Discussion

What is development?

Why are some people poor?

How to develop?
2
Debate

Human rights or sovereignty?
• One chair
• Two teams with four main debaters per
team
• Participation of the audience is
encouraged
3
Questionnaire Design
Learning Objectives

Concept of questionnaire
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Purpose of questionnaire

Process of designing questionnaire
5
Concept of Questionnaire


Formalized set of questions
Obtain information from respondents
• Schedule
• Interview form
• Measuring instrument
6
Purpose of Questionnaire

Translate information needed into
questions

Motivate respondent to cooperate

Minimize response error
7
Questionnaire Design Process
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Specify information needed
Specify type of interviewing method
Determine content of individual
questions
Design question to overcome inability
and unwillingness to answer
Decide on question structure
8
Questionnaire Design Process


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Determine question wording
Arrange questions in proper order
Identify form and layout
Reproduce questionnaire
Eliminate bugs by pretesting
9
Type of Interviewing Method

Personal interview

Telephone interview

Mail interview
10
Individual Question Content


Is the question necessary?
Are several questions needed instead
of one?
• Double-barrelled question

Do you think Coca-Cola is a tasty and refreshing soft
drink?

Do you think Coca-Cola is a tasty soft drink?
Do you think Coca-Cola is a refreshing soft drink?

11
Overcoming Inability to
Answer

Is the respondent informed?
• Filter questions

Can the respondent remember?

Can the respondent articulate?
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Errors Resulted from Inability
to Remember

Omission

Telescoping

Creation
13
Overcoming Unwillingness to
Answer

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

Effort required of respondents
Context
Legitimate purpose
Sensitive information
14
Legitimate Purpose


Why should a firm marketing cereals
want to know their age, income, and
occupation?
Explain why the data are needed
• To determine how the consumption of cereal and
preferences for cereal brands vary among people
of different ages, incomes and occupations, we
need information on …
15
Increasing Willingness of
Respondents

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Place sensitive topics at the end
Preface question with statement that
the behaviour of interest is common
Ask question using third-person
technique
Hide question in other questions
Provide response categories
Use randomized techniques
16
Use Randomized Techniques



Present respondents two questions
Ask them to select one question
randomly
Respondents answer the selected
question yes or no
17
Choosing Question Structure

Unstructured questions
• What is your occupation?

Structured questions
• Multiple-choice questions
• Dichotomous questions
• Scales
18
Unstructured Questions

Advantages
• Enable respondents to express general
attitudes and opinions
• Have less biasing influence
• Provide researcher with rich insights

Disadvantages
• Potential for interviewer bias is high
• Coding of response is costly and timeconsuming
19
Multiple-choice Questions


Alternatives should include the set of
all possible choices
Avoid order or position bias
20
Choosing Question Wording

Do
• Define issue
• Use ordinary words
• Use unambiguous
words
• Use positive and
negative
statements

Avoid
• Leading or biasing
questions
• Implicit alternatives
• Implicit
assumptions
• Generalization and
estimates
21
Avoid Leading or Biasing
Questions

Leading question clues respondent to
what the answer should be
• Do you think that patriotic Americans should buy
imported automobiles when that would put
American labour out of work?
Yes
 No
 Don’t know

22
Avoid Implicit Alternatives

Instead of this
• Do you like to fly when travelling short distances?

Use this
• Do you like to fly when travelling short distances,
or would you rather drive?
23
Avoid Implicit Assumptions

Instead of this
• Are you in favour of a balanced budget?

Use this
• Are you in favour of a balanced budget if it would
result in an increase in the personal income tax?
24
Avoid Generalization and
Estimates

Instead of this
• What is the annual per capita expenditure on
groceries in your household?

Use these
• What is the monthly expenditure on groceries in
your household?
• How many members are there in your household?
25
Determining Order of
Questions
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Opening questions
Type of information
Difficult questions
Effect on subsequent questions
Logical order
26
Opening Questions
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To begin with, I’d like to know, how much do
you like living in this (town/city)? Would you
say you like it a lot, a little, or not too much?
•
•
•
•
A lot
____
A little
____
Not too much ____
Don’t know ____
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Type of Information

Basic information

Classification information

Identification information
28
Effect on Subsequent
Questions

Funnel approach
• What consideration are important to you in
selecting a department store?
• In selecting a department store, how important is
convenience of location?
29
Q&A