MET SEM3 6- Questionnaire Design Bhavesh

8/13/2019 MET SEM3 6- Questionnaire Design Bhavesh

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Questionnaire Design

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Questionnaire designthe issues


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Conflicting requirements: The Hats ToWear

Satisfying different parties an uphill task

Clients InformationRequirements

ResearchObjective

And Design

Researcher

Data

TreatmentInterviewers

Respondents


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Questionnaire designthe process


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QUESTIONNAIRESome Thoughts

A study of the questionnaire must clearly bring out the scope of thestudy

It should be possible to conclude on

the respondent categories covered the possible biases/limitations

the method of analysis to help draw inference/conclusions


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QUESTIONNAIRESome Thoughts

Only the questions listed in the questionnaire will be asked;

nothing more, nothing less

Questions will be asked exactly as they are worded

Questions will be asked in the same order as they appear in thequestionnaire or in the order in which instructed to be asked

Responses will be noted down exactly the way they are designed

to be obtained in the questionnaire

Ensures cooperation, response reliability Interview time - optimum

Keep in mind the profile of the consumers being visited


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QUESTIONNAIREDesign Process

1. Specify information sought from the questionnaire

2. Target audience for the study

3. Questions Sequence

4. Content (information required) of each question

5. Wording of each question6. Layout of the questionnaire

7. Form of response for each question

8. Aids required for each question


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Starting Point

Market Research Proposalincorporating the final research

plan.

Specifically, the detailed information requirements, the

coverage plantarget group, sample quotas.


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Target audience for the study: TypicalProblem

It is proposed to carry out a study among men

on awareness, usership and attitude towards

Shaving Cream

Situation 1 : Large metro, SEC A,B

Situation 2 : Class 1 town in Orissa, SEC A,B

Situation 3 : Village with population 5000 in UP

Discuss questionnaire characteristics in each situation


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Questionnaire structure - the funnel

WARM UP

GENERAL

PARTICULAR


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Applying the funnel

Which ever heard of Q1 (spontaneous)

Which of these ever heard of Q2 (prompted)

Which of these ever tried Q3 (usage)

Which of these use nowadays Q4

Which of these use most often Q5


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Questionnaire structure

General attitudes/beliefs

Screening questions

Classification data

User-ship questions

Sensitive questions

Introduction

General survey questions

Closing and thanks

Order of asking


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Questionnaire structure

General attitudes/beliefs

Screening questions

Classification data

Usership questions

Sensitive questions

Introduction

General survey questions

Closing and thanks

Order of asking

5

2

7

3

6

1

4

8


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Questions sequence

An important aspect of the questionnaire

Ensures cooperation, reliability of response

Non- attention to sequence will confuse the interviewerand respondent alike

Sequence is based not only on logic, but also on researchobjective

Wrong sequencing may lead to highly biased response.


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Questions sequence

Sequence helps in easy and correct implementation of the interviewin the field

Some common practices Personal data or sensitive questions asked at the end

First question carefully chosen, in keeping with the respondents

profile, ensuring cooperation, ensuring no bias/offence is created. Questions move from being general to specific and

From being simple to more complex (behaviour or factual informationasked before attitudinal or psychographic questions)

Major objective covered in the early part

When battery of statements is exposed, better to rotate order across

respondents to avoid effect of Primacy

Recency


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Questions sequence

Sequence also helps in demarcating questions relevant fordifferent respondent categories.

Flow Chart preparation is the first step before the first questionof the questionnaire is written.


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Questionnaire content

Develop questionnaire objectives before writing thequestionnaire.

While listing questionnaire objectives/ content, thought must

be given on possible difficulties/hurdles/biases in ascertainingthe desired information.

Research objectives may get modified because ofquestionnaire objectives (content)

Specific information to be obtained from a question. Thismay lead to breaking up of a question to two or more sub-questions. Example : Probing open ended questions


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Question wording

Question in MR can be defined as Elucidation of a situation so as to ensurerespondents unbiased response

Question must be** unambiguous

** easy to be understood by respondent** short and crisp, not too long** not highly personalized** such to tickle the enthusiasm of respondent to respond** such to encourage respondent

to respond without fear or shyness

** such to reveal the seriousness of the researcher** not be double barreled (two questions in one)** not be leading (e.g. was shopping there a great experience vs. what

was your opinion of the shopping experience)


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Question wording

* Most critical aspect of the study

* Substantial piloting exercise required

* Must take into account all the respondent types

* Translation to any language has identical implication and impact


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Questionnaire layout

This comprises

Space between questions, sufficient to note down responses

Smooth flow to help interviewer to proceed with the interview

as required Differentiates instructions to interviewer and questions to be

asked

Takes into account the environment where the questionnairewill be filled up

Type of paper used


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Questionnaire layout

This essentially leads to involved participation of bothinterviewer and respondent

One can judge/can get confidence on the response quality

This also reflects the interest or involvement of theresearcher, planning the study


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Routingsome basics

Simple routing comes from SINGLE code questions

Q1. Do you own a car?

