chapter nine copyright © 2006 john wiley & sons, inc. questionnaire design
TRANSCRIPT
Chapter NineChapter Nine
Copyright © 2006John Wiley & Sons, Inc.
Questionnaire
Design
John Wiley & Son, Inc 2
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 Objectives
John Wiley & Son, Inc 3
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 Objectives
John Wiley & Son, Inc 4
To understand the role of the questionnaire
in the data collection process.The Role of a Questionnaire
• 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-next slide
– Positioned between the survey objectives and the respondent’s information.
– Translates the objectives into specific questions to solicit information.
John Wiley & Son, Inc 5
Exhibit 9.1 The Questionnaire’s Pivotal Role in the Research Process
Questionnaire
DataAnalysis
Findings
Recommendations
ManagerialAction
Survey Objectives
RespondentInformation
John Wiley & Son, Inc 6
To become familiar with the criteria for a good questionnaire.
Criteria For a Good
Questionnaire• Does it Provide the Necessary Decision-Making
Information?– If the questionnaire fails to provide insights, then
discard or revise.– Questionnaire must be approved by management
• Does it Consider the Respondent?– Design of questionnaire– Intended respondents
John Wiley & Son, Inc 7
• Does it meet Editing, Coding and Data Processing Requirements?– Editing
– Skip patterns
– Coding
– Questionnaire serves many masters• Accommodate research objectives
• “Speak” to the respondent in an understandable language
• Convenient for interviewer
• Easy to check
• Translatable to findings
Criteria For a Good
Questionnaire
To become familiar with the criteria for a good questionnaire.
John Wiley & Son, Inc 8
(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
(9)Final Copy
(10)Implementatio
n
Exhibit 9.4 Questionnaire Design Process
John Wiley & Son, Inc 9
To learn the process for questionnaire design.
The Questionnaire Design ProcessStep One: Determine Survey Objectives,
Resources, and Constraints– What data are needed?
Step Two: Determine the Data Collection Method – Internet, telephone, mail, self-administration– limitation
John Wiley & Son, Inc 10
Step Three: Determine the Question Response Format– Open-ended Questions
• Advantages
• Disadvantages
– Close-ended Questions• Advantages
– Types of Closed-ended questions
• Dichotomous question
• Multiple-choice questions
– Disadvantage of Closed-ended Questions
– Scaled-response Questions• Advantages
• Disadvantages
To learn the process for questionnaire design
The Questionnaire Design Process
John Wiley & Son, Inc 11
To learn the process for questionnaire design
Step Four: Decide the Question Wording1. The wording must be clear.
2. Avoid biasing the respondent.
3. Consider the respondent’s ability to answer the question
4. Consider the respondent’s willingness to answer the question
The Questionnaire Design Process
John Wiley & Son, Inc 12
To learn the process for questionnaire design
Step Five: Establish Questionnaire Flow and Layout 1. Screener questions
2. Begin with a question that obtains a respondent’s interest
3. Ask general questions first.
4. Ask questions that require “work” in the middle
5. Insert “Prompters” at strategic points
6. Position sensitive, threatening, and demographic questions at the end.
7. Allow plenty of space for Open-ended responses.
8. Put instructions in capital letters.
9. Use a proper introduction and closing1. Model opening
2. Model closing
The Questionnaire Design Process
John Wiley & Son, Inc 13
To learn the process for questionnaire design
Step Six: Evaluate the Questionnaire and Layout– Is the Question Necessary?– Is the Questionnaire Too Long?– Will the Questions Provide the Information
Needed to Accomplish the Research Objectives?
The Questionnaire Design Process
John Wiley & Son, Inc 14
To learn the process for questionnaire design
Step Seven: Obtain Approval of All Relevant Parties– Distribute copies to all parties with authority– Obtain managerial approval
• Step Eight: Pretest and Revise– Pretest—trial run of questionnaire– Revise—do a second pretest– Managerial approval—reobtain
The Questionnaire Design Process
John Wiley & Son, Inc 15
To learn the necessary procedures for successful implementation of a survey
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
• Advantages• Disadvantages
The Questionnaire Design Process
John Wiley & Son, Inc 16
• Internet’s Effect on Questionnaire Development– Questionnaires developed by a research company can be
sent as email attachments for approval– After approval placed on client’s server– Or researcher can use Internet company like Perseus to
develop a survey on the Internet• All operations are automated—this includes
– Survey design– Respondent invitation– Data collection– Analysis– Results reporting
Impact of the Internet on Questionnaire
Development
To understand how software and the Internet are impacting questionnaire design
John Wiley & Son, Inc 17
To understand how software and the Internet are impacting questionnaire design
Software for Questionnaire Development
• Software for Questionnaire Development– Senses Multimedia
• sounds
• images
• animations
• movie clips
• earlier responses
• calculations
– Survey Said• PC based surveys
• Internet based surveys
John Wiley & Son, Inc 18
Understanding the impact of the questionnaire on data collection costs.
Costs, Profitability, and Questionnaires• Understanding Questionnaire Costs:
– 30% asking the questions– 70% to reach a qualified respondent– Adding a security screener can add 7% to cost– Major Cost—termination during an interview
• Reasons – subject matter
– redundant or difficult to understand questions
– questionnaire length
– changing the subject during the interview
John Wiley & Son, Inc 19
– The Role of a Questionnaire– Criteria for a Good Questionnaire– The Questionnaire Development Process– The Impact of the Internet on Questionnaire
Development– Software for Questionnaire Development– Costs, Profitability, and Questionnaires
SUMMARY
John Wiley & Son, Inc 20
The End
Copyright © 2006, John Wiley & Sons, Inc.