Questionnaire Design Research Methods. Questionnaire Design 1 1
Objectives To understand: • Objectives of questionnaires • Advantages and disadvantages • Design of questionnaires • Type of questions used • Common problems and pitfalls Research Methods. Questionnaire Design 2
Sources of information • physical signals • temperature • atmospheric pressure • medical records, demography, census bureau • individual experience QUESTIONNAIRES Research Methods. Questionnaire Design 3
What is a questionnaire? • An instrument (form) to – collect answers to questions – collect factual data • gathers information or measures • A series of written questions/items in a fixed, rational order Research Methods. Questionnaire Design 4
Why using a questionnaire? A well designed questionnaire: • Gives accurate and relevant information to your research question • Minimizes potential sources of bias • Will more likely be completed ⇒ As simple and focused as possible Research Methods. Questionnaire Design 5
Advantages of questionnaires • Can reach a large number of people relatively easily and economically • Provide quantifiable answers • Relatively easy to analyse Research Methods. Questionnaire Design 6
Disadvantages of questionnaires • Provides only limited insight into problem – Limited response allowed by questions – Maybe not the right questions are asked • Varying response – Misunderstanding/misinterpretation • Need to get it right first time – Hard to chase after missing data Research Methods. Questionnaire Design 7
Types of Questionnaire • Face to face • Telephone Interviewer -administrated • By post • E-mail/Internet Self-administrated Research Methods. Questionnaire Design 8
Self-administered questionnaire • Advantages: – Cheap and easy to administer – Preserves confidentiality – Completed at respondent's convenience – No influence by interviewer Research Methods. Questionnaire Design 9
Self-administered questionnaire • Disadvantages: – Low response rate – Questions can be misunderstood – No control by interviewer – Time and resouces loss Research Methods. Questionnaire Design 10
Interview-administered questionnaire • Advantages: – Participation by illiterate people – Clarification of ambiguity – Quick answers Research Methods. Questionnaire Design 11
Interview-administered questionnaire • Disadvantages: – Interviewer bias – Needs more resources – Only short questionnaires possible • Especially on telephone – Difficult for sensitive issues Research Methods. Questionnaire Design 12
Before starting to design a questionnaire Write a research plan Research Methods. Questionnaire Design 13
Stages in designing a questionnaire (2) Determine study population: • Know the respondents – Occupation – Special sensitivities – Education – Ethnic – Language ⇒ Questionnaire needs to be adapted to your population, not the opposite! Research Methods. Questionnaire Design 14
Stages in designing a questionnaire (3) Design questions: – Content of the questions – Format of the questions – Presentation and layout – Coding schedule (if appropriate) • Pilot and refine questionnaire Research Methods. Questionnaire Design 15
What makes a well designed questionnaire? • Good appearance easy on the eye • Short and simple • Relevant and logical ⇒ High response rate ⇒ Easy data summarisation and analysis Research Methods. Questionnaire Design 16
Basic Rules • On first page – Return address – Study title in bold • On all pages – Identifying mark/ unique identifier – Numbered items – Page numbers • Directions in bold • Self-addressed envelope! Research Methods. Questionnaire Design 17
A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS Research Methods. Questionnaire Design 18
A Good Questionnaire Appears • As easy to compose as a good poem • But, it is usually the result of long, painstaking work Research Methods. Questionnaire Design 19
The Major Decisions in Questionnaire Design 1. What should be asked? 2. How should each question be phrased? 3. In what sequence should the questions be arranged? 4. What questionnaire layout will best serve the research objectives? 5. How should the questionnaire be pre- tested? Does the questionnaire need to be revised? Research Methods. Questionnaire Design 20
What Should Be Asked? • Questionnaire relevance • Questionnaire accuracy Research Methods. Questionnaire Design 21
Phrasing Questions • Open-ended questions • Fixed-alternative questions Research Methods. Questionnaire Design 22
Question order • Decide on order of items/questions difficult – Easy particular – General abstract – Factual • Where to place sensitive questions ? Be aware of ordering effects! Research Methods. Questionnaire Design 23
Question order (2) • Group questions by topic/ response options • Starting questions – Simple – With closed format – Relevant to main subject – Non-offending – Neither demographic nor personal questions • Don’t put most important item last Research Methods. Questionnaire Design 24
Questionnaire introduction • Covering letter/ interview introduction – Who you are/ you work for – Why you are investigating – Where you obtained the respondent’s name – How and where you can be contacted – Guarantee of confidentiality – Length of interview (be honest) ⇒ Usefulness of study should be clear to all respondents Research Methods. Questionnaire Design 25
Content of Questions • Clear focus on research question – Avoid sidetracking – Avoid unnecessary information • Demographic information • Contact information (if not anonymous) Research Methods. Questionnaire Design 26
Developing a Questionnaire • No hard and fast rules • Only guidelines Research Methods. Questionnaire Design 27
• Avoid Complexity: use simple, conversational language • Avoid leading and loaded questions • Avoid ambiguity: be as specific as possible • Avoid double-barreled items • Avoid making assumptions • Avoid burdensome questions Research Methods. Questionnaire Design 28
1. Do you believe that private citizens have the right to own firearms to defend themselves, their families, and property from violent criminal attack? Yes No Undecided Research Methods. Questionnaire Design 29
2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? Yes No Undecided Research Methods. Questionnaire Design 30
Dear Passenger: Kenyan Airlines is pleased to have you on board today. To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 18 years old, we would appreciate if you would complete this questionnaire. Your flight attendant will pick up your completed questionnaire shortly. Thank you. Research Methods. Questionnaire Design 31
1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from Kenya. . . . 1 Yes, from Other Airline . . 2 No . . . . . . . . . . . . . . . . . . 3 b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop? Boarded here . . . . . . . . . . 1 Through passenger. . . . . . 2 3. How would you rate the overall service from Kenya Airways for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good Fair Poor Overall Service . . . . . . . . . . 1 2 3 4 Research Methods. Questionnaire Design 32
4. Please rate each of the following with regard to this flight, if applicable. Excellent Good Fair Poor 1 2 3 4 Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . . Your Meal or Snack. . . . . . . . . . . . . Beverage Service . . . . . . . . . . . . . . Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . . Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . . On-Time Departure . . . . . . . . . . . . Research Methods. Questionnaire Design 33
Questionnaire Design • Question sequence – Order bias – Funnel technique – Filter bias • Question layout Research Methods. Questionnaire Design 34
Attitude Measurement Attitude: an enduring disposition to consistently respond in a given matter Research Methods. Questionnaire Design 35 35
Attitudes as Hypothetical Constructs • The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables. Research Methods. Questionnaire Design 36
Three Components of an Attitude • Affective • Cognitive • Behavioral Research Methods. Questionnaire Design 37
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