Designing
the
Questionnaire
McGraw-Hill/Irwin Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Describe the steps in questionnaire design
Discuss the questionnaire development
process
Summarize the characteristics of good
questionnaires
Understand the role of cover letters
Explain the importance of other documents
used with questionnaires
8-2
MPC Consulting’s
Residence Life Plans
8-3
Value of Questionnaires
in Marketing Research
A questionnaire is a formal framework
consisting of a set of questions/scales
designed to generate primary data
Questionnaire construction involves using a
process that takes established sets of
question/scale measurements and formats
them into a complete instrument
8-4
Steps in
Questionnaire Design
1: Confirm research objectives
2: Select appropriate data collection method
3: Develop questions and scaling
4: Determine layout and evaluate
questionnaire
5: Obtain initial client approval
6: Pretest, revise, and finalize questionnaire
7: Implement survey
8-5
Questions and Scaling
Type
Typeof
ofQuestion
QuestionFormat
Format Quality
Qualityof
ofQuestion
Question
Unstructured
UnstructuredQuestions Bad
Open-ended
Questions BadQuestions
Questions
Open-endedformat
formatwhere
where Unanswerable.
Unanswerable.
respondent
respondentreplies
repliesin
intheir Leading
own
their Leadingor
orloaded.
loaded.
ownwords.
words. Double-barreled
Double-barreledquestions.
questions.
Structured
StructuredQuestions
Questions
Closed-ended
Closed-endedformat
formatwhere
where
respondent
respondentresponds
respondsfrom
fromaa
set
setof
ofpossible
possibleresponses.
responses.
8-6
Guidelines for Evaluating
the Adequacy of Questions
Use simple words, avoiding technical words
Avoid qualifying phrases
Ensure response categories are mutually exclusive
Ensure question and scale statements are
meaningful to the respondents
Avoid arranging response categories in a manner
that may bias responses
Do not double-barrel questions or response items
8-7
Considerations in Questionnaire Design_1
Confirm the research objectives before
designing the questionnaire
Determine data requirements to complete
each research objective
Include a general description of the study in
the introduction section
Ensure instructions are clear
Arrange questions in a logical order
8-8
Considerations in Questionnaire Design_2
Begin with simple questions and then
progress to more difficult ones
Ask person questions at the end
Place sensitive questions towards the end
Avoid asking questions using a different
measurement format in the same section of
the questionnaire
End with a thank-you statement
8-9
Role of a Cover Letter
Initial
Initial Contacting
Contacting Device
Device
Encourage
Encourage Participation
Participation
Provide
Provide Study
Study Information
Information
Communicate
Communicate Study’s
Study’s
Legitimacy
Legitimacy
Improve
Improve Response
Response Rates
Rates
8-10
Guidelines for Developing Cover Letters_1
Personalize letter
Identify sponsoring organization
State purpose and importance clearly
Promise anonymity or confidentiality
Clarify the general time frame of doing study
8-11
Guidelines for Developing Cover Letters_2
Reinforce importance of participation
Acknowledge reasons for nonparticipation
Provide time requirements and any
compensation
Explain completion date and where and how
to return survey
Offer advance thank you statement
8-12
Other Documents Used in Collecting Data
Supervisor instructions
Interviewer instructions
Screening forms
Quota sheets
Call record sheets
8-13
Sample
Screening-Quota Sheet
8-14
Sample Rating Card
8-15
Call Record Sheet Sample
8-16
Marketing Research in Action:
Santa Fe Grill Questionnaire
Does the questionnaire in its current form
illustrate good design principles?
Can the current survey capture the necessary
data?
Evaluate the “screener.” Are any changes
needed?
8-17
