Slide 11-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Questionnaire Design Carl McDaniel, Jr. Roger Gates Slides

Slide 11-1Slide 11-1© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e

Questionnaire Design

Carl McDaniel, Jr.

Roger Gates

Slides Prepared by

Bruce R. Barringer

University of Central Florida

Chapter 11


Learning ObjectivesSlide 1 of 2

• To learn the objectives of questionnaire design.

• To understand the role of the questionnaire in the data collection process.

• To become familiar with the criteria for a good questionnaire.

• To learn the process for questionnaire design.


Learning ObjectivesLearning ObjectivesSlide 2 of 2Slide 2 of 2

• To become knowledgeable of the three basic forms of questions.

• To understand the key role of the questionnaire in data collection costs.

• To learn the necessary procedures for successful implementation of a survey.


Questionnaire DefinedQuestionnaire Defined

A questionnaire is a set of questions designed to generate the data necessary for accomplishing

the objectives of the research project.


The Questionnaire’s “Position” in The Questionnaire’s “Position” in the Research Processthe Research Process

QuestionnaireQuestionnaire

SurveyObjectives

SurveyObjectives

Respondent’sInformation

Respondent’sInformation

DataAnalysis

DataAnalysis

FindingsFindings

RecommendationsRecommendations

ManagerialAction

ManagerialAction


Criteria for a Good QuestionnaireCriteria for a Good Questionnaire

To design a good questionnaire, the following issues should be considered:

Does it Provide the Necessary Decision-

Making Information?

Does it Consider the Respondent?


Editing and Data Processing Editing and Data Processing RequirementsRequirements

• Editing– Refers to going through the questionnaire to

make certain the “skip patterns” are followed and required questions are filled out.

– A skip pattern is the sequence in which questions are asked.

• Open-Ended Questions– An open-ended question is one that does not

contain prerecorded possible responses.


The Questionnaire Development The Questionnaire Development ProcessProcess

Determine SurveyObjectives and

Constraints

Determine SurveyObjectives and

Constraints

Determine DataCollection Methods

Determine DataCollection Methods

Evaluate theQuestionnaire and

Layout

Evaluate theQuestionnaire and

Layout

DescribeQuestionnaire Flow

and Layout

DescribeQuestionnaire Flow

and Layout

Decide QuestionWording

Decide QuestionWording

Determine QuestionResponse Format

Determine QuestionResponse Format

Obtain Approvalfrom all Relevant

Parties

Obtain Approvalfrom all Relevant

Parties

Pretest and RevisePretest and Revise

Prepare Final CopyPrepare Final Copy

ImplementationImplementation


Step One: Determine Survey Step One: Determine Survey Objectives, Resources, and ConstraintsObjectives, Resources, and Constraints

• Survey (information) objectives should be spelled out as clearly and precisely as possible.

• If this step is completed in a thorough fashion, the rest of the process will follow more smoothly and efficiently.


Step Two: Determine the Data Step Two: Determine the Data Collection MethodCollection Method

• Chapter 6 discussed the variety of ways that survey data can be gathered, such as in-person, telephone, mail, or self-administration.

• Each method will have an impact on survey design.


Step Three: Determine the Question Step Three: Determine the Question Response FormatResponse Format

Slide 1 of 5Slide 1 of 5

• Open-Ended Questions– Open-ended questions are those in which the

respondent can reply in his or her own words.• Example of an open-ended question:

1. What advantages, if any, do you think ordering from a

mail order catalog company offers compared with

local retail outlets?




• Closed-Ended Questions– A closed-ended question is one that requires the

respondent to make a selection from a list of options.

– The primary advantage of closed-ended questions is simply the avoidance of many of the problems (such as subjectivity) of open-ended questions.




• Dichotomous Questions– This simplest form of a closed-ended question

is the dichotomous choice.• Example of a dichotomous question:

1. Would you rather live in a small town or a city?

A. Small Town 1

B. City 2




• Multiple-Choice Questions– Multiple-Choice Questions permit the

respondent to select from several alternatives.• Example of a multiple-choice question:

1. Who do you think will win the World Series?

A. New York Yankees

B. St. Louis Cardinals

C. Los Angeles Dodgers

D. Atlanta Braves




• Scaled-Response Questions– Question format that permits the measurement

of the “intensity” of a respondents’ answers.• Example of a scaled-response question:

1. Now that you have read a sample of the Wall Street

Journal, would you say that you would…(Check one)

Definitely buy it

Probably buy it

Might or might not buy it

Probably will not buy it

Definitely will not buy it


Step Four: Decide the Question Step Four: Decide the Question WordingWording

• Four Guidelines in Selecting Wording– The wording must be clear.– Select words so as to avoid biasing the

respondent.– Consider the ability of the respondent to answer

the question.– Consider the willingness of the respondent to

answer the question.


