Data Collection Methods: Questionnaire

 Questionnaire Design

 A questionnaire is a list of questions or items used to gather data from respondents

about their attitudes, experiences, or opinions
A questionnaire is a very convenient way of collecting information from a large
number of people within a period of time. Hence, the design of the questionnaire is of
utmost importance to ensure accurate data is collected so that the results are
interpretable and generalizable.

 Steps
1. Determine the content of the questionnaire
2. Determine the form of response
3. Determine the wording of the questions
4. Determine the question sequence
5. Write cover letter.

1. Determine the content of the questionnaire

 Framework
 Need information for all constructs in framework
 Measurement: Operationalizing
 Objective construct: 1 element/items and 1 question
 Subjective construct: multiple elements/items and multiple questions
2. Response Format

 The response format is how you collect the answer from the respondent.
 Closed vs. Open-ended questions
 Closed questions
 It Helps respondents to make quick decisions and also Helps researchers to code.
Closed-ended questions can be answered with “Yes” or “No,” or they have a limited set of possible
answers (such as: A, B, C, or All of the above).
 Open-ended question
 Open-ended questions are questions that allow someone to give a free-form answer.
Open-ended questions require a more detailed response.
 First: unbiased point of view
 Final: additional insights
 Complementary to closed question: for interpretation purpose.

3. Question wording
 The general principle of question wording is that every respondent should understand
the question and be able to answer it with reliability. Use positive and negative
statements.
 HBL delivers high quality banking service
 HBL has poor customer operational support, Avoid double negatives
 Limit the length of the questions
Rules of thumb:
 < 20 words
 < one full line in print
 Avoid double-barreled questions
 Avoid ambiguous questions and words
 Use of ordinary words
 Avoid leading or biasing questions
 Social desirability
 Avoid recall depended questions

4. Question Sequence
 One of the many ways to avoid survey bias is to use the 'Question Sequence' feature in
your survey. This feature allows you to decide how questions will be displayed to
participants each time the survey is accessed. Questions can be displayed as entered,
rotated, or randomized.
  Ask the most important questions first when the respondent is more active.
 Ask those questions which are most sensitive to conditioning such as attitudes and
preferences earlier.

5. Cover Letter
 The cover letter is the introductory page of the questionnaire
 It includes:
 Identification of the researcher
 Motivation for respondents to fill it in
 Confidentiality
 Thanking of the respondent

Advantages and Disadvantages of Different Questionnaires

Mode of data collection
Personally administered questionnaires
Mail questionnaires
Electronic questionnaires
Advantages Disadvantages
Can establish rapport and motivate Explanations may introduce a bias.
respondent. Take time and effort.
Doubts can be clarified.
Less expensive when administered to
groups of respondents.
Almost 100% response rate ensured.
Anonymity of respondent is high.
Anonymity is high. Response rate is almost always low. A 30% rate
Wide geographic regions can be is quite acceptable.
reached. Cannot clarify questions.
Token gifts can be enclosed to seek Follow-up procedures for nonresponses are
compliance. necessary.
Old-fashioned and obsolete.
Respondent can take more time to
respond at convenience. Can be
administered electronically, if desired.
Easy to administer. Computer literacy is a must.
Can reach globally. Sampling issues.
Easy to access specific target groups. High non-response.
Very inexpensive. Not always possible to generalize findings.
Fast delivery.
Respondents can answer at their
convenience like the mail
questionnaire.
Automatic processing of answers
Respondent must be willing to complete the
survey.
People find invitations via e-mail rude and
offensive; mails are deleted or people complain