Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Designing the

Questionnaire

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

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Learning Objectives

Describe the steps in questionnaire design Discuss the questionnaire development

process Summarize the characteristics of good

questionnaires Understand the role of cover letters Explain the importance of other documents

used with questionnaires

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MPC Consulting’s Residence Life Plans

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Value of Questionnaires in Marketing Research

A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data

Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument

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Steps in Questionnaire Design

1: Confirm research objectives 2: Select appropriate data collection method 3: Develop questions and scaling 4: Determine layout and evaluate

questionnaire 5: Obtain initial client approval 6: Pretest, revise, and finalize questionnaire 7: Implement survey

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Type of Question Format

Unstructured QuestionsOpen-ended format where respondent replies in their own words.

Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.

Type of Question Format

Unstructured QuestionsOpen-ended format where respondent replies in their own words.

Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.

Questions and Scaling

Quality of Question Bad Questions

Unanswerable. Leading or loaded. Double-barreled questions.

Quality of Question Bad Questions

Unanswerable. Leading or loaded. Double-barreled questions.

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Guidelines for Evaluating the Adequacy of Questions

Use simple words, avoiding technical words Avoid qualifying phrases Ensure response categories are mutually exclusive Ensure question and scale statements are

meaningful to the respondents Avoid arranging response categories in a manner

that may bias responses Do not double-barrel questions or response items

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Considerations in Questionnaire Design_1

Confirm the research objectives before designing the questionnaire

Determine data requirements to complete each research objective

Include a general description of the study in the introduction section

Ensure instructions are clear Arrange questions in a logical order

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Considerations in Questionnaire Design_2

Begin with simple questions and then progress to more difficult ones

Ask person questions at the end Place sensitive questions towards the end Avoid asking questions using a different

measurement format in the same section of the questionnaire

End with a thank-you statement

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Encourage ParticipationEncourage Participation

Improve Response RatesImprove Response Rates

Initial Contacting Device Initial Contacting Device

Provide Study InformationProvide Study Information

Communicate Study’s Legitimacy

Communicate Study’s Legitimacy

Role of a Cover Letter

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Guidelines for Developing Cover Letters_1

Personalize letter Identify sponsoring organization State purpose and importance clearly Promise anonymity or confidentiality Clarify the general time frame of doing study

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Guidelines for Developing Cover Letters_2

Reinforce importance of participation Acknowledge reasons for nonparticipation Provide time requirements and any

compensation Explain completion date and where and how

to return survey Offer advance thank you statement

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Other Documents Used in Collecting Data

Supervisor instructions Interviewer instructions Screening forms Quota sheets Call record sheets

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Sample Screening-Quota Sheet

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Sample Rating Card

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Call Record Sheet Sample

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Marketing Research in Action: Santa Fe Grill Questionnaire

Does the questionnaire in its current form illustrate good design principles?

Can the current survey capture the necessary data?

Evaluate the “screener.” Are any changes needed?