Chapter 12 Learning Objective

Questionnaire Design

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The Role of a Questionnaire

Learning Objective
To understand the role of the questionnaire in the data collection process.

Questionnaire Defined
A set of questions designed to generate the data necessary for accomplishing the objectives of the research project.

The Pivotal Role

See Figure 11.1 Positioned between the survey objectives and the respondents information. Translates the objectives into specific questions to solicit information.

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Exhibit 11.1 The Questionnaires Pivotal Role in the Research Process

Learning Objective Survey Objectives Questionnaire Respondent Information

Data Analysis

Findings

Recommendation s

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Managerial Action
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Criteria For a Good Questionnaire

Learning Objective

To become familiar with the criteria for a good questionnaire.

Does it Provide the Necessary Decision-Making Information?

If the questionnaire fails to provide insights, then discard or revise. Questionnaire must be approved by management

Does it Consider the Respondent?

Topic Type of respondent (use their language to fit with the need of target respondents) The interviewing environment The questionnaire length

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Criteria For a Good Questionnaire

Learning Objective

To become familiar with the criteria for a good questionnaire.

Does it meet Editing, Coding and Data Processing Requirements?

Editing Skip patterns Coding Questionnaire serves many masters
Accommodate research objectives Speak to the respondent in an understandable language Convenient for interviewer Easy to check Translatable to findings

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Skip Patterns and Coding Learning Objective

Do you or any member of your family work for an advertising agency, a marketing research firm, or a company that manufactures or sells shaving products? Yes ( ) .Terminate No ( ) .Continue with Q2 What is your occupation? Category Professional/Technical Manager/Official Self-employed Skilled Worker Service Worker

Code 1 2 3 4

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Exhibit 11.4 Questionnaire Design Process

Learning Objective (10) Implementatio n (2) Data Collection Methods (3) Question Response Format

(9) Final Copy

(8) Pretest and Revise

(1) Survey Objectives

(7) Obtain Approval

(4) Question Wording (6) Evaluate Layout (5) Flow and Layout
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The Questionnaire Development Process

Learning Objective

To learn the process for questionnaire design.

Step One: Determine Survey Objectives, Resources, and Constraints What data are needed? (Customer Satisfaction or Service Quality) Step Two: Determine the Data Collection Method Internet, telephone, mail, self-administration limitation

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The Questionnaire Development Process

Learning Objective

To learn the process for questionnaire design.

Step Three: Determine the Question Response Format

Open-ended Questions
Advantages Disadvantages

Types of Closed-ended questions

Dichotomous question Multiple-choice questions

Close-ended Questions
Advantages Disadvantages

Disadvantage of Closedended Questions Scaled-response Questions

Advantages Disadvantages

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The Questionnaire Development Process

Learning Objective

To learn the process for questionnaire design.

Step Four: Decide the Question Wording 1. The wording must be clear, jargon should be avoided and the researcher should avoid asking two questions in one. (Do you live 2.

within five minutes of here?) (Where do you usually shop for clothes) (How did you like the taste and texture of the coffee cake?). Select words so as to avoid biasing the respondent. (Do you often shop at lower-class stores like Super Store?) (Werent you pleased with the excellent service you received last night at the Holiday Inn?) (Sponsor identification early in the interviewing process can distort answers)

3. 4.

Consider the respondents ability to answer the question or to recall. (How many movies have you rented in the past seven years to view at home on your DVD?) Consider the respondents willingness to answer the question. Embarrassing questions like personal hygiene, sexual activities, and criminal records must be phrased carefully to minimize measurement error.

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The Questionnaire Development Process

Step Five: Establish Questionnaire Flow and Layout
1. Use the screener questions to identify qualified respondents. 2. After obtaining a qualified respondent, begin with a question that obtains a respondents interest. 3. Ask general questions first. 4. Ask questions that require work in the middle of the questionnaire.

Learning Objective

To learn the process for questionnaire design. 5. Insert prompters or strategic points. 6. Position sensitive, threatening, and demographic questions at the end. 7. Allow plenty of space for Open-ended responses. 8. Put instructions in capital letters. 9. Use a proper introduction and closing
1. Model opening 2. Model closing

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The Questionnaire Development Process

Learning Objective

To learn the process for questionnaire design.

Step Six: Evaluate the Questionnaire and Layout

Is the Question Necessary? Is the Questionnaire Too Long? Will the Questions Provide the Information Needed to Accomplish the Research Objectives?

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The Questionnaire Development Process

Learning Objective

To learn the process for questionnaire design.

Step Seven: Obtain Approval of All Relevant Parties

Distribute copies to all parties with authority Obtain managerial approval

Step Eight: Pretest and Revise

Pretesttrial run of questionnaire Revisedo a second pretest Managerial approvalreobtain

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The Questionnaire Development Process

Learning Objective

To learn the process for questionnaire design.

Step Nine: Prepare Final Questionnaire Copy

Precise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread.

Step Ten: Implementing the Survey

Supervisors Instructions Call record sheet Field Management Companies
Advantages Disadvantages
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Impact of the Internet on Questionnaire Development

Learning Objective
To understand how software and the Internet are impacting questionnaire design

Internets Effect on Questionnaire Development

Questionnaires developed by a research company can be sent as email attachments for approval After approval placed on clients server Or researcher can use Internet company like Perseus to develop a survey on the Internet
All operations are automatedthis includes
Survey design Respondent invitation Data collection Analysis Results reporting

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Software for Questionnaire Development

Learning Objective
To understand how software and the Internet are impacting questionnaire design

Software for Questionnaire Development

Senses Multimedia
sounds images animations movie clips earlier responses calculations

Survey Said
PC based surveys Internet based surveys

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Costs, Profitability, and Questionnaires

Understanding the impact of the questionnaire on data collection costs.

Learning Objective

Understanding Questionnaire Costs:

30% asking the questions 70% to reach a qualified respondent Adding a security screener can add 7% to cost Major Costtermination during an interview
Reasons

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subject matter redundant or difficult to understand questions questionnaire length changing the subject during the interview
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SUMMARY

Learning Objective

The Role of a Questionnaire Criteria for a Good Questionnaire The Questionnaire Development Process The Impact of the Internet on Questionnaire Development Software for Questionnaire Development Costs, Profitability, and Questionnaires

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