quest design

7/31/2019 Quest Design

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Questionnaire Design


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Goa Institute of Management 2012 2


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Information Requirement

To determine how often consumer purchases

pizza from Papa Johns.


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A is a formalized set of questions forobtaining information from respondents.

It must translate the information needed into a set of

specific questions that the respondents can and willanswer.

A questionnaire must uplift, motivate, andencourage the respondent to become involved in the

interview, to cooperate, and to complete theinterview.

A questionnaire should minimize response error.


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Maximising the response rate

If you were sending out a questionnaire,what would you do to maximise the

response rate?


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The basic functions of

questionnaire

It translates research objectives to be questions

It standardizes the questions and the responsecategories: every respondents can give the

information that we want It keeps communicating with respondents in a

professional way (cooperation and motivation).

It is the permanent records of survey

It is helpful for the process of data analysis It is reliable information provided by respondents


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Disadvantages of questionnaires

Provides only limited insight into problem

Limited response allowed by questions

Maybe not the right questions are asked

Varying response

Misunderstanding/misinterpretation

Need to get it right first time Hard to chase after missing data


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Questionnaire design process


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Clear specification


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Questionnaire relevancy

No unnecessary information is collected and only

information needed to solve the problem is

obtained. Be specific about your data needs; tieeach question to an objective


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Theoretical Components of a Questionnaire

(or Data Collection Instruments)

Questionnaires

Words


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Understanding of the questions

Appropriateness of primary scale

descriptors

Balanced versus unbalanced scales

Forced or free choice scales


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Question Content


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Type of question format

Unstructured questions


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Structured questions


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Alternative Question Formats1. Open-endedQuestions in which the respondent

answers in his own words

2. Closed-ended (or Fixed Alternative)Question in

which respondent selects one or more options from

pre-determined set of responses Simple dichotomy Closed ended question with only two

response alternatives

Multiple Choice Closed ended question with more than

two response alternatives Determinant choiceMultiple choice question in which

respondent must select only one of the response alternatives

Checklist question - Multiple choice question in which

respondent can select more than one of the response alternatives


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Sometimes, several questions are needed to obtain therequired information in an unambiguous manner. Considerthe question,

Do you think Coca-Cola is a tasty and refreshing soft

drink? (Incorrect)

Such a question is called a , because

two or more questions are combined into one. To obtain therequired information, two distinct questions should beasked:

Do you think Coca-Cola is a tasty soft drink? andDo you think Coca-Cola is a refreshing soft drink?(Correct)


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Overcoming Inability To Answer

Can the Respondent Remember?

How many gallons of soft drinks did you

consume during the last four weeks? (Incorrect)

How often do you consume soft drinks in a

typical week? (Correct)

1. ___ Less than once a week

2. ___ 1 to 3 times per week

3. ___ 4 to 6 times per week

4. ___ 7 or more times per week


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Overcoming Unwillingness To AnswerLegitimate Purpose

Explaining why the data are needed can makethe request for the information seemlegitimate and increase the respondents'

willingness to answer.Sensitive Information

Respondents are unwilling to disclose, at least

accurately, sensitive information because thismay cause embarrassment or threaten therespondent's prestige or self-image.


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Choosing Question Wording

Use Ordinary Words

Do you think the distribution of soft drinks is adequate?

(Incorrect)

Do you think soft drinks are readily available when you want

to buy them? (Correct)


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In a typical month, how often do you shop in departmentstores?

_____ Never

_____ Occasionally_____ Sometimes_____ Often_____ Regularly

In a typical month, how often do you shop in departmentstores?

_____ Less than once_____ 1 or 2 times

_____ 3 or 4 times_____ More than 4 times (Correct)


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Leading questions

: a question that suggests or implies a certain

answer.

The bandwagon effecte.g. Most Saudis have stopped eatingjunk food. Do you eat junk food?

Partially mentioning some alternativese.g. which fast food

restaurant do you prefer, Al-Tazaj or others?

Questions with the phrase: Dont you think that ..

l d d


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Requirements for Close-Ended Questions

Response categories provided for each close-ended

question should be mutually exclusiveandexhaustive

1. Mutually Exclusive Response categories must besuch that the same respondent cannot be classified

into more than one category; e.g. the categoriesSR1,000-5,000 and SR5,000-10,000 are notmutually exclusive.

2. Mutually ExhaustiveResponse categories should

include all possible response options. Sometimesthis is achieved by including a response optionlike Other (Please specify).


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Typical problems in wording questions


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Question Sequence

Two related issues:

1. Order of questions in questionnaire.

2. Order of answer alternatives for specific

questions.

Both can lead to order bias.


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Determining the Order of

QuestionsEffect on Subsequent Questions

Q1: What considerations are important to you in selecting a

department store?

Q2: In selecting a department store, how important is

convenience of location?

(Correct)


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Sequencing of Questions

The Funnel Approach

From general to specific questions

From easy to difficult questions


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Flowerpot Approach

Specific framework


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Questioning the layout

Why?A survey that begins with general information

questions promotes the development of the

necessary comfort zone between the two parties.

When respondents feel comfortable, thequestion/answer exchange process goes smoothly

and respondents are more thoughtful and honest

with their responses.


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According to the Flowerpot concept

Questionnaire begins with an introduction section

The researcher must decide how many research objectivesare to be explored

Specific information would then be obtained within eachof the objective categories

Good questionnaire designs end with demographic andsocioeconomic questions


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More design issues

Questionnaire length Although favour clarity

over conciseness

Question wordingaffects responses

Pilot testing Visual appearance...


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Visual appearance

Q1. Are you (please tick)

A home owner

A tenant

Living with parentsOther (please specify):

Q1. Are you (please tick)

A home owner

A tenant

Living with parents

Other (please specify)

Li d di h 11 i h


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Development of a Flowerpot-DesignedQuestionnaire

Step 1Transform research objectives into

information objectives

Step 2Determine the appropriate datacollection method

Step 3determine information requirements foreach objective

List and discuss the 11 steps in the

questionnaire development process, and

tell how to eliminate come common

mistakes in questionnaire design

Li t d di th 11 t i th


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Step 4develop specific question/scale measurement formats

Key decisions

Type of data

Question/scale format

Question and specific point wording

Step 5Evaluate question/scale measurements







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Step 6Establish the Flowerpot format/layout

This step becomes the core of the Flowerpot approach

Step 7Evaluate the questionnaire and layout

Questionnaires layout should be reviewed and evaluated

according to the objectives

Step 8Obtain the clients approval

May have new information or concernscreating need for some

types of modifications







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Step 9Pretest and revise the questionnaire

Should come from people who represent the respondent

Step 10finalize the questionnaire format

Placed in final format

Step 11Implement the survey

Begin the collection of the required raw data






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One of the most important aspects of


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One of the most important aspects of

designing a questionnaire is improving

your Response Rate, which requiresproviding the respondent with the

motivation to complete the

questionnaire. So consider:
http://www.psu.edu/


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Ways to decrease perceived cost


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Ways to establish trust


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Overall Flowchart for Instrument Design

quest design

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