Chapter 7: Questionnaire Design

Question 1

Questionnaire

Answer 1

A 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

Criteria for a good questionnaire

Answer 2

1. Does it provide the necessary decision-making information?
2. Does it consider the respondent?
3. Does it meet editing and coding requirements?

Question 3

Editing

Answer 3

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

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 from all relevant parties
8. Pretest and revise
9. Prepare final questionnaire copy
10. Implement the survey

Question 6

Survey objectives

Answer 6

Outline of the decision-making information sought through the questionnaire

Question 7

Step 2: Determine the data-collection method

Answer 7

• Self-administered questionnaire
• Telephone interview
• Online questionnaire

Question 8

Step 3: Determine the question response format

Answer 8

• Open-ended
• Closed-ended
• Scaled-response questions

Question 9

Laddering

Answer 9

Used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden, preconscious factors that influence purchase

Question 10

Open-ended questions

Answer 10

Questions to which the respondent replies in their own words

Question 11

Probing

Answer 11

Encouraging the respondent to elaborate or clarify an incomplete response. Can be proactive (planned ahead) or reactive (on the spot)

Question 12

Close-ended questions

Answer 12

Questions that require the respondent to choose from a list of answers

Question 13

Types of close-ended questions

Answer 13

1. Dichotomous questions

2. Multiple-choice questions

Question 14

Dichotomous questions

Answer 14

Two response categories that are sometimes implicit

Question 15

Multiple-choice questions

Answer 15

Replies do not have to be coded as they do with open-ended questions, but the amount of information provided is more limited

Question 16

Scaled-response questions

Answer 16

Close-ended questions in which the response choice are designed to capture the intensity of the respondent’s feelings

Question 17

Step 4: Decide on the question wording

Answer 17

1. Make sure the wording is clear
2. Avoid biasing the respondent
3. Consider respondent’s ability to answer the questions
4. Consider respondent’s willingness to answer the questions

Question 18

Step 5: Establish questionnaire flow & layout

Answer 18

1. Use screening questions to identify qualified respondents
2. Begin with a question that gets respondent’s interest
3. Ask general questions first
4. Ask questions that require “work” in the middle
5. Insert prompters at strategic points (“A couple minutes to go!”) to encourage respondent
6. Position sensitive, threatening, and demographic questions at the end
7. Allow plenty of space for open-ended questions
8. Put instructions in capital letters
9. Use a model opening/closing

Question 19

Step 6: Evaluate the questionnaire

Answer 19

1. Is the question necessary?
2. Is the questionnaire too long?
3. Will the questions provide information needed to accomplish research objectives?

Question 20

Step 7: Obtain approval from all relevant parties

Answer 20

After first draft is completed, copies should be distributed to all parties who have direct authority over the project

Question 21

Step 8: Pretest and revise

Answer 21

When final managerial approval has been obtained, the questionnaire must be prestested: A trial run of a questionnaire

Question 22

Step 9: Prepare the final questionnaire copy

Answer 22

Precise instructions for skip patterns, numbering, and pre-coding must be set up, and the results proofread

Question 23

Step 10: Implement the survey

Answer 23

Field services are the in-person interviewers for most mall and telephone research interviewing

Question 24

Supervisor’s instructions

Answer 24

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