Data Collection Forms - Formulation of Questionnaire

8/3/2019 Data Collection Forms - Formulation of Questionnaire

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Data Collection Forms


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Primary Data

Primary Data : information obtained exclusivelyfor current research

Personal Interview Telephone survey

Mail survey

Telephone Interview Computer assistedtelephone interviewing and Computeradministered telephone survey

Self-Administered Surveys


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Secondary Data

Secondary Data

archival or previously recordedinformation


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Procedure for Developing a Questionnaire

Step1

Step2

Step3

Step5

Step

4

Step6

Step7

Step8

Step

9

Specify what information will be sought

Determine type of questionnaire and method of administration

Determine content of individual questions

Determine form of response to each question

Determine wording of each question

Determine question sequence

Determine physical characteristics of questionnaire

Reexamine steps 1-7 and revise if necessary

Pretest questionnaire and revise if necessary


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Guidelines for Question Wording

1. Use simple words and questions

2. Avoid ambiguous words and questions

3. Avoid implicit alternatives

4. Avoid implicit assumptions

5. Avoid generalizations


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Guidelines for Question Sequencing

Use simple, interesting opening questions

Carefully design branching questions

Ask for classification information last

Place difficult or sensitive questions near the end


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Requirements for a GoodQuestionnaire

1. You must ask the right questions

2. Respondents must properly understandyour questions

3. Respondents must know the answers

4. Respondents must be willing and able totell you those answers


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1. Rules for asking the rightquestions

Ask whether the question fits the way the

market works. Ask whether the question addresses the

research objectives


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2. Do RespondentsUnderstand the Question?

Q: Does your home have power conditioningequipment to protect your critical equipmentagainst power fluctuations?


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2a. Do Respondents Understandthe Words in the Question?

Q : I am going to read you a short list of wordsthat could be used to describe TV programs,movies, products, or almost anything else. If "so-

so" is worth 50 points, please tell me whatnumber you would assign to each of these otherwords. You can give each word any numberabove zero, no matter how large it is. Let's start

with bad. If so-so is worth 50 points, whatnumber would you assign to bad?


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2b. Do All RespondentsUnderstand it in the Same Way?

Q: What is your income?


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2c. Do Respondents Understandin the Way You Intended?

Q: What are all the reasons why you boughtyour groceries at Publix rather than someother store?


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2c. Do Respondents Understandin the Way You Intended? (contd.,)

"Why do you shop at Publix rather than

another store close to you?"


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How do you Minimize Problems ofMisunderstanding?

Rule # 1: Be Specific

Q: In the past six months, has yourhousehold purchased any major appliancesnew from the store?


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How do you Minimize Problems ofMisunderstanding? Another

Version

Q: We consider the following items to be

major appliances: refrigerators, kitchenranges or ovens, microwave ovens,freezers, washing machines, dryers, roomair conditioners, television sets, VCRs, and

camcorders. In the past six months, hasyour household purchased any majorappliances new from the store?


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Q: I have a list of household appliances. As Iread each one, please tell me whether or notyour household has purchased this type ofappliance new from the store during the past six

months. How about. . . Yes No

A refrigerator? . . . . . . . . . 1 . . . 2

Etc... . . . . . . . . . . . . . . . . . 1 . . . 2

Example


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Rule # 2: Specify who, what, where, when

and how?

Q: What is your income?


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How do you Minimize Problems of

Misunderstanding?

In 2001, about what was your total familyincome before taxes? Please countincome from all members of yourhousehold, and from all sources includingsources such as interest and dividends.


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How do you Minimize Problems of

Misunderstanding?

Rule # 3: Specify how the answer should

be given Q: Overall, how satisfied were you with

the care you received at our hospital?


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Q: Overall, how satisfied were you with thecare you received at our hospital?

very satisfied, moderately satisfied, slightly

satisfied, or not at all satisfied?

Q: What are the two most important reasons

you buy your groceries at Publix rather thansome other store?


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Rule # 4: Use simple language

Rule # 5: Use words with only onemeaning

Rule # 6: Use numbers rather thanindefinite adjectives to measuremagnitudes.


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Rule # 7: Ask questions one at a time

In the past six months, have you bought aTelevision or a VCR?

In the past six months, have you bought aTelevision?

In the past six months, have you bought aVCR?

How do you Minimize Problemsof Misunderstanding?


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3. Do the respondents know the

answer?

Rule # 1: Were they there? Proxy respondents

Rule # 2: Can they remember? Memory issues

Rule # 3: Do they have Opinions?

Rule # 4: Are intentions meaningful? Social desirability


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Q: I have a list of hospitals in our area. As Iread each one, please tell me how you wouldrate that hospital as a place to receive care:

excellent, good, fair, or poor. How about . . .

Excellent Good Fair Poor

Eastside Hospital? . . . 4 . . . . 3 . . . . 2 . . . . 1

Lakeview Hospital? . 4 . . . . 3 . . . . 2 . . . . 1

Presbyterian Hospital? . 4 . . . 3 . . 2 . . . 1

St. Peter's Hospital? . 4 . . . . 3 . . . . 2 . . . . 1


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Q: If there was a local magazine like ConsumerReports that evaluated restaurants, auto repairshops, plumbers, stores, and other localbusinesses, what is the likelihood that your familywould subscribe to this magazine? Would you say

your family definitely would subscribe, probablywould subscribe, might or might not subscribe,probably would not subscribe, or definitely wouldnot subscribe?

H d i i i


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How do you minimizeproblems from respondents

not knowing the answers

1. Qualify respondents for knowledge

2. Use the right time frame3. Consider providing cues to aid memory

BOUNDED RECALL

4. Use multiple measures for impreciseconcepts


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4. Willingness to Respond

The problem of social desirability

Q: During the past month, since (DATE) , didyou drink milk even once?

Yes . . . . 1 (ASK A)

No . . . . 2 (GO TO X)


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(IF YES) A. About how often did you drink milk

during the past month?

Once . . . . . . . . . . . .

...12-3 times . . . . . . . . . .2

About once a week . .. . .. 3

2-3 times a week . . . . .. 4

4-6 times a week . . . . . . 5About once a day . . . . . 6More than once a day . . . . . 7


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Willingness to Respond

Q: During the past month, haveyou read any books other than

for work or school?


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How do you Minimize theProblem

Train interviewers

Use comparative choice

Check questions for social loading Do not reveal the identity of the sponsor

Use open questions


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Closed vs. Open Questions

Easy.

Cost of coding is reduced.

Quicker, standardized interviews. Can be answered without thinking.

Pre-testing is a must.

Limit the richness of data.


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Principles of ResponseCategory Design

Categories must be exhaustive

Mutually exclusive

Do not list Dont know or No answeroptions

Presented in orderCounterbalancing

issues Relate to ONE underlying dimension


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"excellent-good-average-fair-poor"

How would you rate the taste of Eagle BrandHoney Roast Peanuts? Would you say theyare very sweet, sweet, bland, salty, or verysalty?


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How many categories?

Should we have a neutral category?

How many questions should be used tomeasure a phenomenon?


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Single vs. Multi-item?

Q: How often are your buying decisionsinfluenced by the availability of coupons,rebates, or sales? Would you say very often,

pretty often, not too often, or never?


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Single vs. Multi-item?

SA A D SDI usually check the newspaper for

coupons . . . . . . . . . . . . 4 3 2 1I will buy a product I don't usually

buy if I have a coupon for it . 4 3 2 1I'm much more likely to go into a

store if it is having a sale . . 4 3 2 1

Documents

Data Collection Forms - Formulation of Questionnaire