BA0347 MIR L9 - Questionnaire Design

Questionnaire Design
BA0347 Marketing Intelligence & Research

Lecture 9
1
© Leung Sau Yee 2018
Learning Objectives
At the end of this lesson, students will be able to:
• Identify the elements of a questionnaire
• Describe the process of designing a questionnaire
• Discuss the practical considerations in designing questionnaire
• Utilise electronic survey platforms to conduct survey
2
1. Questionnaire
Design Process
3
Recall from lecture on Introduction to
Questionnaire Tool
Questionnaire is a formalized set of questions for
obtaining information from respondents.
It must:
1. Translate the research objectives into a set of
specific questions that the respondents can and
will answer
2. Standardize those questions and responses so
that every participant responds to identical stimuli
3. Encourage respondents to be involved and avoid
respondents fatigue, incompleteness or
nonresponse
4. Minimize response error
4
Questionnaire Tool
• 4 types of measurements
Nominal Ordinal Interval Scale Ratio scale
Measurements Measurements Measurements Numeric

that use only that requires in which the measurements in
labels respondents to distance which a true
e.g. yes/ no, rank their between each zero origin exists
multiple choice, responses level is known e.g. Age (in
Age bracket, e.g. 1st choice, 2nd e.g. rating 1 to 5, absolute
income bracket choice, 3rd choice where 5 is number), income
• Categorical • Numeric data excellent and 1 is in absolute $),
data – Discrete poor number of
• Numeric data children
– Continuous • Numeric data
– Discrete/
5
© Leung Sau Yee 2018 Continuous
Questionnaire Tool
• Research/ fieldwork materials consist of:
Screener Main Questionnaire

• A short • Contains the main
questionnaire (up to questions to achieve
7-8 questions) the research
which outlines objectives
target respondents’
profile
In today’s lesson, we focus on how to

develop good screener/ questionnaire!
6
Elements of a Questionnaire Instant noodles
questionnaire
(1) Respondent ID (RID) – a unique serial

number for each respondent
(2) Introduction – Script for interviewers

to share with potential respondents
(i) Purpose of the interview
(ii) Length of interview
(iii) Reassurance on market research
ethics (e.g. confidentiality)
(iv) Any incentive for participation
(3) Sample Quota (if any) – To remind

interviewers the quota when as they
screen potential respondents
(4) Screener & Main Questionnaire

7
Questionnaire Design Process
Finalize and
launch
3. Organize the
questionnaire
2. Decide on
wording
1. Determine
what and how
to measure
8
1. Determine What & How to Measure
Smaller
Research research Select type of
objectives questions/ measurement
properties
Illustration #1
Research objective: Properties: Measurement

To assess consumers’ 1. Attribute 1. Attribute
attitude towards importance importance –
Nongshim vs. key 2. Brand performance Interval scale
competitors 2. Brand performance
– Interval scale
9
1. Determine What & How to Measure
Smaller
Research research Select type of
objectives questions/ measurement
properties
Illustration #2
Research objective: Properties: Measurement

To profile 1. Common time of 1. Common time –
consumers’ instant consumption Nominal
noodles 2. Type preference – 2. Type preference –
consumption pattern soup/ dry Nominal
and behaviour 3. Noodles preference – 3. Noodles preference –
Beehoon/ ramen/ etc Nominal
4. Flavour preference – 4. Flavour preference -
Chicken/ curry/ etc Ordinal
10
2. Decide on Wording
Basic principles in questionnaire wordings:
Clarity No Bias
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Do’s & Do Not’s of question wordings
Do’s Do Not’s
• Question should be focused on • Do not use “leading questions”
a single topic that lead respondents to a
• Question should be brief & particular answer
concise • Do not use “loaded” wordings
• Question should be • Do not use “Double-barreled”
grammatically simple, to be questions
read out verbally • Do not use “overstated
• Question should be crystal questions” that place undue
clear that will not result in emphasis on some aspect of
multiple interpretations the topic
12
Do Not’s of Wording - Examples
• Don’t you worry about weight gain from eating too much
instant noodles? □ Yes □ No
Leading Questions • Have you heard about the new instant Mala hotpot that
everyone is talking about? □ Yes □ No
• Should MSG be banned in instant noodles products in order

Loaded Questions to protect consumers’ health? □ Yes □ No
• How well do you think Nong Shim is performing in terms of

Double-Barreled flavour and noodles texture? Please rate on a scale of 5
Questions where 5 is excellent and 1 is poor.
• How much would you pay for a new brand of instant

noodles that does not contain MSG, which is harmful to
Overstated Questions health and can lead to diabetes, high blood pressure,
stroke and other health problems? $__________
13
Researchers will also have to include the following to questions
1. Interviewers’ instructions (e.g. S/C or M/C, read out or
spontaneous response only)
2. Skipping/ routing instructions
Interviewers’
instructions
Interviewers’
instructions
Skipping/
Routing
instructions
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2. Decide on Wording – Other Best Practices
1. Questions should be as clear, simple, specific and relevant for the study’s
research aims as possible
2. Questions should focus on current attitudes and recent behaviour
3. Vague words should be avoided
4. Include a “Don’t know” or “N/A” option if it is a valid answer for the question
5. Similarly, if the list of options is not exhaustive, include a “Others (please

specify)” option
6. Where relevant, include a timeframe for usage measurement (e.g. Did you
use Brand X in the past 3 months?)
15
3. Organize the Questionnaire
Inverted Funnel Approach (Broad  Specific): Reduce bias
Introduction
General/ broad
questions • E.g. Product • E.g. Behaviour
D category questions questions
e
Specific
m
questions
o- • E.g. Brand specific • E.g. Attitude
gr questions questions
ap
hi
cs
qu
es 16
3. Organize the Questionnaire
Illustration: Instant Noodles Questionnaire
Introduction
Section A: Instant Noodles Consumption

