Research Methodology

Oriental College Of Management Bhopal

Made By Ankit Palai Section A
Semester 2nd

1
Questionnaire design

Good questionnaires are difficult to construct;

bad questionnaires are difficult to analyse

The crucial part of good questionnaire design

is making sure that the questionnaire
addresses the objectives of the research

2
Questionnaire design
 Define a questionnaire
 Describe the steps in questionnaire design
 Discuss the questionnaire development

process
 Summarise the characteristics of good

questionnaires

3
What is a questionnaire?
 A tool for collecting information to describe,
compare, or explain an event or situation, as
well as, knowledge, attitudes, behaviours,
and/or socio-demographic characteristics on
a particular target group.

4
Introduction

 The two main methods of collecting primary

data are asking questions and observing.
 Survey research ( in its various forms) relies

on the use of a questionnaire.

 A questionnaire is a document consisting of

a set of questions and scales to gather

primary data.

5
Questionnaires

 The primary purpose of a questionnaire is

measurement.
 Questionnaires can be used to measure
customer’ s behaviour, attitudes, awareness
and characteristics.
 A questionnaire provides standardisation and
uniformity in the data gathering process.
 Standardisation of wording and sequencing of
the ?ns allows field workers to achieve speed
and accuracy in recording the data.

6
Objectives of a questionnaire

 It must translate the information needed into

questions that the respondent can and will
answer.
 It must motivate and encourage the respondent
to co-operate and complete the interview.
 It must minimise error.
 Questionnaire design is a major source of non-
sampling error.
 Respondent error:
◦ Non-response errors
◦ Response errors

7
Questionnaire development

1. Preliminary considerations
2. Question content
3. Response format
4. Question wording
5. Question sequence
6. Physical characteristics
7. Pre-test

8
Preliminary considerations

 The researcher must make decisions

regarding:
◦ What information is required?
◦ Who are the target respondents?
◦ What method of communication will be used to
reach these respondents?
◦ How will the resulting data be processed and
analysed?

9
What information is required?

 There is need for good problem definition

and clear objectives for the study to deal
with the problem at hand.
 Research objectives (listing of information

needs) should be spelt out as clearly and

precisely as possible.
 The questionnaire is the link between the

information needed and the data to be

collected.

10
Who are the target respondents?

 The characteristics of the respondent groups

have a great influence on questionnaire
design.
 Questions appropriate for specialists will not
be appropriate for a layman.
 A questionnaire must speak to the
respondents in an understandable language
and at the appropriate intellectual level.
 The more heterogeneous the groups, the more
difficult it is to construct a single questionnaire
that is appropriate to everyone.
11
What method of communication will be used?

 The method of administering a questionnaire will

have a bearing on the structure and content.
 In person administered surveys the respondents will
see the structure and interact with the interviewer.
 Therefore more complex and difficult ?ns can be
used.
 In telephone interviews the respondent does not
see the questionnaire.
 Shorter questionnaires are more ideal in such cases
 Postal questionnaires are self completing.

12
How will the data be processed and analysed?

 Decisions regarding editing, coding,

processing and statistical analysis of the
data need to be factored in to the design of
the questionnaire.
 E.g. where statistical analysis is to be

employed, highly structured questions are

needed.

13
Question content

 When evaluating possible questions for

inclusion in the data collection instrument the
following issues must be addressed;
◦ Is the question really necessary?
◦ Does the respondent have the information requested?
◦ The respondent may not know the answer
◦ Can the respondent remember/recall the information:
omission, telescoping, creation
◦ Willingness to respond accurately ( non-response
error)
◦ Response errors: faulty recall due to selective
perception, time compression, averaging

14
Response format

 Once the content of individual questions has

been determined, the researcher needs to
decide the type of question to use.
 Three basic types of questions may be used:

◦ Open ended
◦ Multi choice ( multichotomous)
◦ Dichotomous
◦ Each poses a degree of structure on the person’ s
responses and has its own particular uses, pros and
cons.

