Data Collection in Survey Research:

Questionnaire Design

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Shameek Sinha
Questionnaire Design Checklist
Specify what information will be sought
Determine type of questionnaire and method of administration
Determine content of individual questions
Determine form of response to each question
Determine wording of each question
Determine question sequence
Determine physical characteristics of questionnaire
Pretest questionnaire and revise if necessary (crucial!)
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 Questionnaire Design Checklist
e.g., Measuring Purchase Intention: Do you intend to purchase an iPad this year?
Open Ended [………………………………………………………………
……………]
Multichotomous [ ] almost sure [ ] probably [ ] probably not [ ] definitely not
[ ] 0-25% [ ] 25-50% [ ] 50-75% [ ] 75%-100%
Dichotomous [ ] yes [ ] no

e.g., Measuring choice: Pick one out of N

Choice designs in conjoint analysis

e.g., Measuring Means-End Chains: Pick any out of N

Association Pattern technique (APT)
Determine form of response to each question
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Shameek Sinha 3
Associated Pattern Technique: Attribute-Benefit Matrix

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Shameek Sinha
Associated Pattern Technique: Benefit-Value Matrix

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Shameek Sinha
Wording of Questions
Determine wording of each question
Most Common Mistakes

Use simple words and questions

Avoid ambiguous words and questions
Avoid leading questions
Avoid double-barreled questions
Develop clear instructions

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha
Sequence of Questions
Determine question sequence

Use simple, interesting opening questions

Use a funnel approach, asking broad questions first, then
narrowing down to more specific questions
Carefully design branching questions
Place difficult or sensitive questions near the end or hide in a
couple of questions

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha