Lecture Marketing research - Chapter 9: Questionnaire design

CHAPTER Nine

Learning Objectives

Questionnaire
Design

Copyright © 2004
John Wiley & Sons, Inc.


Learning Objectives

Learning Objectives
1. To understand the role of the questionnaire
in the data collection process.
2. To become familiar with the criteria for a good
questionnaire.
3. To learn the process for questionnaire design.
4. To become knowledgeable about the three
basic forms of questions.


Learning Objectives

Learning Objectives
5. To learn the necessary procedures for
successful implementation of a survey.
6. To understand how software and the Internet
are impacting questionnaire design.
7. To understand the impact of the

questionnaire on data collection costs.


The Role of a
Questionnaire

Learning Objectives
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 9.1
Positioned between the survey objectives and the
respondent’s information.
Translates the objectives into specific questions to solicit
information.


Learning
Figure 9.1 The Questionnaire’s Pivotal Role
in the Objectives
Research Process

Respondent
Information

Survey
Objectives
Questionnaire

Data
Analysis
Findings

Recommendations

Managerial
Action


Criteria For a Good
Questionnaire

Learning Objectives
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.
Does it Consider the Respondent?
• Topic
• Type of respondent
• The interviewing environment

• The questionnaire


Criteria For a Good
Questionnaire

Learning Objectives
To become familiar with the criteria
for a good questionnaire.

Does it meet Editing, Coding and Data Processing
Requirements?
Editing
Skip patterns (Fig 9.2)
Coding (Table 9-1)
A Questionnaire Serves Many Masters
• Accommodate research objectives
• “Speak” to the respondent in an understandable
language
• Convenient for interviewer
• Easy to check
• Translatable to findings


Figure 9.2

(9)
Final Copy

(8)

Pretest and
Revise

(7)
Obtain
Approval

Learning Design
Objectives Process
The Questionnaire

(10)
Implementatio
n

(2)
Data
Collection
Methods
(3)
Question
Response
Format

(1)
Survey
Objectives

(4)
Question

Wording
(6)
Evaluate
Layout

(5)
Flow and
Layout


Learning Objectives

The Questionnaire
Development Process

To learn the process for
questionnaire design.

The Questionnaire Design Process:
Step One: Determine Survey Objectives, Resources, and
Constraints
What data are needed?
Step Two: Determine the Data Collection Method
Internet, telephone, mail, self-administration
Step Three: Determine the Question Response Format
•Open-ended Questions
•Close-ended Questions


Learning Objectives

The Questionnaire
Development Process

To learn the process for
questionnaire design.

• Dichotomous Questions
• Multiple Choice Questions
• Disadvantages of Closed-Ended Questions
• Scaled-Response Questions
Step Four: Decide the Question Wording
1. The wording must be clear.
2. Select words so as to avoid biasing the respondent.


Learning Objectives

The Questionnaire
Development Process

To learn the process for
questionnaire design.

3. Consider the ability of the respondent to answer the
question.
4. Consider the willingness of the respondent to answer
the question.

Learning Objectives

The Questionnaire
Development Process

To learn the process for
questionnaire design.

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 respondent’s interest.
3. Ask general questions first.
4. Ask questions that require “work” in the middle of the
questionnaire.


Learning Objectives

The Questionnaire
Development Process

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 of Open-ended responses.

8. Put instructions in capital letters.
Step Six: Evaluate the Questionnaire and Layout
• Is the Question Necessary?
• Is the Questionnaire Too Long?
• Will the Questions Provide the Desired Information to
Accomplish the Research Objective?


Learning Objectives

The Questionnaire
Development Process

To learn the process for
questionnaire design.

Step Seven: Obtain Approval of All Relevant Parties
Distribute copies to all parties with authority
Step Eight: Pretest and Revise
Use the best interviewers


Learning Objectives

The Questionnaire
Development Process

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
Supervisor’s Instructions
Call record sheet
Field Management Companies


Software and the Internet on
Questionnaire Development

Learning Objectives
How software and the Internet are
influencing questionnaire design.

Software for Questionnaire Development
Senses Multimedia
• sounds
• images
• animations
• movie clips
• earlier responses
Survey Said
• PC based surveys
• Internet based surveys


Costs and Profitability

Learning Objectives
Understanding the impact of the
questionnaire on data collection
costs.

Understanding Questionnaire Costs:
• Adding a security screener can add seven percent to
cost
• Termination during an interview
• subject matter
• redundant or difficult
• questionnaire length
• changing the subject


Objectives
Figure 9.3 Actual Respondent TerminationLearning
Patterns
in Three Categories
Minutes
1
10
8
6
4
2
0

4.9

9.7

14.6

19.4

24.3

Gum
Mouth
Leisure


Learning Objectives

SUMMARY

• The Role of a Questionnaire
• Criteria For a Good Questionnaire
• The Questionnaire Development Process
• Software and the Internet on Questionnaire Development
• Internet Self-Service Questionnaire Builders
• Costs and Profitability


Learning Objectives

The End

Copyright © 2004, John Wiley & Sons, Inc.