Questionnaires and Instruments

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
 Strategic Concerns in Instrument Design

What type of scale is needed?

What communication approach will be used?

Should the questions be structured?

Should the questioning be disguised?

 The Questionnaire Method

• This is the simplest and most often used method of primary data
collection

• There is a pre-determined set of questions in a sequential format

• Is designed to suit the respondent’s understanding and language

command

• Can be conducted to collect useful data from a large population in

a short duration of time
 Criteria for Questionnaire Design

• The spelt out research objectives need to be converted into

specific questions.

• It must be designed to engage the respondent and

encourage meaningful response.

• The questions should be designed in simple language and

be self-explanatory.
 Types of Questionnaire

Formalized Non-Formalized
Unconcealed Most research studies use The response categories
Standardized have more flexibility
Questionnaires like these.
Concealed Used for assessing Questionnaires using
psychographic and projective techniques or
subjective constructs sociometric analysis
 Types of Questionnaire
Formalized & unconcealed questionnaire: self-explanatory with most response
categories predefined.
Out of the following options, where do you invest
(tick all that apply)
Precious metals----------------, real estate------------, stocks--------,
Government instruments---------, mutual funds------any other---
Who carries out your investments?
Myself-----------, agent---------, relative-----------, friend-----------, any other-------
---
What is your source of information for these decisions?
Newspaper------------, investment magazines-----------, company records etc.------
----,8-6Trading portals------------, agent------------
 Types of Questionnaire

Formalized & concealed questionnaire: most response

categories are predefined, but latent cause of behavior
are derived from indirect questions

Please indicate level of your agreement for the following statements.

SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-
Disagree

8-7
 Types of Questionnaire

Non-formalized & Concealed Questionnaire: undisguised and most

response categories are not predefined
Why do you think Maggi noodles are liked by young children? ----------
----------------------------------
How do you generally decide on where you are going to invest your
money?-------------------------------------
Give three reasons why you believe that the Commonwealth Games in
India are going to help the country?-------------------------------------

8-8
 Types of Questionnaire Method of Administration

Self-administered questionnaire: respondents fills in the

questionnaire her/him self.
Scheduled: the investigator/researcher reads out the
questions and records the respondents’ answers.

8-9
 Criteria for Questionnaire Selection

• Population characteristics
• Population spread
• Study area

8-10
 The Questionnaire Design Process
Convert the Research Objectives into the Information Needed

Method of Administering the Questionnaire

Content of the Questions

Motivating the Respondent to Answer
Determining Type of Questions
Question Design Criteria
Determine the Questionnaire Structure
Physical presentation of the Questionnaire

Pilot Testing of the Questionnaire

Administering the Questionnaire
 Mode of Administration: Schedule

Now I am going to give you a set of cards. Each card will have the name of one television serial (Hand
over the cards to the respondent in a random order). I want you to examine them carefully (give her
some time to read all the names). I would request you to hand over the card which has the name of the
serial you like to watch the most. (Record the serial and keep this card with you). Now of the remaining
nine serials name your most favorite serial (continue the same process till the person is left with the last
card)

T.V. SERIAL RANK ORDER

1. 1 ___________________
2. 2 ___________________
3. 3 ___________________
4. 4 ___________________
5. 5 ___________________
6. 6 ___________________
7. 7 ___________________
8. 8 ___________________
9. 9 ___________________
10. 10 ___________________
 Mode of Administration: Telephone

Please listen very carefully; I am going to slowly read the name of ten popular T.V. serials. I want to know
how much you prefer watching them. You need to use a 1 to 10 scale, where 1 means I do not like watching
it and 10 means I really like watching it. For those in between you may choose any number between 1 and
10. However, please remember that the higher the number the more you like watching it. Now, I am going to
name the serials one by one. In case the name is not clear I will repeat the list again. So, the serial’s name
is-------------------. Please use a number between 1 and 10 as I had told you. O.k. thank you, the next name
is---------------------. And so on till all the 10 names have been read out and evaluated.

