Stat-472Survey design

Questionnaire Design IssuesFormat and Layout, Question Format, TDM

Format and Layout

• Layout: should be clear, neat and easy to followGive each question a numberMake a cover sheetAdd the Time, Date of interviewQuestionnaire identification Number

Good layout improves accuracy

There are two format or layout issues: 1. The overall physical layout of the

questionnaire 2. The format of questions and response

A few cents saved in postage or printing will ultimately cost more in terms of lower validity due to a lower response rate or of confusion of interviewers and respondents.

Give respondent instructionsPrint instruction in different style from the

questionsAlways end with “Thank You for your

participations”Questionnaire should leave the respondent

with a good feeling

Question Format• Researcher should decide on a format for the

questions:Circle responses, Check box, Fill dot, put an X in

a blankListing responses down pageUse arrows and instructions for contingency

questionsUse Matrix questions for a series of questions

Visual aids are also helpful. For example, hand out thermometer-like drawings to respondents when asking about how warm or cool they feel

A matrix question(or grid question) is compact way to present a series of questions using the same response categories. It saves space and makes it easier for the respondent or interviewer to note answers for the same response categories

example

Do you think it is too easy or too difficult to get a divorce, or it is about right?

[ ] Too Easy [ ] Too Difficult [ ] About right Horizontal

[ ] Too easy[ ] Too Difficult[ ] About Right

Vertical

Matrix QuestionsStronglyAgree

Agree DK Disagree Strongly Disagree

[ ] [ ] [ ] [ ] [ ] The Teacher Talks too Fast

[ ] [ ] [ ] [ ] [ ] I learned a lot in this class

[ ] [ ] [ ] [ ] [ ] The tests are very easy

[ ] [ ] [ ] [ ] [ ] The teacher tells many jokes

[ ] [ ] [ ] [ ] [ ] The teacher is organized

Total Design Method (TDM)• Developed to improve mail and telephone surveys by

theoretical and practical parts.

• The theory says: a survey is a social interaction in which respondents act on the basis of what they expected to receive in exchange for their cooperation (they cooperate when social costs are low, the expected benefit exceeds the perceived costs and when researchers create a feeling of trust.)

• The practical parts repeats the advice given here about good question wording and questionnaire design.

• A good survey design has pilot tests, minimize personal costs, and required minimal effort and time to respondent and builds a trust with the respondent