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Standards for Questionnaire Design and Layout in Business Surveys

Standards for Questionnaire Design and Layout in Business Surveys. Birgit Henningsson. Why?. Questionnaires potential source of errors Reduce respondent burden Improve economic statistics Reduce the amount of editing This means improved questionnaires are necessary. Tasks.

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Standards for Questionnaire Design and Layout in Business Surveys

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  1. Standards for Questionnaire Design and Layout in Business Surveys Birgit Henningsson

  2. Why? • Questionnaires potential source of errors • Reduce respondent burden • Improve economic statistics • Reduce the amount of editing • This means improved questionnaires are necessary

  3. Tasks • Guidelines for design of questions • Visual guidelines for questionnaire layout • Enterprise characteristics that affect measurement • Editing staff debriefings • Process data in web questionnaires • Studies of response process • Model for studying data availability • Create cyclic model for systematic development and review • Checklist for evaluation - expert review • Use nine surveys that were chosen by the editing project

  4. Cyclic Model • Define the Survey • Questionnaire Design • Testing • Data collection • Evaluation • New round

  5. Questionnaire Design • Gathering of knowledge • Types of questions • Response alternatives • Languages • Definitions and instructions • Order of questions • General advice and guidelines for writing questions

  6. Enterprise characteristics • Differences to household surveys • Response process • The right person • Statistical units • Terms and definitions

  7. Checklist for expert review • General things • Covering letter and instructions • Questionnaire • Structure in the questionnaire • Formalities • Visual layout • Tables • Questions • Response categories

  8. Visual layout • Large effect on the data process • Application of existing principles • Questionnaire flow • Standardized survey information • Adaptation to scanning possibilities • Cover letters • Visual examples of standard questions and extracts of the nine surveys

  9. Editing Staff Debriefings • Qualitative method to use experiences from the production process • Four debriefings made within project • Summary of results and findings, place method in cyclic model

  10. Topic Guide • Start with the aims of the debriefing • Ask the supervisor to describe the editing process • In what different ways does the respondent answer the questions? (web, paper, a file) • What reactions do you have from the respondent? • Are there any problems with the variables in the survey? • What are the reasons to the problems? • Does the respondent use the instructions? • What kind of business has problems? • Do you need further improvements in your system?

  11. Results • You will have a lot of information • Can point out in the questionnaire where the problems are • Often know the reason for errors • You can use the method as a complement to cognitive test • A complement to quantitative methods – process data

  12. What's left after the project? • Tests with actual respondents • Create finished guidelines, templates • Use results from this and other projects to finalize a complete cyclic model

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