Step Five: Establish Questionnaire Flow and Layout

• After the questions have been properly formulated, the next step is to sequence them and develop a layout for the questionnaire.

• The general guidelines concerning questionnaire flow are included in the next slide.


How a Questionnaire Should be How a Questionnaire Should be OrganizedOrganized

Use the screener questions to

identify qualifiedrespondents

Use the screener questions to

identify qualifiedrespondents

After obtaining a qualified respondent,begin with a question

that obtains arespondent’s interest

After obtaining a qualified respondent,begin with a question

that obtains arespondent’s interest

Ask generalquestions firstAsk general

questions first

Position sensitive,threatening, and

demographicquestions as the

end

Position sensitive,threatening, and

demographicquestions as the

end

Insert “prompters”at strategic points

Insert “prompters”at strategic points

Ask questions thatrequire “work” inthe middle of the

questionnaire

Ask questions thatrequire “work” inthe middle of the

questionnaire


Step Six: Evaluate the QuestionnaireSlide 1 of 2

• Issues to Consider in Reviewing the Design of the Questionnaire – The issues to consider in reviewing the design

of the questionnaire are shown on the next slide:


Step Six: Evaluate the QuestionnaireSlide 2 of 2

Is the Question Necessary?

Is the Questionnaire Too Long?

Will the Questions Provide the Desired Information to Accomplish the Research Objectives?

Appearances of Mail and Self-Administered Questionnaires

Avoid a Cluttered Look

Allow Plenty of Space for Open-Ended Responses

Consider Color-Coding the Questionnaires

Instructions Printed Within The Questionnaire Should be in Capital Letters


Step Seven: Obtain Approval of AllRelevant Parties

• At this point in the questionnaire design process, the first draft of the questionnaire has been completed.

• Approval for going forward with the questionnaire is the objective of this step.


Step Eight: Pretest and ReviseStep Eight: Pretest and Revise

• When final managerial approval has been obtained, the questionnaire must be pretested.

• The primary purpose of a pretest is to make certain that the questionnaire gives the respondent clear, understandable questions that will evoke clear, understandable responses.


Step Nine: Prepare Final CopyStep Nine: Prepare Final Copy

• Even the final copy phase does not allow the researcher to relax.– Precise typing instructions, spacing, numbering,

and precoding must be set up, monitored, and proofread.


Step Ten: Implementing the SurveyStep Ten: Implementing the SurveySlide 1 of 3Slide 1 of 3

• Supervisor’s Instructions– Inform them of the nature of the study, start and

completion dates, quotas, reporting times, equipment and facility requirements, sampling instructions, number of interviewers required, and validation procedures.

– Interviewer’s Instructions– Cover many of the same points as supervisor’s

instructions but are geared to the actual interview.



• Call Record Sheets– Interviewers’ logs listing the number and results

of a contact.– Call record sheets are used to measure the

efficiency of the interviewers.

• Visual Aids and Other Supplements– Many studies use visual aids to facilitate the

interviewing process.



• Field Management Companies– Field management companies such as Qfact, On-

Line Communications, and Direct Resource generally provide questionnaire formatting, screener writing, development of instructional and peripheral materials, shipping departments, field auditing, and all coordination of data collection, coding, and tab services required for the project.


Questionnaire ChallengesThe Difficulty of Finding a Qualified Respondent in a Central

Location Telephone Interview

1. Failed Attempts

- Busy

- No Answer

- Answering Machine

- Business Number

- Phone/Language Problem

- Discontinued Line

2. Cooperation Problems

- Respondent Not at Home

- Refused to be Interviewed


Questionnaire ChallengesThe Difficulty of Finding a Qualified Respondent in a Central

Location Telephone Interview

3. Screener Determines Respondent Not Eligible

- Failed security test (works for marketing research firm,

advertising agency, or the client)

- Doesn’t use the product

- Demographic disqualification (wrong gender, age, etc.)

- Quota filled (survey has quota of 500 users of Tide and 500

users of other clothing washing powder. Interviewer already

has 500 Tide users; the current respondent uses Tide.

4. Respondent Terminates During Interview

5. Completed interview


Summary of Key PointsSummary of Key PointsSlide 1 of 2Slide 1 of 2

• This chapter examines the objectives of the questionnaire, as well as its construction, evaluation, and impact on project costs and profitability.

• The criteria for a good questionnaire fall into the following topic area: (1) achieving the goals of the study; (2) fitting the questionnaire to the respondent; and (3) editing, coding, and data processing.


Summary of Key PointsSummary of Key PointsSlide 2 of 2Slide 2 of 2

• The process of developing a questionnaire is discussed. The process contains 10 sequential steps.

• The chapter concludes with a discussion of the role of the questionnaire in survey research costs.

Documents

Slide 11-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Questionnaire Design Carl McDaniel, Jr. Roger Gates Slides