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Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Page 1: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Designing the

Questionnaire

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Page 2: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-2

Learning Objectives

Describe the steps in questionnaire design Discuss the questionnaire development

process Summarize the characteristics of good

questionnaires Understand the role of cover letters Explain the importance of other documents

used with questionnaires

Page 3: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-3

MPC Consulting’s Residence Life Plans

Page 4: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-4

Value of Questionnaires in Marketing Research

A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data

Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument

Page 5: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-5

Steps in Questionnaire Design

1: Confirm research objectives 2: Select appropriate data collection method 3: Develop questions and scaling 4: Determine layout and evaluate

questionnaire 5: Obtain initial client approval 6: Pretest, revise, and finalize questionnaire 7: Implement survey

Page 6: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-6

Type of Question Format

Unstructured QuestionsOpen-ended format where respondent replies in their own words.

Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.

Type of Question Format

Unstructured QuestionsOpen-ended format where respondent replies in their own words.

Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.

Questions and Scaling

Quality of Question Bad Questions

Unanswerable. Leading or loaded. Double-barreled questions.

Quality of Question Bad Questions

Unanswerable. Leading or loaded. Double-barreled questions.

Page 7: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-7

Guidelines for Evaluating the Adequacy of Questions

Use simple words, avoiding technical words Avoid qualifying phrases Ensure response categories are mutually exclusive Ensure question and scale statements are

meaningful to the respondents Avoid arranging response categories in a manner

that may bias responses Do not double-barrel questions or response items

Page 8: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-8

Considerations in Questionnaire Design_1

Confirm the research objectives before designing the questionnaire

Determine data requirements to complete each research objective

Include a general description of the study in the introduction section

Ensure instructions are clear Arrange questions in a logical order

Page 9: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-9

Considerations in Questionnaire Design_2

Begin with simple questions and then progress to more difficult ones

Ask person questions at the end Place sensitive questions towards the end Avoid asking questions using a different

measurement format in the same section of the questionnaire

End with a thank-you statement

Page 10: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-10

Encourage ParticipationEncourage Participation

Improve Response RatesImprove Response Rates

Initial Contacting Device Initial Contacting Device

Provide Study InformationProvide Study Information

Communicate Study’s Legitimacy

Communicate Study’s Legitimacy

Role of a Cover Letter

Page 11: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-11

Guidelines for Developing Cover Letters_1

Personalize letter Identify sponsoring organization State purpose and importance clearly Promise anonymity or confidentiality Clarify the general time frame of doing study

Page 12: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-12

Guidelines for Developing Cover Letters_2

Reinforce importance of participation Acknowledge reasons for nonparticipation Provide time requirements and any

compensation Explain completion date and where and how

to return survey Offer advance thank you statement

Page 13: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-13

Other Documents Used in Collecting Data

Supervisor instructions Interviewer instructions Screening forms Quota sheets Call record sheets

Page 14: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-14

Sample Screening-Quota Sheet

Page 15: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-15

Sample Rating Card

Page 16: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-16

Call Record Sheet Sample

Page 17: Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-17

Marketing Research in Action: Santa Fe Grill Questionnaire

Does the questionnaire in its current form illustrate good design principles?

Can the current survey capture the necessary data?

Evaluate the “screener.” Are any changes needed?


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Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,

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Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

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Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

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