SERIAL
1. Balika Badhu 1 2 3 4 5 6 7 8 9 10
2. Sathiya 1 2 3 4 5 6 7 8 9 10
3. Sasural Genda Phool 1 2 3 4 5 6 7 8 9 10
4. Bidai 1 2 3 4 5 6 7 8 9 10
5. Pathshala 1 2 3 4 5 6 7 8 9 10
6. Bandini 1 2 3 4 5 6 7 8 9 10
7. Laptaganj 1 2 3 4 5 6 7 8 9 10
8. Sajan Ghar jaaana Hai 1 2 3 4 5 6 7 8 9 10
9. Tere liye 1 2 3 4 5 6 7 8 9 10
10. Uttaran 1 2 3 4 5 6 7 8 9 10
 Mode of Administration: Mail
In the next question you will find the names of ten popular Hindi serials that are being aired on television
these days. You are requested to rank them in order of your preference to watch these programmes. Start
by identifying the serial which is your most favorite, to this you may give a rank of 1. Then from the rest of
the nine, pick the second most preferred serials and give it a rank number of 2.Please carry out this process
till you have ranked all 10. The one you prefer the least should have a score of 10. You are also requested
not to give two serials the same rank. The basis on which you decide to rank the serials is entirely
dependent upon you. Once again you are asked to rank all the 10 serials.

SERIAL RANK ORDER

1. Balika Badhu ___________________
2. Sathiya ___________________
3. Sasural Genda Phool ___________________
4. Bidai ___________________
5. Pathshala ___________________
6. Bandini ___________________
7. Laptaganj ___________________
8. Sajan Ghar Jaaana Hai ___________________
9. Tere Liye ___________________
10. Uttaran ___________________
 Content of the Questionnaire

Essential to ask the question

•To gauge consumer’s shopping behavior

Please indicate the level of your agreement for the following statements.

SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-Disagree

SA A N D SD
Compared to the past (5-10 years)
1 The individual customer today shops more
2 The consumer is well informed about market offerings
3 The consumer knows what he/she wants to buy before he enters the
store
4 The consumer today has more money to spend
5 There are more shopping options available to the consumer today
 Content of the Questionnaire

Several questions or single question

•“Why do you like the serial--------------(the one you
ranked/prefer watching most)?” (Incorrect)
•“What do you like about-------------?”
•“Who all in your household watches the serial?
• and “How did you first happen to hear about the serial?”
(Correct).
 Motivating the Respondent to Answer
Assisting the respondent to provide the answer
Does he have the answer?
1.How do you evaluate the negotiation skills module with the Communication and
presentation skill module? (Incorrect)
1. Have you been through the following training modules?
• Negotiation skills module Yes/No
• Communication & presentation skills Yes/No
•In case the answer to both is yes, please answer the following question else move
to the next question.
•How do you evaluate the negotiation skills module with the Communication and
presentation skill module? (Correct)
 Motivating the Respondent to Answer
Assisting the respondent to provide the answer
•Does he remember?
•How much did you spend on eating out last month? (Incorrect)
•1. When you go out to eat, on an average your bill amount is:
• ________ Less than Rs100
•________ Rs 101-250
•________ Rs 251-500
•________ more than Rs 500
•2. How often do you eat out in a week?
•________ 1-2 times.
•________ 3-4 times
•________ 5-6 times
•________ every day (correct)
 Motivating the Respondent to Answer

•Assisting the respondent to provide the answer

•Can he articulate?
•Describe the river rafting experience.……... (incorrect)

Describe the river rafting experience (Correct)

1 Unexciting        exciting

2 Bad        good

3 Boring        interesting

4 Cheap        expensive

5 Safe        dangerous
 Motivating the Respondent to Answer

•Assisting the respondent to answer

•The perspective is not clear

•“How many credit cards do you own?” or

•“When did you last go on a holiday?” or
•“How many movies do you watch in a fortnight?” (incorrect)

