Chapter 12: Questionnaires

Question 1

Questionnaire

Answer 1

Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument.

Question 2

Editing

Answer 2

Going through each questionnaire to ensure that skip patterns were followed and the required questions filled out

Question 3

Skip Pattern

Answer 3

Sequence in which questions are asked, based on a respondent’s answer.

Question 4

Coding

Answer 4

The process of grouping and assigning numeric codes to the various responses to a question.

Question 5

Questionnaire Design Process

Answer 5

1. Determine survey objectives, resources, and constraints.
2. Determine the data-collection method
3. Determine the question response format
4. Decide on the question wording
5. Establish questionnaire flow and layout
6. Evaluate the questionnaire
7. Obtain approval of all relevant parties
8. Pretest and revise
9. Prepare final copy
10. Implement the survey

Question 6

Survey Objectives

Answer 6

Outline of the decision-making information sought through the questionnaire.

Question 7

Open-Ended Questions

Answer 7

Questions to which the respondent replies in his/her own words.

Question 8

Closed-Ended Questions

Answer 8

Questions in which a respondent chooses from a list of answers.

Question 9

Clarity in Wording

Answer 9

Achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time.

Question 10

Respondent Biasing

Answer 10

Leading questions that give away the research goal or sponsor identity.

Question 11

Respondent’s question answering ability

Answer 11

Factors affecting this ability include lack of required information, forgetfulness, or incomplete recall ability.

Question 12

Respondent’s willingness to answer

Answer 12

Embarrassing, sensitive, or threatening questions or questions divergent from respondents’ self-image may cause them to refuse to answer.

Question 13

Questionnaire FLow?

Answer 13

Screeners, Warm-Ups, Transitions, Complicated, Classification

Question 14

Screeners

Answer 14

Questions used to identify appropriate respondents.

Question 15

Prompters

Answer 15

Short encouraging statements to rebuild respondent interest.

Question 16

Necessary Questions

Answer 16

Pertain directly to the stated survey objectives or are screeners, interest generators, or required transitions.

Question 17

Approval by Managers

Answer 17

Managerial review approval after questionnaire drafting to prevent false starts and expensive later redrafts.

Question 18

Pretest

Answer 18

Trial run of a questionnaire.

Question 19

Supervisor’s Instructions

Answer 19

Written directions to the field service firm on how to conduct the survey.

Question 20

Field Management Companies

Answer 20

Firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection.

Question 21

Questionnaire costs and profitability

Answer 21

Factors affecting costs and profits include over-estimating, overbidding, incidence rate, road-blocks to complete interviews, and premature interview terminations.