Ch.8-QuestnrDesgn Prashant C

DR NEENA SONDHI
CHAPTER-8
QUESTIONNAIRE DESIGN
DR DEEPAK CHAWLA
RESEARCH METHODOLOGY CONCEPTS AND CASES

DR NEENA SONDHI SLIDE 8-1
The questionnaire method

 This is the simplest and most often used method
of primary data collection
 There is a pre-determined set of questions in a

sequential format
DR DEEPAK CHAWLA
 Is designed to suit the respondent’s

understanding and language command
 Can be conducted to collect useful data from a

large population in a short duration of time

Criteria for questionnaire design

 The spelt out research objectives need to be
converted into specific questions
 It must be designed to engage the respondent

and encourage meaningful response
DR DEEPAK CHAWLA
 The questions should be designed in simple

language and be self-explanatory

Types of questionnaire
Formalized Non Formalized
Unconcealed Most research studies use The response categories have

Standardized Questionnaires like more flexibility
these.
DR DEEPAK CHAWLA
Concealed Used for assessing psychographic and Questionnaires using

subjective constructs projective techniques or
sociometric analysis

SLIDE 8-4
DR NEENA SONDHI
Formalized & unconcealed questionnaire: self-explanatory with

most response categories predefined
 Out of the following options, where do you invest

(tick all that apply)
Precious metals----------------, real estate------------, stocks---------,
Government instruments---------, mutual funds------any other-------
 Who carries out your investments?

DR DEEPAK CHAWLA
Myself-----------, agent---------, relative-----------, friend------------, any

other----------
 What is your source of information for these decisions?

Newspaper------------, investment magazines-----------, company
records etc.----------, Trading portals------------, agent------------

Formalized & concealed questionnaire: most response
categories are predefined, but latent cause of behaviour
are derived from indirect questions
Please indicate level of your agreement for the following statements.

SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-Disagree
DR DEEPAK CHAWLA
SA A N D SD
1 The individual of the present era is better informed about

everything than the individual before.
2 I believe that one must live for the day and worry about
tomorrow later.
3 An individual must at all times keep abreast of what is
happening in the world around him/her.
4 Books are best friends anyone can have.
5 I generally read and then decide what to buy.

Non-formalized & Non concealed questionnaire: undisguised and
most response categories are not predefined
 Why do you think Maggi noodles are liked by young children?

---------------------------------------------------------------------------
DR DEEPAK CHAWLA
 How do you generally decide on where you are going to invest

your money?-------------------------------------------------------------
 Give three reasons why you believe that the 2010 Commonwealth
Games in India are going to help the country?
-------------------------------------------------------------------------

Non-formalized & concealed questionnaire: disguised
and most response categories are not predefined,e.g.
Given below are two grocery lists –personify the user
DR DEEPAK CHAWLA

SLIDE 8-8
DR NEENA SONDHI
method of administration
 Self-administered questionnaire: respondents fills in
the questionnaire him/her self
 Schedule: the investigator/researcher reads out the

questions and records the respondents’ answers.
DR DEEPAK CHAWLA

SLIDE 8-12
Administration and design implications

DR NEENA SONDHI
DR DEEPAK CHAWLA

Mode of administration: Schedule

Now I am going to give you a set of cards. Each card will have the name of one television serial (Hand
over the cards to the respondent in a random order). I want you to examine them carefully (give her
some time to read all the names). I would request you to hand over the card which has the name of the
serial you like to watch the most. (Record the serial and keep this card with you). Now of the remaining
nine serials name your most favorite serial (continue the same process till the person is left with the last
card)
DR DEEPAK CHAWLA
T.V. SERIAL RANK ORDER

1. 1 ___________________
2. 2 ___________________
3. 3 ___________________
4. 4 ___________________
5. 5 ___________________
6. 6 ___________________
7. 7 ___________________
8. 8 ___________________
9. 9 ___________________
10. 10 ___________________

Mode of administration: telephone

Please listen very carefully; I am going to slowly read the name of ten popular T.V. serials. I want to know
how much you prefer watching them. You need to use a 1 to 10 scale, where 1 means I do not like watching
it and 10 means I really like watching it. For those in between you may choose any number between 1 and
10. However, please remember that the higher the number the more you like watching it. Now, I am going to
name the serials one by one. In case the name is not clear I will repeat the list again. So, the serial’s name
is-------------------. Please use a number between 1 and 10 as I had told you. O.k. thank you, the next name
is---------------------. And so on till all the 10 names have been read out and evaluated.
SERIAL
DR DEEPAK CHAWLA
1. Balika Badhu 1 2 3 4 5 6 7 8 9 10
2. Sathiya 1 2 3 4 5 6 7 8 9 10
3. Sasural Genda Phool 1 2 3 4 5 6 7 8 9 10
4. Bidai 1 2 3 4 5 6 7 8 9 10
5. Pathshala 1 2 3 4 5 6 7 8 9 10
6. Bandini 1 2 3 4 5 6 7 8 9 10
7. Laptaganj 1 2 3 4 5 6 7 8 9 10
8. Sajan Ghar jaaana Hai 1 2 3 4 5 6 7 8 9 10
9. Tere liye 1 2 3 4 5 6 7 8 9 10
10. Uttaran 1 2 3 4 5 6 7 8 9 10

