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• QUESTIONNAIRE
– is a series of questions, used to gather information
from respondents.
– The questions are used for audience analysis and
they are meant to create an understanding of
the target audience’s feelings, perceptions, needs,
and beliefs about a company, event, or group.
DESIGNING THE QUESTIONNAIRE
Step 1 – Background
Do a basic research on the background of
the chosen variable or construct.
Choose a construct to craft the purpose and
objective of the questionnaire.
CONSTRUCT refers to a trait or
characteristic that you like to evaluate or
measure.
Exam. weight, height, intelligence levels,
levels of satisfaction, aggression, skills,
academic achievement, or work
performance.
DESIGNING THE QUESTIONNAIRE
Step 1 – Background
After identifying the construct, you can
easily state the purpose and objective of the
questionnaire and the research questions as
well; only then you can frame the hypothesis
of the study.
DESIGNING THE QUESTIONNAIRE
Step 2 – Questionnaire Conceptualization
1. Choose the response scale to use.
This is how you want your respondents to
answer the questions in your study.
Following response:
Yes/No
Yes/No/Don’t/Know
This type of response scale allows the
respondent to select only one answer.
The don’t know answer is the neutral
response
DESIGNING THE QUESTIONNAIRE
Step 2 – Questionnaire Conceptualization
Likert Scale
Is a very popular rating scale used by researchers
to measure behaviors and attitudes
quantitatively.
It consists of choices that range from one extreme
to another from where respondents choose a
degree of their opinions.
It is the best tool for measuring the level of
opinions.
DESIGNING THE QUESTIONNAIRE
Some Likert-Scale sample ratings:
Frequency of Occurrence Freq. of Use
Very frequently Always
Frequently Often
Occasionally Sometimes
Rarely Rarely
Very rarely Never
DESIGNING THE QUESTIONNAIRE
Some Likert-Scale sample ratings:
Degree of Importance Quality
Very important Strongly agree
Important Agree
Moderately important Moderately Agree
Of little importance Disagree
Not important Strongly disagree
DESIGNING THE QUESTIONNAIRE
Some Likert-Scale sample ratings:
Level of Satisfaction Agreement
Very satisfied Strongly agree
Satisfied Agree
Moderately Satisfied Moderately Agree
Unsatisfied Disagree
Very Unsatisfied Strongly disagree
Step 2 – Questionnaire Conceptualization
2. Generate the items or questions of the
questionnaire based on the purpose and
objectives of the research study.
Things to consider:
The questions should be clear, concise and simple
using minimum number of words. Avoid lengthy
and confusing lay-out.
Classify your questions under each statement
based on your problem statement
Questions should be consistent within the needs of
the study.
Avoid sensitive or highly debatable question.
Step 2 – Questionnaire Conceptualization
3. Choose the types of questions in developing
the statements.
The types of questions may be one of the
following:
Dichotomous question
Open-ended question
Closed questions
Rank-order scale questions
Rating scale question
Step 2 – Questionnaire Conceptualization
Dichotomous question
This is a Yes/No or Like/Dislike question
where only two (2) choices are provided.
Male/Female and Good/Bad are also
examples of dichotomous choices
Step 2 – Questionnaire Conceptualization
Dichotomous question
Step 2 – Questionnaire Conceptualization
Open-ended question
This type of question usually answers the
question “why”
It allows the respondents to give their ideas
and insights on a particular issue
This type of question gives additional
challenge to the researcher who must
review each response before assigning codes
and analyzing the data.
Step 2 – Questionnaire Conceptualization
Open-ended question
Step 2 – Questionnaire Conceptualization
Open-ended question
What are your favourite movies? (Please specify their titles)
Importance Ranking
a. Doing homeroom activities
b. Going to the library
c. Using the computer
d. Joining academic organizations
e. Doing homework/assignments
Step 2 – Questionnaire Conceptualization
Rating scale questions
Likert scale ratings
Step 2 – Questionnaire Conceptualization
Rating scale questions
Likert scale ratings
Step 3 – Establish the Validity of the
Questionnaire
Validity
Is traditionally defined as “degree to which
a test measures what it claims, or purports,
to be measuring” (Brown, 1996)
A questionnaire undergoes a validation
procedure to make sure that it accurately
measures what it aims to do.
A valid questionnaire helps to collect
reliable and accurate data.
