Using Questionnaires and Using Questionnaires and ObservationsObservations

Chapter 13Chapter 13

Chapter ObjectivesChapter Objectives

• Learn:Learn:

– When and how questionnaires can be When and how questionnaires can be used.used.

– How to develop a questionnaire.How to develop a questionnaire.

– How scales apply to questionnaires.How scales apply to questionnaires.

– Questionnaire design concepts.Questionnaire design concepts.

– How to use observation.How to use observation.

Purpose of QuestionnairesPurpose of Questionnaires

• Questionnaires are one tool you can use Questionnaires are one tool you can use to gather information. They allow you to to gather information. They allow you to study:study:– AttitudesAttitudes

• What people say they wantWhat people say they want

– BeliefsBeliefs• What people think is actually trueWhat people think is actually true

– BehaviorsBehaviors• What the organizational members doWhat the organizational members do

– CharacteristicsCharacteristics• Properties of people or thingsProperties of people or things

Planning for Questionnaire Planning for Questionnaire UseUse

• Questionnaires can collect vast amounts Questionnaires can collect vast amounts of data.of data.

• To make most efficient use of a To make most efficient use of a questionnaire, consider the following:questionnaire, consider the following:– Are the individuals who you need to interview widely Are the individuals who you need to interview widely

dispersed geographically?dispersed geographically?– Are there a large number of people involved in the Are there a large number of people involved in the

project and you need information about a smaller project and you need information about a smaller segment of the group?segment of the group?

– Are you in an exploratory phase for a project?Are you in an exploratory phase for a project?– Do you need to know all the problems with the Do you need to know all the problems with the

current system so you can follow-up in interviews?current system so you can follow-up in interviews?

Writing QuestionsWriting Questions

• Effective questions and Effective questions and questionnaires should:questionnaires should:– Be transparently clearBe transparently clear– Have an appropriate flow of questionsHave an appropriate flow of questions– Have an understanding of potential Have an understanding of potential

respondent answersrespondent answers– Have well planned details on how to Have well planned details on how to

administer the questionnaireadminister the questionnaire

Writing QuestionsWriting Questions

• Open-ended questions on a questionnaire:Open-ended questions on a questionnaire:– Should be written narrow enough to guide responses in a Should be written narrow enough to guide responses in a

certain direction of optional answers.certain direction of optional answers.– Can provide additional information for exploratory Can provide additional information for exploratory

situations.situations.

• Closed questionsClosed questions– Should be used when Should be used when

• The list of possible answers can be identifiedThe list of possible answers can be identified• The potential answers are all mutually exclusive.The potential answers are all mutually exclusive.

• Choice of wordsChoice of words– Should use the language of the respondents as possible.Should use the language of the respondents as possible.– Reflect the business’s terminology for easier Reflect the business’s terminology for easier

understanding. understanding.

ScalesScales

• Scales are used to provide a measurement Scales are used to provide a measurement or judgement.or judgement.

• Measurements can take the form of:Measurements can take the form of:– NominalNominal– OrdinalOrdinal– IntervalInterval– RatioRatio

• There are two performance measures in There are two performance measures in scales:scales:– ValidityValidity– ReliabilityReliability

Scale ProblemsScale Problems

• Scales may experience some Scales may experience some problems.problems.– LeniencyLeniency

• Occurs when respondents are easy raters.Occurs when respondents are easy raters.

– Central tendencyCentral tendency• Occurs when respondents rate everything averageOccurs when respondents rate everything average

– Halo effectHalo effect• Occurs when one question influences the answer Occurs when one question influences the answer

to the next question.to the next question.

Design ConceptsDesign Concepts

• A well-designed questionnaire should:A well-designed questionnaire should:– Provide plenty of white space.Provide plenty of white space.– Allow appropriate space for responses.Allow appropriate space for responses.– Ask respondents to circle their answers.Ask respondents to circle their answers.– Use the questionnaire objectives to help Use the questionnaire objectives to help

determine the format.determine the format.– Be consistent with the questionnaire style.Be consistent with the questionnaire style.

More...More...

Design ConceptsDesign Concepts

• A well-designed questionnaire should A well-designed questionnaire should order questions:order questions:– So the most important questions are listed So the most important questions are listed

first.first.– To cluster similar content questions To cluster similar content questions

together.together.– Anticipate the kinds of associations the Anticipate the kinds of associations the

respondents may make on the questions.respondents may make on the questions.– To list less controversial questions before To list less controversial questions before

divisive or inflammatory items.divisive or inflammatory items.

Questionnaire Questionnaire AdministrationAdministration

• Once the questionnaire is designed, Once the questionnaire is designed, the next steps are:the next steps are:– Identify the respondentsIdentify the respondents– Determine how to distribute the Determine how to distribute the

questionnairequestionnaire• Bring all respondents together at once.Bring all respondents together at once.• Hand out questionnaires and take back completed Hand out questionnaires and take back completed

forms.forms.• Self-administration with a centrally-located drop-off.Self-administration with a centrally-located drop-off.• Mail questionnaires with a stated deadline, instructions, Mail questionnaires with a stated deadline, instructions,

and return postage.and return postage.• Administer electronicallyAdminister electronically

ObservationObservation

• Observation can provide insight into additional Observation can provide insight into additional analysis information.analysis information.– It can confirm or negate information found from interviews, It can confirm or negate information found from interviews,

questionnaires, or other data gathering methods.questionnaires, or other data gathering methods.– The process must be structured with a systematic approach The process must be structured with a systematic approach

to provide interpretable results.to provide interpretable results.

• To perform an observation:To perform an observation:– The purpose of the observation activity must be clearly The purpose of the observation activity must be clearly

defined.defined.– The level of observation details must be established.The level of observation details must be established.– Categories can be used to capture key activities.Categories can be used to capture key activities.– Use appropriate scales, checklists, and other observation Use appropriate scales, checklists, and other observation

materials.materials.– Decide when to observe.Decide when to observe.

Time and Event SamplingTime and Event Sampling

• Time SamplingTime Sampling– Allows for specific observation intervals to occur at Allows for specific observation intervals to occur at

various times.various times.– Biases can be reduced from “just anytime” observationsBiases can be reduced from “just anytime” observations– It also provides a sample of representative view of It also provides a sample of representative view of

activities.activities.

• Event SamplingEvent Sampling– Allows for observation of an event in its entirety.Allows for observation of an event in its entirety.– Reduces concerns of piecemeal data collection.Reduces concerns of piecemeal data collection.

• CombinationCombination– A combination of both time and event sampling may A combination of both time and event sampling may

provide the best observation data.provide the best observation data.

SummarySummary

• Questionnaires are a tool for information Questionnaires are a tool for information gathering.gathering.

• The questionnaire design should consider:The questionnaire design should consider:– Question development conceptsQuestion development concepts– How scales can be used on the questionnaireHow scales can be used on the questionnaire– How to minimize or eliminate problems when constructing How to minimize or eliminate problems when constructing

scalesscales– Good formatting guidelinesGood formatting guidelines

• Questionnaire administration allows for several Questionnaire administration allows for several alternatives.alternatives.

• Observation is another tool to gather additional Observation is another tool to gather additional data possibly not available through other data possibly not available through other methods.methods.