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Designing the Questionnaire

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Title: Designing the Questionnaire


1
Designing the Questionnaire or Observation Form
Chapter 14
2
Content Issues
How would you rate the Best Western University
Inn in terms of service quality?
Low 1 2 3 4 5 6 7 8 9 10 High
Please indicate how satisfied you were with the
features of the hotel room you stayed in last
night?
Dissatisfied 1 2 3 4 5 6 7 8 9 10
Satisfied
Do you have enough questions to adequately cover
the issue?
3
Content Issues
How much money did your family invest in
Individual Retirement Accounts in the last
calendar year?
How many times have you had the oil changed in
your car within the last six months?
How frequently does your teenage child eat at
McDonalds?
Can respondents provide desired information?
4
Determining if Respondent Likely Possesses
Knowledge Being Sought
Filter Question
Examples Are you the person in your family that
is primarily responsible for making financial
decisions? Are you the person in your family
that is primarily responsible for handling
the maintenance of the car you drive most
frequently? Does your teenage child have the
freedom to make fast food purchases without
informing you?
5
Content Issues
What will be your familys total gross income for
this calendar year?
In the last year, how many times have you stayed
at a bed and breakfast with someone other
than your spouse?
How often do you pick your nose at work?
Will respondents provide desired information?
Is the question necessary?
6
Handling Sensitive Questions
  • Dont ask unless absolutely necessary!
  • If you do ask
  • Guarantee anonymity
  • Place sensitive questions near end
  • Ask about how others might feel or act
  • Ask for general rather than specific information
  • Include a counterbiasing statement
  • Use randomized response model

7
Ask About How Others Might Feel or Act
How common would you say it is for people to go
to a coffee shop when they feel lonely just to be
around other people? Very
Somewhat Very Uncommon
Common Common
1
2 3
Rather than
How frequently do you go to a coffee shop when
you feel lonely just to be around other
people? Very
Somewhat Very Frequently
Frequently Frequently
1 2
3
8
Ask For General Rather Than Specific Information
Would you say your familys total gross income
for this calendar year will be (1)
Under 30,000 (2) 30,000 - 49,999 (3)
50,000 - 99,999, or (4) 100,000 or more
Rather than
What will be your familys total gross income
for this calendar year?
9
Include A Counterbiasing Statement
Studies show that a majority of credit card
holders can afford to pay no more than the
minimum required payment each month. In how
many of the last six months have you paid only
the minimum required payment for your credit
card? __________
Rather than
In how many of the last six months have you paid
only the minimum required payment for your credit
card? __________
10
Randomized Response Model
Initial, benchmark study with nonsensitive
question Is your birthday in January? (5
say yes.)
Second survey, involving 200 respondents. Each
respondent flips coin, with flip result
not revealed to researcher.
Heads
Tails
Respondent answers question 1 Is your birthday
in January?
Respondent answers question 2 Have you ever
shoplifted?
11
Randomized Response Model (Continued)
40 yes responses 160 no responses
Yes No
Question
5 (.05x100)
95 (.95x100)
100 (.5x200)
Birthday
35 (40-5)
100
Shoplifting
65 (160-95)
40 160
Conclusion Estimate that 35 / 100, or 35
of population has shoplifted
12
Response Format
  • Open-Ended (unstructured)
  • Verbal response
  • Precise numeric response
  • Closed-Ended (structured)
  • Dichotomous response alternatives
  • Multichotomous response alternatives
  • Categories
  • Itemized-Ratings Scales

13
Open-Ended Verbal Response
Example
Why did you select First Bank to be your primary
bank? _________________________________ __________
_______________________ __________________________
_______ _________________________________
14
Open-EndedPrecise Numeric Response
Example
How many times have you gone skydiving in the
last three months? _____
15
Closed-EndedDichotomous Response Alternatives
Example
  • What is your gender?
  • Male
  • Female

16
Closed-EndedMultichotomous Response Alternatives
Example Categories
  • What is your level of educational attainment?
  • Did not graduate from high school
  • High school diploma
  • Attended college, but did not obtain a degree
  • Bachelors Degree
  • Attended graduate school, but did not obtain a
    degree
  • Graduate Degree

Categories must be Exhaustive and
Mutually-Exclusive
17
Closed-EndedMultichotomous Response Alternatives
Example Itemized-Ratings Scales
  • How appealing would it be to you to make credit
  • card purchases at stores by having your
    fingerprint
  • scanned rather than scanning your card?
  • Very Appealing
  • Somewhat Appealing
  • Somewhat Unappealing
  • Very Unappealing

