The Questionnaire method

This is the simplest and most often used method of primary data collection

There is a pre-determined set of questions in a sequential format

Is designed to suit the respondent’s understanding and language command

Can be conducted to collect useful data from a large population in a short duration of time

Criteria for questionnaire design • The spelt out research objectives need to be

converted into specific questions

• It must be designed to engage the respondent and encourage meaningful response

• The questions should be designed in simple language and be self-explanatory

Types of questionnaire Formalized & unconcealed questionnaire: self-explanatory with most

response categories predefined

Out of the following options, where do you invest (tick all that apply)Precious metals----------------, real estate------------, stocks---------,

Government instruments---------, mutual funds------any other-------

Who carries out your investments? Myself-----------, agent---------, relative-----------, friend------------, any

other----------

What is your source of information for these decisions? Newspaper------------, investment magazines-----------, company records

etc.----------, Trading portals------------, agent------------

Types of questionnaire Most response categories are predefined, but latent cause of behavior are derived from

indirect questions

Please indicate level of your agreement for the following statements.SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-Disagree

SA A N D SD

1 The individual of the present era is better informed about everything than the individual before.

2 I believe that one must live for the day and worry about tomorrow later.

3 An individual must at all times keep abreast of what is happening in the world around him/her.

4 Books are best friends anyone can have.

5 I generally read and then decide what to buy.

6 The advent of radio, television and internet have made the traditional information like: newspaper redundant

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Types of questionnaire undisguised (Direct) and most response categories are not predefined

Why do you think Maggi noodles are liked by young children? --------------------------------------------------------------------------- How do you generally decide on where you are going to invest your money?------------------------------------------------------------- Give three reasons why you believe that the 2010 Commonwealth Games in India

are going to help the country? -------------------------------------------------------------------------

Types of questionnairemethod of administration

• Self-administered questionnaire: respondents fills in the questionnaire him/her self

• Schedule: the investigator/researcher reads out the questions and records the respondents’ answers.

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RESEARCH METHODOLOGY

CONCEPTS AND CASES

DR

DEE

PAK

CH

AWLA

DR

N

EEN

A SO

ND

HI

Criteria for questionnaire selection

• Population characteristics

• Population spread

• Study area

Converting the research objectives into information areas

Questionnaire Design Process

Step 1-Specify the information neededReview the component of the problemResearch QuestionHypothesisInformation NeededResearcher should have a clear idea of the population

Step 2:Questionnaire Administration method/Type of Interviewing

Personal SchedulePersonal Administered QuestionnaireTelephone QuestionnaireElectronic questionnaire (Computer Assisted questionnaire-mail questionnaire)•Design of questionnaire and type of interviewing method is highly relatedFor example ranking 10 stores is too complex a task to be administered over phone.

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Mode of administration: Schedule

Now I am going to give you a set of cards. Each card will have the name of one television serial (Hand

over the cards to the respondent in a random order). I want you to examine them carefully (give her

some time to read all the names). I would request you to hand over the card which has the name of the

serial you like to watch the most. (Record the serial and keep this card with you). Now of the remaining

nine serials name your most favorite serial (continue the same process till the person is left with the last

card)

T.V. SERIAL RANK ORDER 1. 1 ___________________ 2. 2 ___________________ 3. 3 ___________________ 4. 4 ___________________ 5. 5 ___________________ 6. 6 ___________________ 7. 7 ___________________ 8. 8 ___________________ 9. 9 ___________________ 10. 10 ___________________

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Mode of administration: telephone

Please listen very carefully; I am going to slowly read the name of ten popular T.V. serials. I want to know

how much you prefer watching them. You need to use a 1 to 10 scale, where 1 means I do not like watching

it and 10 means I really like watching it. For those in between you may choose any number between 1 and

10. However, please remember that the higher the number the more you like watching it. Now, I am going to

name the serials one by one. In case the name is not clear I will repeat the list again. So, the serial’s name

is-------------------. Please use a number between 1 and 10 as I had told you. O.k. thank you, the next name

is---------------------. And so on till all the 10 names have been read out and evaluated.

