Questionnaire Design Lecture Notes PDF

Lecture, 7 Questionnaire Design: Collecting primary data using questionnaires  Definition of Questionnaires Techniques of data collection in which each person is asked to respond to the same set of questions in a predetermined order Adapted from deVaus (2002) BASIC ASSUMPTI...

Lecture, 7 Questionnaire Design: Collecting primary data using questionnaires  Definition of Questionnaires Techniques of data collection in which each person is asked to respond to the same set of questions in a predetermined order Adapted from deVaus (2002) BASIC ASSUMPTIONS OF A QUESTIONNAIRE Does not make unreasonable demands upon the respondent Does not have a hidden purpose Requests information that respondents presumably have Contains interesting questions Does not request information that could be obtained by other means  THE QUESTIONS The questionnaire contains questions that can be answered The questionnaire contains questions that are straightforward  THE FORMAT The presentation is attractive, professional, and easy to understand Questions and pages are clearly numbered Directions are clear and explicit Questions are objective Questions are ordered sensibly Transitions are used from one topic to the next Examples are given when necessary  THE IMPORTANCE OF USING A COVER LETTER Informs the recipient about the research Establishes the importance of the research Makes the recipient a part of the research Sample Cover Letter  When to use questionnaires For explanatory (cause & effect) or descriptive research (identify & describe phenomena) Linked with other methods in a multiple-methods research design (good to link with other methods) To collect responses from a large sample prior to quantitative analysis  Use of questionnaires (3) Types of questionnaire Figure 11.1 Types of questionnaire  Choice of questionnaire (Self- Admin vs. Interviewer Admin) Related factors Characteristics of the respondents and access Respondents answers not being contaminated or distorted Size of sample required for analysis Type and number of questions required Available resources including use of computer software  Data collection Key factors Precisely defined questions (unlike in- depth interviews) Representative and accurate sampling An understanding of the organisational context Relationships between variables – dependent, independent and extraneous Types of variable (Opinion, behaviour, attribute)  Ensuring essential data are collected Data requirements table Table 11.2 Data requirements table  Designing the questionnaire (1) Stages that must occur if a question is to be valid and reliable Source: developed from Foddy (1994) Figure 11.2 Stages that must occur if a question is to be valid and reliable  Designing the questionnaire (2) Assessing validity Internal – ability of your q/s to measure what you intent it to measure. Content – questions provides adequate coverage Criterion – related (predictive) – can the questions predict behaviour Construct – dimensions that may measure certain attitude, personality etc.  Designing the questionnaire (3) Testing for reliability- the 3 stage process Test re-test – collect under a different conditions and test the data reliability Internal consistency – compare the data from one questions to other questions Alternative form – put in other similar questions to double check Mitchell (1996)  Examples of question types (1) Open questions 6 Please list up to three things you like about your job 1……Sleeping…………………………………… 2………Eating………………………………… 3……………Watching Movie…………………………… Saunders et al. (2009)  Examples of question types (2) List questions 7 What is your religion? Please tick  the appropriate box Buddhist  None  Christian  Other  Hindu  Jewish  Muslim  Sikh  Saunders et al. (2009)  Examples of question types (3) Category questions 8 How often do you visit the shopping centre? Interviewer: listen to the respondent’s answer and tick  as appropriate  First visit  Once a week  Less than fortnightly to once a month  2 or more times a week  Less than once a week to fortnightly  Less often Saunders et al. (2009)  Examples of question types (4) Ranking questions 9 Please number each of the factors listed below in order of importance to you in choosing a new car. Number the most important 1, the next 2 and so on. If a factor has no importance at all, please leave blank. Factor Importance Carbon dioxide emissions [ ] Boot size [ ] Depreciation [ ] Price [ ] Adapted from Saunders et al. (2009)  Examples of question types (5) Rating questions 10 For the following statement please tick the box that matches your view most closely Agree Tend to agree Tend to disagree Disagree I feel employees’     views have influenced the decisions taken by management Saunders et al. (2009)  Examples of question types (6) Quantity questions 14 What is your year of birth? 1 9 (For example, for 1988 write: ) 1 9 8 8 Saunders et al. (2009)  Designing individual questions (1) Other considerations Adopting or adapting existing questions – remember to check copyright Question wording – avoid misreading questions Translating questions into other languages Question coding  Constructing the questionnaire Main considerations Order and flow of questions Questionnaire layout  Explaining the purpose and testing Key points The covering letter Introducing and closing the questionnaire Pilot testing and assessing validity  Administering the questionnaire Points to consider Internet and intranet-mediated responses Postal questionnaires Delivery and Collection Telephone questionnaires Structured interviews  Summary Questionnaires are often used to collect descriptive and explanatory data Five main types of questionnaire are Internet- or intra-net mediated, postal, delivery and collection, telephone and interview schedule Precise data that meet the research objectives can be produced by using a data requirements table  Summary Data validity and reliability and response rate depend on design, structure and rigorous pilot testing Wording and order of questions and question types are important considerations Closed questions should be pre-coded to facilitate data input and analysis  Summary Important design features are a clear layout, a logical order and flow of questions and easily completed responses Questionnaires should be carefully introduced and pilot tested prior to administration Administration needs to be appropriate to the type of questionnaire