Questionaire Design

A. Parichart W.A. Chulamani C.CA3011 Communication Arts ResearchLecture 3 Part 2Questionnaire DesignObjectivesTo describe how to design the questionnaire; introduction, question order, layout, and question length.To explain the pretestingTo explain the general rules of questionnaire design

Questionnaire Design The approach used in asking questions can affect the response rate (the percentage of respondents who complete the questionnaire among those who are contacted/selected.

Questionnaire Design: 1. Introduction The sections explains the purpose of the survey to respondents.Questionnaire Design: InstructionAll instructions necessary to complete the questionnaire should be clearly stated for respondents or interviewers.

Ex: Instruction: Please choose the answer that applies to you.Do you have a favorite radio station that you listen to most of the time.____ Yes _____ No

Questionnaire Design: InstructionInstruction: Please rank the following magazines in order of importance to you. Place a 1 next to the magazine you prefer most, a 2 next to magazine in second place, and so on up to 5._____ American Iron Magazine_____ Better Homes and Gardens_____ Consumer Reports_____ Popular Science_____ Time

Questionnaire Design: Instruction Screener questions, or filter questions are used to eliminate unwanted respondents or to include only respondents who have specific characteristics.

EX. In a typical week, do you listen to radio stations?___ Yes (answer q. 16)___ No (skip to part 3)Questionnaire Design: 2. Question OrderThe questionnaire should be organized in a logical sequence, proceeding from the general to the specific. Questions on similar topics should be grouped together, and the transitions between question sections should be clear and logical.Age and gender info.are usually included in the first part of a questionnaire, so at least some respondent identification is possible.Questionnaire Design: Question OrderPoor Question Order may bias a respondents answers.

Ex. Please rank the major problems facing the country today from the following list:__ Communism__ Corrupt government__ High Price__ Violence on TV__ War

Demographic data, personal questions, and other sensitive items should be placed at the end o the questionnaire .Questionnaire Design: 3. LayoutResponse categories should be adequately spaced and presented in an unambiguous manner. The following format might lead to problems:

Example (not good)There are too many commercials on television.

Do you strongly agree_____ Agree_____ Have no Opinion ____ Disagree ____ Strongly disagree

Example (good)There are too many commercials on television.______Strongly agree______ Agree______No pinion ______ Disagree ______ Strongly disagree

Questionnaire Design: Question Layout Each question must have enough space for answers.

Ex. What you you change on your favorite radio station?_______________________________________

Ex. What you you change on your favorite radio station?__________________________________________________________________________________________________________________________________________Questionnaire Design: 4.Question LengthQuestionnaire length is an important concern in any survey because it directly relates to the completion rate. Long questionnaires cause fatigue, respondent mortality, and low completion rates. Shorter questionnaires guarantee higher completion rates.Pretesting The best way to discover whether a research instrument is adequately designed is to pretest it-that is ,conduct a mini-study with a small sample to determine whether the study approach is correct and to help refine the questions. Areas of misunderstanding or confusion can be easily corrected without wasting time or money.

Ex. Self-administered questionnaires should be pretested with the type of respondent who will participate in the actual study. Constructing QuestionsConstructing QuestionsFive basic rules of questionnaire design:

Understand the goals of the project so that only relevant questions are included.Questions should be clear and unambiguous.Questions must accurately communicate what is required from the respondents.Dont assume respondents understand the questions they are asked.Follow the question development and order.SUMMARYSurvey is an important and useful method of data collection. It is one of the most widely used method s of media research.

Questionnaire design is also a major step in any survey. The goal in questionnaire design is to avoid bias in answers. Question wording, length, style, and order may affect a respondents answers. Extreme care must be taken when developing questions to ensure that they are neutral.ReferenceWimmer, R. & Dominick, J. (2011). Mass Media Research: An Introduction (9th ed.). Belmont, CA: Thompson Wadsworth.

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