SERIAL 1. Balika Badhu 1 2 3 4 5 6 7 8 9 10 2. Sathiya 1 2 3 4 5 6 7 8 9 10 3. Sasural Genda Phool 1 2 3 4 5 6 7 8 9 10 4. Bidai 1 2 3 4 5 6 7 8 9 10 5. Pathshala 1 2 3 4 5 6 7 8 9 10 6. Bandini 1 2 3 4 5 6 7 8 9 10 7. Laptaganj 1 2 3 4 5 6 7 8 9 10 8. Sajan Ghar jaaana Hai 1 2 3 4 5 6 7 8 9 10 9. Tere liye 1 2 3 4 5 6 7 8 9 10 10. Uttaran 1 2 3 4 5 6 7 8 9 10

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Mode of administration: mail

In the next question you will find the names of ten popular Hindi serials that are being aired on television

these days. You are requested to rank them in order of your preference to watch these programmes. Start

by identifying the serial which is your most favorite, to this you may give a rank of 1. Then from the rest of

the nine, pick the second most preferred serials and give it a rank number of 2.Please carry out this process

till you have ranked all 10. The one you prefer the least should have a score of 10. You are also requested

not to give two serials the same rank. The basis on which you decide to rank the serials is entirely

dependent upon you. Once again you are asked to rank all the 10 serials.

SERIAL RANK ORDER 1. Balika Badhu ___________________ 2. Sathiya ___________________ 3. Sasural Genda Phool ___________________ 4. Bidai ___________________ 5. Pathshala ___________________ 6. Bandini ___________________ 7. Laptaganj ___________________ 8. Sajan Ghar Jaaana Hai ___________________ 9. Tere Liye ___________________ 10. Uttaran ___________________

Content of the Questionnaire

How essential is to ask the questionsNeutral Question farming for you is :Noble professionAncestral professionProfession like any otherProfession that is not attractiveAny otherOne Question or multiple question

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Content of the questionnaire

Several questions or single question“Why do you like the serial--------------(the one you

ranked/prefer watching most)?” (Incorrect)

"What do you like about-------------?" “Who all in your household watches the serial? and "How did you first happen to hear about the serial?"

(Correct)

Another case of multiple questions embedded in a single question isWhy do you shop at Big Bazaar (incorrect)

Why question has two aspectAttributes of the productInfluence leading to knowledge of it

What do you like about Big Bazaar as compared to other stores?

How do you first happen to shop at Big BazaarMotivating the Respondent to answer

Overcoming Inability to answer?

Is the respondent informed

A husband may not be informed about the monthly expenses for groceries or vice versa.

Don’t Know option

Or Filter question that measures familiarity and product use.

Can the respondent remember?

What is the brand name of the shirt you were wearing two weeks ago?

How many liters of soft drinks did you consume during the last four weeks?

•How often do you consume soft drink in a typical week?

Less than once a week

1-3 times per week

4-6 times per week

7 or more times per week

• What brands of soft drink do you remember being advertised last night on TV?•Which of these brands were advertised last night on TV?

Can the respondent Articulate

Respondent may be unable to articulate certain type of response

Describe a river rafting experience

ExcitingGoodInterestingExpensiveDangerous

If you give them alternative description of the experience they will be able to indicate.

Aids are required like map, pictures, description to articulate the response.

Legitimate Purpose

Respondents will be unwilling to share info. Not serving legitimate purpose (For e.g.. Why cereal company want to know about the age, education and income.)

Public versus Private (Sensitive Information)

A recent poll conducted by Gallup (Gallup.com) sought to obtain information on whether the personal information about political candidate or ordinary citizen should be disclosed in public. The question was prefaced with the following statement.“The question of where to draw line on the matter of privacy has been much debated, with some saying that the standard should be different for candidate for important public office than for ordinary citizens”

This statement is increasing the willingness to respond.

Do’s for increasing the willingness of Respondent

•Place sensitive topic at the end of questionnaire, rapport with the respondent, legitimacy of the project and the respondent will be more willing to share information.

•Ask the question using third person technique.

Choosing Question Structure Unstructured/Open ended/free responseWhat is your occupation Who is your favorite political figure

Advantage

Less biasing influence.Rich insight to the researcherAre useful in ……………………….. Research.

DisadvantageInterviewer Bias is high (Main point)Coding is difficult and time consuming

Choosing Question WordingDefine the issueWhich Brand of shampoo do you useWhich brand of shampoo do you personally used at home during last one month ? In case of more than one, please list all the brands that apply?

Use Ordinary wordsDo you think distribution of soft drink is adequate?Do you think soft drinks are readily available when you want to buy them?

Use unambiguous wordsIn a typical month ,How often do you shop at departmental store?Never occasionally Some times often regularlyLess than 1 1-2 3-4 more than that

Avoid leading or Biasing questionDo you think patriotic Indians should buy imported automobiles when they would put Indian labor out of work?Do you think Indians should buy imported automobile?

Determining the order of questionTypes of Information

Basic Information: Directly relates to the research problem

Classification Information: consisting of socioeconomic and demographic characteristics, is used to classify the respondents and understand the results.

Identification Information: includes name, address , e-mail address and telephone number.As a general guidelines, basic information should be obtained first , followed by classification and finally identification information.

Funnel Approach: strategy for ordering questions in a questionnaire in which the sequence starts with general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

Pretesting the questionnaire