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Chapter 10Questionnaire Design
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Chapter Objectives
• explain why it is important for managers or business researchers to know how to design good questionnaires
• identify the types of information included in a questionnaire • design questionnaires to tap different variables• evaluate questionnaires, distinguishing the ‘good’ and
‘bad’ questions therein • identify and minimise the biases in collecting data with
questionnaires • discuss how a pilot study can be used to prove the
structure of a questionnaire• discuss the advantages and disadvantages of the different
ways of administering questionnaires
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Why are questionnaires important?
Managers and business practitioners must:• have a working knowledge of the common
business research processes • with limited knowledge they could run a high
risk of potential litigation • be aware of the weaknesses of the resultant
data from that limited questionnaire • be able to understand & intepret the analysis• need to know when to call in experts to provide
assistance
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Definition of a Questionnaire
A questionnaire is a pre-formulated written set of questions to which respondents record their answers, usually within closely defined alternatives
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Example of a Questionnaire
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When to Use a Questionnaire
• When the researcher knows precisely what information is needed
• When large numbers of people are to be reached in different geographical regions
• When groups of people can be assembled in a convenient location (eg conference rooms) to whom questionnaires can be administered, and collected immediately
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Advantages of Questionnaires
• Helps a researcher or manager obtain data fairly easily
• Information from questionnaires is easily coded
• Benefits the scientific community if the measures are well validated and reliable
• Often is a catharsis for respondents
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Impact of Other Aspects of a Survey on Questionnaire Design
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Principles of Questionnaire Design
• Principles of wording
• Principles of measurement
• General appearance
• Questionnaire administration & testing
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Principles of Wording
To minimise bias:• Content and purpose of questions• Language and wording of the questionnaire• Type and form of questions• Biases in questions• Sequencing of questions• Classification data or personal information
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Content and Purpose of Questions
To get at objective facts or subjective feelings and perceptions?
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Language and Wording of the Questionnaire
• Would the respondent understand the words in the questionnaire?
• Are the questions ambiguous?• Are there double-barrelled questions?• Are the questions leading?• Are there recall-dependent questions?• Any social desirability?• Does the length of the question exceed 20
words or one line of print?
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Type of Questions
• Open-ended questions• Freedom to answer the question any way one wants• Could pose problems for researcher in coding the
response
• Closed questions– Alternatives that are mutually exclusive and
collectively exhaustive, given• Respondent can make a quick decision• Easy to intepret and code
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Form of Questions
Should be positively and negatively worded to reduce response bias or halo effects
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Sequencing of Questions
The Funnel Approach
• From general to specific questions
• From easy to difficult questions
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The Funnel Approach
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Classification Data – Personal Information or Demographic Data
Decisions on:• Name, number required? (anonymity)• What info required? (income, marital status,
etc needed?)• Age, income, etc, should a range be given? If
so, what are the appropriate ranges?– Eg, <20, 20 – 40, >40
• Should personal info be at beginning or end of questionnaire?
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General Appearance of the Questionnaire
• Introduction to respondents
• Instructions and organising questions
• Demographic data
• Sensitive personal data
• Open-ended question at end
• Concluding the questionnaire
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Introduction to respondents
• identity of researcher• purpose of survey• establish rapport• motivate repsondents• confidentiality & anonymity• summarised results• distribution and/or publication of results• courteous note, thanks
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Pre-testing Questionnaires
• Face validity• Content validity• Pilot study
– With sample of respondents from target population– Ideal research design
• Factor analysis
– Reality – less than ideal– Collecting and analysing data
• Eg, SPSS or Excel
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Gathering the Data
• Personally administered questionnaires
• Mail questionnaires
• Electronic questionnaires
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Multimethods of Data Collection
Data from different sources and through different methods could improve the “goodness” of the data
• Interview• Observation• Questionnaire• Same source and other source data• Objective measures (physical measurement,
counting, etc)– Eg, performance data – get from all the above
sources. See how they correlate.
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Advantages and Disadvantages of Personal or Face-to-face Inteviews