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8/12/2019 how to prepare Questionnaire
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Questionnaire Design
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QUESTIONNAIRESANDOBSERVATIONFORMS
Standardise data collection for survey and observation,
respectively.
Ensure comparability of the data, increase speed and
accuracy of recording and facilitate data processing.
Definition
Formalized set of questions for obtaining information
from respondents
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OBJECTIVESOFAQUESTIONNAIRE
Translate the information needed into a set of specific
questions that the respondents can and will answer
To uplift, motivate, and encourage the respondent to
become involved in the interview, to cooperate, and to
completethe interview
Questionnaires should minimize response error
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QUESTIONNAIREDESIGNPROCESS
Specify the information needed
Specify the type of interviewing method
Determine the content of individual questions
Design the questions to overcome the respondents inability and unwillingness to answer
Decide on the question structure
Determine the question wording
Arrange questions in proper order
Identify the form and layout
Reproduce the questionnaire
Eliminate bugs by pretesting
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SPECIFYTHEINFORMATIONNEEDED
Consider the constructs
[theory, hypotheses/research question developed
earlier]
Keep in mind the target population and ask questions
appropriately
(eg. Children, rural polpulation)
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TYPEOFINTERVIEWINGMETHOD
Personal interviews
Lengthy, complex and varied questions
Telephone interviews Short and simple questions
Mail questionnaire Simple questions, detailed instructions
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INDIVIDUALQUESTIONCONTENT
Is the question necessary?
Every question should contribute to the
information neededor serve some specific
purpose.
[questions to develop rapport, questions which disguise
the purpose or sponsorship of the project, questions may
be duplicated for the purpose of assessing reliability orvalidity]
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INDIVIDUALQUESTIONCONTENTCONT.
Are several questions needed instead of one?
Avoid ambiguityand double barrelquestions.
Are you fit and healthy?Do you prefer to patronise a department store close to
your home or work?
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OVERCOMINGINABILITYTOANSWER
Is the respondentinformed?
Filterquestions are often used to ascertain familiarity,
product use and past experience
Are you the main grocery buyer in the household?
Have you purchased car tyres in the last 3 months?
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OVERCOMINGINABILITYTOANSWERCONT.
Can the respondentremember?
Recency effect
The ability to remember events are influenced by
the event itself time elapsed since the event
presence/absence of other events that would help
memory
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OVERCOMINGINABILITYTOANSWERCONT.
Can the respondent articulate?
Respondents may be unable to describe the
situation accurately
Inability to articulate may lead to respondents ignoring questions
refusing to respond to the rest of the questionnaire
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OVERCOMINGUNWILLINGNESSTO
ANSWER
Effort required of the respondent
Unwilling to devote a lot of effort to provide
information
Context
Unwilling to respond to questions which are
considered inappropriate for the given context
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OVERCOMINGUNWILLINGNESSTOANSWERCONT.
Legitimate Purpose
Unwilling to divulge information which they do not
see as serving a legitimate purpose
Sensitive information
Unwilling to disclose sensitive information because
this may cause embarrassment or threaten the
respondents prestige/ self-image
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INCREASINGTHEWILLINGNESSOFRESPONDENTS
Place sensitive topics at the end of the
questionnaire
Preface the question with a statement that the
behaviour of interest is common
Ask the question using the 3rdperson technique
Provide response categories rather than asking for
specific figures
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CHOOSINGQUESTIONSTRUCTURE
Unstructured questions
Open-ended questions that respondents answer in
their own words
Express general attitude Interviewer bias is high
Coding is costly and time consuming
What were you expecting by attending this event?
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CHOOSINGQUESTIONSTRUCTURECONT.
Structured questions
Specify the set of response alternatives and the
response format
Types: multiple-choice, dichotomous, or a scale
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CHOOSINGQUESTIONSTRUCTURECONT.
Multiple-choice questions Respondents are asked to select one or more
alternative
Which of the following people had an influence on your choice ofuniversity?None
Parents
Friends
Ex-Uni student
Teachers at secondary schoolCareers teachers at secondary school
Colleagues
Other please specify.
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CHOOSINGQUESTIONSTRUCTURECONT.
Dichotomous questions
Only two response alternatives
Have you stayed in Bombay?Yes No
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CHOOSINGQUESTIONSTRUCTURECONT.
Scale
Can be comparative or non-comparative
Do you intend to buy a new computer within the next 6months?
Definitely Probably Undecided Probably Definitely
will not buy will not buy will buy will buy
1 2 3 4 5
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CHOOSINGQUESTIONSTRUCTURECONT.
About structured question
Can be administered quickly
Coding and processing is less costly and less time
consuming Effort required in designing alternatives
May require exploratory research for determining
choices
Bias response because people pick alternativesoffered
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CHOOSINGQUESTIONWORDING
Define the issue
Define the issue by considering
6 Ws
Use ordinary words
Match the vocabulary level of the respondents
Avoidjargon and technical marketing words
Avoid ambiguous words
The word should have a single meaningwhich is
known to the respondents
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CHOOSINGQUESTIONWORDINGCONT.
Avoid leading or biasing questions
Avoid clues which will lead the respondent to
answer in a particular way
Avoid implicit alternatives
Alternatives should be explicitly stated
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DETERMININGTHEORDEROFQUESTIONS
Opening Questions
Important in gaining confidence and co-operation
of respondents
Questions should be interesting and non-threatening
Could be qualifying question
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DETERMININGTHEORDEROFQUESTIONSCONT.
Type of Information
Basic
Classification
Identification
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DETERMININGTHEORDEROFQUESTIONSCONT.
Difficult questions
Sensitive, embarrassing, complex or dull questions
should be placed late in the sequence
Effect on subsequent question
Questions asked early in a sequence can influence
the responses to subsequent questions
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DETERMININGTHEORDEROFQUESTIONSCONT.
Logical order
All questions that deal with a particular issue/topic
should be asked before proceeding to a new topic
Use branching questionsto direct respondents to
other questions
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FORMANDLAYOUT
Format, spacing and position are important
A questionnaire can be divided into several parts
All questions should be numbered
Questionnaires are sometimes pre-coded whereeach possible response to a question is associated
with a unique number (or letter)
Questionnaire should be serially numbered
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PRE-TESTING
Testing the questionnaire on a small sampleof
respondents to identify and eliminate potential
problems with [Question content, wording,
sequence, form and layout, question difficulty,
instruction]
After each significant revision of the questionnaire,
another pre-testshould be performed with a
different sample
Responses obtained should be codedand analyses
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OBSERVATIONALFORMS
Specify the who, what when, where, whyand way
of behaviour to be observed
Offers consistency, structure, completeness