Chapter Ten

10-1

The Role of the Questionnaire

Key Terms & Definitions

A Questionnaire:Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument.

10-2

The Questionnaire Design Process

10-3Key Terms & Definitions

Determine Survey Objectives, Resources, and Constraints

Determine the Data Collection Method

Determine the Question Response Format

Decide on the Question Wording

Establish Questionnaire Flow and Layout

As directed by management

Shaped by time & budget

Knowledge of respondent

Remember dos and don’ts

Questions should flow logically

Key Questionnaire Issues

10-4Key Terms & Definitions

Evaluate the Questionnaire

Obtain Approval of all Relevant Parties

Pretest and Revise the Questionnaire

Prepare the Final Copy

Implement the Survey

For length, missing & unnecessary questions, etc

Ensure manager buy-in

Test & revise questions

Decide on format/layout

Mail, telephone, etc.

Key Questionnaire Issues

10-5Key Terms & Definitions

• Objectives—Outline of the decision-making information required

• Resources—Budget in terms of money, time, and personnel

• Constraints—The budget and other requirements

1. Survey Objectives, Resources, and Constraints

Key Terms & Definitions10-6

The data collection method will have a major impact on the questionnaire design and the project’s time and money budget.

Examples:– In-person--such as mall intercept– Telephone– Mail or other self-administered– Internet

2. Data Collection Method

Key Terms & Definitions10-7

Questions to which the respondent replies in his or her own words.

Probed vs. unprobed.

Questions requiring respondents to choose from a list of answers.

• Dichotomous: Choice is between two answers.• Multiple Choice: Choice is among three or more options.• Scaled Responses: Designed to capture the intensity of

respondent’s feelings.

3. The Response Format

10-8Key Terms & Definitions

The Nuances of Probing

10-9Key Terms & Definitions

The Nuances of Probing

10-10Key Terms & Definitions

• Request for elaboration: • “Give me an example of…”

• Request for word association: • “What do you mean by…?”

• Request for clarification:• “How does that differ from…?”

• Request for comparison: • “How is _____ similar to _____?”

• Request for classification: • Where does _______ fit?”

Scaled Response

Scaled Response Questions:

A type of closed-ended question in which the response choices are designed to capture the intensity of the respondent’s feeling.

10-11Key Terms & Definitions

• Make sure the wording is clear

• Avoid biasing the respondent

• Consider the respondent’s ability to answer the questions

• Consider the respondent’s willingness to answer the question

Key Terms & Definitions10-12

4. Question Wording

• Be as brief as is appropriate for your audience.• Use clarity in wording. • Be grammatically simple.• Be focused on a single issue or topic.• Use the respondent’s core vocabulary.• Use plenty of white space between the questions.• Number the questions.• Questions should be interpreted equally by

respondents.

• Be as brief as is appropriate for your audience.• Use clarity in wording. • Be grammatically simple.• Be focused on a single issue or topic.• Use the respondent’s core vocabulary.• Use plenty of white space between the questions.• Number the questions.• Questions should be interpreted equally by

respondents.

Questionnaire Dos

10-13Key Terms & Definitions

• Biasing the respondent• Using loaded or leading phrasing• Using words overstating the condition• Assuming criteria that are not obvious• Using a specific example for a general case• Being beyond the respondent's ability to

answer• Requiring the respondent to guess at a

generalization• Asking for specifics when only generalities will

be remembered

• Biasing the respondent• Using loaded or leading phrasing• Using words overstating the condition• Assuming criteria that are not obvious• Using a specific example for a general case• Being beyond the respondent's ability to

answer• Requiring the respondent to guess at a

generalization• Asking for specifics when only generalities will

be remembered

Key Questionnaire Don’ts

10-14Key Terms & Definitions

Screeners - Qualifying Questions:• Ask general questions first--establish respondent “buy-in”• Basic questions that lay the groundwork for upcoming questions• Example: “Have you shopped at the Gap in the past month?”

Warm-ups - First Few Questions:• Gets the respondent thinking about the topic at hand• Establishes parameters about the respondents’ attitudes, behavior,

etc.• Example: “How often do you go shopping?”

Transitions - First Third of the Questions:• Questions that set the tone for the more difficult questions to come• Example: “Now I’m going to ask you some more difficult questions”

5. Questionnaire Flow and Layout

10-15Key Terms & Definitions

Complicated - Second Third of the Questions:• Use of rating scales for attributes, attitudes, beliefs, opinion, etc• Tackling controversial issues• Example: “How would you rate your boss’ performance?” (scale 1 to

10)

Classification - Last Third of the Questions:• Personal & demographic type questions – more invasive• Example: “What is your religion?”

