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Questionnaire Design

(Source: W.G Zikmund, B.J Babin, J.C Carr and M. Griffin, Business Research Methods, 8th Edition, U.S, South-Western Cengage Learning, 2008)

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Objetcives

1. Explain the significance of decisions about questionnaire design and wording

2. Define alternatives for wording open-ended and fixed-alternative questions

3. Summarize guidelines for questions that avoid mistakes in questionnaire design

4. Describe how the proper sequence of questions may improve a questionnaire

5. Discuss how to design a questionnaire layout

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Questionnaire Quality and Design:Basic Considerations Questionnaire design is one of the most critical stages in

the survey research process. A questionnaire (survey) is only as good as the

questions it asks—ask a bad question, get bad results.

Composing a good questionnaire appears easy, but it is usually the result of long, painstaking work.

The questions must meet the basic criteria of relevance and accuracy.

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Decisions in Questionnaire Design1. What should be asked?

2. How should questions be phrased?

3. In what sequence should the questions be arranged?

4. What questionnaire layout will best serve the research objectives?

5. How should the questionnaire be pretested? Does the questionnaire need to be revised?

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What Should Be Asked? Questionnaire Relevancy

All information collected should address a research question in helping the decision maker in solving the current business problem.

Questionnaire Accuracy Increasing the reliability and validity of respondent information

requires that: Questionnaires should use simple, understandable,

unbiased, unambiguous, and nonirritating words. Questionnaire design should facilitate recall and

motivate respondents to cooperate. Proper question wording and sequencing to avoid

confusion and biased answers.

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Wording Questions Open-ended Response Questions

Pose some problem and ask respondents to answer in their own words.

Advantages: Are most beneficial in exploratory research, especially when

the range of responses is not known. May reveal unanticipated reactions toward the product. Are good first questions because they allow respondents to

warm up to the questioning process. Disadvantages:

High cost of administering open-ended response questions. The possibility that interviewer bias will influence the answer. Bias introduced by articulate individuals’ longer answers.

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Wording Questions (cont’d) Fixed-alternative Questions

Questions in which respondents are given specific, limited-alternative responses and asked to choose the one closest to their own viewpoint.

Advantages: Require less interviewer skill Take less time to answer Are easier for the respondent to answer Provides comparability of answers

Disadvantages: Lack of range in the response alternatives Tendency of respondents to choose convenient alternative

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Types of Fixed-Alternative Questions Simple-dichotomy (dichotomous) Question

Requires the respondent to choose one of two alternatives (e.g., yes or no).

Determinant-choice Question Requires the respondent to choose one response from among

multiple alternatives (e.g., A, B, or C). Frequency-determination Question

Asks for an answer about general frequency of occurrence (e.g., often, occasionally, or never).

Checklist Question Allows the respondent to provide multiple answers to a single

question by checking off items.

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Phrasing Questions for Self-Administered,Telephone, and Personal Interview Surveys

Influences on Question Phrasing: The means of data collection—telephone

interview, personal interview, self-administered questionnaire—will influence the question format and question phrasing. Questions for mail, Internet, and telephone surveys must

be less complex than those used in personal interviews. Questionnaires for telephone and personal interviews

should be written in a conversational style.

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Reducing Question Complexity by Providing Fewer Responses for Telephone Interviews

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Guidelines for Constructing Questions Avoid complexity: Simpler language is better. Avoid leading and loaded questions. Avoid ambiguity: Be as specific as possible. Avoid double-barreled items. Avoid making assumptions. Avoid burdensome questions that may tax the

respondent’s memory. Make certain questions generate variance.

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What Is the Best Question Sequence? Order bias

Bias caused by the influence of earlier questions in a questionnaire or by an answer’s position in a set of answers.

Funnel technique Asking general questions before specific questions in order

to obtain unbiased responses. Filter question

A question that screens out respondents who are not qualified to answer a second question.

Pivot question A filter question used to determine which version of a

second question will be asked.

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Flow of Questions to Determine the Level of Prompting Required to Stimulate Recall

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What Is the Best Layout?

Traditional Questionnaires Multiple-grid question

Several similar questions arranged in a grid format. The title of a questionnaire should be phrased carefully:

To capture the respondent’s interest, underline the importance of the research

Emphasize the interesting nature of the study Appeal to the respondent’s ego Emphasize the confidential nature of the study To not bias the respondent in the same way that a

leading question might

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Layout of a Page from a Telephone Questionnaire

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Telephone Questionnaire with Skip Questions

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Personal Interview Questionnaire

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Example of a Skip Question

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Internet Questionnaires Graphical User Interface (GUI) Software

The researcher can control the background, colors, fonts, and other features displayed on the screen so as to create an attractive and easy-to-use interface between the user and the Internet survey.

Layout Issues Paging layout - going from screen to screen. Scrolling layout – entire questionnaire appears on

one page and respondent has the ability to scroll down.

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Internet Questionnaire Layout Push Button

A small outlined area, such as a rectangle or an arrow, that the respondent clicks on to select an option or perform a function, such as submit.

Status Bar A visual indicator that tells the respondent what

portion of the survey he or she has completed. Radio Button

A circular icon, resembling a button, that activates one response choice and deactivates others when a respondent clicks on it.

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Internet Questionnaire Layout (cont’d) Drop-down Box

A space saving device that reveals responses when they are needed but otherwise hides them from view.

Check Boxes Small graphic boxes, next to an answers, that a respondent

clicks on to choose an answer; typically, a check mark or an X appears in the box when the respondent clicks on it.

Open-ended Boxes Boxes where respondents can type in their own answers to

open-ended questions. Pop-up Boxes

Boxes that appear at selected points and contain information or instructions for respondents.

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Question in an Online Screening Survey for Joining a Consumer Panel

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Alternative Ways of Displaying Internet Questions

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Internet Questionnaire Layout (cont’d) Software That Makes Questionnaires Interactive

Variable piping software Allows variables to be inserted into an Internet questionnaire

as a respondent is completing it. Error trapping software

Controls the flow of an Internet questionnaire. Forced answering software

Prevents respondents from continuing with an Internet questionnaire if they fail to answer a question.

Interactive help desk A live, real-time support feature that solves problems or

answers questions respondents may encounter in completing the questionnaire.

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Pretesting and Revising Questionnaires Pretesting Process

Seeks to determine whether respondents have any difficulty understanding the questionnaire and whether there are any ambiguous or biased questions.

Preliminary Tabulation A tabulation of the results of a pretest to help

determine whether the questionnaire will meet the objectives of the research.

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Designing Questionnaires for Global Markets Back Translation

Taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language.

A questionnaire developed in one country may be difficult to translate because equivalent language concepts do not exist or because of differences in idiom and vernacular.