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Definition
Formalized set of questions for obtaining information
from respondents
OBJECTIVES OF A QUESTIONNAIRE
Translate the information needed into a set of specific
questions that the respondents can and will answer
To uplift, motivate, and encourage the respondent to
become involved in the interview, to cooperate, and to
complete the interview
Questionnaires should minimize response error
QUESTIONNAIRE DESIGN PROCESS
Specify the information needed
Specify the type of interviewing method
Determine the content of individual questions
Design the questions to overcome the respondent’s inability and unwillingness to answer
Decide on the question structure
Determine the question wording
Arrange questions in proper order
Identify the form and layout
Reproduce the questionnaire
Eliminate bugs by pretesting
SPECIFY THE INFORMATION NEEDED
Consider the constructs
[theory, hypotheses/research question developed
earlier]
Telephone interviews
Short and simple questions
Mail questionnaire
Simple questions, detailed instructions
INDIVIDUAL QUESTION CONTENT
Is the question necessary?
Every question should contribute to the
information needed or serve some specific
purpose.
Context
Unwilling to respond to questions which are
considered inappropriate for the given context
OVERCOMING UNWILLINGNESS TO ANSWER CONT.
Legitimate Purpose
Unwilling to divulge information which they do
not see as serving a legitimate purpose
Sensitive information
Unwilling to disclose sensitive information
because this may cause embarrassment or
threaten the respondent’s prestige/ self-image
INCREASING THE WILLINGNESS OF RESPONDENTS
Structured questions
Specify the set of response alternatives and the
response format
Types: multiple-choice, dichotomous, or a scale
CHOOSING QUESTION STRUCTURE CONT.
Multiple-choice questions
Respondents are asked to select one or more
alternative
Dichotomous questions
Only two response alternatives
Yes No
CHOOSING QUESTION STRUCTURE CONT.
Scale
Can be comparative or non-comparative
6 Ws
Logical order
All questions that deal with a particular
issue/topic should be asked before proceeding to a
new topic
Use branching questions to direct respondents to
other questions
FORM AND LAYOUT
Format, spacing and position are important
A questionnaire can be divided into several parts