Questionnaire Design

Session 8: Agenda
1) Meaning of Questionnaire

2) Steps in Designing Questionnaire

3) Commonly used Attitude Scales

 1) Meaning of Questionnaire
Research Process
• Define Research Problem
1
Questionnaire
• Research Design
2 Design

• Data Collection
3
• Data Analysis and Interpretation
4
• Research Findings and Conclusions
5
• Research Report
6
 1) Meaning of Questionnaire
• Questionnaire consists of set of questions related to
the
topic of research.
• Used as Data Collection Instrument in Surveys.
• Popular Data Collection Instrument in Descriptive Type
of Research.
• Quality of Questionnaire affects Quality of Research
• Questionnaire should be scientifically designed.
2) Process of Designing Questionnaire
1 • Understand Research Problem and Objectives

2 • List the Required Data

3 • Frame Questions

4 • Improve Wording of Questions

5 • Sequencing of Questions

6 • Physical Appearance and Layout

7 • Preliminary Questionnaire

8 • Pilot Testing

9 • Rectify Preliminary Questionnaire

10 • Final Questionnaire
2) Process of Designing Questionnaire
1) Understand Research Problem and Objectives:

• Link between Research Problem & Objectives and

Questionnaire

• Questionnaire should collect data to Answer

Research Problem and Fulfill Research Objectives

• Questionnaire should collect relevant data

• Questionnaire should collect complete data

 2) Process of Designing Questionnaire
2) List the Required Data:
• List of Data which is required to fulfill objectives and problem.
• Relevant
• Complete
• Example: To study satisfaction of students about an
Educational Institute.
• List of Required Data:
a) Satisfaction about Admission Process
b) Satisfaction about Teaching-Learning Process
c) Satisfaction about Examination Process
d) Satisfaction about Co-curricular Activities
e) Satisfaction about Extra-curricular Activities
f) Satisfaction about Extension Activities
g) Satisfaction about Physical Infrastructure
h) Satisfaction about Library Services
i) Satisfaction about Laboratory
j) Satisfaction about Administration Services
k) Satisfaction about Placement Services etc.
 2) Process of Designing Questionnaire
3) Frame Questions:
• Draft Question to get data about each item in the list of
data required.
• While framing questions choose which Type of Question is
most
suitable.
• Types of Questions:
a) Closed End Questions: Objective Type/MCQs
Q) Are you satisfied with the teaching-learning process of
the Institute?
1) Very Satisfied
2) Satisfied
3) Neither Satisfied nor Dissatisfied
4) Dissatisfied
5) Very Dissatisfied

b) Open End Questions: Subjective Type/Without Options

Q) What is your opinion about teaching-learning process of
the Institute?
2) Process of Designing Questionnaire
4) Improve Wording of Questions:
• Use Simple, Familiar Words
• Avoid Technical Words
(E.g. Are you suffering from bronchitis?)
• Avoid Ambiguous/ Vague words
(E.g. Do you run fast?)
• Avoid Leading/Loaded
Questions
(Don’t you think that Govt. has given very good package for
restoring economy?)
• Avoid implicit assumption
(E.g. Which beverage you prefer – tea or coffee?
• Avoid Double Barreled Questions
(E.g. Are you satisfied with quality and price of product?
• Avoid generalization or estimates
(E.g. How many units of electricity you consume in a
year?
• Provide appropriate Instructions
2) Process of Designing Questionnaire
5) Sequencing of Questionnaire:
• Logical Flow
• Beginning: Easy Questions, End: Difficult Questions
• Beginning: General Questions, End: Specific Questions
• Skip Formats
• Personal Questions about demographic profile in the
End

6) Physical Appearance and Layout:

• Quality of Paper
• Formatting
• Quality of Printing

7) Preliminary Questionnaire:
• First Draft may contain errors
• Not to be Administered on mass scale
2) Process of Designing Questionnaire
8) Pilot Testing:
• Testing of Questionnaire to ensure accuracy
• Administer Questionnaire to 10-20 Respondents

9) Rectify Preliminary Questionnaire:

• Identify Errors
• Check Reliability
• Remove Errors

10) Final Questionnaire:

