Creating a Questionnaire
Questionnaire Development
Questionnaire Development
Questionnaires are created in a
nine step process…..
Each step is important…
and cannot be skipped.
Questionnaire Development
1. What information is needed?
a. Review purpose of study
Questionnaire Development
1. What information is needed?
a. Review purpose of study
b. Create a dummy table.
Questionnaire Development
1. What information is needed?
2. How will the questionnaire be used?
3. Content of questions
Write down every question you can think of.
Create a list. Then…..
a. Is this question necessary?
b. Will respondents answer this question?
c. Can respondents answer this question?
Questionnaire Development
1. What information is needed?
2. How will the questionnaire be used?
3. Content of questions
Remember: All questions are
intrusions on an individual’s time
and goodwill!
Always respect your respondents….
Questionnaire Development
1.
2.
3.
4.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
Questionnaire Development
4. How will people respond to questions?
Think of the exams you have taken. Surveys
are a type of exam…..
What did you like and what did you dislike?
Questionnaire Development
4. How will people respond to questions?
Think of the exams you have taken. Surveys
are a type of exam…..
Multiple-choice questions:
2. Which decision rule is a "bottom-up" approach?
a) rational appeals b) lexicographic c) conjunctive d) compensatory rules
Questionnaire Development
4. How will people respond to questions?
Think of the exams you have taken. Surveys
are a type of exam…..
Opened-ended questions:
2. The ________________ decision rule is a "bottom-up" approach to
decision making.
Questionnaire Development
4. How will people respond to questions?
Think of the exams you have taken. Surveys
are a type of exam…..
Essay questions:
2. What is the difference between a lexicographic rule and a
conjunctive rule in customer decision making?
Questionnaire Development
4. How will people respond to questions?
Closed-ended questions:
(Aided-recall)
Respondent selects an answer already given….
Questionnaire Development
4. How will people respond to questions?
Closed-ended questions:
ADVANATAGES:
• High structure
• Less field (less variance)
• Recall memory
Questionnaire Development
4. How will people respond to questions?
Closed-ended questions:
DISADVANATAGES:
• Selection bias (Why would your answers be the best?)
• Ballot bias
Questionnaire Development
4. How will people respond to questions?
Closed-ended questions:
DISADVANATAGES:
• Selection bias (Why would your answers be the best?)
• Ballot bias
• Position bias
Questionnaire Development
4. How will people respond to questions?
Closed-ended questions:
Creation:
• Mutually exclusive
(More than one answer can’t be correct.)
2. Collectively exhaustive
(All possible answers must be given…
if there is a selection of possible options.)
Questionnaire Development
4. How will people respond to questions?
Open-ended questions:
(Unaided-recall)
The respondent has to create the answer.
Questionnaire Development
4. How will people respond to questions?
Open-ended questions:
(Unaided-recall)
ADVANATAGES:
• Good for insightful data
• Good for probes
• Create less response bias
Questionnaire Development
4. How will people respond to questions?
Open-ended questions:
(Unaided-recall)
DISADVANATAGES:
• Verbosity bias
• Space/Time bias
• Low structure
Structure: Study on Personal Space
Questionnaire Development
1.
2.
3.
4.
5.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
a. Can respondents understand the question?
Use simple words (at the 5th to 6th grade
level)
Questionnaire Development
1.
2.
3.
4.
5.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
a. Can respondents understand the question?
Avoid words that are:
ambiguous
full of jargon
Questionnaire Development
1.
2.
3.
4.
5.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
a. Can respondents understand the question?
b. Questions should be:
Brief (Brevity)
Objective (to the point)
Questionnaire Development
1.
2.
3.
4.
5.
6.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
Where will questions be positioned?
Questionnaire Development
6. Where will questions be positioned?
a. Format:
Introduction
Substantive
Classification
Questionnaire Development
6. Where will questions be positioned?
a. Format
b. Simplicity and straightforward presentation
c. Facilitate analysis and interpretation
Questionnaire Development
6. Where will questions be positioned?
a. Format
b. Simplicity and straightforward presentation
c. Facilitate analysis and interpretation
d. Avoid sequence bias
e. Use easy questions before hard ones
Questionnaire Development
6. Where will questions be positioned?
a. Format
b. Simplicity and straightforward presentation
c. Facilitate analysis and interpretation
d. Avoid sequence bias
e. Use easy questions before hard ones
f. Be careful with funnel and branching
questions
Questionnaire Development
1.
2.
3.
4.
5.
6.
7.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
Where will questions be positioned?
Format of questionnaire
Good questionnaires look:
a. good
b. easy to work with
Questionnaire Development
1.
2.
3.
4.
5.
6.
7.
8.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
Where will questions be positioned?
Format of questionnaire
Review
www.journal.au.edu/.../article_shaukat.html
Questionnaire Development
1.
2.
3.
4.
5.
6.
7.
8.
9.
What information is needed?
How will the questionnaire be used?
Content of questions
How will people respond to questions?
How will each question be worded?
Where will questions be positioned?
Format of questionnaire
Review
Pre-test
Always!!!