•A spillover of a healthy quality of working life is also reflected in a

person’s way of living. Thus, we would like to know how you live.
(correct)
 Motivating the Respondent to Answer

•Assisting the respondent to answer

•Sensitive information/topic
•Have you ever used fake receipts to claim your medical allowance?
(Incorrect)
•Have you ever spit tobacco on the road (to tobacco consumers)?
(Incorrect)
•Do you associate with people who use fake receipts to claim their
medical allowance? (Correct)
•Do you think tobacco consumers spit tobacco on the road?
(Correct)
 Types of Questions

Question Content

Open – ended Closed - ended

Dichotomous Multiple Scales

Responses
 Open-ended Questions
•What is your age?
•How would you evaluate the work done by the present government?
•How much orange juice does this bottle contain?
•What is your reaction to this new custard powder?
•Why do you smoke Gold Flake cigarettes?
•Which is your favorite TV serial?
•What training programme have you last attended?
•With whom in your work group do you interact with after office
hours?
 Open-ended Questions
1. Dichotomous questions
• Are you diabetic? Yes / No
• Have you read the new book by Dan Brown? Yes/no
• What kind of petrol do you use in your car?
Normal/Premium
• What kind of cola do you drink?
Normal/diet
• Your working hours in the organization are? fixed/ flexible
 Open-ended Questions
Multiple choice questions
1. How much do you spend on grocery products (average in one month)?
- Less than Rs. 2500/-
- Between Rs 2500-5000/-
- More than Rs 5000/-
2. You do not currently sell organic food products because..?
• You do not know about organic food products.
• You are not interested.
• You are interested but you do not know how to procure it.
• It is not profitable.
• The customer demand is too low
• any other--------------------
 Questionnaire Designing Criteria

• Clearly specify the issue

• Use simple terminology
• Avoid ambiguity in questioning
• Avoid leading questions
• Avoid loaded questions
• Avoid implicit choices and assumptions
 Questionnaire Structure

• Instructions
• Opening questions
• Study questions
• Classification information
• Acknowledgement
 The Questionnaire Administration

• Physical characteristics of the questionnaire

• Pilot testing of the questionnaire
• Preparing the final draft of the questionnaire
• Administering the questionnaire
 Free – Response Strategy

What factors influenced your enrollment in FIITJEE?

____________________________________________
____________________________________________
 Dichotomous Response Strategy

Did you attend the “A Day at College” program at

FIITJEE?

Yes
No
 Multiple Choice Strategy

Which one of the following factors was most

Influential in your decision to attend FIITJEE?

• Good academic standing

• Specific program of study desired
• Enjoyable campus life
• Many friends from home
• High quality of faculty
 Checklist Response Strategy

Which of the following factors influenced your decision to

enroll in Metro U? (Check all that apply.)

• Tuition cost
• Specific program of study desired
• Parents’ preferences
• Opinion of brother or sister
• Many friends from home attend
• High quality of faculty
 Rating Response Strategy
Which of the following factors influenced your decision to
enroll in Metro U?
Strongly Somewhat Not at all
influential influential influential
Good academic reputation   

Enjoyable campus life   

Many friends   

High quality faculty   

Semester calendar   
 Ranking

Please rank-order your top three factors from the following list based
on their influence in encouraging you to apply to Metro U. Use 1 to
indicate the most encouraging factor, 2 the next most encouraging
factor, etc.
_____ Opportunity to play collegiate sports
_____ Closeness to home
_____ Enjoyable campus life
_____ Good academic reputation
_____ High quality of faculty
 Guidelines for Question Sequencing
Interesting topics early

Simple topics early

Sensitive questions later

Classification questions later

Transition between topics

 Illustrating the Funnel Approach

• How do you think this country is getting along in its relations

with other countries?
• How do you think we are doing in our relations with Iran?
• Do you think we ought to be dealing with Iran differently than
we are now?
• (If yes) What should we be doing differently?
• Some people say we should get tougher with Iran and others
think we are too tough as it is; how do you feel about it?
Branching Questions