• Administer Final Questionnaire on mass scale
2) Process of Designing Questionnaire
1 • Understand Research Problem and Objectives

2 • List the Required Data

3 • Frame Questions

4 • Improve Wording of Questions

5 • Sequencing of Questions

6 • Physical Appearance and Layout

7 • Preliminary Questionnaire

8 • Pilot Testing

9 • Rectify Preliminary Questionnaire

10 • Final Questionnaire
 3) Attitude Scales
• Management/Business Research is a social research.
• Data is collected from people about their behaviour.
• Behaviour is influenced by attitude.
• Hence, Attitude is measured.
• Commonly used Attitude Scales:
a) Ranking Scales: Comparative Scales
b) Rating Scales: Non-Comparative Scales
 a) Ranking Scales
1) Rank Order Scale/ Forced Ranking Scale:
• Commonly used scale
• Example:
Q)Rank the following Brands in order of your
Preference
a) Airtel
b) BSNL
c) Idea
d) Jio
 a) Ranking Scales
2) Paired Comparison:
• Comparison between Many Objects but 2 at a time
• Example:
Q) Compare the following brands with each other and write
preferred brand in the respective cell.
(Enter 0, if you prefer row brand,
1, if you prefer column brand )
Brands Airtel BSNL Idea Jio

Airtel 0
BSNL 1
Idea

Jio
 b) Rating Scales
1) Simple Category Scale or Dichotomous Scale
2) Multiple Choice Single Response Scale
3) Multiple Choice Multiple Response Scale
4) Rating Scale to measure Performance or Quality
5) Rating Scale to measure Satisfaction
6) Rating Scale to measure Liking
7) Rating Scale to measure Frequency
8) Rating Scale to measure Purchase Intention
9) Rating Scale to measure Importance
10) Multiple Rating List Scale
11) Constant Sum Scale
12) Graphic Rating Scale
13) Likert Scale
14) Semantic Differential Scale (S.D.)
 b) Rating Scales
1) Simple Category Scale or Dichotomous Scale
• Two Response Options below Question
• Example:
Q) Do you plan to purchase laptop in the next 12 months?
a) Yes
b) No

2) Multiple Choice Single Response Scale:

• More than two response options and single response selection
• Example:
Q) In which Institute you are studying MBA in Pune city?
a) AISSMS IOM
b) Symbiosis
c) Indira
d) Sinhagad
 b) Rating Scales
3) Multiple Choice Multiple Response Scale:
• More than two response options and one or multiple response
option selection
• Example:
Q) From which source you got information about the mobile?
a) TV Advertisement
b) Radio Advertisement
c) Newspaper Advertisement
d) Magazine Advertisement
e) Outdoor Advertisement
f) Internet
 b) Rating Scales
4) Rating Scale to measure Performance or Quality:
• It is a Multiple Choice Single Response Scale used to
measure performance or quality or product or
service.
• Sample Question:
Q) Rate the quality of education provided by AISSMS
IOM?
a) Excellent
b) Good
c) Average
d) Below Average
e) Poor
 b) Rating Scales
5) Rating Scale to measure Satisfaction:
• It is a Multiple Choice Single Response Scale used
to measure satisfaction of respondent about object.
• Example:
Q) Indicate your satisfaction about educational services
provided by AISSMS IOM?
a) Very Satisfied
b) Satisfied
c) Neither Satisfied Nor Dissatisfied
d) Dissatisfied
e) Very Dissatisfied
 b) Rating Scales
6) Rating Scale to measure Liking:
• It is a Multiple Choice Single Response Scale used
to measure liking of respondent about object.
• Example:
Q) Do you like Aamir Khan?
a) Like Very Much
b) Like Somewhat
c) Neither Like Nor Dislike
d) Dislike Somewhat
e) Dislike Very Much
 b) Rating Scales
7) Rating Scale to measure Frequency:
• It is a Multiple Choice Single Response Scale used
to measure frequency of respondent in doing
something.
• Example:
Q) How frequently you go to library?
a) Very Often
b) Often
c) Sometimes
d) Rarely
e) Never
 b) Rating Scales
8) Rating Scale to measure Purchase Intention:
• It is a Multiple Choice Single Response Scale used
to measure purchase intension of the customer.
• Example:
Q) Do you have plan to purchase laptop in the next 12
months.
a) Definitely Buy
b) Probably Buy
c) Not Sure
d) Probably Not Buy
e) Definitely Not Buy
 b) Rating Scales
9) Rating Scale to measure Importance:
• It is a Multiple Choice Single Response Scale used to
measure importance given by respondent in deciding
certain thing.
• Example:
Q)How important is placement to you while deciding
the management institute?
a) Extremely Important
b) Very Important
c) Important
d) Less Important
e) Not at all Important
 b) Rating Scales
10) Multiple Rating List Scale:
• In this scale opinion about performance, satisfaction,
liking, quality, importance etc. related to multiple factors is
asked.
• Multiple factors are listed and respondent is asked to rate
the same.
• Example:
Q) Indicate importance of factors which influence your decision
while buyingExtremely
a two-wheeler?
Very Less Not at all
Factor Important
Important Important Important
Important
Brand Name

