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DESIGN
What
Layout
Questionnaire Design
How
(Phrasing)
When
(Sequence)
Question Types
Researchers use three basic types of questions: multiple
choice, numeric open end and text open end. Examples of
each kind of question follow:
Questionnaire Design
Questionnaire Design
Questionnaire Design
To have a hotline
Very Important
Somewhat Important
Kaiser Family Foundation/Harvard University National Survey of Americans Views on Consumer Protections in managed Care, January 1998
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Oppose
Oppose
Favor
Favor
No opinion
No opinion
NPR/Kaiser Family Foundation/Kennedy School of Government Education Survey, June 1999 (conducted June 25 July 19, 1999)
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Source: Kaiser Family Foundation Health Poll Report
12
What do you think are the two most important health care issues for
the government to address?
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Pre-testing
The last step in questionnaire design is to test a questionnaire
with a small number of interviews before conducting your main
interviews. Ideally, you should test the survey on the same kinds
of people you will include in the main study. This kind of test run
can reveal unanticipated problems with question wording,
instructions to skip questions, etc. It can help see if the
interviewees understand your questions and giving useful
answers.
If you change any questions after a pre-test, you should not
combine the results from the pre-test with the results of post-test
interviews.
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References
Roper Center for Public Opinion Research: iPoll
http://roperweb.ropercenter.uconn.edu/iPOLL/
American Association for Public Opinion Research http://aapor.org/
National Journal: Poll Track http://nationaljournal.com/
Kaiser Family Foundation: Kaiser Health Poll Report
http://www.kff.org/healthpollreport
Strategos Institute at http://www.stategos.com/survey/
Zikmund G. William, Business Research Methods 7E, Chapter 15,
Pg: 329 331, 344 347.
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