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Questionnaire
Design

Research design can be classified by the


approach used to gather primary data.
we can observe :
- Conditions
- Behavior
- Events
- People
- or process
We can communicate with people about their:
Attitude
Intentions
Expectations etc.

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Questionnaire Definition
It is a formalized set of questions for obtaining
information from respondents.

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Questionnaire Design Steps


Specify the Information Needed
Specify the Type of Interviewing/info Method
Determine the Content of Individual
Questions
Design the Question to Overcome the Respondents
Inability
and Unwillingness to Answer
Decide the Question Structure

Determine the Question Wording


Arrange the Questions in Proper Order
Identify the Form and Layout
Reproduce the Questionnaire
Eliminate Bugs by Pre-testing

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Basics of Developing a Questionnaire.


1. Key Preparation
2. Directions to Respondents
3. Content of Questions
4. Wording of Questions
5. Order of Questions

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Key Preparation
Problem/s
Information

Directions to Respondents

Purpose of questionnaire
Instructions to complete the questionnaire
Directions when to complete [time limit]
Directions about where to provide
Confidentiality

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Content of Questions

Does the respond: know the answer or will he


be in a position to answer?

Will the respondent be willing to answer?

Wording of Questions

Slang, Cultural-Specific or technical word


Strong words influence the respondents
Ask one question at a time [Do not use And]

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Order of Questions

Sequence of the questions


Pilot testing questionnaire on small group
Ask the respondents if the questionnaire is
straight forward or not
If it is not, ask how to improve/change?

Finalize the questionnaire according to the


results of the Pilot

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Things to avoid when asking Questions


Complex questions [Difficult questions]
Ambiguous questions
Double Barreled questions
Burdensome questions [respondents require
to put more effort to answer]
Assumption questions [Questions for which
researchers assume that respond:
have information which they do not have]

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Issues in Questionnaire layout


General questions be asked 1st before the
more specific questions
Sensitive questions if any be asked in the
end

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Open-ended V/S Closedended questions


In Open-ended, no answers are
provided for respondents to select
In Closed-ended, answers are
provided for respondents to select
Structured
Unstructured
Semi-Structured

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Pre-testing the Questionnaire


How much time it will take the
respondents to answer the questions
Any problematic question
Revise question/s, if any
Conduct additional pre-test, if
necessary

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Are Several Questions Needed Instead of One?


Sometimes, several questions are needed to obtain the
required information in an unambiguous manner.
Consider the question,
Do you think Coca-Cola is a tasty and refreshing soft

drink?

(Incorrect)

Such a question is called a double-barreled question,


because two or more questions are combined into one.
To obtain the required information, two distinct
questions should be asked:
1. Do you think Coca-Cola is a tasty soft drink?
2. Do you think Coca-Cola is a refreshing soft drink?
(Correct)

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Overcoming Inability To Answer


Can the Respondent Remember?
How do you evaluate the last ad of
Mountain Dew?
(Incorrect)

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Overcoming Inability To Answer


Can the Respondent Articulate?
Respondents may be unable to articulate certain types of
responses, e.g., describe the atmosphere of a
department store.
Respondents should be given aids, such as pictures,
maps, and descriptions to help them articulate their
responses.

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Overcoming Unwillingness To Answer


Effort Required of the Respondents
Most respondents are unwilling to devote a lot of effort to
provide information.
How many patients do you see in a year?
(Incorrect)
On an average how many patients do you see in a
typical day? (Correct)
1.___ Less than 05 patients
2.___ 5 to 10 patients
3.___ 11 to 16 patients
4.___ 17 or more patients

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Multiple-Choice Questions
In multiple-choice questions, the researcher provides a
choice of answers and respondents are asked to select
one or more of the alternatives given.
Do you intend to buy a new car within the next six months?
____
Definitely will not buy
____
Probably will not buy
____
Undecided
____
Probably will buy
____
Definitely will buy
____
Other (please specify)

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Dichotomous Questions
A dichotomous question has only two
response alternatives: yes or no, agree or
disagree, and so on.
Do you consume (drink) Pepsi?
_____ Yes
_____ No

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Choosing Question Structure


Scales
Do you intend to buy a new car within the next
six months?
Definitely
will not buy
1

Probably
will not buy
2

Undecided
3

Probably
will buy
4

Definitely
will buy
5

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Choosing Question Wording


Which brand of shampoo do you use?
(Incorrect)
Which brand/s of shampoo have you
personally used at home during the last
month?
In case of more than one, please
list all the brands that apply.
(Correct)

