SURVEY RESEARCH,

QUESTIONNAIRE DESIGN
 SURVEYS

Surveys ask respondents for information using verbal or

written questioning
RESPONDENTS

Respondents are a
representative sample
of people
GATHERING INFORMATION VIA SURVEYS

• Quick
• Inexpensive
• Efficient
• Accurate
• Flexible
PROBLEMS

• Poor Design
• Improper Execution
TREE DIAGRAM OF TOTAL SURVEY ERROR

Random sampling
error

Total
error

Systematic
error (bias)
RANDOM SAMPLING ERROR

• A statistical fluctuation that occurs because

of change variation in the elements selected
for the sample
SYSTEMATIC ERROR

• Systematic error results from some

imperfect aspect of the research design or
from a mistake in the execution of the
research
TREE DIAGRAM OF TOTAL SURVEY ERROR

Administrative
error

Systematic
error (bias)

Respondent
error
 SAMPLE BIAS

• Sample bias - when the results of a sample

show a persistent tendency to deviate in
one direction from the true value of the
population parameter
TREE DIAGRAM OF TOTAL SURVEY ERROR

Nonresponse
error

Respondent
error

Response
bias
RESPONDENT ERROR

• A classification of sample bias resulting from some

respondent action or inaction
• Nonresponse bias
• Response bias
NONRESPONSE ERROR

• Nonrespondents - people who refuse to cooperate

• Not-at-homes
• Self-selection bias
• Over-represents extreme positions
• Under-represents indifference
TREE DIAGRAM OF TOTAL SURVEY ERROR

Deliberate
falsification

Response
bias

Unconscious
misrepresentation
RESPONSE BIAS

• A bias that occurs when respondents

tend to answer questions with a
certain slant that consciously or
unconsciously misrepresents the truth
TREE DIAGRAM OF TOTAL SURVEY ERROR

Acquiescence bias

Extremity bias

Interviewer bias

Auspices bias

Social desirability bias

ACQUIESCENCE BIAS

• A category of response bias that results because

some individuals tend to agree with all questions
or to concur with a particular position.
EXTREMITY BIAS

• A category of response bias that results because response

styles vary from person to person; some individuals tend to use
extremes when responding to questions.
• For a question on a scale of 1-5, selecting 5 every time or 1 for
every question
INTERVIEWER BIAS

• A response bias that occurs because the presence of

the interviewer influences answers.
AUSPICES BIAS

• Bias in the responses of subjects caused by the respondents

being influenced by the organization conducting the study.
 SOCIAL DESIRABILITY BIAS

• Bias in responses caused by respondents’ desire, either conscious

or unconscious, to gain prestige or appear in a different social role.
TREE DIAGRAM OF TOTAL SURVEY ERROR

Administrative
error

Systematic
error (bias)

Respondent
error
ADMINISTRATIVE ERROR

• Improper administration of the research task

• Blunders

• Confusion
• Neglect
• Omission
ADMINISTRATIVE ERROR

• Interviewer cheating - filling in fake answers or falsifying interviewers

• Data processing error - incorrect data entry, computer programming, or
other procedural errors during the analysis stage.
• Sample selection error -improper sample design or sampling procedure
execution.
• Interviewer error - field mistakes
 CLASSIFYING
SURVEY
RESEARCH
METHODS

METHOD STRUCTURED TEMPORAL

OF AND DISQUISED CLASSIFICATIONS
COMMUNICATION QUESTIONS
TIME PERIOD FOR SURVEYS

• Cross-sectional
• Longitudinal
CROSS-SECTIONAL STUDY

• A study in which various segments of a population are sampled

• Data are collected at a single moment in time.
LONGITUDINAL STUDY

• A survey of respondents at different times, thus allowing

analysis of changes over time.
• Tracking study - compare trends and identify changes
• consumer satisfaction
CONSUMER PANEL

• A longitudinal survey of the same sample of individuals or

households to record (in a diary) their attitudes, behavior, or
purchasing habits over time.
CONDUCTING SURVEY

• Door to door interviews

• Mall intercept
• Telephone interviews
• Computer assisted telephone interview
• Self administered questionnaires (Mail Survey, Email survey, Internet
Survey, )
 QUESTION TYPES - DICHOTOMOUS
4-
31
In arranging this trip, did you contact American
Airlines?
 Yes  No
4- QUESTION TYPES – MULTIPLE CHOICE
32
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
 QUESTION TYPES – LIKERT SCALE
4-
33 Indicate your level of agreement with the following statement:
Small airlines generally give better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
Coded on scale of 1 to 5 or 1 to 7 or 1 to 9
 QUESTION TYPES – SEMANTIC
4-
DIFFERENTIAL
34
American Airlines
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned

Coded from 1 to 7 or -3 to 3 with higher numbers

reflecting more positive evaluations
 QUESTION TYPES – IMPORTANCE
4-
SCALE
35
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
 QUESTION TYPES – RATING SCALE
4-
36
American Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor
 QUESTION TYPES –
4-
INTENTION TO BUY SCALE
37
How likely are you to purchase tickets on American
Airlines if in-flight Internet access were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
CONSTANT SUM SCALING
CONSTANT SUM SCALING
4- QUESTION TYPES –
40 COMPLETELY UNSTRUCTURED
What is your opinion of American Airlines?
 QUESTION TYPES – WORD
4- ASSOCIATION
41
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
4-
QUESTION TYPES – SENTENCE
42 COMPLETION
When I choose an airline, the most important
consideration in my decision is:
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________.
4-
QUESTION TYPES – STORY
43 COMPLETION
“I flew American a few days ago. I noticed that the
exterior and interior of the plane had very bright
colors. This aroused in me the following thoughts
and feelings.” Now complete the story.
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
4- QUESTION TYPES –
44 PICTURE (EMPTY BALLOONS)
 QUESTIONNAIRE DO’S AND DON’TS
4-
45
• Ensure questions are free of bias • Avoid negatives
• Make questions simple • Avoid hypotheticals
• Make questions specific • Use mutually exclusive
• Avoid jargon categories

• Avoid ambiguous words • Allow for “other” in fixed

response questions
• Avoid double barreled questions
SURVEY CREATION TOOLS

• Qualtrics :
https://www.qualtrics.com/au/free-
account/
• SurveyMonkey
https://www.surveymonkey.com