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Copyright 2010, The World Bank Group. All Rights Reserved.
DESIGN, PART 2
Questionnaire Design
Quality assurance for census
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Copyright 2010, The World Bank Group. All Rights Reserved.
QUESTIONNAIRE DESIGN
“Every questionnaire must be handcrafted. It is not only that questionnaire writing must be ‘artful’, each questionnaire is also unique, an original. A designer must cut and try, see how it looks and sounds, see how people react to it, and then, cut again, and try again.”
Converse, J. and S. Presser,‘Survey Questions: Handcrafting the Standardized Questionnaire
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Copyright 2010, The World Bank Group. All Rights Reserved.
PURPOSE OF A QUESTIONNAIRE
• To Ask Questions Systematically• To Communicate Effectively with Respondents• To Record Responses• To Allow Efficient & Accurate Transfer from
Paper to Electronic Medium
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Copyright 2010, The World Bank Group. All Rights Reserved.
SYSTEMATIC
QUERY
MECHANISM
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Copyright 2010, The World Bank Group. All Rights Reserved.
TO ASK QUESTIONS SYSTEMATICALLY
A Questionnaire is the Statistician`s Means of Using the Scientific Method to Obtain Information:
Each respondent is asked the same questions, in the same order, in the same way.
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Copyright 2010, The World Bank Group. All Rights Reserved.
COMMUNICATIONS
VEHICLE
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Copyright 2010, The World Bank Group. All Rights Reserved.
COMMUNICATION VEHICLE
A questionnaire transmits the information desires of the NSO and records the respondent`s attempt to meet those desires.
Make sure that the question you think you are asking is the same as the question that the respondent thinks he is answering!
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Copyright 2010, The World Bank Group. All Rights Reserved.
LANGUAGE OF QUESTIONS
For better communications, co-operation and reliability:
• questions should be in the language of the respondentRespondent more comfortableBetter comprehensionThus, better answers
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Copyright 2010, The World Bank Group. All Rights Reserved.
LANGUAGE OF QUESTIONSSUMMARY
Where there is more than one major language in the country:
• If at all possible, the questionnaire should be translated into each of the main languages
• and independently tested with respondents who speak that language
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Copyright 2010, The World Bank Group. All Rights Reserved.
CONCEPT OPERATIONALIZATION
Census Users want information to study concepts such as:
Social statusPovertyEconomic statusEducation, etcThe NSO needs to transform or operationalize
these concepts into simple questions.10
Copyright 2010, The World Bank Group. All Rights Reserved.
PROMOTING RESPONSE
• There are many factors that may lead to high or low rates of response– or to high or low quality of the responses obtained
• The aim of questionnaire design is to prepare a questionnaire that obtains both high rates of response– and high quality of the responses
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Copyright 2010, The World Bank Group. All Rights Reserved.
THE RESPONSE PROCESS
UnderstandingRetrievalThinking-judgingCommunicating
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Copyright 2010, The World Bank Group. All Rights Reserved.
Maximizing response rates• Appropriate collection method• Good questionnaire design (wording, layout, etc.)• Enumerator Training• Publicity, advance letter• Confidentiality and/or anonymity• Elicit respondent’s interest• Explain benefits• Offer incentives• Provide respondents with census results• Call-backs (“best time to call”)• Follow-up (reminder notices)
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Copyright 2010, The World Bank Group. All Rights Reserved.
QUESTION SEQUENCING start with easy questions group questions by topic chronological order minimize “skip to” (never skip back) sensitive/personal questions where most meaningful
or at end classification variables at end (unless needed for
screening)
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Copyright 2010, The World Bank Group. All Rights Reserved.
SOURCES OF RESPONSE ERROR
Respondent understanding recall judgement motivation Reporting
• Interviewer– asking the question– recording the response
Questionnaire wording question order complexity length
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TESTS
Useful in identifying problems with:
Question wording
Question order
Layout
Instructions
Length of questionnaire
Non-response
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Copyright 2010, The World Bank Group. All Rights Reserved.
TORECORD RESPONSES
AccuratelyEfficiently
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Copyright 2010, The World Bank Group. All Rights Reserved.
DATA TRANSFER
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Copyright 2010, The World Bank Group. All Rights Reserved.
DATA TRANSFER
The format of the questionnaire needs to be designed to:
Facilitate collection by enumerator,Encourage respondent to provide accurate
responses,and permit accurate and efficient data capture
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Copyright 2010, The World Bank Group. All Rights Reserved.
DATA CAPTURE REQUIREMENTS
Key EntryAll responses together in a logical flow
OMR Scanning Precise positioning of marking locations
OCR/ICR Scanning More flexible, but needs space for writing clearly
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