Yes..................................1 ASK Q2-Q10

No...................................2 SKIP TO Q11

Q2. Does your car run on petrol or diesel?

Petrol...............................1 ASK Q3-Q6, THENGO TO Q11

Diesel..............................2 ASK Q7-Q10,CONTINUE WITH Q11


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Q1. How did you travel to work today? (One code only)

Walked most of the way 1

By Car most of the way 2

By Sky Train most of the way 3

By Bus most of the way 4

By Taxi most of the way 5

Routingsome basics

If respondent travelled by sky-train or by taxi, close interview. If

the respondent travelled by bus, car or walked, continue interview

Walked most of the way 1 Q2

By Car most of the way 2 Q2

By Bus most of the way 3 Q2

By Sky Train most of the way 4 Close

By Taxi most of the way 5 Close


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Routingmultiple filters

Multiple filters cause problems ....e.g.

ASK Q24 IF REGULAR BUYER (CODE 4 AT Q9) AND IF BRAND LOYAL (CODE6, 7 AT Q10) AND IF MAIN STORE IS SUPERMARKET (CODES 4-8 AND X, VAT Q17)

Examine questionnaire structureExamine need for heavy filterWrite a help-sheet if needed


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Routinglong check backs

Avoid long check-backs - repeat the relevant questioninstead or design a help sheet or use summary questionsheet

Use different version of the questionnaire, or different colouredsections to guide interviewers/respondents

Think carefully about the structure in advance - would a differentorder simplify things?


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Form of response

Open-ended or Close ended

Need of aids

Rating or Ranking

Scaling response


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Open And Close Ended Questions

Open - ended Close - endedQuestion is left 'open'Respondent is given the liberty torespond in his/ her own words Alternative responses areprovided to the respondentResponse has to be taken downverbatim

Respondent has to choose one/ more or none of theresponses provided

Typically requires probing by theinterviewer so as to avoid theobvious responses All responses need to beexposed to the respondent


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Open and close ended questions

The differentiation is meaningful only for question pertainingto attitude/behaviour

Both approaches have relevant objectives and limitations

If the question content is a major research objective, both

are incorporated in the same questionnaire, either followingthe other

Interval alternatives for personalized questions can elicitmore reliable responses


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Open-ended questions

When to use open-ended questions:

for fuller answers

allows respondents to express themselves in their own words

useful for when you cant put together an exhaustive list of possible

responses

Some points to remember

Ensure respondent can verbalise

Allow plenty of room on questionnaire

Give explicit probes, if appropriate, but DO NOT PROMPT!

Probe: Anything else Why do you say that

Prompt: Was that because of X? Was colour important to you?


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Open-ended questions

Q. Why do you use X most often?

Q. What do you particularly like about Y?

Q. How could Bank Z improve the service it provides?


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Closed/pre-coded questions

Different types of closed/pre-coded questions:

Simple yes/no

List (spontaneous)

List: read out/show card (prompted)

List: plus Other specify... (spontaneous/prompted)


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Answers/pre-codes

Just as important as the questions

Issues to take into account

do the answers cover all (or most) of the

possibilities?

are they mutually exclusive?

how much interpretation is needed by interviewer

or respondent?


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Answers/pre-codes

What kinds of soap do you use nowadays?

DoveImperial Leather

Luxetc.

What do you take into account when buying a

TV? Brand namePrice

Value for moneyAdded features

etc.

SIMPLE COMPLEX

Easy to compile full listNeed to think carefully about answers

Qual will help

Long lists can be daunting


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Aids For Response

Aids are needed to

focus the respondents attention on the subject being discussed -ad., product, pack

create awareness of respondent on the situation/environment

create respondents interest

increase credibility of the interview


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Non-response

Make sure you can properly define the non-response category

Example: Whats wrong with this?

Where have you been on holiday in the last five years?

Italy......1

Hong Kong..2

Australia..3

USA.....4


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Non-response

A non-response could beg a number of questions

Examples of responses often missed

- none

- not applicable

- other- it varies

- It depends

- dont know

- Never

Any blank response could be due to any number of reasons


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None, Dont Know (DK), Other

On a set of tables you may see QNA (Question Not Answered)

- Need to be sure it is genuine

- did the interviewer really not ask the question?

- did the respondent refuse to answer?

For all types of question, behavioural and attitudinal, ensure all possibleresponses covered:

Scales (e.g. agree/disagree) : include DK or N/APre-defined list : include none, DK and other

Sensitive questions (e.g. income) : include refused


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Questionnaire Length and RespondentFatigue

Controlling the length of the questionnaire is an important aspect andexplains the goodness of the researcher.

Always question two things:

o Sufficiencyo Efficiency

Need to separate nice - to - know Vs need - to - know

In my opinion, any questionnaire should not exceed 25 minute in length However, clients often put pressure to keep adding questions

MET SEM3 6- Questionnaire Design Bhavesh

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