Week 6 Questionnaire Design

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Week 6 Questionnaire Design

• Marian Norwood
• School of International Business

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Objectives

• Understand the role of questionnaires and the
  features that characterize a good questionnaire
• Discuss the use of various questionnaire designs
  and scales
• Discuss how the data collection method will
  influence questionnaire design

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Questionnaire Defined
A set of questions designed to generate the data
necessary for accomplishing the objectives of the
research project. Provides for standardisation
and uniformity in data collected from respondents.
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The Questionnaires Position in the Research
Process
A questionnaire matches the survey objectives
with the respondents information
Respondents Information
Survey Objectives
Questionnaire
Data Analysis
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Function of a Questionnaire
1. Translates the research objectives into
specific questions 2. Standardizes those
questions and the response categories so that
every participant responds to identical
stimuli 3. By its wording, question flow, and
appearance, it fosters co-operation and keeps
respondents motivated throughout the
interview 4. Serve as permanent records of the
research 5. Speed up the process of data analysis
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Questionnaire Design Process
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Questionnaire Design Process (1)

• Determine survey objectives, resources and
  constraints
• Determine the data collection method
• Determine the question response format
• open-ended
• dichotomous etc

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Questionnaire Design Process (2)

• Decide question wording
• Establish questionnaire flow and layout
• Evaluate the questionnaire
• Obtain approval of all relevant parties

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Questionnaire Design Process (3)

• pre-test and revise
• prepare final copy
• implementing the survey
• supervisors instructions
• interviewers instructions
• call record sheets
• visual aids
• field management companies

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Questionnaire Components

• Identification
• Request for co-operation
• Instructions
• Information sought
• Classification

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Commonly Used Probes and Abbreviations
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Surveys Behaviour Checklist
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How a Questionnaire Should Be Organised
LOCATION
TYPE
EXAMPLE
Have you been snow skiing in the past twelve
months ?
Screeners
Qualifying questions
First few questions
Warm - ups
What brand of skis do you own ?
What features do you like best about the
skis ?
First third of questions
Transitions
Following are ten characteristics of snow skis.
Please rate your skis on each characteristic
using the scale below.
Middle half to second third
Difficult and complicated
Classification and demographic
What is the highest level of education you
have attained ?
Last Section
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Question Types 1 Open Questions

• Respondents free to answer in their own words
• An example

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Question Types 2 Closed Questions

• Respondents asked to select answer(s) that apply
• An example

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Question Types 3 Dichotomous Questions

• Respondents indicate which of two alternative
  answers
• most closely corresponds to their position on
  a subject.
• An example

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Question Types 3 Scale Questions

• Respondents indicate where their answer lies
  across a continuum.
• Example

Question 10. To what extent do you consider that
the objective of the programme were met ? Cross
(x) the number that corresponds with your
answer..
1 2 3 4 5
6 7 9 8 10
MET
NOT MET
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Dummy Table Store Preference by Frequency of
Patronage
STORE PREFERRED
Frequency of Patronage
M S
Debenhams
BHS
Less than once a month
Once or twice a month
Three or four times a month
More than four times a month
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Wording of Questions

• Use everyday language
• Avoid memory recall questions
• Avoid ambiguous questions
• Avoid leading questions
• Avoid generalisations
• Have only one dimension
• Cushioned statement
• Will respondent answer questions ?

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Primary Scales of Measurement
Scale
Nominal
Numbers Assigned to Runners
7
11
3
Ordinal
Rank Order of Winners


Third Place
Second Place
First Place
Interval
Performance Rating on a 0 to 10 Scale
8.2
9.1
9.6
Ratio
Time to Finish in Seconds
15.2
14.1
13.4
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Types of Scaling Techniques

• COMPARATIVE SCALES
• Involve the respondent directly comparing
  stimulus objects.
• e.g. How does Pepsi compare with Coke re
  sweetness.
• NONCOMPARATIVE SCALES
• Respondent scales each stimulus object
  independently of other objects
• e.g. How would you rate the sweetness of Pepsi on
  a scale of 1 to 10

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A Classification of Scaling Techniques
SCALING TECHNIQUES
Comparative Scales
NonComparative Scales
Paired Comparison
Rank Order
Constant Sum
Q-Sort and Other Procedures
Continuous Rating Scales
Itemised Rating Scales
Semantic Differential
Stapel
Likert
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Semantic Differential Scale

• Here are a number of statements that could be
  used to describe Debenhams. For each statement
  tick ( ) the box that best describes your
  feelings about Debenhams.

Modern Store
Old- fashioned store
Low prices
High prices
Unfriendly staff
Friendly staff
Narrow product range
Wide product range
Sophisticated customers
Unsophisticated customers
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Semantic Differential Scale - Snake Diagram
Modern Store
Old- fashioned store
X
Low prices
High prices
X
Friendly staff
Unfriendly staff
X
Wide product range
Narrow product range
X
Sophisticated customers
Unsophisticated customers
X
Key
BHS
X
Debenhams
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Scale Decisions
Number of Categories
generally between 5 and 9
Balance
preferably a balanced scale
Odd or Even
if neutral responses likely, use odd number
Forced or Nonforced
if no opinion likely, use Nonforced scale
Verbal Description
label and close to response categories
Physical Form
should be piloted.
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Balanced and Unbalanced Scales
Balanced Scale
Unbalanced Scale
JOVAN MUSK FOR MEN IS
JOVAN MUSK FOR MEN IS
Extremely good
Extremely good
Very good
Very good
Good
Good
Bad
Somewhat good
Very bad
Bad
Extremely bad
Very bad
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Why Scale Items are Rotated
FINDINGS
PLACEMENT ON QUESTIONNAIRE EFFECT
Mean
Item
Mean
Order
Item
8.94
Reputable Dealer
Easy to prepare
9.21
FIRST
Taste good
6.54
Reputable Dealer
8.94
SECOND
For children
5.62
Good value
7.77
THIRD
Good value
7.77
Sweetness
7.21
FOURTH
Easy to prepare
9.21
Tastes good
6.54
FIFTH
Sweetness
7.21
For children
5.62
SIXTH
( Source Mullet, 1993 )
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Development of Multi - Item Scales