Questionnaire Design

Questionnaire Design Process

 Research Objective
 Research Data Identification
 Source of Data
 Method of Data collection
 Type and Nature of Questionnaire
 Identification of Question Format
 Language/wordings of questions
 Sequencing/logical order
 Finalization after Pre-test

 Data / Information

 For each piece of information listed ,

ask:
 Is it needed? Why is it needed ?
 Can you do without it?
 Is it sufficient?

Is it available with the respondent?
 Is the respondent willing to share?
 Can he/she give it correctly?
 Any bias (es) possible?
 Questionnaire Design

 The design of the questionnaire would depend

upon:
 Data Collection Method
 Personal Interview/Telephonic/Mail

 Through Interviewer or self-administered.

 Place /Time of Interview;

 Formal/Informal,
 Home/Office/ Mall( Public Place)
• Respondent Age and status
 Sincerity, Interest, Ego, Involvement, Knowledge,
fatigue, commitment etc.
 Method of administering: Mailer, personal -
home/CLT/intercept, telephonic, Internet etc.
A Good Questionnaire Appears
 As easy to compose as a good poem
 But, it is usually the result of long,
painstaking work
Developing a Questionnaire
 No hard and fast rules
 Only guidelines
• Avoid Complexity: use simple, conversational
language
• Avoid leading and loaded questions
• Avoid ambiguity: be as specific as possible
• Avoid double-barreled items
• Avoid making assumptions
• Avoid burdensome questions
1a. How many years have you been playing tennis on a regular basis?
Number of years: __________

b. What is your level of play?

Novice . . . . . . . . . . . . . . . -1 Advanced . . . . . . . -4
Lower Intermediate . . . . . -2 Expert . . . . . . . . . -5
Upper Intermediate . . . . . -3 Teaching Pro . . . . -6

c. In the last 12 months, has your level of play improved, remained the
same or decreased?

Improved. . . . . . . . . . . . . . -1 Decreased. . . . . . . -3
Remained the same . . . . . -2
2a. Do you belong to a club with tennis facilities? Yes . . . . . . . -1
No . . . . . . . -2

b. How many people in your household - including yourself - play tennis?

Number who play tennis ___________

3a. Why do you play tennis? (Please “X” all that apply.)

To have fun . . . . . . . . . . -1
To stay fit. . . . . . . . . . . . -2
To be with friends. . . . . . -3
To improve my game . . . -4
To compete. . . . . . . . . . . -5
To win. . . . . . . . . . . . . . . -6

b. In the past 12 months, have you purchased any tennis instructional

books or video tapes? Yes . . . . . . . -1
No . . . . . . . -2
4. Please rate each of the following with regard to this flight, if applicable.
Excellent Good Fair Poor
1 2 3 4
Courtesy and Treatment from the:
Skycap at airport . . . . . . . . . . . . . .
Airport Ticket Counter Agent . . . . .
Boarding Point (Gate) Agent . . . . .
Flight Attendants . . . . . . . . . . . . . .
Your Meal or Snack. . . . . . . . . . . . .
Beverage Service . . . . . . . . . . . . . .
Seat Comfort. . . . . . . . . . . . . . . . . .
Carry-On Stowage Space. . . . . . . .
Cabin Cleanliness . . . . . . . . . . . . .
Video/Stereo Entertainment . . . . . .
On-Time Departure . . . . . . . . . . . .
4 Common Question Displays
on a Computer Screen
 Radio button
 Drop-down box
 Check box
 Open-ended boxes
This is how it is done…

Data Identification
Sequencing of information

Deciding on question Wording/Language

Pre-tests and modification

Finalize the Questionnaire

 Format of the Questions

 The format of he question would depend on

the content of the question and the
respondent:
 Structured:
 Dichotomous
 Multiple Choice: Single or Multiple answers
 Open Ended
 Free response
 Probe ( Any more?, Others?. Why ? Etc.)
 Projective Technique: sentence completion
 Word Association/ Picture response /Third person
 Ranking
 Format of the Questions

Lists : Show Cards

Order bias possible
Rotate the list
Change the order
 Strongly Agree 5  Strongly disagree 5
 Agree 4  Disagree 4
 Neither Agree nor disagree 3  Neither Agree nor disagree 3
 Disagree 2  Agree 2
 Strongly disagree 1
 Strongly Agree 1
  Other aids for
interview
 Lists cards etc
 Mast heads
 Colour cards
 Sorting names
(chits)
 Designs/labels
 Product samples
 Language of the questions

 The language of the questions should be

 Simple: No jargon, No confusion, No scope for
misinterpretation
 Avoid the following types:
 Ever seen the magazine?

