Chapter 6Using QuestionnairesSystems Analysis and DesignKendall and KendallFifth Edition

Major TopicsQuestion typesScalesValidity and reliabilityFormatting the questionnaireAdministering the questionnaireWeb questionnaires

QuestionnairesQuestionnaires are useful in gathering information from key organization members aboutAttitudesBeliefsBehaviorsCharacteristics

When to Use QuestionnairesQuestionnaires are valuable ifOrganization members are widely dispersedMany members are involved with the projectExploratory work is neededProblem solving prior to interviews is necessary

Question TypesQuestions are designed as eitherOpen-endedTry to anticipate the response you will getWell suited for getting opinionsUseful in explanatory situationsClosedUse when all the options may be listedWhen the options are mutually exclusive

Open-Ended and Closed Questions

Open-ended

Closed

Slow

Speed of completion

Fast

High

Exploratory nature

Low

High

Breadth and depth

Low

Easy

Ease of preparation

Difficult

Difficult

Ease of analysis

Easy

Questionnaire LanguageQuestionnaire language should beSimpleSpecificFree of biasNot patronizingTechnically accurateAddressed to those who are knowledgeableAppropriate for the reading level of the respondent

ScalesScales are devised toMeasure the attitudes or characteristics of respondentsHave respondents act as judges for the subject of the questionnaire

Measurement ScalesThere are four different forms of measurement scales:NominalOrdinalIntervalRatio

Nominal ScalesNominal scales are used to classify things into categoriesIt is the weakest form of measurementData may be totaledWhat type of software do you use the most?1 = Word Processor2 = Spreadsheet3 = Database4 = An Email Program

Ordinal ScalesAllow classificationOrdinal scales also imply rank orderingThere is no difference between the importance of the choicesThe support staff of the Technical Support Group is:1. Extremely Helpful2. Very Helpful3. Moderately Helpful4. Not Very Helpful5. Not Helpful At All

Interval ScalesAn interval scale is used when the intervals are equalThere is no absolute zeroExamples of interval scales include the Fahrenheit or centigrade scale

How useful is the support given by the Technical Support Group?NOT USEFUL EXTREMELY AT ALLUSEFUL 1 2 3 4 5

Ratio ScalesThe intervals between numbers are equalRatio scales have an absolute zero Approximately how many hours do you spend on the Internet daily?0 2 4 6 8

Guidelines for Using ScalesUse a ratio scale when intervals are equal and there is an absolute zeroUse an interval scale when intervals are equal but there is no absolute zeroUse an ordinal scale when the intervals are not equal but classes can be rankedUse a nominal scale when classifying but not ranking

Validity and Reliability Questionnaires must be valid and reliableReliability of scales refers to consistency in responseGetting the same results if the same questionnaire was administered again under the same conditionsValidity is the degree to which the question measures what the analyst intends to measure

Problems With Scales There are three problems associated with poorly constructed scales:LeniencyCentral tendencyHalo effect

LeniencyCaused by easy ratersA solution is to move the average category to the left or right of center

Central TendencyCentral tendency occurs when respondents rate everything as averageImprove by making the differences smaller at the two endsAdjusting the strength of the descriptorsCreating a scale with more points

Halo EffectWhen the impression formed in one question carries into the next questionSolution is to place one trait and several items on each page

Formatting the QuestionnaireGood response rates can be achieved with consistent control of questionnaireFormatStyleMeaningful orderingClustering of questions

Questionnaire FormatWhen designing questionnairesAllow ample white spaceAllow enough space for responses to be typed for open-ended questionsAsk respondents to clearly mark their answersUse objectives to help determine formatBe consistent in style

Order of QuestionsMost important questions go firstSimilar topics should be clustered togetherRandomization of questions tries the patience of respondentsControversial questions should be positioned after less controversial questions

Web Form QuestionnairesControls (fields) used on Web formsSingle line text boxScrolling text box, used for one or more paragraphs of textCheck box for yes-no or true-false answersRadio button for mutually exclusive yes-no or true-false answersDrop-down menu for selection from a listSubmit or Clear buttons

Methods of Administering the QuestionnaireMethods of administering the questionnaire includeConvening All concerned respondents together at one timePersonally administering the questionnaireAllowing respondents to self-administer the questionnaireMailing questionnairesAdministering over the Web or via email

Electronically Submitting QuestionnairesAdministering a questionnaire electronically has many benefitsReduced costsCollecting and storing the results electronically