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

The questionnaire method

Advantages

Disadvantages

Adaptability

Limited applicability

Assurance of anonymity

Skewed sample

Cost- & time-effective

Return ratio

Scope of coverage

Clarification
Spontaneity of response

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

Guidelines for Question Sequencing

Interesting topics early

Classification questions later

Sensitive questions later
Simple items early
Transition between topics

Questionnaire structure
Instructions
Opening questions
Study questions
Classification information

Acknowledgement

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?

Yes / No

Have you read the new book by Dan Brown?

Yes/no

What kind of petrol do you use in your car?

What kind of cola do you drink?
Your working hours in the organization are

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--------------------

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
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?

-------------------------------------------------------------------------

Free-Response Strategy

What factors influenced your enrollment in Metro U?

____________________________________________
____________________________________________

Dichotomous Response Strategy

Did you attend the A Day at College program at Metro U?

Yes
No

Multiple Choice
Response Strategy

Which one of the following factors was most influential

in your decision to attend Metro U?

Good academic standing

Specific program of study desired
Enjoyable campus life
Many friends from home
High quality of faculty

Checklist Response Strategy

Which of the following factors influenced
your decision to enroll in Metro U? Check all that apply.
Tuition cost
Specific program of study desired
Parents preferences
Opinion of brother or sister
Many friends from home attend
High quality of faculty

Rating Response Strategy

Strongly
influential

Somewhat
influential

Not at all
influential

Good academic
reputation
Enjoyable campus life

Many friends

High quality faculty

Semester calendar

Ranking
Please rank-order your top three factors
From the following list based on their
Influence in encouraging you to apply to Metro U.
Use 1 to indicate the most encouraging factor,
2 the next most encouraging factor, etc.
_____ Opportunity to play collegiate sports
_____ Closeness to home
_____ Enjoyable campus life
_____ Good academic reputation
_____ High quality of faculty

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.

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

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 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

(Correct)

Unexciting

exciting

Bad

good

Boring

interesting

Cheap

expensive

Safe

dangerous

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)

Thank you