design of questionnaire - हे buddy · pdf filedesign of questionnaire dr. rohit vishal...

11

DESIGN OF DESIGN OF QUESTIONNAIREQUESTIONNAIRE

Dr. Rohit Vishal KumarDr. Rohit Vishal KumarAssociate Professor, Associate Professor,

Department of MarketingDepartment of MarketingXavier Institute of Social ServiceXavier Institute of Social Service

P.O. Box No 7, Purulia RoadP.O. Box No 7, Purulia RoadRanchi Ranchi –– 834001, India834001, India

Email: Email: [email protected]@gmail.com

(c) Rohit Vishal Kumar 2011

ContentsContents

•• IntroductionIntroduction

•• Identification of ConstructsIdentification of Constructs

•• Preparation of the Questionnaire FlowPreparation of the Questionnaire Flow

•• Decisions on QuestionsDecisions on Questions

•• Wording of QuestionsWording of Questions

•• Final StepsFinal Steps–– Production of QuestionnaireProduction of Questionnaire

–– PrePre--testing of Questionnairetesting of Questionnaire

–– Administering of QuestionnaireAdministering of Questionnaire

22

INTRODUCTIONINTRODUCTION


What is a Questionnaire?What is a Questionnaire?• A questionnaire - also known as schedule,

interview form or measuring instrument - is a formalized set of questions for obtaining information from the respondents.

Marketing Research - An Applied OrientationNaresh K. Malhotra

• Questionnaire is the basic research tool and can be described as a collection of formalized set of questions - drawn up with the research problem in mind - used for obtaining information from the respondents for finding solutions to the research problem.

Working Definition in Marketing Research Firms

33


Objectives of a QuestionnaireObjectives of a Questionnaire“A good questionnaire must engage the respondents and stimulate their interest in providing complete and accurate answers. It must do this while creating a common understanding of both the question and the answer among all the respondents”

Bobbi BrantleyTraining Manager, Bruke Inc.

• It must translate the information needed into a set of specific questions that a respondent can & will answer.

• It must uplift, motivate and encourage the respondentsto become involved in the interview, to cooperate and complete the interview.

• It should minimize response error


The Questionnaire Design ProcessThe Questionnaire Design ProcessStep I: Identify ConstructsStep I: Identify Constructs

Specify the Information NeededSpecify the Information Needed

Specify the Type of Interview MethodSpecify the Type of Interview Method

Determine the Content of the QuestionnaireDetermine the Content of the Questionnaire

Step II: Prepare the Questionnaire FlowStep II: Prepare the Questionnaire Flow

Decide on the Questionnaire StructureDecide on the Questionnaire Structure

Decide on the Sequence of QuestionsDecide on the Sequence of Questions

1 of 21 of 2

Step III: Decide on QuestionsStep III: Decide on Questions

Identify Question & Scales to be UsedIdentify Question & Scales to be Used

Identify How to Capture NonIdentify How to Capture Non--ResponseResponse

44


The Questionnaire Design ProcessThe Questionnaire Design ProcessStep IV: Wording of QuestionStep IV: Wording of Question

2 of 22 of 2

Step V: Production of QuestionnaireStep V: Production of Questionnaire

Solve Form and Layout ProblemsSolve Form and Layout Problems

Solve Pre and Post Production ProblemsSolve Pre and Post Production Problems

Step VI: PreStep VI: Pre--testing the Questionnairetesting the Questionnaire

Step VII: Administer the QuestionnaireStep VII: Administer the Questionnaire

STEP : ISTEP : IIDENTIFICATION OF IDENTIFICATION OF

CONSTRUCTSCONSTRUCTS

55


1.1: Specify the Information1.1: Specify the Information• Specify the Information Needed

– List down the specific information required to find the answers to the marketing problem

– Identify what needs to be asked to get the specific information

• Problem: “Identify Market Structure”Economist’s Classification1 Firm in the market : Monopoly2 Firms in the market : Duopoly3-8 Firms in the market : OligopolyMore than 8 Firms : Competition

IS THE PROBLEM SO SIMPLE? Then What should a Market Researcher Measure?


1.2: Identify Interview Method1.2: Identify Interview Method• Specify the Type of Interview Method

– Study Type: Is the study being undertaken is a Qualitative, Quantitative or a mix of both?

• A qualitative study needs flexibility in interviewing

– Survey Type : Is the interview by Telephone, Personal Interview, Mail Interview or Electronic Interview?