General/ broad Behaviour & Preference
questions
D
e Section B: Awareness & Usage
Specific
m Section C: Brand Preference & Key Drivers to
questions
o- Purchase
gr
ap Section D: Shopping & Social Media Habits
hi Section E: Demographics
cs
qu
es 17
4. Finalise & Launch
Things to do to finalise questionnaire:
1. Code the questionnaire

• Every closed-ended question should have a code number associated
with every response
• These codes should be recorded in a code book for reference
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4. Finalise & Launch
2. Pre-test the questionnaire
• Conduct a “dry run” of the interview to check for any error and if
respondents find any question hard to understand/ answer, so that
questions can be revised
3. Obtain client’s approval
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2. Online/ Mobile
Survey Platforms
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Online/ Mobile Survey Platforms to Launch
Survey
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About Qualtrics:
https://youtu.be/OQUORfP4wjg
22
Qualtrics – Set Up
• Set up a free account at https://www.qualtrics.com/free-account/
23
Qualtrics – Log In
• Log in with your username/ password at
https://www.qualtrics.com/login/
24
1. Create Project
1. At the welcome
screen, you can click on
create project to start
setting up your first
survey
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1. Create Project
2. Input “Project Name”
3. Click “Create Project”
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2. Set Up Questions 1. Select the question
type by clicking on
“Change Question Type”
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2. For Qualitrics free account,
you can choose the following
question types:
2. Set Up Questions • Multiple choices
• Matrix table
• Text entry
• Rank order, etc
3. When you mouse over the

question type, Qualtrics will
show you a sample
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2. Set Up Questions
Let’s try to set up this screener question in the Instant Noodles Survey
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4. Choose “Multiple Choice”.
• Select number of choices
• Select single/ multiple
2. Set Up Questions answers allowed

• Select “Validation Options”
as “Forced Response”
5. Key in Section Title (if desired)
6. Key in question and choices
How do we “screen out” the respondent who

answer “Less often”?
30
2. Set Up Questions
7. Under “Actions”,
select “Add Skip
Logic”
9. Click on “Done”
8. Set the conditions
“Less often” “is Selected”
Skip to “End of survey”
Skip Logic – Skip to a selected question/ end of survey

when given condition is met
Display Logic – Question is only shown when given
condition is met 31
2. Set Up Questions
11. Double click on question
number to change/ update number
12. Rearrange question

order using arrows
13. Add a question by clicking

10. Skip logic will be
“Create a new question” or
displayed at the end of
the Green “+” sign
the question
14. Add a new section by

clicking “Add Block” 32
2. Set Up Questions
15. Add Introduction by
selecting “Descriptive
Text”
33
3. Preview Survey
1. Click on
“Preview Survey”
34
3. Preview Survey
2. Test the survey 3. Alternatively, test the

using web view survey using mobile
view 35
4. Distribute Survey
1. Click on “Distribute”
in the navigation bar
36
4. Distribute Survey
2. Select way to distribute survey:
i. Email
• Send with Qualtrics by uploading
contact list
• Send using own email system (single
reusable link or trackable link)
ii. Web
• Embed survey link in website
• Create a site intercept to target
specific customers on your website
iii. Social
• Embed into Twitter, Facebook,
Reddit, LinkedIn, Google+ or
Pinterest
iv. Mobile
• QR code
• Send survey via SMS/ Use offline app
(not supported for free account)
37
Concept Checklist
 Elements of a questionnaire
 Questionnaire design process
 Practical considerations in questionnaire design
 Use of electronic survey platforms to conduct survey
Reading:
Burns & Bush Chapter 8-5 to 8-9
38

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Questionnaire Design

BA0347 Marketing Intelligence & Research

Measurements Measurements Measurements Numeric

Screener Main Questionnaire

In today’s lesson, we focus on how to

(1) Respondent ID (RID) – a unique serial

(2) Introduction – Script for interviewers

(3) Sample Quota (if any) – To remind

(4) Screener & Main Questionnaire

Research objective: Properties: Measurement

Research objective: Properties: Measurement

• Should MSG be banned in instant noodles products in order

• How well do you think Nong Shim is performing in terms of

• How much would you pay for a new brand of instant

2. Questions should focus on current attitudes and recent behaviour

3. Vague words should be avoided

5. Similarly, if the list of options is not exhaustive, include a “Others (please

Section A: Instant Noodles Consumption

1. Code the questionnaire

3. Obtain client’s approval

2. Input “Project Name”

3. Click “Create Project”

3. When you mouse over the

2. Set Up Questions answers allowed

6. Key in question and choices

How do we “screen out” the respondent who

Skip Logic – Skip to a selected question/ end of survey

12. Rearrange question

13. Add a question by clicking

14. Add a new section by

2. Test the survey 3. Alternatively, test the

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