Mileage

Speed

Price
 b) Rating Scales
11) Constant Sum Scale:
• Allocate number of points to each variable out of a fixed
number of points to indicate their relative importance or
preference
• Example:
Q)Please divide 100 points amongst following characteristics
to reflect their relative importance while purchasing a
Two-Wheeler
a) Brand
b) Mileage
c) Pick-Up
d) Price
e) After Sales Service
100
f) Total
 b) Rating Scales
12) Graphic Rating Scale:
• It is also called as continuous rating scale.
• Respondents rate the objects by placing a mark at
an appropriate position on a line that runs from one
extreme of the criterion variable to the other. Scale
points may or may not be provided.
• Example:
Q) How would you rate Big Bazar?

00 10 20 30 40 50 60 70 80 90 100
 b) Rating Scales
13) Likert Scale:
• It is developed by Rensis Likert.
• It is the most frequently used scale.
• It is a type of itemized rating scale.
• It is a type of summated rating scale.
• Likert Scale has two parts:
o Item Part: Extreme favourable or unfavourable statement
o Evaluative Part: Degree of Agreement
• Example:
Q) AISSMS IOM is an excellent Management Institute.
a) Strongly Agree
b) Agree
c) Neither Agree nor Disagree
d) Disagree
e) Strongly Disagree
 b) Rating Scales
14) Semantic Differential (SD) Scale:
• Developed by Charles Osgood and his team
• Widely used scale
• Summated Scale
• Itemised Rating Scale
• Differential Scale
• Bipolar Scale
• Measures attitude of people about object using
bipolar adjectives.
• Scale with end points with bipolar labels (semantic
meaning)
• Example:
Q) Indicate
3 level
2 of success
1 of0 Nano -1
car. -2 -3
Extremely Extremely
Unsuccessful
 3) Issues in Designing Scale
• Type of Scale:
o Which type of scale to be used?
o Rating Scale or Ranking Scale to be used.
• Number of Categories/Options:
o How many number of categories to be given?
o Odd or Even number of categories can be given.
o Preferably odd number of categories are used.
o Generally 3, 5, 7 could be 9, 11 categories are used.
• Balance of Scale:
o Balanced or Unbalanced Scale can be used.
o Preferably Balance Scale is used.

• Choice:
o Forced or Non Forced Scales can be used.
o Preferably Non forced scale is used.
 Session 8: Summing up
1) Meaning of Questionnaire

2) Steps in Designing Questionnaire

3) Commonly used Attitude Scales

Summing up: Process of Designing Questionnaire
1 • Understand Research Problem and Objectives

2 • List the Required Data

3 • Frame Questions

4 • Improve Wording of Questions

5 • Sequencing of Questions

6 • Physical Appearance and Layout

7 • Preliminary Questionnaire

8 • Pilot Testing

9 • Rectify Preliminary Questionnaire

10 • Final Questionnaire
 Summing up: Attitude Scales
• Management/Business Research is a social research.
• Data is collected from people about their behaviour.
• Behaviour is influenced by attitude
• Attitude is measured.
• Commonly used Attitude Scales:
a) Ranking Scales: Comparative Scales
b) Rating Scales: Non-Comparative Scales
 Thank You

Session - 9:
Sampling Design I

22 May 2020: 11.00am

nd