18
Another Concern with Response Format
  • Response Order Bias

19
Split Ballot Technique
Example
20
Wording
What wording issues need to be considered?
21
Wording
What wording issue needs to be addressed?
If Wal Mart is permitted to build a store in
town, to what extent do you believe it will
deleteriously affect the financial status of
existing local retailers? (1) Minimally (2)
Moderately (3) Substantially
ISSUE Always state questions in simple terms
Example
If Wal Mart is permitted to build a store in
town, to what extent do you believe it will harm
the financial status of existing local retailers?
(1) Minimally (2) Moderately (3)
Substantially
22
Wording
What wording issue needs to be addressed?
Do you believe that Sontai Airlines should stop
airing its misleading advertisements? (1) Yes (2)
No
ISSUE Make certain questions are not worded
in a leading manner.
Please use the scale provided to indicate the
degree to which you agree or disagree with each
of the statements listed below.
Strongly Somewhat Neither
Agree Somewhat
Strongly Disagree Disagree
Nor Disagree Agree
Agree 1 2
3 4
5
___ In its advertisements, Sontai Airlines
accurately depicts the characteristics of its own
services.
___ Sontai Airlines advertisements accurately
depict the characteristics of competitors
services.
___ Consumers could easily be misled by the
claims made in Sontai Airlines advertisements.
23
Wording
What wording issues need to be addressed?
A day trip is defined here as leaving town for
any recreational purpose and returning home the
same day. In a typical month, how many day trips
do you take? ____
typical
month?
ISSUE Avoid generalizations and ambiguous terms
Example
A day trip is defined here as leaving town for
any recreational purpose and returning home the
same day. How many day trips did you take last
month? ____
24
Wording
What wording issue needs to be addressed?
Using the scale provided, how would you rate the
overall quality of the food served to you this
evening?
__ Extremely High __ Very High __ Moderately
High __ Average __ Moderately Low __ Very Low __
Extremely Low
ISSUE Avoid ambiguous response alternatives
Example
Using the scale provided, how would you rate the
overall quality of the food served to you this
evening?
Extremely Low 1 2 3 4 5 6 7 8 9 10
Extremely High
25
Wording
What wording issue needs to be addressed?
How would you rate Motel 6 in terms of overall
quality and affordability?
and
Low 1 2 3 4 5 High
ISSUE Break double-barreled questions into
separate questions (Watch out for and
and or).
How would you rate Motel 6 in terms of overall
quality?
Low 1 2 3 4 5 High
How would you rate Motel 6 in terms of overall
affordability?
Low 1 2 3 4 5 High
26
Wording
What wording issue needs to be addressed?
Would you prefer it if Mach-Sound made speaker
cabinets from real wood instead of vinyl
simulated wood?
(1) Yes (2) No
ISSUE Avoid assumed consequences.
Example
Would you prefer it if Mach-Sound made speaker
cabinets from real wood instead of vinyl
simulated wood if the price of a pair of speakers
would increase by 75?
(1) Yes (2) No
27
Sequence
1. Begin with simple, interesting questions
2. Start with broad questions and progressively
narrow scope of subsequent questions
(Funnel Approach)
3. Make certain questions follow a logical order
4. If branching questions are necessary, design
sequencing with great care and provide
precise instructions
5. Place sensitive questions toward the end
6. Place classification questions at the very end
28
Example of Branching Question
  • Did you, personally, give money to Canopy
    of Care last year? No (go to
    question 2)
  • Yes (go to question 3)
  • We are interested in why people do not
    contribute. The following is a list of answers
    others have given. (Please check all that apply
    to you)
  • ___ Someone else in my household had
    already contributed.
  • ___ I did not have the money at the time.
  • ___ I gave to other charities.
  • ___ I volunteered my services to Canopy
    of Care instead of money.
  • ___ I volunteered my services to other
    charities instead of to Canopy of Care.
  • ___ I did not give because Canopy of Care
    spends its money inefficiently.
  • ___ Other ___________________________
  • To how many different charities do you think
    Canopy of Care gives money?
  • ___ 0-20 ___ 81-100
  • ___ 21-40 ___ More than 100
  • ___ 41-80 ___ Dont know.

29
The Questionnaire
Varies by mode of administration, but some
general guidelines are
  • Use good-quality paper and printing
  • No clutter!
  • Keep it as short as possible
  • Use care with branching questions
  • Use graphics as needed to improve appearance
  • Number questions within sections
  • For example, 1-1, 2-1, 3-1, 2-1, 2-2, etc.
  • Include an organization name (sometimes
    fictitious)
  • and project title
  • Go easy on instructions, unless they are
    absolutely
  • necessary

30
Develop RecruitingMessage or Script
  • Good cover letters and scripts are NOT written in
    a hurry.
  • The usual things to include
  • Who you are
  • Why you are contacting them
  • The request for help
  • How long it will take
  • Promise of anonymity or confidentiality
  • Any incentives

31
Pretest Questionnaireand Revise If Necessary
A. Conduct initial pretest using personal
interviews with people from same population you
plan to study.
B. Observe for difficulties and obtain comments
concerning any problems from both respondents and
interviewers.
C. Revise and repeat A-B.
D. Conduct more pretest interviews using mode of
administration planned for study (again, with
people from same population you plan to study).
E. Revise questionnaire again to overcome
problems.
F. Repeat D-E until no more problems are
encountered.
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