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Copyright © 2008 by Nelson, a division of Thomson Canada Limited
Chapter
13
Part 3
Measurement Concepts
QUESTIONNAIRE DESIGN
LEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVES
1. To value the importance of proper wording of questions in questionnaire design
2. How decisions about the data collection methods (mail, Internet, telephone, or personal interviews) will influence question format and questionnaire layout
3. To understand the difference in the design and use of open-ended response questions and fixed-alternative questions
4. To follow the guidelines that help prevent the most common mistakes in questionnaire design
What you will learn in this chapter
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–1
LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)
5. To discuss how the proper sequence of questions may improve a questionnaire
6. How to plan and design a questionnaire layout
7. How to pre-test and revise a questionnaire
8. The additional efforts required in designing questionnaires for global markets
What you will learn in this chapter
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–2
• The importance of question wording is easily The importance of question wording is easily overlookedoverlooked
• Questionnaire design is one of the most critical Questionnaire design is one of the most critical stages in the survey research processstages in the survey research process
A Survey Is Only As Good As the Questions It A Survey Is Only As Good As the Questions It AsksAsksA Survey Is Only As Good As the Questions It A Survey Is Only As Good As the Questions It AsksAsks
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–3
• A researcher planning a questionnaire’s design A researcher planning a questionnaire’s design will need to make several decisions:will need to make several decisions:What should be asked?How should questions be phrased?In what sequence should the questions be
arranged?What questionnaire layout will best serve the
research objectives?How should the questionnaire be pre-tested? Does the questionnaire need to be revised?
Questionnaire Design: An Overview of the Questionnaire Design: An Overview of the Major DecisionsMajor DecisionsQuestionnaire Design: An Overview of the Questionnaire Design: An Overview of the Major DecisionsMajor Decisions
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–4
• Questionnaire RelevancyQuestionnaire RelevancyA questionnaire is relevant if no unnecessary
information is collected and only the information needed to solve the marketing problem is obtained
• Questionnaire AccuracyQuestionnaire AccuracyAccuracy means that the information is reliable and
valid
What Should Be Asked?What Should Be Asked?What Should Be Asked?What Should Be Asked?
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–5
• Open-Ended Response versus Fixed-Open-Ended Response versus Fixed-Alternative QuestionsAlternative QuestionsOpen-ended response question
A question that poses some problem and asks the respondent to answer in his or her own words
Fixed-alternative question A question in which the respondent is given specific, limited-
alternative responses and asked to choose the one closest to his or her own viewpoint
How Should Questions Be Phrased?How Should Questions Be Phrased?How Should Questions Be Phrased?How Should Questions Be Phrased?
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–6
• Types of Fixed-Alternative QuestionsTypes of Fixed-Alternative QuestionsSimple-dichotomy (dichotomous-alternative)
question A fixed-alternative question that requires the respondent to
choose one of two alternatives
Determinant-choice question A fixed-alternative question that requires the respondent to
choose one response from among multiple alternatives
Frequency-determination question A fixed-alternative question that asks for an answer about
general frequency of occurrence
How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–7
• Types of Fixed-Alternative Questions (cont’d)Types of Fixed-Alternative Questions (cont’d)Checklist question
A fixed-alternative question that allows the respondent to provide multiple answers to a single question by checking off items
How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–8
• Phrasing Questions for Self-Administered, Phrasing Questions for Self-Administered, Telephone, and Personal Interview SurveysTelephone, and Personal Interview SurveysQuestions for mail, Internet, and telephone surveys
must be less complex than those used in personal interviews
Questionnaires for telephone and personal interviews should be written in a conversational style
How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)How Should Questions Be Phrased? (cont’d)
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–9
