QUESTIONNAIRRE DESIGNING

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 respondents

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 Most research studies use Standardized Questionnaires like these. Non Formalized The response categories have more flexibility

Concealed

Used for assessing psychographic and Questionnaires using subjective constructs projective techniques or sociometric analysis

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
Formalized & concealed questionnaire: most response categories are predefined, but latent cause of behaviour 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 1 2 3 4 5 The individual of the present era is better informed about everything than the individual before. I believe that one must live for the day and worry about tomorrow later. An individual must at all times keep abreast of what is happening in the world around him/her. Books are best friends anyone can have. I generally read and then decide what to buy. A N D SD

Types of questionnaire
Non-formalized & concealed questionnaire: undisguised 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 questionnaire
Non-formalized & concealed questionnaire: disguised and most response categories are not predefined, Objective is to uncover socially unacceptable desires and latent or subconscious & unconscious motivation. e.g. A study conducted to measure to which segment should mens care toiletries (moisturizers & cream) be targeted:

Types of questionnaire method 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.

Criteria for questionnaire selection

Population characteristics

Population spread

Study area

The questionnaire design process

Convert the Research Objectives into the Information Needed Method of Administering the Questionnaire

Content of the Questions

Motivating the Respondent to Answer

Determining Type of Questions

Question Design Criteria

Determine the Questionnaire Structure

Physical presentation of the Questionnaire

Pilot Testing the Questionnaire

Administering the Questionnaire

Converting the research objectives into information areas

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)

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

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

RANK ORDER ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________

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

1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5

6 6 6 6 6 6 6 6 6 6

7 7 7 7 7 7 7 7 7 7

8 8 8 8 8 8 8 8 8 8

9 9 9 9 9 9 9 9 9 9

10 10 10 10 10 10 10 10 10 10

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 Balika Badhu Sathiya Sasural Genda Phool Bidai Pathshala Bandini Laptaganj Sajan Ghar Jaaana Hai Tere Liye Uttaran RANK ORDER ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Content of the questionnaire

Essential to ask the question To gauge consumers shopping behaviour
Please indicate the level of your agreement for the following statements. SA - Strongly Agree; A-Agree; N-Neutral; SD- Strongly Disagree; D-Disagree SA A Compared to the past (5-10 years) 1 The individual customer today shops more 2 The consumer is well informed about market offerings 3 The consumer knows what he/she wants to buy before he enters the store 4 The consumer today has more money to spend 5 There are more shopping options available to the consumer today

SD

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)

Motivating the respondent to answer

Assisting the respondent to provide the answer Does he have the answer?
1. How do you evaluate the negotiation skills module with the Communication and presentation skill module? (Incorrect)

1. Have you been through the following training modules? Negotiation skills module

Yes/no

Communication & presentation skills Yes/no In case the answer to both is yes, please answer the following question else move to the next question. How do you evaluate the negotiation skills module with the Communication and presentation skill module? (Correct)

Motivating the respondent to answer

Assisting the respondent to provide the answer Does he remember?
How much did you spend on eating out last month? (Incorrect)

1. When you go out to eat, on an average your bill amount is:

________ Less than Rs100 ________ Rs 101-250 ________ Rs 251-500 ________ more than Rs 500 2. How often do you eat out in a week? ________ 1-2 times. ________ 3-4 times ________ 5-6 times ________ every day

(correct)

Motivating the respondent to answer

Assisting the respondent to provide the answer Can he articulate? Describe the river rafting experience.... (incorrect)
Describe the river rafting experience
1 2 3 4 5 Unexciting Bad Boring Cheap Safe exciting good interesting expensive dangerous

(Correct)

Motivating the respondent to answer

Assisting the respondent to answer Sensitive information/topic
Have you ever used fake receipts to claim your medical allowance? (Incorrect) Have you ever spit tobacco on the road (to tobacco consumers)? (Incorrect)

Do you associate with people who use fake receipts to claim their medical allowance? (Correct) Do you think tobacco consumers spit tobacco on the road? (Correct)

Type of questions
Question Content

Open ended

Closed - ended

Dichotomous

Multiple Responses

Scales

Type of questions
Open ended questions: What is your age?
How would you evaluate the work done by the present government? How much orange juice does this bottle contain? What is your reaction to this new custard powder? Why do you smoke Gold Flake cigarettes? Which is your favorite TV serial? What training programme have you last attended? With whom in your work group do you interact with after office hours?

Type of questions
Closed ended questions
1. Dichotomous questions
Are you diabetic? Have you read the new book by Dan Brown? What kind of petrol do you use in your car? What kind of cola do you drink? Your working hours in the organization are

Yes / No Yes/no Normal/Premium Normal/diet fixed/ flexible

Type of questions
Closed ended questions 2. Multiple choice questions
How much do you spend on grocery products (average in one month)?

- Less than Rs. 2500/- Between Rs 2500-5000/- More than Rs 5000/ You do not currently sell organic food products because (Could be 1)

- You do not know about organic food products. - You are not interested. - You are interested but you do not know how to procure it. - It is not profitable. -The customer demand is too low - any other--------------------

Questionnaire designing criteria

Clearly specify the issue Use simple terminology Avoid ambiguity in questioning Avoid leading questions Avoid loaded questions

Avoid implicit choices and assumptions

Avoid double-barrelled questions

The questionnaire administration

Physical characteristics of the questionnaire Pilot testing the questionnaire Preparing the final draft of the questionnaire Administering the questionnaire

END OF CHAPTER