Transcript Chapter 01 - Baylor University

Chapter 11
Questionnaire Design
Carl McDaniel, Jr.
Roger Gates
Slides Prepared by
Bruce R. Barringer
University of Central Florida
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-1
Learning Objectives
Slide 1 of 2
• To learn the objectives of questionnaire
design.
• To understand the role of the questionnaire
in the data collection process.
• To become familiar with the criteria for a
good questionnaire.
• To learn the process for questionnaire
design.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-2
Learning Objectives
Slide 2 of 2
• To become knowledgeable of the three basic
forms of questions.
• To understand the key role of the
questionnaire in data collection costs.
• To learn the necessary procedures for
successful implementation of a survey.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-3
Questionnaire Defined
A questionnaire is a set of questions designed to
generate the data necessary for accomplishing
the objectives of the research project.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-4
The Questionnaire’s “Position” in
the Research Process
Respondent’s
Information
Survey
Objectives
Questionnaire
Data
Analysis
Findings
Recommendations
Managerial
Action
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-5
Criteria for a Good Questionnaire
To design a good questionnaire, the following issues
should be considered:
Does it Provide the
Necessary DecisionMaking
Information?
Does it Consider the
Respondent?
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-6
Editing and Data Processing
Requirements
• Editing
– Refers to going through the questionnaire to
make certain the “skip patterns” are followed
and required questions are filled out.
– A skip pattern is the sequence in which
questions are asked.
• Open-Ended Questions
– An open-ended question is one that does not
contain prerecorded possible responses.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-7
The Questionnaire Development
Process
Implementation
Determine Data
Collection Methods
Determine Question
Response Format
Prepare Final Copy
Determine Survey
Objectives and
Constraints
Decide Question
Wording
Pretest and Revise
Obtain Approval
from all Relevant
Parties
Evaluate the
Questionnaire and
Layout
Describe
Questionnaire Flow
and Layout
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-8
Step One: Determine Survey
Objectives, Resources, and Constraints
• Survey (information) objectives should be
spelled out as clearly and precisely as
possible.
• If this step is completed in a thorough
fashion, the rest of the process will follow
more smoothly and efficiently.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-9
Step Two: Determine the Data
Collection Method
• Chapter 6 discussed the variety of ways that
survey data can be gathered, such as in-person,
telephone, mail, or self-administration.
• Each method will have an impact on survey
design.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-10
Step Three: Determine the Question
Response Format
Slide 1 of 5
• Open-Ended Questions
– Open-ended questions are those in which the
respondent can reply in his or her own words.
• Example of an open-ended question:
1. What advantages, if any, do you think ordering from a
mail order catalog company offers compared with
local retail outlets?
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-11
Step Three: Determine the Question
Response Format
Slide 2 of 5
• Closed-Ended Questions
– A closed-ended question is one that requires the
respondent to make a selection from a list of
options.
– The primary advantage of closed-ended
questions is simply the avoidance of many of
the problems (such as subjectivity) of openended questions.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-12
Step Three: Determine the Question
Response Format
Slide 3 of 5
• Dichotomous Questions
– This simplest form of a closed-ended question
is the dichotomous choice.
• Example of a dichotomous question:
1. Would you rather live in a small town or a city?
A. Small Town
1
B. City
2
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-13
Step Three: Determine the Question
Response Format
Slide 4 of 5
• Multiple-Choice Questions
– Multiple-Choice Questions permit the
respondent to select from several alternatives.
• Example of a multiple-choice question:
1. Who do you think will win the World Series?
A. New York Yankees
B. St. Louis Cardinals
C. Los Angeles Dodgers
D. Atlanta Braves
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-14
Step Three: Determine the Question
Response Format
Slide 5 of 5
• Scaled-Response Questions
– Question format that permits the measurement
of the “intensity” of a respondents’ answers.
• Example of a scaled-response question:
1. Now that you have read a sample of the Wall Street
Journal, would you say that you would…(Check one)
Definitely buy it
Probably buy it
Might or might not buy it
Probably will not buy it
Definitely will not buy it
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-15
Step Four: Decide the Question
Wording
• Four Guidelines in Selecting Wording
– The wording must be clear.
– Select words so as to avoid biasing the
respondent.
– Consider the ability of the respondent to answer
the question.