5. Questionnaire Flow and Layout

10-16Key Terms & Definitions

Screening Questions

10-17Key Terms & Definitions

• Is the question necessary?

• Is the questionnaire too long?

• Will the questions provide the information needed to accomplish the research objectives?

Key Terms & Definitions10-18

6. Evaluate the Questionnaire

1. Avoid abbreviations, slang, or uncommon words that your audience might not understand.

2. Be specific. Vague questions generate vague answers.

3. On the other hand, don’t overdo it. 4. Make sure your questions are easy to answer. 5. Don’t assume too much.6. Watch out for double questions and double

negatives. 7. Check for bias.

Key Terms & Definitions10-19

Tips for Writing a Good Questionnaire

1. Use index cards in the initial survey design.

2. Make language appropriate to the population being surveyed.

3. Remember that length matters.

4. Pretest and monitor, monitor, monitor.

5. Know your interviewers.

6. Don’t expect rocket science.

Key Terms & Definitions10-20

Six Secrets of Good Questionnaire Design

7. Obtain approval of all relevant parties.

8. Pretest and revise.

9. Prepare final questionnaire copy.

10. Implement the survey.

Key Terms & Definitions10-21

The Last Four Steps

A study’s objectives are its first and most important consideration.

Key Terms & Definitions10-22

All About the Objectives

Will this questionnaire generate data that fully addresses the objectives of this study?

Will this questionnaire generate data that fully addresses the objectives of this study?

Each question should be clearly written, in plain English, free of jargon, and without ambiguity.

Key Terms & Definitions10-23

All About the Objectives

Ask exact questions.Review the questionsAdminister the questions to a test audience.

Ask exact questions.Review the questionsAdminister the questions to a test audience.

Write questions in a conversational style.

Key Terms & Definitions10-24

All About the Objectives

Read the questions out loud and listen to how it sounds. It should “sound” conversational.

Read the questions out loud and listen to how it sounds. It should “sound” conversational.

Every questionnaire should have a logical flow to it and should make intuitive sense as the respondent moves from one question to the next.

Key Terms & Definitions10-25

All About the Objectives

Approach the subject in a consistent manner from awareness to expectations to purchase decisions and more.

Approach the subject in a consistent manner from awareness to expectations to purchase decisions and more.

The cost of wearing out your welcome is always high.

Key Terms & Definitions10-26

All About the Objectives

Value your respondents time. This is the most difficult part of balancing the questionnaire to get the answers you need.

Value your respondents time. This is the most difficult part of balancing the questionnaire to get the answers you need.

Supervisor’s Instructions

Supervisor’s Instructions:

Written directions to the field service firm on how to conduct the survey.

10-27Key Terms & Definitions

• QFact, On-Line Communications, and Direct Resource are examples of these suppliers.

• Of course, use of these suppliers has limitations that have to be considered.

10-28Key Terms & Definitions

Field Management Companies

Firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection.

The Internet ImpactOn Questionnaire Development

EmailSurveys Internet

SurveysCost &

Profitability Software

The Internet Impact

10-29Key Terms & Definitions

• Consistency of the questionnaire’s appearance is easier to achieve.

• The questionnaire can be checked for typos easily.

• The survey can be created quickly.

• Skip patterns can be efficiently established.

• The survey can be distributed quickly for expert review and input.

The Internet Impact

10-30Key Terms & Definitions

• Overreliance on electronic survey construction can lead to the researcher’s getting sloppy as he/she might think the software will do the work and correct any errors.

• The researcher might feel less connected to the process.

• Multiple versions of the survey might get circulated/distributed.

The Internet Impact

10-31Key Terms & Definitions

Roadblocks That Add to Research Costs

10-32Key Terms & Definitions

10-33

Key Terms & Definitions

• Questionnaire• The Questionnaire Design Process• Survey Objectives• Open-ended Questions• Closed-ended Questions• Dichotomous Questions• Multiple Choice Questions• Scaled Response Questions• Clarity in Wording• Questionnaire Dos• Questionnaire Don'ts• Respondent Biasing

Links and button are active when in “Slide Show Mode”Key Terms & Definitions

• Questionnaire Design Issues• Respondent’s Willingness to Answer• Questionnaire Flow• Screeners• Prompters• Necessary Questions • Approval by Managers• Pretest• Supervisor’s Instructions• Field Management Companies• The Internet Impact• Questionnaire Costs and Profitability