Questionnaire Design

1. Questionnaire Design KrystsinaSharambei

2. Theoretical Principles of Questionnaire Design • Questionnaire -  is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. • Questionnaire Design -  refers to the design (text, order, and conditions for skipping) of the questions used to obtain the data needed for the survey.

3. Four Theoretical Components of a Questionnaire

4. Words • The most obvious component is words. The researcher must carefully consider which words to use in creating the questions and scales for collecting raw data from respondents

5. Questions • Two important issues relating to question phrasing that have a direct impact on survey designs are (1) the type of question format (unstructured or structured) and (2) the quality of the question (good or bad)

6. Questions

7. Questions

8. Questionnaire Format • The integrated layout of sets of questions or scale measurements into a systematic instrument. The questionnaire’s format should allow for clear communication.

9. Hypothesis • A formalized statement of a testable relationship between two or more constructs or variables.

10. Description versus Prediction • A descriptive design allows the researcher to collect raw data that can be turned into facts about a person or object. • A predictive questionnaires force the researcher to collect a wider range of state-of-mind and state-of-intention data that can be used in predicting changes in attitudes and behaviors as well as in testing hypotheses.

11. Accuracy versus Precision • Accuracy refers to the degree to which the data provide the researcher with a description of the true state of affairs. • In contrast, precision in questionnaire designs focuses on the reproducibility of the results over repeated usages.

13. The flowerpot approach • This scientific approach involves a series of activities that have a logical, hierarchical order.The flowerpot notion is symbolically derived from the natural shape associated with a clay pot used for planting and growing flowers. The shape is wide at the top and tapered (or narrower) at the bottom—symbolizing a natural flow of data from general to specific.

15. The flowerpot approach • According to the flowerpot concept, in a good questionnaire design, the data will flow from a general information level, down to a more specific information level, and end with identification data. A questionnaire should begin with an introductory section that gives the respondent a basic idea of the main topic of the research. This section should also include general instructions for filling out the survey. The introduction’s appearance will vary with the desired data collection method.

16. The Role of a Cover Letter • Cover letter A separate written communication to a prospective respondent designed to enhance that person’s willingness to complete and return the survey in a timely manner.

17. The main role of the cover letter should be that of winning over the respondent’s cooperation and willingness to participate in the research project. In other words, the cover letter should help persuade a prospective respondent either to fill out the questionnaire and return it in a timely fashion or to participate in the current interview.

18. Developing of cover letter • Factor 1. Personalization The cover letter should be addressed to the particular person who was randomly selected as a prospective respondent. • Factor 2. Identification of the Organization Doing the Study Clear identification of the name of the research firm conducting the survey or interview; decide on disguised or undisguised approach of revealing the actual client (or sponsor) of the study

19. Developing of cover letter • Factor 3. Clear Statement of the Study’s Purpose and Importance Describe the general topic of the research and emphasize its importance to the prospective purpose and importance respondent. • Factor 4. Anonymity and Confidentiality Give assurances that the prospective respondent’s name will not be revealed. Explain how the respondent was chosen, and stress that his or her meaningful input is important to the study’s success.

20. Developing of cover letter • Factor 5. Time Frame Communicate the overall time frame of the survey or interview. It should state the actual completion time requirements and any compensation that might be offered. • Factor 6. Reinforcement of the Importance of the Respondent’s Participation Where appropriate, communicate the importance of prospective respondents’ participation.

21. Developing of cover letter • Factor 7. Acknowledgment of Reasons for Not Participating in the Study Point out “lack of leisure time,” “surveys classified as junk mail,” and “forgetting about survey” reasons for not participating, and defuse them. • Factor 8. Time Requirements and Compensation Clearly communicate the approximate time required to complete the survey; discuss incentive compensations program, if any.

22. Factor 9. Completion Date and Where and How to Return the Survey Communicate to the prospective respondent all instructions for returning the completed how to return the survey questionnaire. • Factor 10. Advance thank-you statement for willingness to participate Thank the prospective respondent for his or her cooperation.

23. Supplement Documents Associated with Survey Instrument Designs • Supervisor Instructions A form that serves as a blueprint for training people on how to execute the interviewing process in a standardized fashion; it outlines the process by which to conduct a study that uses personal and telephone interviewers

24. Supplement Documents Associated with Survey Instrument Designs • Interviewer Instructions The vehicle for training the interviewer on how to select prospective respondents, screen them for eligibility, and conduct the actual interview.

26. Supplement Documents Associated with Survey Instrument Designs • Screening forms A set of preliminary questions that are used to determine the eligibility of a prospective respondent for inclusion in the survey.

27. Supplement Documents Associated with Survey Instrument Designs • Quota Sheets A simple tracking form that enhances the interviewer’s ability to collect raw data from the right type of respondents; the form helps ensure that representation standards are met.

29. Supplement Documents Associated with Survey Instrument Designs • Rating Cards Cards used in personal interviews that represent a reproduction of the set of actual scale points and descriptions used to respond to a specific question/setup in the survey. These cards serve as a tool to help the interviewer and respondent speed up the data collection process.

31. Supplement Documents Associated with Survey Instrument Designs • Call Record Sheets A recording document that gathers basic summary information about an interviewer’s performance efficiency (e.g., number of attempts, number of completed interviews, length of time of interview)

33. Thank you for your attention!!!