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Questionnire Design Lecture 5
Questionnire Design Lecture 5
Questionnire Design Lecture 5
What is a Questionnaire?
A questionnaire consists of formalized and pre-specified set of
questions designed to obtain responses from potential
respondents.
Questions in the questionnaire reflect the research objective
under investigation.
Questionnaires are generally situation and culture specific.
Questionnaire design process requires a careful attention to each
step as the questionnaire or research instrument should be
adapted to the specific cultural environment and should not be
biased in terms of any one culture (Malhotra et al., 1996).
Questionnaire Design Process
√
Avoid Leading and Loaded Questions
A leading question is the one which clearly reveals the researcher’s
opinion about the answer to the question.
The answer will always be overblown due to the first part of the
question, which generates a worry in the mind of the respondent and
results in a positive answer, which is not possible otherwise. A more
poised way of asking the same question is shown below.
√
Implied Assumptions Must Be Avoided
√
Respondent’s Memory Should
Not Be Overtaxed
√
Generalization and Estimation
Must Be Avoided
√
Respondent’s Ability to Answer
Must Be Considered
A question targeted to officers older than 55 years to assess the
importance of Internet banking is as follows:
×
Step 3:Decision Regarding Question
Sequencing
Question sequence also plays a key role in generating the
respondent’s interest and motivation to answer the question.
Questions should have a logical sequencing in the questionnaire
and should not be placed abruptly.
To facilitate the responses, a researcher has to follow some logical
steps in sequencing the questions in the questionnaire. This
arrangement usually requires the considerations as shown in
Figure 4.3.
Figure 4.3: Decision parameters regarding question sequence
Identification Logical
Difficult to and order
Screening Opening Transition
answer categorizatio of
questions questions statements n questionin
questions
questions g
Screening Questions
Researchers generally begin with some screening questions to
make sure that the target respondent is qualified for the
interview.
In some cases, when the researcher is very sure about the
qualification status of the respondent, he or she does not
incorporate the screening question and starts from some “opening
questions.”
Opening Questions
The opening questions should be simple, encouraging, and trust
building. From the research objective point of view, these
questions may sometimes be little irrelevant but should be good
initiators.
These questions should not seek in-depth information and
should be as general as possible.
For example, a microwave company, trying to assess “shift in
consumer attitude” from traditional way of cooking, should ask a
first opening question as follows:
Transition Statements
The movement from one set of questions to another set requires transition statements.
For example, a mineral water bottle manufacturing company is encouraged with the
expanding market.
The company wants to assess the potential future market and hence conducted a survey
on non-users.
Its researchers have identified various variables to get the potential use, of which
“awareness” and “taste” are important.
It has prepared the first 11 questions with the first 5 questions based on the
“awareness” and the next 6 questions on “taste.”
After asking the first set of 5 questions, a researcher moves to the second set of 6
questions to get the potential consumer feeling for mineral water taste.
Thus, before asking the next set of 6 questions, a transition statement is required to
make the respondent familiar with the coming questions.
Hence, a transition statement “Now, I would like to understand your opinion about the
mineral water taste” will develop respondent’s connectivity for the next set of 6
questions related to “taste,” and he or she will be in a comfortable state of mind to
answer these questions.
Difficult to Answer Questions
Difficult to answer, sensitive, or complicated questions should be
placed later in the questionnaire.
Placing it first will confuse the respondent and he or she will tend
to terminate the interview process.
Asking difficult questions first in a telephone interview reduces a
respondent’s interest in the interview process and he or she tends
to terminate the interview. Under telephone interview conditions,
substantively related questions affect the responses to the target
question only when asked first (Schwarz & Hippler, 1995).
Identification and Categorization Questions