• Telephonic interviews generally do not exceed 10 questions

• Mail interviews generate less response and need to be constructed in a user friendly manner

• Personal Interviews conducted face to face allow for maximum information coverage and complexity. The response rate is also high

– Respondent Type : Is my respondent a well educated person? Is he a kid? Is he a rural farmer?

66


1.3: Determine Content1.3: Determine Content• Determine the content of the questionnaire

– How large / length should the questionnaire be?• Lengthier the questionnaire the longer it takes to administer

– What supporting aids do I require for this interview?• Complex wording can totally mess up responses• Visual aids (called “Cue Cards”) may be required for ease of

answering the question

– What should be the sampling procedure followed?• Determines the statistical validity of the study and

consequently of the responses• Has a direct bearing on the wordings of the questionnaire

– When should the interview be conducted?• Home Interviews allows asking complex questions• Interviews given at work needs to be sharp and to the point

– What should be the coding methodology followed?

STEP : IISTEP : IIPREPARATION OF THE PREPARATION OF THE QUESTIONNAIRE FLOWQUESTIONNAIRE FLOW

77


2.1 : Questionnaire Structure 2.1 : Questionnaire Structure • Identifying Questionnaire Structure

– Unstructured Questionnaire• Mostly questions with free response / open-ended• Act primarily as a guide to the discussion flow• Advantages:

– Allow general expression of attitudes and opinion– Respondents comments and insights provide basis for further

question development and/or further analysis– Useful in Exploratory Research

• Disadvantages :– Potential for interviews bias is high - data may not be correctly

recorded and/or recorded as per the personal like and dislike ofthe interviewer

– Coding of response for analysis is time consuming and costly– Implicit extra importance (weight) given to respondents who are

articulate– Not suitable for self administering

1 of 41 of 4


• Unstructured Questionnaire - Example

2 of 42 of 4

Q. What do you think will be the impact of the comi ng budget on Q. What do you think will be the impact of the comi ng budget on the middle income class? PROBE Anything Else? Anyth ing Else? the middle income class? PROBE Anything Else? Anyth ing Else? RECORD VERBATIMRECORD VERBATIM

___________________________________________________ ______ [ ][ ]___________________________________________________ ______ [ ][ ]

___________________________________________________ ______ [ ][ ]___________________________________________________ ______ [ ][ ]

___________________________________________________ ______ [ ][ ]___________________________________________________ ______ [ ][ ]

___________________________________________________ ______ [ ][ ]___________________________________________________ ______ [ ][ ]

___________________________________________________ ______ [ ][ ]___________________________________________________ ______ [ ][ ]

2.1 : Questionnaire Structure 2.1 : Questionnaire Structure

88


• Identifying Questionnaire Structure– Structured Questionnaire

• Specify a set of response alternatives and the response formats.

• Can be of multiple choice, Dichotomous or Scaled• Advantages:

– Reduces interviewer bias and allows quick administering of questionnaire.

– Coding, analysis and processing is easier and more accurate– Improved respondents co-operation

• Disadvantages:– Responses tends to get “locked” within the given set of

alternatives– Responses may suffer from order or position bias. For eaxmple:

• Response No 1 and the last response gets ticked the most• People in USA & Europe avoid ticking Response No 13

– Designing of the questionnaire takes a longer time and high degree of expertise

3 of 43 of 42.1 : Questionnaire Structure 2.1 : Questionnaire Structure


• Structured Questionnaire - Examples

4 of 44 of 4

Q. Listed on this card are various models of cars a vailable in Q. Listed on this card are various models of cars a vailable in the market. Please tell me which all models would y ou consider the market. Please tell me which all models would y ou consider purchasing? MULTIPLE CODING POSSIBLEpurchasing? MULTIPLE CODING POSSIBLE

MarutiMaruti 800800 0101 MarutiMaruti VersaVersa 0404 Hyundai Hyundai SantroSantro 0707MarutiMaruti ZenZen 0202 Fiat UnoFiat Uno 0505 Daewoo Daewoo MatizMatiz 0808MarutiMaruti OmniOmni 0303 Tata IndicaTata Indica 0606 OthersOthers …………………………………….. 0909

Q. Do you intend to buy a car within the next six ( 6) months? Q. Do you intend to buy a car within the next six ( 6) months? SINGLE CODESINGLE CODE