Mode of administration: mail

In the next question you will find the names of ten popular Hindi serials that are being aired on television
these days. You are requested to rank them in order of your preference to watch these programmes. Start
by identifying the serial which is your most favorite, to this you may give a rank of 1. Then from the rest of
the nine, pick the second most preferred serials and give it a rank number of 2.Please carry out this process
till you have ranked all 10. The one you prefer the least should have a score of 10. You are also requested
not to give two serials the same rank. The basis on which you decide to rank the serials is entirely
dependent upon you. Once again you are asked to rank all the 10 serials.
DR DEEPAK CHAWLA
SERIAL RANK ORDER

1. Balika Badhu ___________________
2. Sathiya ___________________
3. Sasural Genda Phool ___________________
4. Bidai ___________________
5. Pathshala ___________________
6. Bandini ___________________
7. Laptaganj ___________________
8. Sajan Ghar Jaaana Hai ___________________
9. Tere Liye ___________________
10. Uttaran ___________________

Content of the questionnaire

Essential to ask the question
To gauge consumer’s shopping behaviour
Please indicate the level of your agreement for the following statements.
SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-Disagree

DR DEEPAK CHAWLA
SA A N D SD
Compared to the past (5-10 years)
1 The individual customer today shops more
2 The consumer is well informed about market offerings
3 The consumer knows what he/she wants to buy before he enters the
store
4 The consumer today has more money to spend
5 There are more shopping options available to the consumer today

Content of the questionnaire

Several questions or single question
“Why do you like the serial--------------(the one you
ranked/prefer watching most)?” (Incorrect)
"What do you like about-------------?"

DR DEEPAK CHAWLA
“Who all in your household watches the serial?

and
"How did you first happen to hear about the serial?"
(Correct)

Motivating the respondent to answer

Assisting the respondent to provide the answer
Does he have the answer?
1. How do you evaluate the negotiation skills module with the Communication
and presentation skill module? (Incorrect)
DR DEEPAK CHAWLA
1. Have you been through the following training modules?

Negotiation skills module Yes/no
Communication & presentation skills Yes/no
In case the answer to both is yes, please answer the following question
else move to the next question.
How do you evaluate the negotiation skills module with the Communication
and presentation skill module? (Correct)


Does he remember?
How much did you spend on eating out last month? (Incorrect)
1. When you go out to eat, on an average your bill amount is:
________ Less than Rs100

DR DEEPAK CHAWLA
________ Rs 101-250
________ Rs 251-500
________ more than Rs 500
2. How often do you eat out in a week?

________ 1-2 times.
________ 3-4 times
________ 5-6 times
________ every day (correct)


Can he articulate?
Describe the river rafting experience.……... (incorrect)
Describe the river rafting experience (Correct)

DR DEEPAK CHAWLA
1 Unexciting        exciting
2 Bad        good
3 Boring        interesting
4 Cheap        expensive
5 Safe        dangerous


Assisting the respondent to answer
The perspective is not clear
“How many credit cards do you own?” or

“When did you last go on a holiday?” or
“How many movies do you watch in a fortnight?” (incorrect)
DR DEEPAK CHAWLA
A spillover of a healthy quality of working life is also

reflected in a person’s way of living. Thus, we would like
to know how you live. (correct)


Assisting the respondent to answer
Sensitive information/topic
Have you ever used fake receipts to claim your medical allowance?
(Incorrect)
Have you ever spit tobacco on the road (to tobacco consumers)?
(Incorrect)
DR DEEPAK CHAWLA
Do you associate with people who use fake receipts to claim their
medical allowance? (Correct)
Do you think tobacco consumers spit tobacco on the road?
(Correct)

Type of questions
Question Content
Open – ended Closed - ended

DR DEEPAK CHAWLA
Dichotomous Multiple Scales

Responses

SLIDE 8-24
Type of questions
DR NEENA SONDHI
Open ended questions:

 What is your age?
 How would you evaluate the work done by the present government?
 How much orange juice does this bottle contain?
 What is your reaction to this new custard powder?

