4 Survey Design

Question 1

Questionnaire design stages

Answer 1

1. Understand what needs to be measured from objectives
2. develop questions (open ended, mixed)
3. Determine layout and sequence
4. Pre test questionnaire
5. Develop cover letter
6. Set sign off from client
7. Implement survey and collect data

Question 2

Nominal/categorical

Answer 2

Most basic level of measurement

Distinct values or categories with no quant variable

Even if answer options are assigned number codes there is no sense of order.

E.g. do you have credit card: yes / no
What gender: female male other

Question 3

Ordinal

Answer 3

Has meaningful order

Some distance between answers but it may not be equal

E.g. on a scale of 1-10 how important is price…
On scale of 1-5 to what extent do you agree…

Question 4

Interval

Answer 4

More precise level of measurement. Distance is meaningful. Differences between answers can be measured rather than classified and ordered.

E.g. IQ, weight, duration.

Question 5

Ratio

Answer 5

More precise, distance is meaningful, differences between answer options can be measured rather than classified or ordered.

+Zero

E.g. how many cars does your household have? - 0, 1, 2…
How old are you? 0,1,2…
On average how much do you spend on eating out? $___

Question 6

Semantics differential scale

Answer 6

Similar to likely but like/dislike, good/bad

Fast food is enjoyable/not enjoyable

Question 7

Comparative scales

Answer 7

Rank ordering

Constant sums: allocate 100 points among five features