creating a questionnaire. questionnaire development

Creating a Questionnaire

Questionnaire Development

Questionnaire Development

Questionnaires are created in a

nine step process…..

Each step is important… and cannot be skipped.

Questionnaire Development1. What information is needed? a. Review purpose of study

Questionnaire Development1. What information is needed? a. Review purpose of study b. Create a dummy table.

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions

Write down every question you can think of. Create a list. Then…..

a. Is this question necessary? b. Will respondents answer this question? c. Can respondents answer this question?

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions

Remember: All questions are intrusions on an individual’s time and goodwill!

Always respect your respondents….

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions4. How will people respond to questions?

Questionnaire Development4. How will people respond to questions?

Think of the exams you have taken. Surveysare a type of exam…..

What did you like and what did you dislike?



Multiple-choice questions:

2. Which decision rule is a "bottom-up" approach?a) rational appeals b) lexicographic c) conjunctive d) compensatory rules



Opened-ended questions:

2. The ________________ decision rule is a "bottom-up" approach todecision making.



Essay questions:

2. What is the difference between a lexicographic rule and aconjunctive rule in customer decision making?


Closed-ended questions:(Aided-recall)

Respondent selects an answer already given….


Closed-ended questions:ADVANATAGES: • High structure• Less field (less variance)• Recall memory


Closed-ended questions:DISADVANATAGES: • Selection bias (Why would your answers be the best?)• Ballot bias


Closed-ended questions:DISADVANATAGES: • Selection bias (Why would your answers be the best?)• Ballot bias• Position bias


Closed-ended questions:Creation: • Mutually exclusive (More than one answer can’t be correct.)2.Collectively exhaustive (All possible answers must be given… if there is a selection of possible options.)


Open-ended questions:(Unaided-recall)

The respondent has to create the answer.


Open-ended questions:(Unaided-recall)ADVANATAGES: • Good for insightful data• Good for probes• Create less response bias


Open-ended questions:(Unaided-recall)DISADVANATAGES: • Verbosity bias• Space/Time bias• Low structure

Structure: Study on Personal Space

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions4. How will people respond to questions?5. How will each question be worded?

a. Can respondents understand the question? Use simple words (at the 5th to 6th grade level)


a. Can respondents understand the question? Avoid words that are:

ambiguousfull of jargon


a. Can respondents understand the question?b. Questions should be:

Brief (Brevity)Objective (to the point)

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions4. How will people respond to questions?5. How will each question be worded?6. Where will questions be positioned?

Questionnaire Development6.Where will questions be positioned?

a. Format:IntroductionSubstantiveClassification


a. Formatb. Simplicity and straightforward presentationc. Facilitate analysis and interpretation


a. Formatb. Simplicity and straightforward presentationc. Facilitate analysis and interpretationd. Avoid sequence biase. Use easy questions before hard ones


a. Formatb. Simplicity and straightforward presentationc. Facilitate analysis and interpretationd. Avoid sequence biase. Use easy questions before hard onesf. Be careful with funnel and branching questions

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions4. How will people respond to questions?5. How will each question be worded?6. Where will questions be positioned?7. Format of questionnaire

Good questionnaires look:a. goodb. easy to work with

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions4. How will people respond to questions?5. How will each question be worded?6. Where will questions be positioned?7. Format of questionnaire8. Review www.journal.au.edu/.../article_shaukat.html

http://www.journal.au.edu/abac_journal/dec98/article_shaukat.html

Questionnaire Development1. What information is needed?2. How will the questionnaire be used?3. Content of questions4. How will people respond to questions?5. How will each question be worded?6. Where will questions be positioned?7. Format of questionnaire8. Review9. Pre-test Always!!!

creating a questionnaire. questionnaire development

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