YesYes 11 NoNo 22 DK/CSDK/CS 33

Q. Do you intend to buy a car within the next six ( 6) months? Q. Do you intend to buy a car within the next six ( 6) months? SINGLE CODESINGLE CODE

Definitely will not buyDefinitely will not buy 11Probably will not buyProbably will not buy 22May or may not buyMay or may not buy 33Probably will buyProbably will buy 44Definitely will buyDefinitely will buy 55DK/CSDK/CS 66

2.1 : Questionnaire Structure 2.1 : Questionnaire Structure

99


2.2: Flow of Questions2.2: Flow of Questions• Identification of question flow in a Q’re• Sequencing:

– It details the order in which the questions will be asked to the respondents and the relation in which the questions needs to be ordered with one another

– A proper sequence reduces the chances of questions being misunderstood

– Brings out the logical reasoning for asking questions in a particular order

• Routing:– Refers to the questionnaire sequence that would need

to be followed by the interviewer based on certain condition’s being fulfilled

• Skipping– A terminology related with Routing - refers to the

system of not asking certain questions if certain conditions are met

1 of 41 of 4


• Sequencing - Structure of a Questionnaire– Control Information : used for identifying respondents and

provide a means of rechecking whether correct procedures have been followed or not

• Questionnaire Serial Number• The Starting Point / Address Details• Name of the Respondent• Contact Details of the Respondent• Other Field Control Information

– Introduction : It is a small paragraph - in which the investigator introduces himself to the respondent and solicits time from the respondent to participate in the interview process.

– Eligibility Questions : used for establishing eligibility– Warm Up Questions : The set of questions that follow the

eligibility questions - they influence the attitude of the respondent and establish the degree of cooperation with the respondent. These questions are framed with the following objectives in mind:

• easy to answer • establish the respondents cooperation • arouse respondents interest • lead up to the main

2 of 42 of 42.2: Flow of Questions2.2: Flow of Questions

1010


• Sequencing - Structure of a Questionnaire– Main Body of the Questions : This consists of the set of

questions that have been designed to elicit desired information from the respondent. Two approaches of asking questions:

• Easy to Hard Approach:– Easy questions first followed up by the hard questions– Respondents feel morally bound to answer

• Hard to Easy Approach– Hard questions first and easy questions afterwards– Respondent is “eager to answer” at the beginning.

– Classification Questions: set of questions used for classification and segmentation of the respondents. The following five (5) are called the Key Classifiers and are a must in any study:

• Age of the respondent• Sex of the respondent• Monthly Household Income of the respondent• Whether the respondent is a Chief Wage Earner (CWE) or not• The highest level of education of CWE and respondent• The occupation the CWE and respondent

3 of 43 of 4

WARNING Any information that can identify the respondent cannot WARNING Any information that can identify the respondent cannot be divulged withbe divulged with--out the express permission of the respondent. out the express permission of the respondent.

2.2: Flow of Questions2.2: Flow of Questions


• Routing & Skipping– Should be cent per cent accurate– Should not be complex– Should flow logically with the questionnaire flow– Should be forward flowing – Should be written in clear terms & should be easy to understand– Should not confuse the interviewer

4 of 44 of 4

Qn 1. Do you own a car? SINGLE CODEQn 1. Do you own a car? SINGLE CODEYesYes 11 NoNo 22

IF 2 CODED IN QN 1 THEN ASK QN 2 ELSE TERMINATE INT ERVIEWIF 2 CODED IN QN 1 THEN ASK QN 2 ELSE TERMINATE INT ERVIEW

Q2. Listed on this card are various models of cars available in Q2. Listed on this card are various models of cars available in the market. Please tell me which all models would y ou consider the market. Please tell me which all models would y ou consider purchasing?MULTIPLE CODING POSSIBLEpurchasing?MULTIPLE CODING POSSIBLE

MarutiMaruti 800800 0101 MarutiMaruti VersaVersa 0404 Hyundai Hyundai SantroSantro 0707MarutiMaruti ZenZen 0202 Fiat UnoFiat Uno 0505 Daewoo Daewoo MatizMatiz 0808MarutiMaruti OmniOmni 0303 Tata IndicaTata Indica 0606 OthersOthers …………………………………….. 0909