15
Open ended questions

 The respondent can reply in his or her own

words.
 The researcher does not limit the respondent’ s
choices,
 They are useful at the beginning of a
questionnaire or
 When there are many possible responses to be
listed or
 When the researcher is not sufficiently aware of
all possible responses.
 E.g. why do you shop here?
16
Multi choice questions

 Presents the respondent with a set of

mutually exclusive and collectively
exhaustive alternatives .
 Mutually exclusive (no overlap occurs, only

one alternative can be selected)

◦ Less than 15 ----
◦ 15 to 20 ----
◦ 20 to 25 ----
 Collectively exhaustive ( alternatives include
all possible responses)

17
Dichotomous questions

 An extreme form of the multi choice question.

 Allows for only two response categories
◦ e.g. yes and no,
◦ like and dislike,
◦ agree and disagree.
 However the two alternatives of interest are often
supplemented by a neutral alternative
◦ e.g. both,
◦ neither,
◦ don’t know
 NB: Most questionnaires mix open- ended,
multiple choice and dichotomous question formats.

18
Class activity
 Merits and demerits of multi choice questions
also apply to dichotomous questions.

 Highlight the merits and demerits of the

following types of questions:
◦ Open ended
◦ Multi choice
◦ Dichotomous

19
Wording the question

20
Question Wording

 It is critical that the researcher and

respondent assign the same meaning to the
questions asked, otherwise the results will
be seriously biased.
 Poor phrasing can cause respondents to

refuse to answer (item non-response) ,

 Or answer incorrectly either on purpose or

due to misunderstanding (measurement

error) .

21
Designing the wording of a question

1. The question should clearly define the issue

being addressed.
2. Use simple, clear, unambiguous words
3. Avoid leading questions ( suggest or imply
certain answers) e.g.
Do you think that the food in the hotel made you
sick?
Did the hotel staff seem unhygienic to you?
Do you agree that the hospital staff were close to
exhaustion
4.Avoid loaded questions ( suggest social
desirability)

22
Designing the wording of a question

5. Avoid double barrelled questions (wording

calls for two responses)e.g. do you like the
taste and aroma of the coffee?
6. Consider using both positive and negative
statements e.g. Do you think TV advertising
should be increased or decreased during
Christmas.
7. Avoid generalisations and estimates. E.g.
How many litres of milk do you purchase in a
year. Rather ask how many pints of milk did
you purchase this last week?
23
Question sequence (flow and layout)
guidelines
 Always start with a preamble
 The first few questions are normally

screening/filter questions.
 These are used to determine whether the

respondent fits the predetermined selection

criteria to participate in the survey.
 E.g. have you ever stayed at this hotel before?

24
Question sequence (flow and layout)
guidelines
 The next questions should be simple and
interesting.
 They are referred to as warm up questions,
 They are designed to put the respondent at

ease and to encourage co-operation.

 They may not be of primary concern to the

researcher

25
Question sequence (flow and layout)
guidelines
 Within the main body of the questionnaire,
the researcher should:
 Use transition statements to inform the

respondent of what is ahead (i.e. moving on

to a new section/topic)
 E.g. Next I will ask you questions regarding

your leisure activities.

 This helps respondents switch their train of
thought.

26
Question sequence (flow and layout)
guidelines
 Group related questions/topics together e.g.
section A, section B etc.
 Within a section, move from general to specific
 Ask questions about present behaviour before
examining past behaviour.
 If possible, try to place together questions that
are similar in format.
 Use skip questions (branching questions)
where appropriate e.g. If you answered NO in
Q5, please go to Q7

27
Question sequence (flow and layout)
guidelines
 Complicated and difficult to answer questions
are best placed deep in the questionnaire.
 Sensitive questions are best placed near the end
of the questionnaire.
 Place questions of a classificatory nature in the
final section at the end of the questionnaire e.g.
demographic information such as age, gender,
income, occupation, education level etc.
 Thank the respondent for their co-operation

28
 Physical appearance of the questionnaire

 “Looks are everything”

 The format, spacing and positioning of
questions can have a significant effect on
the results.
 Appearance and layout of the questionnaire

is a major determinant of the response rate,

especially in self administered
questionnaires.

