Questionnaire design - VLE 8 Flashcards
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What should a questionnaire design pay attention to?
It is necessary to translate the information needed into a set of specific questions which the participants can, and will, answer.
A questionnaire must uplift, motivate and encourage the participant to become involved in the interview, to cooperate and to complete the interview.
A questionnaire should minimise response error.
What is the questionnaire design process?
Specify the information needed
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Specify the type of interviewing method
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Determine the content of individual questions
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Overcome the participant’s inability and unwillingness to answer
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Choose question structure
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Choose question wording
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Arrange the questions in proper order
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Identify the form and layout
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Reproduce the questionnaire
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Eliminate problems by pilot-testing
What is a double-barrelled question?
Two or more questions are combined into one. To obtain the required information, two distinct questions should be asked.
What is a filter question?
A filter question measures familiarity and past experience should be asked before questions about the topics themselves. A ‘don’t know’ option appears to reduce uninformed responses without reducing the response rate.
What are the issues around the ability to articulate a type of response for participants in questionnaires?
effort required of the participants
context
legitimate purpose
sensitive information
increasing willingness.
Context – Participants are unwilling to respond to questions which they consider to be inappropriate for the given context. The researcher should manipulate the context so that the request for information seems appropriate.
Legitimate purpose – Explaining why the data are needed can make the request for the information seem legitimate and increase the participants’ willingness to answer.
Sensitive information – Participants are unwilling to disclose, at least accurately, sensitive information because this may cause embarrassment or threaten the participant’s prestige or self-image.
What is a third person technique?
Phrasing the question as if it referred to other people
What issues should be considered when dealing with question structure in questionnaires?
unstructured questions
structured questions
multiple choice questions
dichotomous questions
scale questions.
What is an unstructured question?
An unstructured question is an open-ended question which participants answer in their own words. Examples include the following.
‘What is your occupation?’
‘Who is your favourite actor?’
‘What do you think about people who shop at organic food shops?’
What is a structured question?
A structured question specifies the set of response alternatives and the response format. A structured question may be multiple choice, dichotomous or a scale.
What are the advantages and disadvantages of unstructured questions?
Advantages of unstructured questions include the following.
They are good as first questions to a topic, not forcing the participant into a frame of mind with which they are not comfortable, engaging them and allowing them to express views which they think are important.
They enable participants to express overall attitudes and general opinions, which can be useful in interpreting the responses to structured questions.
There is much less imposition of the researcher’s language and logic resulting in a much less biasing influence on responses.
Disadvantages of unstructured questions include the following.
Having set participants in a particular frame of mind, they may be ultimately disappointed with the subsequent structure and direction of questions.
There is much potential for interviewer bias in probing and recording answers.
The coding of responses is costly and time-consuming.
What issues might arise around question wording in questionnaires?
Define the issue – i.e. a clear definition of the issue to be questioned.
Use ordinary words – i.e. words which match the level of target participants.
Ambiguous words should be avoided – i.e. questions with just a single meaning.
Avoid leading questions – i.e. giving a clue as to what the answer should be.
Avoid implicit alternatives – i.e. the hidden options the researcher may think are obvious.
Avoid implicit assumptions – i.e. the hidden bases to a question which the researcher may think are obvious.
Avoid generalisations and estimates – i.e. setting ‘calculation’ tasks for the participant which may be onerous.
Use positive and negative statements – i.e. balancing the tone of the questions.
What should be the order of the questions in a questionnaire?
Opening questions – The opening questions should be interesting, simple and non-threatening.
Type of information – As a general guideline, basic information should be obtained first, followed by classification information and, finally, identification information.
Difficult questions – Difficult questions or questions which are sensitive, embarrassing, complex or dull should be placed late in the sequence.
Effect on subsequent questions – General questions should precede specific questions, i.e. adopt a funnel approach.
Question 1: ‘What considerations are important to you in selecting a boutique?’
Question 2: ‘In selecting a boutique, how important is convenience of location?’ (Correct)
Logical order – The following guidelines should be followed for any branching question. The question being branched (the one to which the participant is being directed) should be placed as close as possible to the question causing the branching. The branching questions should be ordered so that the participants cannot anticipate what additional information will be required.
Describe the issues involved in pilot-testing a questionnaire.
Extensive examination of all aspects of the questionnaire and the process by which it will be administered. The researcher has to get as close as possible to the experience of target participants.
Similarity in pilot-test and survey-participant populations – i.e. characteristics of target participants must be reflected in those chosen to pilot the questionnaire.
Initial pilot test done by a personal interview, allowing a great amount of discussion and reflection, followed by a pilot test using the interviewing mode to be actually used.
A variety of pilot interviewers should be used to reflect the problems which may be experienced by the ultimate selection of interviewers.
An initial qualitative pilot test of three to five participants should be conducted, followed by 15 to 30 participants in the subsequent pilot test.
Protocol analysis and debriefing – i.e. getting pilot test participants to ‘think aloud’ when they are going through the process.
Editing and analysis – i.e. revising the questionnaire based on the lessons learnt from the piloting process, and going through iterations of piloting until the best format emerges which works from both the decision-makers’ and participants’ perspectives.