IF 01IF 01 -- 04 CODED THEN ASK SECTION 104 CODED THEN ASK SECTION 1IF 05IF 05 -- 08 CODED THEN ASK SECTION 208 CODED THEN ASK SECTION 2ELSE COLLECT DEMOGRAPHICS AND TERMINATE INTERVIEWELSE COLLECT DEMOGRAPHICS AND TERMINATE INTERVIEW

RoutingRouting

SkippingSkipping

2.2: Flow of Questions2.2: Flow of Questions

1111

STEP : IIISTEP : IIIDECISION ON QUESTIONSDECISION ON QUESTIONS


3.1: Questions and Scales3.1: Questions and Scales• Question Decisions

– Who to Ask?• Who is going to answer the questions that are going to be asked• The housewife, CWE, Any adult over 18….• Is a function of research objective, product type, time sampling

procedures and various other conditions– What to Ask?

• What question would give me the desired answer I am looking for?• Is it possible to break down my desired information so that I can

collect information from various sources

– Where to Ask?`• Place: At home, At Office, At the shopping mall……• Time: Morning, evening? Formal or Informal? Pre or Post

experience? In a group or singly

– How to Ask?• Decisions on Wording of Questionnaire

• Decision on Measurement Scales to be used

1212


3.2: Tackling Non Response3.2: Tackling Non Response• What is non-Response

– The inability of a respondent to provide meaningful and accurateresponses due to non-information, non-recollection, non-articulation, non-context, non-purpose, and touchiness / sensitiveness of the issue

• Why is non response important?– Let us take an example:

Recall of Nivea Cream Ad in India Today 12th Dec, 200 1Yes 56% (672)No 12% (144)Cant Remember 32% (384)Base: 1200 readers of the India Today 12th Dec, 2001

Recall of Nivea Cream Ad in India Today 12th Dec, 20 01Yes 82.3% (672)No 17.7% (144)Base: 816 valid responses of India Today 12th Dec, 2001

If NonIf Non--Response was not recorded we could have got figures as followsResponse was not recorded we could have got figures as follows

WHICH WOULD BE MORE USEFUL TO DECISION MAKERS?WHICH WOULD BE MORE USEFUL TO DECISION MAKERS?

1 of 31 of 3


• Non Information– The non availability of the information with the respondent– Example : What to do you think of XYZ’s state of art production plant at

Jamshedpur?• Non-Recollection

– The inability of the respondent to correctly recall the information desired– Example: What is the name of the brand of shirt that you were wearing

on the New Years Party last year?• Non-Articulation

– The inability of the respondent to correctly express the information desired

– Example: Can you describe the atmosphere of the departmental store that you will not prefer to patronize?

• Non-Context– The inability of the respondent to correctly express the information when

desired frame is inappropriate– Example: IN A SURVEY FOR LIPSTICKS - Can you tell me about your

oral care routine– This question would have got better responses if asked on behalf of a

Toothpaste, Dental Association

2 of 32 of 33.2: Tackling Non Response3.2: Tackling Non Response

1313


• Non-Purpose (specially illegitimate purpose)– The unwilling ness of the respondent to answer because he thinks that

the desired information is over and above what is required– Example : IN MOST OF THE INTERVIEWS “Can you tell me your

monthly household income?” is seen as out of context• Sensitive Information

– The unwilling ness of the respondent to answer because he thinks that the desired information is in personal domain

– Example: How many times did you get drunk last month?

• Controlling Non-Response– Place sensitive topics at the end of survey– Preface the question with a statement of purpose– Ask questions using a third party / randomized technique– Hide the sensitive questions in a group of questions that the respondent

is willing to answer– Provide response categories

ABOVE ALLABOVE ALLTry to minimize non response as much as possibleTry to minimize non response as much as possible

3 of 33 of 33.2: Tackling Non Response3.2: Tackling Non Response

STEP : IVSTEP : IVWORDING OF QUESTIONWORDING OF QUESTION

1414


4.0 Wording of Questions4.0 Wording of Questions• Question wording can be defined as the translation of the

desired question content and structure into words that the respondent can clearly and easily understand. Question wording is the most complex, critical and difficult task in designing a questionnaire

ORG-MARG, Questionnaire Design Module

• Errors due to Wording:– Item Non-Response: Error arising due to poor

question wording and subsequent low quality response from the respondent

– Response Error: Error arising due to divergence in interpretation of the question by the respondent and the interviewer


4.0 Wording of Questions4.0 Wording of Questions• How wording affects response:

POSTION OF WORDS- “We should dissolve our differences with Pakistan”-”Should we dissolve our differences with Pakistan”

DIFFERENCE IN A SINGLE WORD- “The government should actively support social security measures”-”The government could actively support social security measures”

SPELLING MISTAKES- “Which all marital arts are you aware of?”-”Which all martial arts are you aware of?”

