Designing the Questionnaire

1
Designing the Questionnaire
2
Value of Questionnaires in Marketing Research

• A questionnaire is a formal framework consisting
  of a set of questions (scales) designed to
  generate primary data
• Questionnaire construction involves using a
  process that takes established sets of
  question/scale measurements and formats them into
  a complete instrument

3
Steps in Questionnaire Design

• 1 Confirm research objectives
• 2 Select appropriate data collection method
• 3 Develop questions/scales
• 4 Determine layout and evaluate questionnaire
• 5 Obtain initial client approval
• 6 Pretest, revise, and finalize questionnaire
• 7 Implement survey

4
Questions and Scaling

• Quality of Question
• Bad Questions
• Unanswerable.
• Leading or loaded.
• Double-barreled questions.

• Type of Question Format
• Unstructured Questions
• Open-ended format where
• respondent replies in their
• own words.
• Structured Questions
• Closed-ended format where
• respondent responds from a
• set of possible responses.

5
Guidelines for Evaluating the Adequacy of
Questions

• Use simple words avoid technical terms
• Avoid qualifying phrases (e.g., always)
• Ensure response categories are mutually exclusive
• Ensure questions/scale items are
  meaningful/understandable to the respondents
• Avoid arranging response categories in a manner
  that may bias responses
• Do not double-barrel questions or response items

6
Considerations in Questionnaire Design_1

• Confirm the research objectives before designing
  the questionnaire
• Determine data requirements to complete each
  research objective
• Include a general description of the study in the
  introduction section
• Ensure instructions are clear
• Arrange questions in a logical order

7
Considerations in Questionnaire Design_2

• Begin with simple questions and then progress to
  more difficult ones
• Ask personal questions at the end
• Place sensitive questions towards the end
• Avoid asking questions using a different
  measurement format in the same section of the
  questionnaire
• End with a thank-you statement

8
Role of a Cover Letter
Serves as an Initial contact
Encourages participation
Provides information about the study
Communicates the studys legitimacy
Improves response rates
9
Guidelines for Developing Cover Letters_1

• Personalize letter (i.e., not Dear Sir or Madam
• Identify sponsoring organization for study
• State purpose and importance of the study clearly
• Promise anonymity or confidentiality
• Clarify the general time frame for the study

10
Guidelines for Developing Cover Letters_2

• Reinforce the importance of subjects
  participation
• Acknowledge reasons for nonparticipation
• Provide information on the time required of
  respondents as well as any compensation they
  might receive
• Explain when the survey should be completed
  where and how to return survey
• Thank respondents for participation

11
Other Documents Used in Collecting Data

• Supervisor instructions
• Interviewer instructions
• Screening forms
• Quota sheets
• Rating cards
• Call record sheets

12
Sample Screening-Quota Sheet
13
Sample Rating Card
14
Call Record Sheet Sample
15
Marketing Research in Action Santa Fe Grill
Questionnaire

• Does the questionnaire in its current form
  illustrate good design principles?
• Can the current survey capture the necessary
  data?
• Evaluate the screener. Are any changes needed?