1、Designing the QuestionnaireXiao XiangBusiness School,Hunan Normal UChapter 11_2肖翔-湖南师范大学商学院 2010LEARNING OBJECTIVES To appreciate the basic functions of a questionnaire To learn the“Dos”and“Do Nots”of question wording To learn the basics of questionnaire organization To comprehend coding of question
2、naires To understand the advantages of computer-assisted questionnaire design software To learn how to use Web surveyor_3肖翔-湖南师范大学商学院 2010Questionnaire design A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.Questionnaire design is a systemati
3、c process in which the researcher contemplates various question formats,considers a number of factors characterizing the survey at hand,ultimately words the various questions very carefully,and organizes the questionnaires layout._4肖翔-湖南师范大学商学院 2010The Functions of a Questionnaire Translates the res
4、earch objectives into specific questions Standardizes those questions and the response categories Fosters cooperation and motivation Serves as permanent records of the research Can speed up the process of data analysis Can serve as the basis for reliability and validity measures_5肖翔-湖南师范大学商学院 2010_6
5、肖翔-湖南师范大学商学院 2010Developing Questions Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable,unambiguous,and unbiased.Marketing research questions measure Attitudes Beliefs Behaviors Demographics_7肖翔-湖南师范大学商学院 2010Words to
6、 Avoid in Questionnaire Development These words:all,any,anybody,best,ever,every,never,etc.are all EXTREME ABSOLUTES They place respondents in a situation where they must either fully agree or they must completely disagree with the extreme position in the question.Do you always observe traffic signs?
7、Would you say all cats have four legs?_8肖翔-湖南师范大学商学院 2010The Five“Shoulds”of Question Wording should be focused on a single issue or topic.should be brief should be interpreted the same way by all respondents should use the respondents core vocabulary should be a grammatically simple sentence if pos
8、sible_9肖翔-湖南师范大学商学院 2010The 11“Should Nots”of Question Wording Should not assume criteria that are not obvious Should not be beyond the respondents ability or experience Should not use a specific example to represent a general case Should not ask the respondent to recall specifics when only generali
9、ties will be remembered Should not require the respondent to guess a generalization_10肖翔-湖南师范大学商学院 2010The 11“Should Nots”of Question Wording Should not ask for details that cannot be related Should not use words that overstate the condition Should not have ambiguous wording Should not be“double-bar
10、reled”Should not lead the respondent to a particular answer Should not have“loaded”wording or phrasing_11肖翔-湖南师范大学商学院 2010Four“Dos”of Questionnaire Wording The question should be focused on a single issue or topic.The question should be brief.The question should be grammatically simple,if possible.T
11、he question should be crystal clear_12肖翔-湖南师范大学商学院 2010Four“Do Nots”of Questionnaire Wording The question should not“lead”the respondent to a particular answer.“Dont you see any problem with using credit cards for online purchases?”The question should not have“loaded”wording or phrasing.Use universa
12、l beliefsSince our Founding Fathers gave us the right to bear arms_13肖翔-湖南师范大学商学院 2010Four“Do Nots”of Questionnaire Wording The question should not be“double-barreled.”The question should not use words that overstate the conditiondo not use“dramatics.”“Would you buy sunglasses that protect your eyes
13、 from harmful ultraviolent rays that cause blindness?”_14肖翔-湖南师范大学商学院 2010What is wrong with each question?How do you feel about Sears?When some gasoline or electric-powered product in your house breaks,do you call the Sears repair service?If the Sears repair service schedule was not convenient for
14、you,would you consider or not consider calling a competing repair organization to fix the problem you have?How much do you think you would have to pay to have Sears fix something that needs to be repaired?_15肖翔-湖南师范大学商学院 2010What is wrong with each question?How do you feel about Sears?Please rate ea
15、ch aspect of SearsKeep it focused on a single topic When some gasoline or electric-powered product in your house breaks,do you call the Sears repair service?When you need it,do you call Sears repair service?Keep it brief If the Sears repair service schedule was not convenient for you,would you consi