Step 3 – Establish the Validity of the
Questionnaire
Ways to assess the validity of a set of
measurements:
Face Validity
Content Validity
Criterion-related validity
Concurrent validity
Predictive validity
Construct validity
Step 3 – Establish the Validity of the
Questionnaire
Face Validity
This is a superficial or subjective assessment.
The questionnaire appears to measure the construct or
variable that the research study is supposed to measure
Content Validity
Is most often measured by experts or people who are
familiar with the construct being measured.
The experts are asked to provide feedback on how well
each question measures the variable or construct other
study.
The experts make judgments about the degree to
which the test items or statements match the test
objectives or specifications.
Step 3 – Establish the Validity of the
Questionnaire
Criterion-related Validity
This type of validity measures the relationship between
a measure and an outcome
It can be further divided into concurrent and predictive
validity
Concurrent Validity
This type of validity measures how well the results of an
evaluation or assessment correlate with other
assessments measuring the same variables or constructs.
Step 3 – Establish the Validity of the
Questionnaire
Criterion-related Validity
Predictive Validity
This measures how well the results of an assessment can
predict a relationship between the construct being
measured and future behaviour.
For example: the academic performance of a student in
Grade 11 Math may be predicted by his/her math
performance in junior high school.
Step 3 – Establish the Validity of the
Questionnaire
Construct Validity
This is concerned with the extent to which a measure is
related to other measures as specified in a theory or
previous research.
It is an experimental demonstration that a test is
measuring the construct it claims to be measuring.
Step 4 – Establish the Reliability of the
Questionnaire
Reliability
Indicates the accuracy or precision of the
measuring instrument (Norland, 1990).
It refers to a condition where measurement
process yields consistent responses over
repeated measurements.
To apply this concept in research, you need
a questionnaire that is reliable.
You need questions that yield consistent
scores when asked repeatedly.
Step 4 – Establish the Reliability of the
Questionnaire
Some ways to assess the Reliability of a
questionnaire
Test-retest reliability
Split-half method
Internal consistency
Step 4 – Establish the Reliability of the
Questionnaire
Test-retest reliability
This is the simplest method of assessing
reliability.
The same test or questionnaire is
administered twice and correlation
between the two sets of scores is computed.
Step 4 – Establish the Reliability of the
Questionnaire
Split-half method
This method is also called equivalent or
parallel forms.
In this method, two different tests covering
the same topics are used and the
correlation between the two sets of scores is
calculated.
Step 4 – Establish the Reliability of the
Questionnaire
Internal consistency
This method is used in assessing reliability of
questions measured on an interval or ratio
scale.
The reliability estimate is based on a single
form of test administered on a single occasion.
One popular formula to measure internal
consistency is called Cronbach’s alpha.
This can be computed using manual and
electronic computations such as the Statistical
Package for the Social Sciences.
Cronbach alpha can range from 0 (poor
reliability) to 1 (perfect reliability).
Anything above .70 is considered sufficiently
reliable.
Step 5 – Pilot Testing of the Questionnaire
Pre-testing or pilot testing a questionnaire is
important before you use it to collect data.
Through this process, you can identify
questions or statements which are not clear to
the participants or there might be some
problems with the relevance of the
questionnaire to the current study.
After designing the questionnaire, you may
find 10-15 people from your target group to
pre-test the questionnaire.
You design or provide spaces where the testers
can freely indicate their remarks
Step 5 – Pilot Testing of the Questionnaire
Remarks may be the following:
“Delete this statement. I don’t understand the
question/statement.”
“Revise the question/statement. Indicate the
specific variables to be measured.”
“Retain the question/statement. This is good.”
“There are missing options in the list of choices.”
“The question is so long. It’s getting boring.”
Step 6 – Revising the Questionnaire
After identifying the problem areas in your
questionnaire, revise the instrument as needed
based on the feedback provided during the
pre-testing or pilot-testing.
The best questionnaire is one that is edited
and refined towards producing clear questions
arranged logically and in sequential order.
The questionnaire should match with the
research objectives.
Group activity
• The class will be divided into 4 groups.
• The group will criticize and analyze the sample
questionnaire based on the process on how to
formulate an instrument (questionnaire).
Group activity
• Group 2
Group activity
• Group 3
Group activity
• Group 4
Output
• Make your research
instrument/questionnaire, considering the
steps in designing a questionnaire.
• Questions should be anchored to your SOP
(statement of the problem)