29
 Questionnaire design
Masern-Ausbruch Nordfriesland Juni 2001 Vom Befrager einzutragen: Datum der Befragung: __.__._____ Initialen des Befragers: ____
Name des Arztes: _____________________
Dr. Gerard Krause Befragung vollständig, keine weiteren Anrufe oder Nachfragen notwendig!
Abt. Infektionsepidemiologie
Robert Koch-Institut Guten Tag, mein Name ist _______________: Ich bin Mitarbeiter im Kreisgesundheitsamt in Husum /
Seestrasse 10 Als Mitarbeiter des Robert Koch-Institutes unterstütze ich das Kreisgesundheitsamt Husum. Wir haben
13353 Berlin
derzeit im Landkreis Nordfriesland eine ungewöhnliche Häufung von Masernerkrankungen. Wir möchten
Vom Befrager einzutragen: uns zunächst herzlich dafür bedanken, dass Sie uns Ihren Patienten
- Datum der Befragung: ___.___._____ ____________________________(Name des Falles) geboren am ______ als Masernfall gemeldet haben.
- Initialen des Befragers (Vor-+ Nachname): ___ ___ Wir führen derzeit eine epidemiologische Untersuchung durch um diese Masernhäufung eindämmen zu
- Name des Arztes: ________________________________
können. Das Erfassen von Masernkomplikationen ist hier besonders wichtig. Vor kurzem müssten Sie
- Befragung vollständig? (1)  Ja (2)  Nein, Nachfrage notwendig.
von uns ein Fax mit weiteren Erläuterungen zu dieser Häufung erhalten haben, in dem wir auch auf diese
Nachrecherchen hingewiesen haben. Um den von Ihnen gemeldeten Fall korrekt einordnen zu können,
möchten wir noch kurz einzelne Informationen abklären.
Guten Tag, mein Name ist ___ (bitte Namen nennen)___.
Ich bin Mitarbeiter im oder Als Mitarbeiter des Robert Koch-Institutes Fragenkomplex Symptome:
Kreisgesundheitsamt in Husum unterstütze ich das Kreisgesundheitsamt Husum.
Hatte Ihr Patient eines der mehrere der folgenden Symptome?
Wir verzeichnen derzeit im Landkreis Nordfriesland seit Anfang September 2005 eine ungewöhnliche
Häufung von Masernerkrankungen. Wir möchten uns zunächst herzlich dafür bedanken, dass Sie uns Generalisierter Hautausschlag > 3 Tage: Ja  Nein  Unbekannt 
Ihren Patienten ___(Name des Falles wie in Kopfzeile)___, geboren am __(Datum wie in Kopfzeile)__, Wenn Beginn des Hautauschlags exakt bekannt ist, Datum genau angeben: __.__.____
als Masernfall gemeldet haben. Wir führen derzeit eine epidemiologische Untersuchung durch um diese Wenn Beginn des Ausschlages NICHT exakt bekannt ist, dann Zeitpunkt eingrenzen, nämlich:
Masernhäufung eindämmen zu können. Das Erfassen von Masernkomplikationen ist hier besonders Beginn Ausschlag irgendwann zwischen dem __.__.____ und dem __.__.____
wichtig. Um den von Ihnen gemeldeten Fall korrekt einordnen zu können, möchten wir noch kurz einzelne
Informationen abklären. Fragenkomplex Labor:
Liegt Ihnen zu diesem Patienten einer oder mehrere der folgenden Labornachweise vor?
1. Hatte Ihr Patient eines der mehrere der folgenden Symptome?
Generalisierter Hautausschlag > 3 Tage: (1)  Virusisolierung (2)  Nukleinsäurenachweis (PCR)

