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Slide 11-1Slide 11-1© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Questionnaire Design
Carl McDaniel, Jr.
Roger Gates
Slides Prepared by
Bruce R. Barringer
University of Central Florida
Chapter 11
Slide 11-2Slide 11-2© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Learning ObjectivesSlide 1 of 2
• To learn the objectives of questionnaire design.
• To understand the role of the questionnaire in the data collection process.
• To become familiar with the criteria for a good questionnaire.
• To learn the process for questionnaire design.
Slide 11-3Slide 11-3© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Learning ObjectivesLearning ObjectivesSlide 2 of 2Slide 2 of 2
• To become knowledgeable of the three basic forms of questions.
• To understand the key role of the questionnaire in data collection costs.
• To learn the necessary procedures for successful implementation of a survey.
Slide 11-4Slide 11-4© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Questionnaire DefinedQuestionnaire Defined
A questionnaire is a set of questions designed to generate the data necessary for accomplishing
the objectives of the research project.
Slide 11-5Slide 11-5© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
The Questionnaire’s “Position” in The Questionnaire’s “Position” in the Research Processthe Research Process
QuestionnaireQuestionnaire
SurveyObjectives
SurveyObjectives
Respondent’sInformation
Respondent’sInformation
DataAnalysis
DataAnalysis
FindingsFindings
RecommendationsRecommendations
ManagerialAction
ManagerialAction
Slide 11-6Slide 11-6© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Criteria for a Good QuestionnaireCriteria for a Good Questionnaire
To design a good questionnaire, the following issues should be considered:
Does it Provide the Necessary Decision-
Making Information?
Does it Consider the Respondent?
Slide 11-7Slide 11-7© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Editing and Data Processing Editing and Data Processing RequirementsRequirements
• Editing– Refers to going through the questionnaire to
make certain the “skip patterns” are followed and required questions are filled out.
– A skip pattern is the sequence in which questions are asked.
• Open-Ended Questions– An open-ended question is one that does not
contain prerecorded possible responses.
Slide 11-8Slide 11-8© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
The Questionnaire Development The Questionnaire Development ProcessProcess
Determine SurveyObjectives and
Constraints
Determine SurveyObjectives and
Constraints
Determine DataCollection Methods
Determine DataCollection Methods
Evaluate theQuestionnaire and
Layout
Evaluate theQuestionnaire and
Layout
DescribeQuestionnaire Flow
and Layout
DescribeQuestionnaire Flow
and Layout
Decide QuestionWording
Decide QuestionWording
Determine QuestionResponse Format
Determine QuestionResponse Format
Obtain Approvalfrom all Relevant
Parties
Obtain Approvalfrom all Relevant
Parties
Pretest and RevisePretest and Revise
Prepare Final CopyPrepare Final Copy
ImplementationImplementation
Slide 11-9Slide 11-9© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step One: Determine Survey Step One: Determine Survey Objectives, Resources, and ConstraintsObjectives, Resources, and Constraints
• Survey (information) objectives should be spelled out as clearly and precisely as possible.
• If this step is completed in a thorough fashion, the rest of the process will follow more smoothly and efficiently.
Slide 11-10Slide 11-10© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Two: Determine the Data Step Two: Determine the Data Collection MethodCollection Method
• Chapter 6 discussed the variety of ways that survey data can be gathered, such as in-person, telephone, mail, or self-administration.
• Each method will have an impact on survey design.
Slide 11-11Slide 11-11© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Three: Determine the Question Step Three: Determine the Question Response FormatResponse Format
Slide 1 of 5Slide 1 of 5
• Open-Ended Questions– Open-ended questions are those in which the
respondent can reply in his or her own words.• Example of an open-ended question:
1. What advantages, if any, do you think ordering from a
mail order catalog company offers compared with
local retail outlets?
Slide 11-12Slide 11-12© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Three: Determine the Question Step Three: Determine the Question Response FormatResponse Format
Slide 2 of 5Slide 2 of 5
• Closed-Ended Questions– A closed-ended question is one that requires the
respondent to make a selection from a list of options.
– The primary advantage of closed-ended questions is simply the avoidance of many of the problems (such as subjectivity) of open-ended questions.
Slide 11-13Slide 11-13© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Three: Determine the Question Step Three: Determine the Question Response FormatResponse Format
Slide 3 of 5Slide 3 of 5
• Dichotomous Questions– This simplest form of a closed-ended question
is the dichotomous choice.• Example of a dichotomous question:
1. Would you rather live in a small town or a city?
A. Small Town 1
B. City 2
Slide 11-14Slide 11-14© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Three: Determine the Question Step Three: Determine the Question Response FormatResponse Format
Slide 4 of 5Slide 4 of 5
• Multiple-Choice Questions– Multiple-Choice Questions permit the
respondent to select from several alternatives.• Example of a multiple-choice question:
1. Who do you think will win the World Series?
A. New York Yankees
B. St. Louis Cardinals
C. Los Angeles Dodgers
D. Atlanta Braves
Slide 11-15Slide 11-15© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Three: Determine the Question Step Three: Determine the Question Response FormatResponse Format
Slide 5 of 5Slide 5 of 5
• Scaled-Response Questions– Question format that permits the measurement
of the “intensity” of a respondents’ answers.• Example of a scaled-response question:
1. Now that you have read a sample of the Wall Street
Journal, would you say that you would…(Check one)
Definitely buy it
Probably buy it
Might or might not buy it
Probably will not buy it
Definitely will not buy it
Slide 11-16Slide 11-16© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Four: Decide the Question Step Four: Decide the Question WordingWording
• Four Guidelines in Selecting Wording– The wording must be clear.– Select words so as to avoid biasing the
respondent.– Consider the ability of the respondent to answer
the question.– Consider the willingness of the respondent to
answer the question.
