questionairre design_pr (1)

8/7/2019 Questionairre Design_PR (1)

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Prepared by:

Kashish Goyal (191028)

Archin Padia (191039)

Prateek Jain (191044)

Rahul Singh (191047)

Rohit Goyal (191049)

Nikhil Valechha (191060



Agenday W hat is A Questionnaire

y Preliminary Decisions

y

Questionnaire Designy W hat Should Be asked

y How should each question be phrased

y Art of Asking questions

y

In what sequence should the question be arrangedy Questionnaire Layout

y Pretest & Revision

Queries??



Questionairre Designy No hard and fast rules

y Only guidelines



Preliminary Decisions Exactly what information is required?

Exactly who are the target respondents?

W hat method of communication will be used

to reach these respondents?



Defining Target Groupy By Demographics : age, sex, SEC, working status, occupation,

education, etc.

y By Usage : Current brand X user, recent buyer, prospective buyer,heavy user, etc.

y

By Filters : aware of brand X, seen ad; etc..

y By Attitude : BE CAR EFUL - make sure you can read the attitude



Personal InterviewyInterviewer can clarify unclear questions

yLiteracy is not required

yInterviewer can collect more complex answers andobservationsyInterviewer can minimize missing and inappropriateresponses

yInterviewer can prevent respondentfrom answering out of sequence

yMost costly form of surveyingyInterviewer should be courteous

yPrior appointment should be taken



Telephonicy Substantial cost advantage to collecting data compared

to personal interview surveys.

y Consumer behavior is non complex in naturey Avoids Geographical constraints

y Should be short and less time-consuming

y Should be easy to understand

y Should be to the point

y Interviewer must be fluent



Web basedy The rapid dissemination of internet technology ushers

in the temptation that web surveys are a viable

alternative to the previous options.y They are Fast

y Can produce large samples

y Cheapest mode of surveying

y Avoids interviewer bias



What Should be Askedy Questionnaire Relevancy(3,5)

y Purpose Oriented

y

No unnecessary informationy Eg:-Asking occupation/gender/income

y Questionnaire Accuracy y Reliability (6)

y eg-Ego threatening, Domestic Violence

y Validity-Is the question solving your purpose(7)

y Eg-Are you satisfied with the excellent quality of the messfood.



y W ays of phrasing a question

OpenE

ndedFixed Alternative

Hybrid

Simple Dicohotomy



Open Ended Questionsy Advantages

y Leave the respondent free to offer any replies

y Do not influence the respondent with a pre-stated set of responsecategories

y Generate a wide variety of responses : more suited for exploratory andproblem identification research

y Help capture actual values and views of respondents

y Also respondents like to have at least few opportunities to expressthemselves

y Disadvantagesy Measure respondent articulateness

y Interviewer effect

y Add to cost



Suitability of question

Exploratory research with infinite range of options

available.y Eg:-W hat changes would you like in next budget

Cost Of Open Ended Question:-y Job of coding, editing and analysing the data is quite extensive

y

Difficult to categorize and summarize the answers.y Longer answers- difficult to find key words.



CLOSE ENDED QUESTIONSy Advantages

y Easy to administer

y Essential in securing co-operation in self administered survey

y Tend to reduce interviewer bias and bias from respondentarticulateness

y Tabulation and analysis is simpler

y Can measure degree

y Disadvantages

y Considerable effort to develop a sound set

y potential to choose form choices even if Others present, answersmay cause distortion in data



Close Ended questionsSuitability:-

y Standardized format.

y Clarifying factsy Verifying already given information

y To control a conversationUnder a price constraint if we want to offer some set of

features then only limited option will be provided



Variation in Close ended question*y Determinant choice question.

y Frequency Determination question

y Checklist question.



Caution for Close Ended questiony Overlapping of options.

y Awareness of potential responses.

y Assumption of responses.



Specific Purpose Questiony Likert Question (7)

y Simple dichotomy question.(4,6)y

Eg- Yes/No,True/False, Agree/Disagreey Rating Scale question(8)



ART of Asking questionsy Avoid Complexity-(10,11)

y Avoid leading and loaded question(7)

y Avoid Ambiguity-Be specific.(5)y Avoid Double Barreled Items(11,12)

y Avoid Making Assumptions(12)



Avoid Complexityy Use simple and conversational language.

y Refer to your sheet question No.-10,11



Avoid leading and loaded question

y Refer to Question No.-7



Avoid Double Barreled Itemsy Refer to question No.-???? (Q 11, 12)

y Do you prefer a small, economy car or a larger sporty car?

Cleary, two or more separate questions are needed



Do you favor a ban on commercials in movietheatres?

44%saying yes

Adding the assumption even if it meant a Rs10/-

increase in ticket prices?

22% say yes



The Effect of External Eventsy If you ask I n the last week how many hours of TV

did you watch?

y And if last week has had cricket matches : figureswill be inflated

y Hence : in a typical week rather than in lastweek



Biased Wordsy Do you think the United States should allow public

speeches against democracy?

y Do you think the United States should forbid publicspeeches against democracy?

y 44% said No to 1st question, 56% yes

y 72% said No to 2nd question, 28% said yes



Sequence of the Questionnairey There must be no prompting of any information

before spontaneous questions on the same subject.

yThe questionnaire should normally start with the moregeneral questions related to the topic and then goingto the specific.

y Behavioural questions should be asked before

attitudinal questions on the same topic.y (7)



Techniques*y Funneling

y Narrow down from general to specific.

y Response depends on previous responses.

y Filter Question

y To filter the target segment

y Pivot Question

y Depends on filter question



Techniques contd..y Example



Pretest & Revisingy Pretest-

y Done on pilot study basis.

y Sample should be representative.

y Feedback should be available.

y Preliminary Tabulation of the pretest results.

y Pretest done repetedly.



PretestLook Out for :

Double bind :H ave you stopped beating your wife?

2 in 1 :Do you think Nirma gets clothes really clean without

damaging the fabric?

Ambiguous : H ow much snacks did you eat yesterday?

Abstract : H ow strongly do you feel the modern HW aspires to greater freedom?

Therefore be sure what needs to be measured is in fact what is measured



ReviewAt all times check that:

y The language is simple

y It is precise and to the point

And answer the question:

y Can I do without this information

y Do I need it now



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questionairre design_pr (1)

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