pr3- questionnaire design & development

7/31/2019 PR3- Questionnaire Design & Development

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Questionnaire Design &Development


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ground rules to keep in mind before

start writing the questionnaire

Each question should relate directly to yoursurvey questionnaire objectives.

Every respondent should be able to answer everyquestion (unless instructed otherwise).

Each question should be phrased so that allrespondents interpret it the same way.

Each question should provide answers to whatyou need to know, not what would be nice toknow.


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Four main parts of a survey

questionnaire

Though each of these parts is different fromeach other, it is important to understand thatall of them are necessary for drafting a good

survey questionnaire.

Invitation

Introduction Question Type

Close / End


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Invitation Invitation involves identifying how you are going to invite

your respondents to answer the survey questionnaire. By identifying at least one tangible or intangible benefit to

respondents for answering the survey questionnaire willhelp you compose an invitation that encouragesrespondents to click through.

A tangible benefit could be in the form of money or a gift;whereas an intangible benefit is a chance to voice opinionsor contribute to research they view as valuable.

Main parts of an invitation:

Why the respondents have been selected to respondHow long will the survey questionnaire take

What benefit will they get for responding

How their responses will be used / confidentiality


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Introduction The beginning of the survey questionnaire should

include an introduction that clearly states the purpose ofthe survey.

Because web survey questionnaires are self-selecting(i.e., you have no control over who chooses toparticipate), it is important that your introduction grabs

the attention of potential respondents and encouragestheir participation.

It is easy for online survey questionnaire participants toabandon the process, so you must communicate up-front why they should help you with your questions.

Failure to do so will decrease the number of participants.

The introduction should also include any instructionsabout completing the survey questionnaire, and anestimate of how much time it will take.


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Question types

Based on your feedback objective you have to

decide what types of questions will give you

the information you need.

Structured - Close-ended questions

Semi-structured - Open-ended questions

Close / EndTo thank their respondents for their time and

effort.


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Structured Questions CLOSE ENDED

How satisfied or unsatisfied are you with thegraduates of the government universities?

Very Unsatisfied Very Satisfied

How helpful or unhelpful have the sales

representatives in providing information aboutthe new product?

Very Unhelpful Very helpful

How useful, if at all, has the instruction manualprovided to you in learning on how to operatethe washing machine properly?

Of little usefulness Very Useful


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Structured vs Semi-structured

Which to Choose?

Structured, Close ended questions are easierfor participants to complete and easier forresearchers to analyze.

Semi-structured, open-ended questions areharder for participants to complete because ittakes much more time to write-in theanswers.

If you have a lot of open-ended questions, better tointerview in person than ask them to complete a self-administered survey / questionnaire.


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Writing Closed-Ended Survey Questions

Check a Box - Single question with a response set:

How frequently, if at all, have you visited the ABC SuperMarket for the last 3 months? Did not visit (0 times) 1-3 times 4-6 times 7-9 times 10 or more times

Including all sources of income, what was your grosshousehold income last year? Less than $25,000 $25,001 to $50,000

$50,0001 to $75,000

$75,001 to $100,000

Greater than $100,000


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One-Way Intensity Scale One-Way Scale: tries to capture a single dimension that

goes from low to high with a meaningful middle category Always or Almost Always

Mostly

About Half of the Time

Occasionally

Never or Almost Never

Multiple-choice answers to survey questions are sometimes called

response setsIntensity scales are better than simple agree or disagree responses,

better than simple yes or no responses -Helps to to gage the

intensity of feeling: Distinguish between strong feelings from the

mediocre/whatever feeling

Using Intensity Scales


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Intensity Scales with a Neutral Middle

Strongly Agree

Agree

Neither Agree or Disagree

Disagree

Strongly Disagree

Very Effective

Generally Effective

Neither Effective Or Ineffective

Generally Ineffective

Very Ineffective


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Intensity Scales

Definitely Yes

Probably Yes

Neither Yes or No

Probably No

Definitely No

Skip Questions

Did you use the library during last month? __Yes ___ No

If yes, please answer questions 10-13.

If no, please skip to question 14.

Very Often

Often Sometimes

Rarely

Never


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Errors in questionnairesSometimes survey questionnaires fail to achieve their

objectives due to presence of errors. Occurs whenquestions are poorly worded, or presented leadingto inaccurate or un-interpretable answers.

For example: A survey questionnaire of smallbusiness owners asked, "How has business activitychanged during the past year?"

The response options were:

Increased a lot Increased somewhat

Increased a little

Decreased


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A better way to word this would be:

During the past year, my company's sales revenue

has Increased significantly

Increased slightly

Decreased slightly

Decreased significantly

We can see in the second example that the

question is very specific.Secondly, the scale in the second question is evenly

distributed versus the first one, which is biasedtowards the positive end of the scale.

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