QUESTIONNAIREDESIGN

QUESTIONNAIRE A questionnaire is formal set of questions

or statements designed to gather information from respondents that will accomplish the goals of the research project.

Questionnaires measure people’s attitudes, behavior and feelings toward just about everything.

ATTRIBUTES OF AN EFFECTIVE QUESTIONNAIRE

It should be user friendly. The questionnaire should look professional. It should be valid. It should be attractive and motivational in

nature. The questionnaire should encourage

respondents to answer honestly and accurately.

QUESTIONNAIRE CONSTRUCTION PHASES

PRE- CONSTRUCTION

QUESTIONNAIRE CONSTRUCTION

POST-CONSTRUCTION

Determine questionnaire objectivesTarget respondent characteristics

Resource constraintsDecide on data-collection method

Question formatNumber of response choices per question

Questionnaire wordingOrganization and layout of questionnaire

Obtain client approval

Pre-testRevise questionnaire based on pre-test resultsAdminister questionnaire and tabulate results

PRE-CONSTRUCTION Determine questionnaire objectives.What needs to be achieved from a data gathering effort? Target respondents characteristics.What characteristics of our target respondents affect

questionnaire designs? Resource constraints.What are the limits of our company resources? Decide on data collection method.How should information be obtained?How should the research efforts be?

QUESTIONNAIRE CONSTRUCTION

Question Content The utility of data . Effectiveness in producing data. Participants ability to answer accurately. Respondents willingness to answer

accurately. Effect of external events

QUESTION FORMAT Open-Ended Questions Close-Ended Questions Dichotomous Questions Multiple-Choice Questions Ranking Questions Checklist Questions

Open end questions No predefined response choices Also called infinite response or unsaturated

type questions Acts as a memory prompts Useful when narrative answers required

and when researcher is uncertain Freedom of response

Closed end questions Questions, which restrict the interviewee’s answers

to pre-defined response options. The uniformity of the questions makes them easier to

record and analyze results quantitatively. They give respondents a finite set of specified

responses to choose from. Motivates respondents to complete the questionnaire.

Dichotomous questions Offers only two response choices Breaking category into two parts Understanding respondents demographic

composition or behaviour inclination Not time consuming

Multiple-Choice Questions Closed end questions that give

respondents several choices. The three issues that must be considered

are: Options should be exhaustive Options should be worded carefully Response options should be distinct from one

another

Contd.. Example:

How would you rate the food quality at the restaurant you last visited?

-Excellent

-Very good

-Good

-Fair

-Poor

Ranking Questions The respondent ranks the response options listed

on a continuum basis in order of preference. Example:

Factors that influence your buying from a particular supermarket. Rank in order of preferenceConveniently locatedHelpful sales staffAvailability of all requirementsRegular discount offered

Checklist questions The participant has the freedom to choose

one or more of the response options available.

Different from multiple choice questions.

Question Wording Factors to be looked into while framing

questionnaires:-Shared Vocabulary-Unsupported Assumptions-Frame of Reference-Biased Wording-Adequate Alternatives-Double barrelled questions-Positively & negatively worded questions-Generalizations & Estimates

Shared Vocabulary Interactive language to be kept simple &

understandable Highly technical language should be avoided as

much as possible Words used should not be ambiguous or vague.

Example: Vague: How satisfied are you with Sterling Resorts?Better:How satisfied are you with the hospitality at Sterling Resorts?

Unsupported Assumptions Assumptions should be explicitly stated not

implied.

Unsupported assumptions lead to exaggerated estimates.

Frame of Reference A single word can have several

connotations under different situations. The frame of desirability should be made

clear. Example:capacity may be connotated

differently by an industrialist & an educator.

Biased Wording Biased Wording should be avoided. Awareness of desirable response leads

to shift of focus from actual response.

Example:Biased: Do you think TV has negative effect on children?

Unbiased: What are your views on the effect of TV on children?

Adequate Alternative Every question should have ample

number of alternatives. They should be explicit rather than being

implicit.Example: Do you prefer eating in restaurants?Which do you prefer eating-eating in restaurants or eating at home.

Double- barrelled Questions A single question that asks for two

responses. Interpretation of the responses not

effective.

Example: Do you believe most Japanese automobiles are comfortable and worth their price?

Positively/Negatively worded questions

Respondents are often guided by the directions of the questions.

Responses are different when surveys are either exclusively positive or negative.

Combination of both is desirable.

Generalizations & Estimates Proper structuring of questions to avoid

generalizations. Answers which require calculations should be

avoided.Example:How many times have sales promotion influenced you to switch brands over the last one year?Better: How many times in the last month have sales promotion influenced you to switch brands?

Questionnaire Sequence Important to elicit required information from the

respondents. The sequencing steps are:

-Lead-in questions

-Qualifying questions

-Warm-up questions

-Specific questions

-Demographic questions

POST CONSTRUCTION

Pre-testing Trial run of the questionnaire using a small

sample from the target population. Helps to refine the instrument and identify

errors. Two stages involved: Personal interviews

-Protocol analysis

-Debriefing Administer the survey

Revise the questionnaire At this stage the flaws and ambiguity

identified in the pre-test are eliminated. It also tests if right sample selection

procedures are adopted. Preliminary indication of what to expect

from the full test.

Administer Questionnaire & Tabulate Results

The interviewers should :

-code the information

-tabulate the data

-conduct appropriate statistical tests

-locate the relationships and differences among variables

-draw conclusions

By:

Akhil AgarwalDeeksha Khanna

Dilip PujariGitanjali.S.Raheja