School of Business

Research Methods for Business

Chapter 9

Administering Questionnaires
 Learning Objectives

 9.1 Compare and contrast different types of questionnaires.

 9.2 Design questionnaires to tap different variables.

 9.3 Discuss the issues related to cross-cultural research.

BMGT360 - CHAPTER 9
 Learning Objectives (Contin.)

 9.4 Discuss the advantages and disadvantages of various data collection methods in

survey research.

 9.6 Demonstrate awareness of the role of the manager in primary data collection.

 9.7 Demonstrate awareness of the role of ethics in primary data collection.

 Objective 9.1
Introduction
 Data collection methods discussed:
• Interviewing
• Observing people
• Administering questionnaires

A questionnaire is a preformulated written set of

questions to which respondents record their answers,
usually within rather closely defined alternatives.
 Objective 9.1
Types of Questionnaires
 Questionnaires are generally designed to collect large numbers of quantitative data.

 Types of Questionnaires:

 Personally administered questionnaire,

 Mail questionnaire

 Electronic & e-mail questionnaire

 Questionnaires are less expensive and time consuming but introduce a much larger chance of
nonresponse and nonresponse errors.
 Objective 9.1
Types of Questionnaires
 Advantages and disadvantages of different types of questionnaires
 Objective 9.2
Guidelines for Questionnaire Design
 Sound questionnaire design principles should focus on three areas:

 Wording of the questions

 Planning of issues with regard to how the

variables will be categorized, scaled, and

coded after receipt of responses

 General appearance of the questionnaire

 Objective 9.2
Guidelines for Questionnaire Design

 Principles of Wording
 The Principles of Wording refer to such factors as:

1. The appropriateness of the content of questions.

2. How questions are worded and the level of sophistication of the language
used.

3. The type and form of questions used.

4. The sequencing of questions.

5. The personal data sought from the respondents.

 Objective 9.2
Guidelines for Questionnaire Design

 Content and purpose of the questions

 Framework
Need information for all constructs in framework

 Measurement: Operationalizing
 Objective construct:
1 element/items
=> 1 question
 Subjective construct:
multiple elements/items
=> multiple questions
 Objective 9.2
Guidelines for Questionnaire Design

 Language and Wording of the questionnaire

 The language of the questionnaire should approximate

the level of understanding of the respondent.

 The questions asked, language used, and wording should

be appropriate to tap respondents’ attitudes, perceptions,

and feelings.
 Objective 9.2
Guidelines for Questionnaire Design

 Type and Form of Questions

i. Open-ended versus closed questions:
o Open-ended questions allow respondents to answer them in any way they choose.
o Closed questions ask the respondents to make choices among a set of alternatives
given by the researcher.
ii. Positively and Negatively Worded Questions:
o Negatively worded questions minimize the tendency of the respondent to
mechanically circle the points toward one end of the scale.
o A good questionnaire includes both.
o The use of double negatives and excessive use of “not” and “only” should be
avoided in negatively worded questions because they tend to confuse respondents.
 Objective 9.2
Guidelines for Questionnaire Design
 Type and Form of Questions(continued)
iii. Avoid double-barreled questions

iv. Avoid ambiguous questions

v. Avoid recall-dependent questions

vi. Avoid leading or biasing questions

vii. Avoid loaded questions (emotionally charged)

viii. Social desirability

ix. Limit the length of the questions
< 20 words
< one full line in print
 Objective 9.2
Guidelines for Questionnaire Design

 Sequencing of Questions
• Do not place contiguously a positively worded
and a negatively worded question tapping the
same element or dimension of a concept.
• Randomly placing the questions in the
questionnaire reduces bias in the responses
but causes confusion while categorizing, coding,
and analyzing the responses.
 Objective 9.2
Guidelines for Questionnaire Design

Classification Data or Personal Information

• Demographic questions tap information on age, educational level,

marital status, and income

• If the name is needed, then use the numerical system to ensure

anonymity

• Questions seeking personal information may appear at the beginning or

at the end of the questionnaire

• Details of income are placed at the end via a range of options

 Objective 9.2
Guidelines for Questionnaire Design

Principles of Measurement
 Data collected should be appropriate to test hypotheses
 Principles of measurement refer to
 scales and scaling techniques, and
 assessment of reliability ad validity (goodness of data)
 Interval and ratio scales should be used in preference to nominal or ordinal scales.
 The goodness of data should be assessed through tests of validity and reliability
 - Validity establishes how well a technique, instrument, or process measures a
particular concept
 - Reliability indicates how stably and consistently the instrument taps the variable.
 Objective 9.2
Guidelines for Questionnaire Design

General Appearance or “Getup” of Questionnaire

A good introduction that:
o Discloses the researcher identity
o Conveys the survey purpose
o Establishes rapport with the respondents
o Motivates respondents to respond
o Assures confidentiality
o Allows for less biased answers
o Ends on a courteous note, thanking the respondent
 Organizing questions, giving instructions and guidance, and good
 alignment
o Organizing the questions logically and neatly in appropriate sections
o Providing instructions on how to complete the item in each section
 Objective 9.2
Guidelines for Questionnaire Design
General Appearance or “Getup” of Questionnaire (continued)
Personal data
o Demographic or personal data could be organized using nominal and ordinal scales.
Information on income and other sensitive personal data
o Demographic information could be sought at the beginning or end of the questionnaire.
o Information of a very private and personal nature (income, health), if necessary for the survey, should
be justified and asked at the end.
 Open-ended question at the end
o Allows respondents to comment on any aspect they choose
o The questionnaire ends with an expression of sincere thanks to respondents
Concluding the questionnaire
o The questionnaire should end on a courteous note, reminding the respondent to check that all items
have been completed.
 Objective 9.2
Guidelines for Questionnaire Design