– Consider the willingness of the respondent to
answer the question.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-16
Step Five: Establish Questionnaire
Flow and Layout
• After the questions have been properly
formulated, the next step is to sequence
them and develop a layout for the
questionnaire.
• The general guidelines concerning
questionnaire flow are included in the next
slide.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-17
How a Questionnaire Should be
Organized
Use the screener
questions to
identify qualified
respondents
Ask questions that
require “work” in
the middle of the
questionnaire
After obtaining a
qualified respondent,
begin with a question
that obtains a
respondent’s interest
Insert “prompters”
at strategic points
Ask general
questions first
Position sensitive,
threatening, and
demographic
questions as the
end
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-18
Step Six: Evaluate the Questionnaire
Slide 1 of 2
• Issues to Consider in Reviewing the Design
of the Questionnaire
– The issues to consider in reviewing the design
of the questionnaire are shown on the next
slide:
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-19
Step Six: Evaluate the Questionnaire
Slide 2 of 2
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to
Accomplish the Research Objectives?
Appearances of Mail and Self-Administered Questionnaires
Avoid a Cluttered Look
Allow Plenty of Space for Open-Ended Responses
Consider Color-Coding the Questionnaires
Instructions Printed Within The Questionnaire Should be in
Capital Letters
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-20
Step Seven: Obtain Approval of All
Relevant Parties
• At this point in the questionnaire design
process, the first draft of the questionnaire
has been completed.
• Approval for going forward with the
questionnaire is the objective of this step.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-21
Step Eight: Pretest and Revise
• When final managerial approval has been
obtained, the questionnaire must be
pretested.
• The primary purpose of a pretest is to make
certain that the questionnaire gives the
respondent clear, understandable questions
that will evoke clear, understandable
responses.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-22
Step Nine: Prepare Final Copy
• Even the final copy phase does not allow
the researcher to relax.
– Precise typing instructions, spacing, numbering,
and precoding must be set up, monitored, and
proofread.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-23
Step Ten: Implementing the Survey
Slide 1 of 3
• Supervisor’s Instructions
– Inform them of the nature of the study, start and
completion dates, quotas, reporting times,
equipment and facility requirements, sampling
instructions, number of interviewers required, and
validation procedures.
– Interviewer’s Instructions
– Cover many of the same points as supervisor’s
instructions but are geared to the actual interview.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-24
Step Ten: Implementing the Survey
Slide 2 of 3
• Call Record Sheets
– Interviewers’ logs listing the number and results
of a contact.
– Call record sheets are used to measure the
efficiency of the interviewers.
• Visual Aids and Other Supplements
– Many studies use visual aids to facilitate the
interviewing process.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-25
Step Ten: Implementing the Survey
Slide 3 of 3
• Field Management Companies
– Field management companies such as Qfact, OnLine Communications, and Direct Resource
generally provide questionnaire formatting,
screener writing, development of instructional
and peripheral materials, shipping departments,
field auditing, and all coordination of data
collection, coding, and tab services required for
the project.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-26
Questionnaire Challenges
The Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
1. Failed Attempts
- Busy
- No Answer
- Answering Machine
- Business Number
- Phone/Language Problem
- Discontinued Line
2. Cooperation Problems
- Respondent Not at Home
- Refused to be Interviewed
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-27
Questionnaire Challenges
The Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
3. Screener Determines Respondent Not Eligible
- Failed security test (works for marketing research firm,
advertising agency, or the client)
- Doesn’t use the product
- Demographic disqualification (wrong gender, age, etc.)
- Quota filled (survey has quota of 500 users of Tide and 500
users of other clothing washing powder. Interviewer already
has 500 Tide users; the current respondent uses Tide.
4. Respondent Terminates During Interview
5. Completed interview
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-28
Summary of Key Points
Slide 1 of 2
• This chapter examines the objectives of the
questionnaire, as well as its construction,
evaluation, and impact on project costs and
profitability.
• The criteria for a good questionnaire fall into
the following topic area: (1) achieving the
goals of the study; (2) fitting the questionnaire
to the respondent; and (3) editing, coding, and
data processing.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-29
Summary of Key Points
Slide 2 of 2
• The process of developing a questionnaire
is discussed. The process contains 10
sequential steps.
• The chapter concludes with a discussion of
the role of the questionnaire in survey
research costs.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 11-30