Slide 11-17Slide 11-17© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Five: Establish Questionnaire Flow and Layout
• After the questions have been properly formulated, the next step is to sequence them and develop a layout for the questionnaire.
• The general guidelines concerning questionnaire flow are included in the next slide.
Slide 11-18Slide 11-18© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
How a Questionnaire Should be How a Questionnaire Should be OrganizedOrganized
Use the screener questions to
identify qualifiedrespondents
Use the screener questions to
identify qualifiedrespondents
After obtaining a qualified respondent,begin with a question
that obtains arespondent’s interest
After obtaining a qualified respondent,begin with a question
that obtains arespondent’s interest
Ask generalquestions firstAsk general
questions first
Position sensitive,threatening, and
demographicquestions as the
end
Position sensitive,threatening, and
demographicquestions as the
end
Insert “prompters”at strategic points
Insert “prompters”at strategic points
Ask questions thatrequire “work” inthe middle of the
questionnaire
Ask questions thatrequire “work” inthe middle of the
questionnaire
Slide 11-19Slide 11-19© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Six: Evaluate the QuestionnaireSlide 1 of 2
• Issues to Consider in Reviewing the Design of the Questionnaire – The issues to consider in reviewing the design
of the questionnaire are shown on the next slide:
Slide 11-20Slide 11-20© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Six: Evaluate the QuestionnaireSlide 2 of 2
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to Accomplish the Research Objectives?
Appearances of Mail and Self-Administered Questionnaires
Avoid a Cluttered Look
Allow Plenty of Space for Open-Ended Responses
Consider Color-Coding the Questionnaires
Instructions Printed Within The Questionnaire Should be in Capital Letters
Slide 11-21Slide 11-21© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Seven: Obtain Approval of AllRelevant Parties
• At this point in the questionnaire design process, the first draft of the questionnaire has been completed.
• Approval for going forward with the questionnaire is the objective of this step.
Slide 11-22Slide 11-22© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Eight: Pretest and ReviseStep Eight: Pretest and Revise
• When final managerial approval has been obtained, the questionnaire must be pretested.
• The primary purpose of a pretest is to make certain that the questionnaire gives the respondent clear, understandable questions that will evoke clear, understandable responses.
Slide 11-23Slide 11-23© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Nine: Prepare Final CopyStep Nine: Prepare Final Copy
• Even the final copy phase does not allow the researcher to relax.– Precise typing instructions, spacing, numbering,
and precoding must be set up, monitored, and proofread.
Slide 11-24Slide 11-24© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Ten: Implementing the SurveyStep Ten: Implementing the SurveySlide 1 of 3Slide 1 of 3
• Supervisor’s Instructions– Inform them of the nature of the study, start and
completion dates, quotas, reporting times, equipment and facility requirements, sampling instructions, number of interviewers required, and validation procedures.
– Interviewer’s Instructions– Cover many of the same points as supervisor’s
instructions but are geared to the actual interview.
Slide 11-25Slide 11-25© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Ten: Implementing the SurveyStep Ten: Implementing the SurveySlide 2 of 3Slide 2 of 3
• Call Record Sheets– Interviewers’ logs listing the number and results
of a contact.– Call record sheets are used to measure the
efficiency of the interviewers.
• Visual Aids and Other Supplements– Many studies use visual aids to facilitate the
interviewing process.
Slide 11-26Slide 11-26© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Step Ten: Implementing the SurveyStep Ten: Implementing the SurveySlide 3 of 3Slide 3 of 3
• Field Management Companies– Field management companies such as Qfact, On-
Line Communications, and Direct Resource generally provide questionnaire formatting, screener writing, development of instructional and peripheral materials, shipping departments, field auditing, and all coordination of data collection, coding, and tab services required for the project.
Slide 11-27Slide 11-27© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Questionnaire ChallengesThe Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
1. Failed Attempts
- Busy
- No Answer
- Answering Machine
- Business Number
- Phone/Language Problem
- Discontinued Line
2. Cooperation Problems
- Respondent Not at Home
- Refused to be Interviewed
Slide 11-28Slide 11-28© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Questionnaire ChallengesThe Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
3. Screener Determines Respondent Not Eligible
- Failed security test (works for marketing research firm,
advertising agency, or the client)
- Doesn’t use the product
- Demographic disqualification (wrong gender, age, etc.)
- Quota filled (survey has quota of 500 users of Tide and 500
users of other clothing washing powder. Interviewer already
has 500 Tide users; the current respondent uses Tide.
4. Respondent Terminates During Interview
5. Completed interview
Slide 11-29Slide 11-29© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Summary of Key PointsSummary of Key PointsSlide 1 of 2Slide 1 of 2
• This chapter examines the objectives of the questionnaire, as well as its construction, evaluation, and impact on project costs and profitability.
• The criteria for a good questionnaire fall into the following topic area: (1) achieving the goals of the study; (2) fitting the questionnaire to the respondent; and (3) editing, coding, and data processing.
Slide 11-30Slide 11-30© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Summary of Key PointsSummary of Key PointsSlide 2 of 2Slide 2 of 2
• The process of developing a questionnaire is discussed. The process contains 10 sequential steps.
• The chapter concludes with a discussion of the role of the questionnaire in survey research costs.