DesigningtheQuestionnaire
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
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Learning Objectives
Describe the steps in questionnaire design
Discuss the questionnaire developmentprocess
Summarize the characteristics of goodquestionnaires
Understand the role of cover letters
Explain the importance of other documentsused with questionnaires
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MPC Consulting’sResidence Life Plans
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Value of Questionnairesin Marketing Research
A questionnaire is a formal frameworkconsisting of a set of questions/scalesdesigned to generate primary data
Questionnaire construction involves using aprocess that takes established sets ofquestion/scale measurements and formatsthem into a complete instrument
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Steps inQuestionnaire Design
1: Confirm research objectives
2: Select appropriate data collection method
3: Develop questions and scaling
4: Determine layout and evaluatequestionnaire
5: Obtain initial client approval
6: Pretest, revise, and finalize questionnaire
7: Implement survey
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Type of Question Format
o Unstructured Questions
ÕOpen-ended format where
respondent replies in their
own words.
o Structured Questions
ÕClosed-ended format where
respondent responds from a
set of possible responses.
Type of Question Format
o Unstructured Questions
ÕOpen-ended format where
respondent replies in their
own words.
o Structured Questions
ÕClosed-ended format where
respondent responds from a
set of possible responses.
Questions and Scaling
Quality of Question
o Bad Questions
Õ Unanswerable.
Õ Leading or loaded.
Õ Double-barreled questions.
Quality of Question
o Bad Questions
Õ Unanswerable.
Õ Leading or loaded.
Õ Double-barreled questions.
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Guidelines for Evaluatingthe Adequacy of Questions
Use simple words, avoiding technical words
Avoid qualifying phrases
Ensure response categories are mutually exclusive
Ensure question and scale statements aremeaningful to the respondents
Avoid arranging response categories in a mannerthat may bias responses
Do not double-barrel questions or response items
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Considerations in Questionnaire Design_1
Confirm the research objectives beforedesigning the questionnaire
Determine data requirements to completeeach research objective
Include a general description of the study inthe introduction section
Ensure instructions are clear
Arrange questions in a logical order
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Considerations in Questionnaire Design_2
Begin with simple questions and thenprogress to more difficult ones
Ask person questions at the end
Place sensitive questions towards the end
Avoid asking questions using a differentmeasurement format in the same section ofthe questionnaire
End with a thank-you statement
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Encourage Participation
Encourage Participation
Improve Response Rates
Improve Response Rates
Initial Contacting Device
Initial Contacting Device
Provide Study Information
Provide Study Information
Communicate Study’s
Legitimacy
Communicate Study’s
Legitimacy
Role of a Cover Letter
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Guidelines for Developing Cover Letters_1
Personalize letter
Identify sponsoring organization
State purpose and importance clearly
Promise anonymity or confidentiality
Clarify the general time frame of doing study
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Guidelines for Developing Cover Letters_2
Reinforce importance of participation
Acknowledge reasons for nonparticipation
Provide time requirements and anycompensation
Explain completion date and where and howto return survey
Offer advance thank you statement
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Other Documents Used in Collecting Data
Supervisor instructions
Interviewer instructions
Screening forms
Quota sheets
Call record sheets
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SampleScreening-Quota Sheet
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Sample Rating Card
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Call Record Sheet Sample
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Marketing Research in Action:Santa Fe Grill Questionnaire
Does the questionnaire in its current formillustrate good design principles?
Can the current survey capture the necessarydata?
Evaluate the “screener.” Are any changesneeded?