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Learning ObjectivesLearning Objectives
Copyright © 2004 John Wiley & Sons, Inc.
Questionnaire Design
CHAPTER
Nine
CHAPTER
Nine
Learning ObjectivesLearning Objectives
Learning Objectives
1. To understand the role of the questionnaire in the data collection process.
2. To become familiar with the criteria for a good questionnaire.
3. To learn the process for questionnaire design.
4. To become knowledgeable about the three basic forms of questions.
Learning ObjectivesLearning Objectives
Learning Objectives
5. To learn the necessary procedures for successful implementation of a survey.
6. To understand how software and the Internet are impacting questionnaire design.
7. To understand the impact of the questionnaire on data collection costs.
Learning ObjectivesLearning Objectives
Questionnaire Defined
A set of questions designed to generate the data necessary for accomplishing the objectives of the research project.
The Pivotal Role
See Figure 9.1
Positioned between the survey objectives and the respondent’s information.
Translates the objectives into specific questions to solicit information.
To understand the role of the questionnaire in the data collection process.
The Role of a Questionnaire
Learning ObjectivesLearning ObjectivesFigure 9.1 The Questionnaire’s Pivotal Role in the Research Process
Questionnaire
DataAnalysis
Findings
Recommendations
ManagerialAction
Survey Objectives
RespondentInformation
Learning ObjectivesLearning Objectives
Does it Provide the Necessary Decision-Making Information?
If the questionnaire fails to provide insights, then discard or revise.
Does it Consider the Respondent?
• Topic
• Type of respondent
• The interviewing environment
• The questionnaire
To become familiar with the criteria for a good questionnaire.
Criteria For a Good Questionnaire
Learning ObjectivesLearning Objectives
Does it meet Editing, Coding and Data Processing Requirements?
Editing
Skip patterns (Fig 9.2)
Coding (Table 9-1)A Questionnaire Serves Many Masters
• Accommodate research objectives• “Speak” to the respondent in an understandable
language• Convenient for interviewer• Easy to check• Translatable to findings
To become familiar with the criteria for a good questionnaire.
Criteria For a Good Questionnaire
Learning ObjectivesLearning Objectives
(1)Survey
Objectives
(2)Data
Collection Methods
(3)Question Response
Format
(4)Question Wording
(5)Flow and Layout
(6)Evaluate Layout
(7)Obtain
Approval
(8)Pretest and
Revise
Figure 9.2
(9)Final Copy
(10)Implementatio
n
The Questionnaire Design Process
Learning ObjectivesLearning Objectives
The Questionnaire Design Process:
Step One: Determine Survey Objectives, Resources, and Constraints
What data are needed?
Step Two: Determine the Data Collection Method
Internet, telephone, mail, self-administration
Step Three: Determine the Question Response Format
•Open-ended Questions
•Close-ended Questions
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
• Dichotomous Questions
• Multiple Choice Questions
• Disadvantages of Closed-Ended Questions
• Scaled-Response Questions
Step Four: Decide the Question Wording
1. The wording must be clear.
2. Select words so as to avoid biasing the respondent.
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
3. Consider the ability of the respondent to answer the question.
4. Consider the willingness of the respondent to answer the question.
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
Step Five: Establish Questionnaire Flow and Layout
1. Use the screener questions to identify qualified respondents.
2. After obtaining a qualified respondent, begin with a question that obtains a respondent’s interest.
3. Ask general questions first.
4. Ask questions that require “work” in the middle of the questionnaire.
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
5. Insert “prompters” or strategic points.
6. Position sensitive, threatening, and demographic questions at the end.
7. Allow plenty of space of Open-ended responses.
8. Put instructions in capital letters.
Step Six: Evaluate the Questionnaire and Layout
• Is the Question Necessary?
• Is the Questionnaire Too Long?
• Will the Questions Provide the Desired Information to Accomplish the Research Objective?
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
Step Seven: Obtain Approval of All Relevant Parties
Distribute copies to all parties with authority
Step Eight: Pretest and Revise
Use the best interviewers
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
Step Nine: Prepare Final Questionnaire Copy
Precise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread.
Step Ten: Implementing the Survey
Supervisor’s Instructions
Call record sheet
Field Management Companies
To learn the process for questionnaire design.
The Questionnaire Development Process
Learning ObjectivesLearning Objectives
Software for Questionnaire Development
Senses Multimedia
• sounds
• images
• animations
• movie clips
• earlier responses
Survey Said
• PC based surveys
• Internet based surveys
How software and the Internet are influencing questionnaire design.
Software and the Internet on Questionnaire Development
Learning ObjectivesLearning Objectives
Understanding Questionnaire Costs:
• Adding a security screener can add seven percent to cost
• Termination during an interview
• subject matter
• redundant or difficult
• questionnaire length
• changing the subject
Understanding the impact of the questionnaire on data collection costs.
Costs and Profitability
Learning ObjectivesLearning ObjectivesFigure 9.3 Actual Respondent Termination Patterns in Three Categories
Gum
Mouth
Leisure
10
8
6
4
2
0
1 4.9 9.7 14.6 19.4 24.3
Minutes
Learning ObjectivesLearning Objectives
• The Role of a Questionnaire
• Criteria For a Good Questionnaire
• The Questionnaire Development Process
• Software and the Internet on Questionnaire Development
• Internet Self-Service Questionnaire Builders
• Costs and Profitability
SUMMARY
Learning ObjectivesLearning Objectives
The End
Copyright © 2004, John Wiley & Sons, Inc.