 Ever visited Jaipur?

 Usually/ Normally/ Often /Recently/Lately/Frequently

 Terms used should be specific

 Theater, Cinema, film, Movie

 Liquor, Wine, Whisky, Spirit,

 Type/ Model/Kind /Brand of a CAR ?

 Involving no estimates/ guesses / Memory based

 Involving no calculations

 What’s the per capita weekly consumption of shampoo for

females in your household?
 Language of the questions

 Questions should be in familiar language

 Otis's media? ( Ear ache)
 Lymphocercoma of Intestine ?
 lower calorific content of drink
 Adequate supply mechanism.. ?

 Perfect blend of different nutrients

 Correctly Defined terms

 In which South Delhi Department store do
you usually shop?
 Correct Emphasis:
 Why did you go to Lucknow yesterday by Jet
Air?
Language of the questions

 Do you think anything should be done to

improve brand X?
 Do you think anything could be done to
improve brand X?
 Do you think anything might be done to
improve brand X?

Which of these will get the highest “Yes”?

Matched sample results…
 82% for ‘should’
 77 % for ‘could’
 63 % for ‘might’
Specific words to be used
 Management does not mind innovative
methods
 Management allows experiments with
innovative ideas
 Management permits innovative ideas
 Management encourages experimental
decisions
 Language of the questions

 Use clear words, Construct simple

sentences & do not be ambiguous
 Do you like Pepsi ?( or taste of Pepsi?)
 Regular / Irregular/ Occasional user?
 Heavy drinker?
 Always using.
 Seldom refusing the shop keepers
suggestions
 Language of the questions
 Leading Questions should be avoided:
 ( Biasing / Suggesting / Implied)
 Don’t you agree……?
 Do you think Sachin Tendulkar is better than Saurabh
Ganguly ?
 Would you say Colgate gives….?
 In the national interest is’nt it good…?
 Would you favour a Rupees 5 . Rebate ?
 Loaded Questions:
 More subtle suggestions.( Many people say …)
 What’s your hobby? Stamp collection..?
 Mainly Unbalanced scales
 Double barreled:
 Do you find ‘Bar-One’ sweet and tasty ?
 Do you think VSNL service is better and faster now
than before ?
 Language of the questions
 Use simple sentences. Do not use double
negatives
 The price of this product is not cheap -
Yes/No
 My organization does not discourage bold
decisions

 Use consumer terminology

 Ensure consistency across questions/past
researches
 Avoid Personal Questions
 Embarrassing Questions
 Offensive Questions
 Information/Data...

Ask if question can be answered by respondents?

Does it convey the same meaning which you have in mind?
Is there any other word/Sentence which could be used
All respondents are likely to interpret it similarly ?
Would he/ she be able to understand the question correctly?
 Do you use Bio-degradable washing powder ?.

 Would you prefer a green product?

 Would he/ she be willing to answer?
 How often you beat your wife ?

 How many time you failed in exams ?

 Do you have extra-marital love-affaires?

 Would he/ she be able to answer?

 What is the speed of your internet connection?

 Does your fridge have PUF?

Whats wrong with these questions..?
 How often do you use SPSS?
 Infrequently
 Occasionally
 Frequently
 Always
 In your opinion are women discriminated
against, treated equally or given preference in
promotions?
 A
 B
 c
Information/Data...

 Is the respondent unwilling or likely to

be unwilling/unable to answer, use
Projective techniques.
 Income ,normally people don’t want to
reveal ( use other variables instead).
 Don’t ask woman her age ?
Other examples of sequencing
issues...
 Asking about comparison without
establishing the usage
 Asking usage of product & then asking
 about awareness
 “Imagery after advertising recall”
 Logical order /sequencing

 When it comes to Chocolates, which

brands have you heard of ?
 Any other ( please see the list )?
 Which of these have you ever used?
 ( from these ) As far as taste is
concerned , Which one would say is the
best ?
 Pre test of the Questionnaires

 What to pre test ?

 Information
 Questions
 Language, Words/Phrases, sentences
 Branching/ sequencing
 Recording format/ space
 Lay out
 Who should pre test?
 How to pre test?
 Size of the pre test
 How many?
 Which ( types of ) respondents ?