Questionnaire

Design
Krystsina Sharambei
Theoretical Principles of
Questionnaire Design
Questionnaire - is aresearchinstrument
consisting of a series ofquestionsand other
prompts for the purpose of gathering information
from respondents.
Questionnaire Design - refers to the design
(text, order, and conditions for skipping) of the
questions used to obtain the data needed for the
survey.
Four Theoretical Components
of a Questionnaire

Questio Hypothe
Words Format
ns ses
Words
The most obvious component is words. The
researcher must carefully consider which words to
use in creating the questions and scales for
collecting raw data from respondents
Questions
Two important issues relating to question phrasing
that have a direct impact on survey designs are
(1) the type of question format (unstructured or
structured) and (2) the quality of the question
(good or bad)
Questions
Unstructured questions Structured questions
Open-ended questions Closed-ended questions
formatted to allow that require the respondent
respondents to reply in to choose from a
their own words predetermined set of
responses or scale
points
Bad questions Good questions
Any questions that prevent The opposite to bad questions
or distort the fundamental
communication
between the researcher
and the respondents
Questions
Incomprehensible to the
respondent
because the wording, the
concept, or both can not be
understood. An example
would be: What is your
attitude about the linkage
between the 2002 war on the
terrorists of al-Quaida in
Afghanistan and the
Democrats
decrying of sexual
McCarthyism toward
improving the environment in
Arizona?
Leading in that the respondent is
forced or directed into a response
that
she or he would not ordinarily
Unanswerable
either because the
respondent does not have
access to the information
needed or because none of
the answer choices apply to
the respondent. An example
would be: What was your
parents exact annual income
two years ago?
Double-barreled in that they ask
the respondent to address more
than one issue at a time. An
example would be: To what
Questionnaire Format
The integrated layout of sets of questions or scale
measurements into a systematic instrument. The
questionnaires format should allow for clear
communication.
Hypothesis
A formalized statement of a testable relationship
between two or more constructs or variables.
Description versus Prediction
A descriptive A predictive
design allows the questionnaires force
researcher to the researcher to
collect raw data collect a wider range
of state-of-mind and
that can be turned
state-of-intention
into facts about a data that can be used
person or object. in predicting changes
in attitudes and
behaviors as well as
in testing hypotheses.
Accuracy versus Precision
Accuracy refers to In contrast,
the degree to which precision in
the data provide questionnaire
the researcher with designs focuses on
a description of the the reproducibility
true state of affairs. of the results over
repeated usages.
The flowerpot approach
This scientific approach involves a series of
activities that have a logical, hierarchical order.
The flowerpot notion is symbolically derived from
the natural shape associated with a clay pot used
for planting and growing flowers. The shape is
wide at the top and tapered (or narrower) at the
bottomsymbolizing a natural flow of data from
general to specific.
The flowerpot approach
According to the flowerpot concept, in a good
questionnaire design, the data will flow from a
general information level, down to a more specific
information level, and end with identification data.
A questionnaire should begin with an introductory
section that gives the respondent a basic idea of
the main topic of the research. This section should
also include general instructions for filling out the
survey. The introductions appearance will vary
with the desired data collection method.
The Role of a Cover Letter
Cover letter A separate written communication to
a prospective respondent designed to enhance
that persons willingness to complete and return
the survey in a timely manner.
 The main role of the cover letter should be that of
winning over the respondents cooperation and
willingness to participate in the research project.
In other words, the cover letter should help
persuade a prospective respondent either to fill
out the questionnaire and return it in a timely
fashion or to participate in the current interview.
Developing of cover letter
Factor 1. Personalization
The cover letter should be addressed to the
particular person who was randomly selected as a
prospective respondent.
Factor 2. Identification of the Organization
Doing the Study
Clear identification of the name of the research firm
conducting the survey or interview; decide on
disguised or undisguised approach of revealing the
actual client (or sponsor) of the study
Developing of cover letter
Factor 3. Clear Statement of the Studys
Purpose and Importance
Describe the general topic of the research and
emphasize its importance to the prospective
purpose and importance respondent.
Factor 4. Anonymity and Confidentiality
Give assurances that the prospective respondents
name will not be revealed. Explain how the
respondent was chosen, and stress that his or her
meaningful input is important to the studys
success.
Developing of cover letter
Factor 5. Time Frame
Communicate the overall time frame of the survey
or interview. It should state the actual completion
time requirements and any compensation that
might be offered.
Factor 6. Reinforcement of the Importance
of the Respondents Participation
Where appropriate, communicate the importance of
prospective respondents participation.
Developing of cover letter
Factor 7. Acknowledgment of Reasons for
Not Participating in the Study
Point out lack of leisure time, surveys classified
as junk mail, and forgetting about survey
reasons for not participating, and defuse them.
Factor 8. Time Requirements and
Compensation
Clearly communicate the approximate time required
to complete the survey; discuss incentive
compensations program, if any.
 Factor 9. Completion Date and Where and
How to Return the Survey
Communicate to the prospective respondent all
instructions for returning the completed how to
return the survey questionnaire.
Factor 10. Advance thank-you statement for
willingness to participate
Thank the prospective respondent for his or her
cooperation.
Supplement Documents Associated
with Survey Instrument Designs
Supervisor Instructions
A form that serves as a blueprint for training people
on how to execute the interviewing process in a
standardized fashion; it outlines the process by
which to conduct a study that uses personal and
telephone interviewers
Supplement Documents Associated
with Survey Instrument Designs
Interviewer Instructions
The vehicle for training the interviewer on how to
select prospective respondents, screen them for
eligibility, and conduct the actual interview.
Supplement Documents Associated
with Survey Instrument Designs
Screening forms
A set of preliminary questions that are used to
determine the eligibility of a prospective respondent
for inclusion in the survey.
Supplement Documents Associated
with Survey Instrument Designs
Quota Sheets
A simple tracking form that enhances the
interviewers ability to collect raw data from the
right type of respondents; the form helps ensure
that representation standards are met.
Supplement Documents Associated
with Survey Instrument Designs
Rating Cards
Cards used in personal interviews that represent a
reproduction of the set of actual scale points and
descriptions used to respond to a specific
question/setup in the survey. These cards serve as a
tool to help the interviewer and respondent speed
up the data collection process.
Supplement Documents Associated
with Survey Instrument Designs
Call Record Sheets
A recording document that gathers basic summary
information about an interviewers performance
efficiency (e.g., number of attempts, number of
completed interviews, length of time of interview)
Thank you for your
attention!!!