Chapter 4: Questionnaire

Question 1

What is by far the most common method of primary data collection?

Answer 1

Questionnaires

Question 2

Types of Surveys

Answer 2

• Internet
• Paper and Pencil
• Face-to-face
• Telephone

Question 3

Advantages of Internet Surveys

Answer 3

• Very cheap with big sample sizes
• Large geographical spread possible
• Fast processing / analysis time
• Relatively high response
• Offers many possibilities for stimuli and presentation
• Few socially desirable answers
• No problems with interviewers (no interviewer bias)

Question 4

Disadvantages of Internet Surveys

Answer 4

• Representativeness: research is limited to people who can access the survey
• High editorial and design requirements
• The maintenance of an access panel requires constant attention and investments

Question 5

Advantages of Face-to-face: In-home Interviews

Answer 5

• Survey takes place in respondents familiar environment
• Interviewer can observe the home and living conditions
• Complex, longer surveys are possible
• Offers many possibilities for stimuli and presentation

Question 6

Disadvantages of Face-to-face: In-home Interviews

Answer 6

• Many socially desirable answers
• Very labour-intensive = very expensive
• Possible influence by interviewer
• Possible selective response
• Response not really high

Question 7

Advantages of Face-to-face: Intercept Interviews

Answer 7

• High level of interviewer productivity
• Presentation / stimuli material possible via mobile test unit

Question 8

Disadvantages of Face-to-face: Intercept Interviews

Answer 8

• Survey should not be long or complex
• Possible influence by the interviewer
• Public / people present are often not a fully representative sample of the population / target group

Question 9

Advantages of Telephone Interviews

Answer 9

• Fast method for data collection
• Large geographical spread is possible
• Response rate is reasonably good
• Good control over the interviewers / field force

Question 10

Disadvantages of Telephone Interviews

Answer 10

• No use of physical stimuli
• Limited interview time - simple questions
• Limited databases of mobile numbers available

Question 11

Advantages of Paper and Pencil Surveys

Answer 11

• Large geographical spread possible
• Relatively cheap
• No problems with interviewers
• Few socially desirable answers

Question 12

Disadvantages of Paper and Pencil Surveys

Answer 12

• Low response rate
• High demands on editing and designing the questionnaire
• No control on how/who/when the questionnaire is completed
• Slow method of data collection
• Limited possibilities for complexity

Question 13

Types of Questions in a Questionnaire

Answer 13

• Open-ended question
• Dichotomous question
• Multiple-choice question
• Rating scales

Question 14

Advantages of Open-ended Question in Questionnaire

Answer 14

• Good starter
• Potential of rich insights
• Less biased answers
• Less preparation of developing questions
• Respondent can use own words

Question 15

Disadvantages of Open-ended Question in Questionnaire

Answer 15

• Articulate respondents are favoured
• Analysis is difficult
• Coding of respondent’s answers
• Unsuitable for self-administered questionnaires

Question 16

Dichotomous Question in Questionnaire

Answer 16

A question limited to two answer categories: Yes / No

Question 17

Advantages of Multiple-choice Question in Questionnaire

Answer 17

• Reduced interviewer bias
• Easy to code and analyse
• Designing answer categories occurs beforehand

Question 18

Disadvantages of Multiple-choice Question in Questionnaire

Answer 18

• Respondent is limited in answer options
• Difficult to design response options