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Choosing Question Wording


Use Ordinary Words
Do you think the distribution of soft drinks is adequate?
(Incorrect)
Do you think soft drinks are readily available at retail
outlets when you want to buy them?
(Correct)

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Use Unambiguous Words


In a typical month, how often do you shop in department stores?
_____ Never
_____ Occasionally
_____ Sometimes
_____ Often
_____ Regularly (Incorrect)
In a typical month, how often do you shop in department stores?
_____ Less than once
_____ 1 or 2 times
_____ 3 or 4 times
_____ More than 4 times
(Correct)

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Avoid Leading or Biased Questions


A leading question is one that clues the respondent to what the
answer should be, as in the following:
Do you think that patriotic Pakistani should buy imported
automobiles when that would put Pakistani labor out of work?
_____ Yes
_____ No
_____ Don't know
(Incorrect)
Do you think that Pakistani should buy imported automobiles?
_____ Yes
_____ No
_____ Don't know
(Correct)

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Avoid Implicit Alternatives


An alternative that is not explicitly expressed in the
options is an implicit alternative.
1. Do you like to fly when traveling short distances?
(Incorrect)
2. Do you like to fly when traveling short distances, or
would you rather drive?
(Correct)

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Avoid Generalizations and Estimates


What is the annual per capita expenditure on groceries in
your household?
(Incorrect)
What is the monthly (or weekly) expenditure on groceries
in your household?
and
How many members are there in your household?
(Correct)

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Example of a Pre-coded Questionnaire


JISR
A Confidential Survey of Our Subscribers

(Please ignore the numbers alongside the answers. They are only to help us
in data processing.)
1. Considering all the times you pick it up, about how much time, in total, do
you spend reading or looking through a typical issue of JISR?

Less than 30 minutes...................1-1

11/2 hours to 1 hour 59 minutes........1-4

30 to 59 minutes..........................1.-2

2 hours to 2 hours 59 minutes.........1-5

1 hour to 1 hour 29 minutes.........1-3

3 hours or more................................16

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Measurement

Measurement
Rules for assigning numbers
to objects to represent
quantities of attributes

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Measurement Scales
Nominal Scale:
- For identification purpose
- Demographics, Behavior
- Example: Age, Gender, Occupation

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Measurement Scales
Example of Nominal Scale:
Which of the Cola drinks on the following list do
you like to drink?
(Check all that apply)

Coke
Pepsi
RC
Others Pls. Specify: __________

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Measurement Scales
Ordinal Scale:
- For comparison
- To know which is higher/better than other
- Also known as Ranking Scale
- Example: Comparative preference of
brands

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Measurement Scales
Example of Ordinal Scale:
Please rank the Cola drinks on the following list
according to your degree of liking for each,
assigning your most preferred drink rank=1 and
your least preferred drink rank=3 or 4 (make
sure no rank is repeated)
Coke
_____
Pepsi
_____
RC
_____
Others (pls. Specify):_______ _________

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Measurement Scales
Interval Scale:
- Used for measuring perception
- Also called Rating scale
Example: Attitude towards brands,
Satisfaction towards quality.

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Measurement Scales
Example of Interval Scale:
Please indicate your degree of liking of each of the Cola
drinks on the following list by checking the
appropriate position on the scale.

Dislike a lot Dislike Like


Coke
Pepsi
RC
Other

Like a lot

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Measurement Scales
Example of Ratio Scale:
Please divide 100 points among each of the following
Cola drinks according to your degree of liking for
each.
Coke
_____
Pepsi
_____
RC
_____
Others (Pls. Specify):_______ _________
100

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Graphic rating Scales: A scale showing


a graphic continuum that is typically
anchored by two extreme. Graphic
rating scale can be constructed easily
& are simple to use.

(continue..)

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Example

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Likert Scale:
A scale that shows a series of attitudes
towards an object, which are given
numerical values ranging form
favorable to unfavorable.
(continue..)

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Example: Likert Scale


The Likert scale requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements about the stimulus objects.
Strongly
disagree

Disagree

Neither
agree nor

Agree Strongly
agree

disagree
1. Park Towers sells high quality merchandise.

2. Park Towers has poor in-store service.

3. I like to shop at Park Towers.

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You

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