copyright 2010, the world bank group. all rights reserved. design, part 2 questionnaire design...

Copyright 2010, The World Bank Group. All Rights Reserved.

DESIGN, PART 2

Questionnaire Design

Quality assurance for census

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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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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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SYSTEMATIC

QUERY

MECHANISM

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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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COMMUNICATIONS

VEHICLE

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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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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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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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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


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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THE RESPONSE PROCESS

UnderstandingRetrievalThinking-judgingCommunicating

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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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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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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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TORECORD RESPONSES

AccuratelyEfficiently

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DATA TRANSFER

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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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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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copyright 2010, the world bank group. all rights reserved. design, part 2 questionnaire design...

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