DR DEEPAK CHAWLA
 Why do you smoke Gold Flake cigarettes?
 Which is your favorite TV serial?
 What training programme have you last attended?
 With whom in your work group do you interact with after office hours?

SLIDE 8-25
Type of questions
DR NEENA SONDHI
Closed ended questions
1. Dichotomous questions
 Are you diabetic? Yes / No
 Have you read the new book by Dan Brown? Yes/no

DR DEEPAK CHAWLA
 What kind of petrol do you use in your car? Normal/Premium
 What kind of cola do you drink? Normal/diet
 Your working hours in the organization are fixed/ flexible

SLIDE 8-26
Type of questions
DR NEENA SONDHI
Closed ended questions
2. Multiple choice questions

 How much do you spend on grocery products (average in one month)?
- Less than Rs. 2500/-
- Between Rs 2500-5000/-
- More than Rs 5000/-
 You do not currently sell organic food products because (Could be  1)
DR DEEPAK CHAWLA
- You do not know about organic food products.

- You are not interested.
- You are interested but you do not know how to procure it.
- It is not profitable.
-The customer demand is too low
- any other--------------------

SLIDE 8-31
The questionnaire administration

DR NEENA SONDHI
 Physical characteristics of the questionnaire
 Pilot testing the questionnaire

DR DEEPAK CHAWLA
 Preparing the final draft of the questionnaire
 Administering the questionnaire

The questionnaire method

Advantages Disadvantages
 Adaptability  Limited applicability
 Assurance of anonymity  Skewed sample

DR DEEPAK CHAWLA
 Cost- & time-effective  Return ratio
 Scope of coverage  Clarification
 Spontaneity of response

DR NEENA SONDHI
END OF CHAPTER
DR DEEPAK CHAWLA

Ch.8-QuestnrDesgn Prashant C

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Ch.8-QuestnrDesgn Prashant C

Încărcat de

Drepturi de autor:

Formate disponibile

DR NEENA SONDHI

RESEARCH METHODOLOGY CONCEPTS AND CASES

The questionnaire method

 There is a pre-determined set of questions in a

 Is designed to suit the respondent’s

 Can be conducted to collect useful data from a

RESEARCH METHODOLOGY CONCEPTS AND CASES

Criteria for questionnaire design

 It must be designed to engage the respondent

 The questions should be designed in simple

RESEARCH METHODOLOGY CONCEPTS AND CASES

Unconcealed Most research studies use The response categories have

Concealed Used for assessing psychographic and Questionnaires using

RESEARCH METHODOLOGY CONCEPTS AND CASES

Formalized & unconcealed questionnaire: self-explanatory with

 Out of the following options, where do you invest

 Who carries out your investments?

Myself-----------, agent---------, relative-----------, friend------------, any

 What is your source of information for these decisions?

RESEARCH METHODOLOGY CONCEPTS AND CASES

Please indicate level of your agreement for the following statements.

1 The individual of the present era is better informed about

5 I generally read and then decide what to buy.

RESEARCH METHODOLOGY CONCEPTS AND CASES

 Why do you think Maggi noodles are liked by young children?

 How do you generally decide on where you are going to invest

RESEARCH METHODOLOGY CONCEPTS AND CASES

RESEARCH METHODOLOGY CONCEPTS AND CASES

 Schedule: the investigator/researcher reads out the

RESEARCH METHODOLOGY CONCEPTS AND CASES

Administration and design implications

RESEARCH METHODOLOGY CONCEPTS AND CASES

Mode of administration: Schedule

T.V. SERIAL RANK ORDER

RESEARCH METHODOLOGY CONCEPTS AND CASES

Mode of administration: telephone

RESEARCH METHODOLOGY CONCEPTS AND CASES

Mode of administration: mail

SERIAL RANK ORDER

RESEARCH METHODOLOGY CONCEPTS AND CASES

Content of the questionnaire

SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-Disagree

RESEARCH METHODOLOGY CONCEPTS AND CASES

Content of the questionnaire

"What do you like about-------------?"

“Who all in your household watches the serial?

RESEARCH METHODOLOGY CONCEPTS AND CASES

Motivating the respondent to answer

1. Have you been through the following training modules?

RESEARCH METHODOLOGY CONCEPTS AND CASES

Motivating the respondent to answer

1. When you go out to eat, on an average your bill amount is:

________ Less than Rs100

2. How often do you eat out in a week?

RESEARCH METHODOLOGY CONCEPTS AND CASES

Motivating the respondent to answer

Describe the river rafting experience (Correct)

RESEARCH METHODOLOGY CONCEPTS AND CASES

Motivating the respondent to answer

“How many credit cards do you own?” or

A spillover of a healthy quality of working life is also

RESEARCH METHODOLOGY CONCEPTS AND CASES

Motivating the respondent to answer