Questionnaire Design

12 important questions on Questionnaire Design

What are the criteria for a good questionnaire?

Does it provide the necessary decision-making information?
Does it consider the respondent? Type of respondent, interviewing environment, questionnaire length. A questionnaire should be designed explicitily for the intended respondents. Use sumple, everyday language, as long as the reslt is not insulting or demeaning to the respondent.

Does it meat editing and coding requirements? Editing = going through each questionnaire to ensure that skip patterns were followed and the required questions filled out.

The questionnaire must be translatable into findings that respond to the manager's original questions.

What are the steps in the questionnaire design proces?

1 Determine survey objectives, resources and constraints;
2  Determine data collection method;
3 Determine question response format;
4 Decide on the question wording;
5 Establish questionnaire flow and layout;
6 Evaluate the questionnaire;
7 Obtain approval of all relevant parties;
8 Pretest and revise;
9 Prepare a final copy;
10 Implement the survey.

What are survey objectives?

Outline of the decision-making information sought through the questionnaire.
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What is the laddering technique?

Lddering techniques are typically used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden, preconscious factors that influence purchase. It consists of matching question to:

1 Feature (Video cameras in cars to make blind spots more visable);
2 perceived benefits (I won't back into something);
3 Physical consquences (I won't destroy anything);
4 Emotional consequences (damage to the car is stresful);
5 Core value (I have peace of mind).

What are problems with dichotomous questions?

1 Dichotomous questions are prone to a large amount of measurement error. Because alternatives are polarized, the wide range of possible choices between the poles is omitted.

2 Responsed frequently fail to communicate any intensity of feeling on the part of the respondent.

What are problems with multiple-choice questions?

1 Researcher must spend a lot of time generating the list of possible responses;
2 Researcher must settle on a range of possible answers;
3 Position bias: respondents will typically choose either the first or last alternative, all other things being equal.

What are scaled response questions?

Closed-ended questions in which the response choices are designed to cpture the intensity of the respondent's feeling.

+ Scaling permits measurement of intensity;
+ Allows for more powerful statistical tools.

What are the general guidelines for wording questions?

1 The wording must be clear;
2 The wording must not bias the respondent;
3 The respondent must be able to answer the questions;
4 The respondent must be willing to answer the questions.

How is clarity in wording achieved?

Achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only on question at a time.

How do you make sure that respondents are able to answer questions?

1 do not word questions as to imply that they should know an answer, this creates measurement error;
2 Do not use long time frames for recalling, max is a week back in time.

What is a counterbiasing statement?

State that the behaviour or attitude is not unusual. "Millions of American suffer from hemorroids; do you suffer from them?"

What are the guideline for the quenstionnaire flow and layout?

1 Use screening questions;
2 Begin with a question that sparks interest;
3 Ask general questions first;
4 Ask questions that require "work" in the middle;
5 Insert prompters (short encouraging statements to rebuild respondents interest) at strategic points;
6 Position sensitive, threatening and demographic questions at the end;
7 Put instructions in capital letters;
8 Use proper introduction and closing.

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