Training Session on Questionnaire making

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Putting Yourself in Respondents shoes
It can be useful to think of the questionnaire as one element in a
conversation between interviewer and respondent.

It should also be acknowledged that for the majority of respondents
some subjects (holidays or cars for example) are likely to be of more
interest than others (household appliances or financial services for
example).

Researchers should take account of this and make particular efforts
when dealing with more problematic topics.
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Q1. How will you rate the overall experience of using IRCTC site? Please indicate your response on a scale of 1 to 5
(where score of 5 stands for Excellent and score of 1 stands for Poor) SHOW CARD: RATING SCALE
Statement Excellent Very Good Good Fair Poor
Overall experience of using IRCTC site 5 4 3 2 1

Q.1.1. How satisfied are you with your experience in dealing with CSAV Agencies on an overall basis? SHOW
CARD Q1.1

[5] Satisfied & delighted [4] Satisfied [3] Satisfied but not completely
[2] Dissatisfied [1] Completely dissatisfied

[IF RESPONDENT SAYS 3, 2 or 1 i.e. NOTFULLY SATISFIED, THEN ASK Q.1.2 ]

Q.1.2. Please tell us why you are not fully satisfied. You could also quote a specific experience that led to your
dissatisfaction.
______________________________________________________________________________

______________________________________________________________________________
Very Satisfied.
Satisfied.
Neutral
Dissatisfied
Very Dissatisfied

Scale
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QB1. Following the voice prompts, how many advisors did you speak with on your
call to Sky? (This is with respect to number of advisors the customer
spoke with on this particular call. However, we need to watch out for
situations where the customer says that he got connected to some wrong
department by his mistake (he pressed the wrong key at IVR) and in
process spoke to a total of 2 advisors, in such cases we will take the
number of advisors as 1)

Tackling Ambiguity & Diff Possibilities
Spot the error: Questionnaires
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Well Begun is Half Done

Introduction
Good morning/ afternoon/ evening. I am _______ from XYZ, a
reputed market research and consulting company. We are
currently doing a study on Internet usage at home. We would
appreciate if you could spare 15 minutes of your valuable time to
answer a few questions. Thank you.
Q.1 (a) Please tell me which of the following is used for voice communication with the other branches and within
this office of your organization. MULTIPLE CODING POSSIBLE ENSURE THAT MOBILE PHONES ARE
THOSE WHICH ARE PROVIDED BY THE COMPANY
(b) Please tell me which mode is most used for voice communication with the other branches and within this
office of your organization. SINGLE CODING
(c) I will read out the media of communications that are used in your office. Please tell us the percentage
breakup of the total communication spends on the various modes that are used in this office of your
organization? RECORD VERBATIM
Media used for communication All Most used
% of total
communication spend
Landline phones 1 1 %
Mobile phones 2 2 %
WLL 3 3 %
Audio Conferencing 4 4 %
Video Conferencing 5 5 %
Others(please specify____________________) 6 6 %
TOTAL 1 0 0 %

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Q4. FOR ALL BRANDS CODED IN Q2, ASK: Please tell me
for how long did you use each of the landline connection used in
your household? IN CASE RESPONDENT IS NOT ABLE TO
RESPOND, SAY: I am talking about the period starting from the
date of activation of the phone till the time it got disconnected,
what was length of time you had used it? SHOW CARD
DURATION OF OWNERSHIP. SINGLE CODING ONLY
SHOW CARD - Duration of ownership Code
Less than 3 months 1
3 to 6 months 2
6 to 12 months 3
1 to <3 years 4
3 to 5 years 5
5 to 10 years 6
More than equal to 10 years 7
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Now I would like to ask you a few ques about hardware brands such as Acer and Apple
1. When talking about computer hardware products (such as keyboard, mouse, processor,
hard disk, etc.), which brand comes to your mind first? SINGLE CODING. DO NOT
PROMPT
2. Which other brands of computer hardware products (such as keyboard, mouse, processor,
hard disk, etc.) are you aware of? MULTIPLE CODING ALLOWED. DO NOT PROMPT

Brands of IT hardware products Q1
TOM
Spont
Acer 1 1
Apple 2 2
Asus 3 3
Compaq 4 4
Dell 5 5
HCL 6 6
HP 7 7
10
1. Do you own a smart phone? SINGLE CODING ALLOWED
Code INSTRUCTIONS
Yes 1 CONTINUE
No 2 TERMINATE

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The "Laddering" technique uses a means end frame work, arranging
means and ends into a network of attributes, physical & emotional
consequences, and personal values or life goals.
This technique suggests that communications to the market are most
personally relevant and compelling when they make a strong link
between the right set of attributes, consequences and values.


Laddering Technique
Attributes Reliable
Functional Consequence Less down time
Psychosocial Consequences Less worry about unknown
Values Peace of Mind
Laddering Technique

0%
20%
40%
60%
80%
100%
BRAND
A
BRAND
B
BRAND
C
BRAND
D
BRAND
E
INSIST
PREFER
INTEND
ACCEPT
NO OPINION
UNAWARE
REJECT
DISPOSITION PROFILE
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We would like to know what you think of different companies that make food products such as soups, chocolates, noodles
sauces etc. I would be grateful if you could spare a few minutes on the same. Thank you.
NAME OF RESPONDENT: ______________ [ONLY THE HOUSEWIFE NEEDS TO BE SPOKEN TO].
1. I would like to know your opinion about some food brands or companies you may or may not have consumed.
Which of these SHOWCARD1 - you may select as many as you feel are relevant - do you think.. READ OUT ONE BY ONE.
TICK ALL RELEVANT COMPANIES/ BRANDS (MULIPLE CODING)
TICK START BY ROTATION AMUL CADBURY HORLICKS KISSAN KNORR MAGGI NESTLE NONE
Offer food products of high quality
Have a wide range of food products
Have tasty products
Make healthy and nutritious
products
Care for our familys health &
wellness
Have products made from natural
ingredients
Have useful information on their
product packs
Give useful information such as
recipes and cooking tips
Imagery Ques
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GOOD quesr checklist
Info areas/hypothesis coverage (sec rsch/ understanding)
Are the target respondents capable of ans the ques
Does it tackle all possibilities
Lang (Translation, ease of understanding) - Questions should be clear and phrased in
language appropriate to the respondents way of thinking/talking (which is not necessarily
the same as the researchers)
Length (Avoid extra words such as Ok now could you)
Is there Repetitive questioning
Does it encourage coop (section starts, SHOWCARDS)
Has the best way of asking the question been determined READOUT/ SHOWCARD
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GOOD quesr checklist
MULTIPLE/SINGLE CODING
Fool proof Looping (Users ask QX or Non users skip to QY). use QUES DELETED
Are we verifying claims
Interviewer friendly recording of ans etc
Flow (warm up 1
st
)
Does it avoid bias (DONT: Do you think the telecom industry in India is booming)
Giving the opportunity to decline to answer any question (DK/CS option)
Is it analysis friendly - Only one question should be asked at a time - questions containing
multiple concepts(e.g. What do you think about the colour and taste of the product?) rarely
give sensible data.
Pilot - length, comprehensibility, flow
Thank You