTRUCTOR

AMIT KUMAR LAL


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Types of Questions

The six major types of questions that most

questionnaires would generally use are-

.Open-ended.Dichotomous (2 choices)

.Multiple Choice

.Ratings or Rankings

.Paired Comparisons

.Semantic Differential, or other special types ofscales.

An open-ended question is one which leaves it to the

respondent to answer it as he chooses. An example is

What do you think of the taste of Brand X of Cola?

No alternatives are suggested. The answer can be in therespondents own words.


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Dichotomous questions

These are those which ask the respondent to choose

between two given alternatives.

The most common example of this is the yes or notype of questions Are you a user of Brand X toilet

soap? Yes or No are the alternatives given.

A third choice is sometimes added to dichotomous

questions such as Do you like Brand X of potato

chips? The choices given are Yes, no, andneither like nor dislike.

Sometimes, any other, please specify ______ is

used instead of neither like nor dislike.


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Multiple choice questions

These are extensions of dichotomous questions, exceptthat the alternatives listed number more than two. A

common example is as follows

Please tick against the factors which made you buy thisbrand of car :

.Reasonable Price

.Great Looks (Appearance)

.Fuel Economy

.Easy Availability of Service

.Any Other, please specify.

In the above question, more than one category can bechosen. In some multiple choice questions, only one

category is to be chosen. For example, look at thequestion below-

Please specify your age group-.Below 15.16-25

.26-40.Above 40

Only one of the above is to be chosen. It must be clear tothe respondent and the interviewer whether only onechoice is allowed, or more than one are allowed for amultiple choice question.

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Ratings or Rankings : This is a question of the type, Please

rate the following detergent brands on a scale of 1 to 7 in their

ability to clean clothes.

Brand A 1 2 3 4 5 6 7Brand B 1 2 3 4 5 6 7

Brand X 1 2 3 4 5 6 7

This is an example of rating. Ranking would have looked as

follows :

Please rank (1=Best, 2=next best, etc.) the following detergent

brands on their ability to clean clothes.

Brand A -----

Brand B -----Brand X -----

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Paired Comparisons

A special type of question is the paired comparison.

This requires the respondent to choose between pairs of

choices at a time. For example, there could be six brands of

colour TVs, Brands A, B, C, D, E, F. A respondent may be

asked to do a paired comparison to say which Brand is

better, but for only two Brands at a time.

He is given a table or a card with two brands written on it,

and has to choose the better brand, each time. This process

has to repeat for as many pairs as exist in the given set of

objects or brands.

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Semantic Differential

Another scale commonly used by marketing researchers

is called the semantic differential. This type of question

is similar to the rating scale. The only additional

feature is that a set of two adjectives forms the two

extreme points of the scale. For example, a product is

Easy to Use |----------------------| Difficult to UseExpensive |----------------------| Inexpensive

EasilyAvailable |----------------------| Not Easily Available

Convenient |-----|-----|-----|-----| Inconvenient

There may be several intermediate points between the

two extreme values of the scale. These could be coded1 to 5 or 1 to 7 or whatever the number of points is. A

commonly used 5 point scale is from Completely Agree

to Completely Disagree.

There may be questions based on other scales which are

standard or specially constructed. Some scales like the

Likert Scale or Thurston Scale are named after people

who invented them.

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Questionnaire for Soft Drink Concentrate Study

Q. No. _______

Date ----------

Centre _______

Dear Sir / Madam,

We are doing a brief survey to find out more about

consumer preferences regarding soft drink concentrate.

We would be grateful if you could spare a few minutes to

participate in it. Thank you for your cooperation.

.Do you use soft drink concentrate to make your own

soft drinks at home ?

Yes No

If yes, continue with Q.2. If No, Go To Q.9.

.Do you use liquid or powdered concentrate ? (Tick only

one)

Liquid

Powder

Both

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(Questionnaire, contd.)

.Which type of concentrate do you prefer out of thefollowing ?

Concentrate with sugar added

Concentrate without sugar added

.What are the occasions when you use soft drinkconcentrate to make soft drinks ?

(Tick only one)

Regularly, all year round

Regularly, only in summer

Occasionally, all year round

Occasionally, only in summer

.Do you serve it to guests ?

Yes No Depends on the guest

.Which brand do you use ?

Rasna Brand X Brand Y

Any other (please specify) _______________

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.Please rate the brand you use on the following

attributes, on a scale of 1 to 7 (7=Very Good,

1=Very poor).

1 2 3 4 5 6 7Availability |-------|------|------|------|-------|-------|

Taste |-------|------|------|------|-------|-------|

Convenience |-------|------|------|------|-------|-------|

Price |-------|------|------|------|-------|-------|

.Any other comments on the brand you use ?_______________________________________________________

_______________________________________________________

__

_______________________________________________________

After Q. 8, Go To DemographicsQ.11.


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NONUSERS

.Do you consume any of the following regularly ? (You may

tick more than one)

Yes No

Fruit Juice Squash

Bottled Soft Drinks

Tea

Coffee

Nimbu Pani

Buttermilk

.What are the reasons for not using soft drink concentrate ?

(You may tick more than one)

Does Not Taste Good

Expensive Chemical Additives

Does not Contain Natural Fruit Juice

Not Available Easily

No Nutritional Value

Any other (Please Specify)

_______________________________________________

_________________________________________________

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DEMOGRAPHICS

Please let us know a little more about

yourself.

Your age groupLess than 25

26 40

41 50

Over 50

Your monthly household incomeLess than 5000 Rupees/Month

5001 to 10,000 Rupees/Month

10,001 to 15,000 Rupees/Month

Over 15,000 Rupees/Month

Address :

_____________________________________

______________________________

_____________________________________

_____________________________________

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Critically examine the questionnaire above to suggest

improvements in any of the questions or the scales or the

choices given in the multiple choice questions.

Some hints for discussing the merits and demerits of the

above questionnaire

.Are the income and age categories adequate for analysis of the data? (Questions 11 and 12)

.Is the 7 point scale used in Question 7 easy to

understand? Is it appropriate? Adequate?

.Should there be an open-ended question number 8?

Why?.Have we left out anything? Such as who decides on the

brand to buy (for users)? Who decides to buy/use

substitutes (for non-users)?

.Should we also ask which family members drink the

soft drink (for users) made from concentrate?.Should we ask the convenience and price questions

separately (Question 7) and differently? What exactly do

we want to know from respondents regarding price? Are

we getting the answer?

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Good Questionnaires and Bad Questionnaires

In general, a questionnaire is good if it measures

what it set out to measure (ie., it is VALID) and

does it in an efficient manner.

Usually, a questionnaire goes through various stagesbefore it is used in the field.

y Listing of information needs

y Conversion into questions with suitable scales

of measurement

y Sequencing of questions into a logical order

y Trying it out in a pre-test on a handful of

respondents in a convenience sample or a field

sample

y Modifications in the wording, scale or

sequence as a result of the pre-test, and then

y Preparation of the final draft for the actualstudy

are the usual steps involved. Most faults in a

questionnaire would be ironed out in this process if

followed meticulously.

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Blank Output Formats/Tables

Problems in a typical study stem from a lack of

sufficient thought given to the analysis required in

advance.

The solution for this is to prepare blank output

formats for each question on the questionnaire,

before doing the field work.

In many cases, the value of the research increases

manifold by slightly modifying the scale or

wording of the questions asked. Remember, it is

cheaper to modify the questionnaire in advance

than think about what could have been done after

the study is over.

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11567 Final Question a Ire