Pretesting of Structured Questions

Pretesting involves the use of a small number of respondents to test
the appropriateness of the questions and their comprehension.
Electronic Questionnaires and Survey Designs
 Electronic survey design systems facilitate the preparation and administration of
questionnaires.
 Such systems include programs enabling the user to:
 design sophisticated questionnaires,
 computerize the data collection process,
 check for syntactical or logical errors in the coding, and
 analyze the data collected
 Objective 9.3
International Dimensions of Surveys
 With the globalization of business operations, managers often need to
compare the business effectiveness of their subsidiaries in different
countries.
 When data are collected through questionnaires and occasionally through
interviews, one should pay attention to the measuring instruments and how
data are collected, in addition to being sensitive to cultural differences in the
use of certain terms.
 Objective 9.3
International Dimensions of Surveys
 Special issues in instrumentation for cross-cultural
research
 It is important to ensure that the translation of the
instrument to the local language matches accurately to the
original language.
 Back translation ensures vocabulary equivalence.
 Idiomatic equivalence and conceptual equivalence can be
taken care of through good back translation.

 Objective 9.3
International Dimensions of Surveys
 Issues in cross-cultural data collection
 Three issues are important for cross‐cultural data
collection:
 response equivalence,
 timing of data collection, and
 the status of the individual collecting the data
 Objective 9.5
Review of the Advantages and Disadvantages of
Different Data Collection Methods and When to Use Each

 Face‐to‐face interviews
 Best suited to the exploratory stages of research
 Advantages:
 provide rich data,
 offer the opportunity to establish rapport with the interviewees,
 help to explore and understand complex issues
 ideas difficult to articulate can be brought to the surface and discussed
 Disadvantages:
 have the potential for introducing interviewer bias
 can be expensive if a large number of subjects are involved
 adequate training becomes a necessary first step
 Objective 9.5
Review of the Advantages and Disadvantages of Different
Data Collection Methods and When to Use Each

 Telephone interviews
Advantages:
• help to contact subjects dispersed over various geographic regions
• are an efficient way of collecting data when one has specific,
structured questions to ask, needs the responses quickly, and has a
sample spread over a wide area
Disadvantages:
• the interviewer cannot observe the nonverbal responses of the
respondents,
• the interviewee can block the call.
 Objective 9.5
Review of the Advantages and Disadvantages of Different
Data Collection Methods and When to Use Each

 Observational studies
 Best suited for research requiring non‐self‐report
descriptive data
 Advantages:
 help to comprehend complex issues
 help to ask questions to seek clarification on certain issues
Disadvantages:
 they are expensive
 observer bias may well be present
 Objective 9.5
Review of the Advantages and Disadvantages of Different
Data Collection Methods and When to Use Each

 Personally administered questionnaires

 Best suited when data are collected from subjects located in close
proximity to one another and can be conveniently assembled.
 Advantages:
 Establish rapport
 Provide clarification
 Collected when completed
 100% response rate
Disadvantage:
 Expensive when sample is widely dispersed geographically
 Objective 9.5
Review of the Advantages and Disadvantages of Different
Data Collection Methods and When to Use Each

 Electronic questionnaires
 Best suited when information is to be obtained on a substantial
scale through structured questions from a sample widely dispersed
geographically
 Advantages:
 Responses obtained from a geographically dispersed sample
 Doable when telephone interviews are difficult
 Disadvantages:
 Low response rate
 Possibility of biased data
 Objective 9.6
Managerial Implications
 Knowledge of the characteristics and the advantages and
disadvantages of primary methods to data collection will help
managers to evaluate alternative approaches to primary data
collection and to understand why a consultant has opted for a
certain method or for a combination of methods.
 Managerswill be able to decide at what level of sophistication they
want data to be collected.
 Managers will be able to understand the dynamics operating in the
situation.
 Managers will be able to differentiate between good and bad
questions used in surveys, with sensitivity to cultural variations.
 Objective 9.7
Ethics in Data Collection
 Ethics and the sponsor
 Thesponsors should ask for the study to be done to
better the purpose of the organization, and not for
any other self‐serving reason.
 Theyshould respect the confidentiality of the data
obtained by the researcher.
 They should have an open mind in accepting the
results and recommendations in the report presented
by the researcher.
 Objective 9.7
Ethics in Data Collection
 Ethics and the researcher
 Treatingthe information given by the respondent as strictly confidential and
guarding his or her privacy is one of the primary responsibilities of the researcher.
 Personal or seemingly intrusive information should not be solicited.
 Whatever the nature of the data collection method, the self‐esteem and self‐
respect of the subjects should never be violated.
 No one should be forced to respond to the survey.
 Nonparticipant observers should be as unintrusive as possible.
 Posting
invitations to participate in a survey on social networks, discussion groups,
and chat rooms is often perceived as “spam”.
 There should be absolutely no misrepresentation or distortion in reporting the data
 Objective 9.7
Ethics in Data Collection
 Ethical behavior of respondents
 Thesubject, once having exercised the choice to
participate in a study, should cooperate fully in
the tasks ahead, such as responding to a survey.
 Therespondent also has an obligation to be
truthful and honest in the responses.
 Brief Recap

 A questionnaire is a research instrument consisting of a series of

questions (or other types of prompts) for the purpose of gathering
information from respondents.

 There are three types of questionnaires: personally administered

questionnaires, mail questionnaires, electronic and online questionnaires.

 Questionnaire design is the process of designing the format and questions

in the survey instrument that will be used to collect data about a
particular phenomenon.