16、der of not consider calling a competing repair organization to fix the problem you have?If you did not use Sears repair service,would you use another repair service?Keep it grammatically simple How much do you think you would have to pay to have Sears fix something that needs to be repaired?How much
17、 do you think Sears charges for a repair service call?Keep it crystal clear_16肖翔-湖南师范大学商学院 2010What is wrong with each question?Shouldnt concerned parents use car seats?Should car seats be used for our loved ones?Do good parents and responsible citizens use car seats?Do you believe infant car seats
18、can protect riders from being maimed?_17肖翔-湖南师范大学商学院 2010What is wrong with each question?Shouldnt concerned parents use car seats?Do you think infant car seats are useful?Dont ask leading questions Should car seats be used for our loved ones?Do you think car seats are useful for family members?Dont
19、 ask loaded questions Do good parents and responsible citizens use car seats?Do you think parents who use car seats are responsible?Dont ask double-barreled questions Do you believe infant car seats can protect riders from being maimed?Do you think childrens car seats are useful?Dont use overstated
20、questions _18肖翔-湖南师范大学商学院 2010Questionnaire Organization Questionnaire organization is the sequence of statements and questions that make up the questionnaire.It is important because the questionnaire appearance and ease of flow affect the quality of the information gathered._19肖翔-湖南师范大学商学院 2010The
21、introduction and its five functions The introduction is called a“cover letter”if the introduction is written to accompany a mail survey or online survey.Five functions Identifies the surveyor/sponsor Indicates the purpose of the survey Explains how the respondent was selected Requests for/provides i
22、ncentive for participation Determines if respondent is suitable_20肖翔-湖南师范大学商学院 2010Incentives Incentives are offers to do something for the respondent to increase the probability that the respondent will participate in the survey.Incentives may be monetary or non-monetary.Anonymity:respondent assure
23、d name not identified Confidentiality:respondents name is known by the researcher but not divulged to a third party Both are used as non-monetary incentives to increase participation_21肖翔-湖南师范大学商学院 2010Screening Questions Screening questions are used to ferret out respondents who do not meet researc
24、h study qualifications.Example:If you were conducting research on factors consumers use in selecting a new car,wouldnt you only want to talk to persons who have recently selected a new car?_22肖翔-湖南师范大学商学院 2010Question Flow Question flow pertains to the sequencing of questions or blocks of questions.
25、Warm-up questions Transitions Skip questions Classification and demographic questions_23肖翔-湖南师范大学商学院 2010Question Flow in a Questionnaire Have you shopped at Winn-Dixie in the last month?First Questions Screens/Qualifiers How many major grocery shopping trips do you do in a month?Immediately followi
26、ng screens-Warm-ups Did you purchase any cereal on your last trip?Do you use coupons for groceries?Prior to major sections-Transitions Rate each of the following aspects of Winn-Dixie on how satisfactory it is for you.Middle of questionnaire-Complicated&Difficult-to-Answer What is the highest level
27、of education you have earned?Last Section Classification and demographic questions_24肖翔-湖南师范大学商学院 2010Computer-Assisted Questionnaire Design Computer-assisted questionnaire design:software programs allow users to use computer technology to develop and disseminate questionnaires Advantages:Easier Fas
28、ter Friendlier More flexibility_25肖翔-湖南师范大学商学院 2010Web surveyor_26肖翔-湖南师范大学商学院 2010Web surveyor_27肖翔-湖南师范大学商学院 2010Coding the Questionnaire Coding:use of numbers associated with question responses Numbers are preferred for two reasons:Numbers are easier and faster to keystroke into a computer file.C
29、omputer tabulation programs are more efficient when they process numbers._28肖翔-湖南师范大学商学院 2010Performing the Pretest of the Questionnaire A pretest involves conducting a dry run of the survey on a small,representative set of respondents in order to reveal questionnaire errors before the survey is launched.It is important to pretest on respondents that are representative of the target population to be studied.
