RM Session 4.ppt

Compiled by Rajesh DevasiaResearch MethodologyQuestionnaire Design*

Compiled by Rajesh Devasia

Compiled by Rajesh DevasiaRole of questionnaire To obtain desired information that is accurate To provide format that would make data collection process systematic and less tiring Ensure uniformity if there is more than one respondent*


Compiled by Rajesh DevasiaTypes of questionsOpen endedRespondent is free to answer questionin his own wordsRich in informationUseful to design close ended questionsHelp to get important consumer words/phrasesDifficult to analyseResponses are obtained by probing & can getaffected by quality of probing*


Compiled by Rajesh DevasiaTypes of questionsClose endedRespondent has to select options given to him: Dichotomous or MultichotomousEasy to answerEasy to analyseNot so rich in insight*


Compiled by Rajesh DevasiaOpen ended questionsLikes/Dislikes/Satisfied/Not satisfiedWhat do you like particularly about . ?Anything else? (Probe)What do you dislike particularly about . ?Anything else? (Probe)What improvements would you suggest in .. ?Anything else? (Probe)Reasons forWhy do you say so?Any other reason? (Probe)Why do use/listen . ?Any other reason? (Probe)Why dont you use/listen . ?Any other reason? (Probe)*


Compiled by Rajesh DevasiaOpen ended questions ..When?On what occasions do you use/listen .. ?Advertising recall?Which brands of detergent do you remember having seen advertisedon TV in last one week?What is the message shown in the advertisement of .. ?What part/aspect/content/visual did you like in the advertisement?What part/aspect/content/visual did you dislike in the advertisement?AwarenessWhich brands of groundnut oils are you aware of?*


Compiled by Rajesh DevasiaPreliminary considerations fordesigning questionnaire Decide data needs and purpose for which itwill be used Consider data analysis method that wouldbe used Consider respondents profile Check Research design used: Exploratory Research: Open ended questions Descriptive Research: Close ended questions*


Compiled by Rajesh DevasiaContinue Consider time constraint Consider cost constraint Decide method of administeringquestionnaire: Personal interview Mail questionnaire Telephone interview Internet*


Compiled by Rajesh DevasiaPersonal interview Advantages: Ability to show visual aids More complex questions can be asked Spontaneous response can be obtained Higher response rate Disadvantages: Expensive & time consuming Not suitable if respondent wants to be anonymous*


Compiled by Rajesh DevasiaMail questionnaire Advantages: Efficiency in cost and time if sample is geographically spread Useful if respondent wants to be anonymous (sensitive subjects of research) Disadvantages: Non-response can be high Answers can be incomplete Not suitable for spontaneous response*


Compiled by Rajesh DevasiaTelephone questionnaire Advantages: Efficiency in cost and time if sample is geographically spread Useful if respondent wants to be anonymous Spontaneous response can be obtained Disadvantages: Visual aid can not be used*


Compiled by Rajesh DevasiaSteps in questionnaire designFinalise data neededArrange it into logical sequenceWrite questions using simple words and appropriate options for answersTest the questionnaireAnalyse data and prepare dummy reportObtain approval of the dummy report*


Compiled by Rajesh DevasiaExampleITC wanted to introduce coconut water beverage in 250 ml tetra pack costing Rs. 20 in the marketData needsSpecific likesSpecific dislikesOpinion on freshness, sweetness, smell, tasteAppropriateness of quantity per packAppropriateness of priceOver all likingPurchase intent*


Compiled by Rajesh DevasiaDos of questionnaire Interviewer should first reveal his identity and purpose ofstudy. Assure respondent that responses given by him willbe kept confidential Good morning/afternoon/evening. I am Mr./Ms. ___________from __________. We are conducting survey on ___________. Iwould be grateful if you can spare about ____ minutes foranswering few questions. Information given by you will be keptconfidential. If possible, convince him about benefits that he will deriveif he answers questions Place easy, filter questions at the beginning Sequence questions from general information to specificinformation Use conversational language Use categories for sensitive data. E.g. age, income*


Compiled by Rajesh DevasiaDos of questionnaire Include all relevant answers to a close ended question. Ifneeded use Any other option Options given to a question should be mutually exclusive 0 to 10000 10001 to 20000 Give examples to respondents for understanding scale Use switching statements. For e.g. Now I would ask you about your personal details Use balanced scale in attitude measurement unless youexpect that responses will be skewed Place demographic questions at the end unless required forscreening respondent or for quota sample Ask respondent to give spontaneous response to know histop of mind awareness*


Compiled by Rajesh DevasiaDos of questionnaire Write instructions to interviewer at the beginningof questionnaire Use capital letters for instructions Do not provide lines for answers to open endedquestions Use checkboxes [ ] for recording answers Use numbers to options given: 1. Yes 2. No Send covering letter for mail questionnaire Thank the respondent at the end of the interview Layout should be such that it avoids flipping pages*


Compiled by Rajesh DevasiaDos of questionnaire Physical appearance of the questionnaireshould be pleasant Leave sufficient white space Use booklet form Provide visual aid to respondent, ifnecessary Each questionnaire should have uniqueserial number and interviewers code no.*


Compiled by Rajesh DevasiaDon'ts of questionnaire Avoid ambiguous adjectives like usually, often,rare, occasionally, frequently. Instead better toquantify choices like: Do you often buy vegetables? (Incorrect) How may times do you buy vegetables in a week?(Correct) 1. Every day 2. 4 to 6 times in a week 3. 2 to 3 times in a week 4. Once a week 5. Other*


Compiled by Rajesh DevasiaDon'ts of questionnaire Avoid double negatives Are you against ban on smoking? (Incorrect) Will you support smoking? (Correct) Avoid double-barreled questions. Is fast food tasty and nourished? (Incorrect) Is fast food tasty? (Correct) Is fast food nourished? (Correct) Do not use abbreviations.*


Compiled by Rajesh DevasiaDon'ts of questionnaire Avoid questions that will tax respondentsmemory. Avoid leading question. For e.g.: Dont you feel that religion should be kept away from politics? (Incorrect) Do you feel that religion should be kept away from politics? (Correct) Do not assume that respondent has priorknowledge. Confirm it or provide it.*


Compiled by Rajesh DevasiaDon'ts of questionnaire

Do not substitute respondent. For e.g. do not interview husband if wife is not available.*


Compiled by Rajesh DevasiaPre-testing questionnaire Check the questionnaire for any flaw. Some of theareas are: Required data is obtained fully Meaning of questions and scales are properlyunderstood by everybody Respondent does not get irritated About 15 to 20 respondents are found sufficientfor testing in each round Perform analysis on the data obtained during pretestingand show it to the decision maker*


Compiled by Rajesh DevasiaQualities of interviewer Understands respondents Listens well Maintains attitude of genuine interest Accepts rejection Does not let mood affect performance Is sincere, committed and of high integrity*


Compiled by Rajesh DevasiaField Survey Inform respondents in advance, if possible Have proper checks while survey is on Do courtesy call or send thanks givingletters to those who responded to survey Send reminders to those who have not sent responses to mail survey*


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RM Session 4.ppt