PRESENCE / ABSENCE OF WORDS- “Students study before the exams”-”Students study only before the exams?”

1515


4.0 Wording of Questions4.0 Wording of Questions• Do’s and Don’ts of Wording

DEFINE THE ISSUES AS CLEARLY AS POSSIBLEWhich brand of shampoo do you use?Which brand or brands of shampoos have you personally used at home during the last one month? In case of more than one brand, please list all the brands that apply?

USE ORDINARY WORDSDo you think that the distribution of soft drink is adequate?Do you think that the soft drinks are readily available when you want to buy?

USE UNAMBIGOUS WORDSIn a typical month how often do In a typical month how often do you shop in departmental store? you shop in departmental store?Never 1 Less than once a month 1Occasionally 2 1 or 2 times a month 2Sometimes 3 3 or 4 times a month 3Often 4 5 times a month 4Regularly 5 More than 5 times a month5

1 of 31 of 3



AVOID LEADING QUESTIONSDo you think that patriotic Indians Do you think that Indiansshould buy imported automobiles should buy imported automobiles? that would put Indian labour force Out of work? Yes 1 Yes 1No 2 No 2DK/CS 3 DK/CS 3

AVOID BIASING QUESTIONSIs Colgate your favourite brand of toothpasteWhat is your favourite brand of toothpaste

AVOID IMPLICIT ALTERNATIVESDo you like to travel by Train?Do you like to travel by train or would you prefer to drive if the distance is less than 300 kms?

2 of 32 of 3

1616



AVOID IMPLICIT ASSUMPTIONSAre you in favor of a balanced budget?Are you in favor of a balanced budget if it would result in an decrease of your personal income

AVOID GENERALIASTION, ESTIMATION AND PREDICTIONWhat is the annual per capita expenditure on groceries in your household?What is the weekly expenditure on groceries in your household? ANDHow many members are there in your household

AVOID NEGATION AND DOUBLE NEGATIVESWould you rather not use a non medicated shampoo?Would you prefer using a cosmetic shampoo?

AVOID ABSTRACTION AND VAGUE CONCEPTSDo you think that your house is the right sort of house for your family?DEVELOP AN INDEX TO ANSWER THE ABOVE QUESTION

3 of 33 of 3

STEP : V STEP : V -- VIIVIITHE REMAINING STEPSTHE REMAINING STEPS

1717


• Form and Layout Problems– Divide the questionnaire into several parts– Questions in each part to be numbered uniquely– The questionnaire should be pre-coded for ease of d ata

entry– Impact of previous questions on responses on the

succeeding ones should be minimal

• Production Problems– The questionnaire should have a professional appear ance– Booklet format should be used for long questionnair es– Tendency to overcrowd questions to make the questio nnaire

look small should be avoided– Instructions should be placed at the right question and

should be placed close to the actual question

5.0 : Production Problems5.0 : Production Problems


• Always Pre-test• All aspects of the questionnaire should be pre-tested

including content, wording, sequencing, form and layout, response categories and instructions

• The respondents in the pretest should be same as that in actual survey

• Pretest should follow the actual method of interview• Employ extensive debriefing to identify problems• After each significant revision of the questionnaire, a pre

test should be conducted• Analyze the responses obtained from the pretest

6.0 : Pre6.0 : Pre--Testing of QuestionnaireTesting of Questionnaire

1818


7.0 : Administer the Questionnaire7.0 : Administer the Questionnaire• Questionnaire should be adopted to specific cultural

environment taking special care of language translation• Remember to keep questionnaire short and simple.

Personal Interview Questionnaire should not exceed 45-60 minutes

REMEMBER RESPONDENT IS YOUR GODDo not waste respondent’s time

Do not intrude on to respondent’s privacyDo not bias the respondent

Do not piggy-back the respondentDo not pressurize the respondent

Do not bribe the respondent

???? QUESTIONSQUESTIONS ????#### COMMENTSCOMMENTS ####

!!!! FEEDBACKFEEDBACK !!!!

THANK THANK YOUYOU

design of questionnaire - हे buddy · pdf filedesign of questionnaire dr. rohit vishal...

Documents