• Avoid Complexity: Use Simple, Conversational Avoid Complexity: Use Simple, Conversational LanguageLanguageWords used in questionnaires should be readily
understandable to all respondents
The Art of Asking QuestionsThe Art of Asking QuestionsThe Art of Asking QuestionsThe Art of Asking Questions
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–10
• Avoid Leading and Loaded QuestionsAvoid Leading and Loaded QuestionsLeading question
A question that suggests or implies certain answers
Loaded question A question that suggests a socially desirable answer or is
emotionally charged
Counterbiasing statement An introductory statement or preamble to a potentially
embarrassing question that reduces a respondent’s reluctance to answer by suggesting that certain behaviour is not unusual
The Art of Asking Questions (cont’d)The Art of Asking Questions (cont’d)The Art of Asking Questions (cont’d)The Art of Asking Questions (cont’d)
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–11
• Avoid Leading and Loaded Questions (cont’d)Avoid Leading and Loaded Questions (cont’d)Split-ballot technique
Using two alternative phrasings of the same questions for respective halves of a sample to elicit a more accurate total response than would a single phrasing
The Art of Asking Questions (cont’d)The Art of Asking Questions (cont’d)The Art of Asking Questions (cont’d)The Art of Asking Questions (cont’d)
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–12
• Avoid Double-Barrelled ItemsAvoid Double-Barrelled ItemsDouble-barrelled question
A question that may induce bias because it covers two issues at once
• Avoid Making AssumptionsAvoid Making AssumptionsAvoid questions with built-in assumptions
• Avoid Avoid Burdensome Questions That May Tax the Burdensome Questions That May Tax the Respondent’s MemoryRespondent’s MemoryResearchers writing questions about past behaviour
or events should recognize that certain questions may make serious demands on the respondent’s memory
Avoid Ambiguity: Be As Specific As PossibleAvoid Ambiguity: Be As Specific As PossibleAvoid Ambiguity: Be As Specific As PossibleAvoid Ambiguity: Be As Specific As Possible
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–13
Order bias Bias caused by the influence of earlier questions in a
questionnaire or by an answer’s position in a set of answers
Funnel technique Asking general questions before specific questions in order
to obtain unbiased responses
Filter question A question that screens out respondents who are not
qualified to answer a second question
Pivot question A filter question used to determine which version of a
second question will be asked
What Is the Best Question Sequence?What Is the Best Question Sequence?What Is the Best Question Sequence?What Is the Best Question Sequence?
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–14
• Traditional QuestionnairesTraditional QuestionnairesMultiple-grid question
Several similar questions arranged in a grid format
What Is the Best Layout?What Is the Best Layout?What Is the Best Layout?What Is the Best Layout?
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–16
• Internet QuestionnairesInternet QuestionnairesLayout Issues
Push button Status bar Radio button Drop-down box Check-box Open-ended box Pop-up boxes
Software That Makes Questionnaire Interactive Variable piping software Error trapping Forced answering software
What Is the Best Layout? (cont’d)What Is the Best Layout? (cont’d)What Is the Best Layout? (cont’d)What Is the Best Layout? (cont’d)
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–17
• Pre-tests typically are conducted to answer Pre-tests typically are conducted to answer questions about the questionnaire such as the questions about the questionnaire such as the following:following:Can the questionnaire format be followed by the
interviewer?Does the questionnaire flow naturally and
conversationally?Are the questions clear and easy to understand?Can respondents answer the questions easily?Which alternative forms of questions work best?
How Much Pre-Testing And Revising Are How Much Pre-Testing And Revising Are Necessary?Necessary?How Much Pre-Testing And Revising Are How Much Pre-Testing And Revising Are Necessary?Necessary?
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–18
• Researchers must take cultural factors into Researchers must take cultural factors into account when designing questionnairesaccount when designing questionnairesBack Translation
Taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language
Designing Questionnaires For Global MarketsDesigning Questionnaires For Global MarketsDesigning Questionnaires For Global MarketsDesigning Questionnaires For Global Markets
Copyright © 2008 by Nelson, a division of Thomson Canada Limited 13–19