(1)  Ja* (3)  IgM (4)  IgG mit 4-fachem Titeranstieg

(2)  Nein (5)  Antikörpernachweis mit 4-fachem Titeranstieg

(3)  Unbekannt
War Ihr Patient gegen Masern geimpft?
Erste Masernimpfung:
* Wenn ja: Wann begann der Hautauschlag?
 Ja (Impfausweis)  Ja (aber nicht dokumentiert) wenn ja, wann (z.B. laut Impfausweis): __.__._____
(4)  Datum genau bekannt: ___.___.2005  Nein  Unbekannt
(5)  Datum nicht genau bekannt: Auschlag begann zwischen ___.___.2005 und ___.___.2005.
Zweite Masernimpfung:
2. Welche der folgenden Labornachweise liegen Ihnen zu diesem Patienten vor?  Ja (Impfausweis)  Ja (aber nicht dokumentiert) wenn ja, wann (z.B. laut Impfausweis): __.__._____
(Mehrfachnennungen möglich)  Nein  Unbekannt

(1)  Virusisolierung Dritte Masernimpfung:

(2)  Nukleinsäurenachweis (PCR)  Ja (Impfausweis)  Ja (aber nicht dokumentiert) wenn ja, wann (z.B. laut Impfausweis): __.__._____
(3)  IgM  Nein  Unbekannt
(4)  IgG mit 4-fachem Titeranstieg
Arzt hat in der Praxis noch andere Masernfälle gehabt, die noch nicht gemeldet wurden:
(5)  Antikörpernachweis mit 4-fachem Titeranstieg
 Ja  Nein
Wenn ja, dürfen wir Sie bitte uns diese Fälle schnellst möglich alle nachzumelden, denn davon hängt ab,
3. War Ihr Patient gegen Masern geimpft? (bitte eine Angabe pro empfohlene Impfung)
wie realistisch wir diese Häufung einschätzen können.
Erste Masernimpfung: Zweite Masernimpfung: Dritte Masernimpfung: Haben Sie bei Ihrem Patientengut subjektiv den Eindruck, dass im Vergleich zum entsprechenden
Zeiträumen der Vorjahre dieses Jahr deutlich mehr Masernfälle aufgetreten sind?  Ja 
(1)  Nein (1)  Nein (1)  Nein Nein  unbekannt
(2)  Ja* (nicht dokumentiert) (2)  Ja* (nicht dokumentiert) (2)  Ja* (nicht dokumentiert) Sie werden in wenigen Tagen auf dem Postweg weitere Informationen zu der Masernhäufung von uns
(3)  Ja* (Impfausweis) (3)  Ja* (Impfausweis) (3)  Ja* (Impfausweis) erhalten, Haben Sie hierzu Fragen?
Vielen Dank für ihre Mithilfe!

30
Considerations of layout and design
 Questionnaire should be as short as possible.
 It should look as professional as possible
(printed on good quality paper).
 A crowded questionnaire appears complex and
difficult to read & can lead to errors in data.
 Directions and instructions for questions should
be placed as close as possible to the particular
question.
 Instructions should be distinguished from the
questionnaire ( i.e. instructions can be in capital
letters or bold)

31
Considerations of layout and design

 Numbering of questions is important if

responses are to be coded e.g.
◦ Male (1) -----
◦ Female (2) ______
 Open- ended questions require a reasonable
amount of space to ensure eligible writing.
 It is a good idea to spend time phrasing the
title of the questionnaire, because a well
worded title can arouse interest amongst
respondents.

32
Pre-testing the questionnaire

 No survey should be taken without a pre-

test.
 The trial run of the questionnaire should
simulate as closely as possible the actual
research conditions under which it will be
administered.
 Pre-test respondents should be taken from

the population of interest.

 A pre-test should be conducted in the same

survey mode as the actual survey.

33
Confidentiality and Ethics
 Allow for privacy and do not ask questions which
may offend, or ask for data that is not essential.
Apart from anything else, the response rate will
suffer.

 In surveys promises of confidentiality are often

made to the respondents to reassure and
encourage replies.

 Aside from the legal issues, it is unethical to obtain

data from respondents by misleading them about
the survey purpose and the method of analysis.
34
A QUESTIONNAIRE
IS ONLY AS GOOD
AS THE QUESTIONS
IT ASKS

35
How to Make a Good Questionnaire

1. Figure out what information you want (and need!)

2. Keep your questions simple and consistently
written .
3. Use only one or two answer methods, like fill-ins
and check boxes.
4. Create your questionnaire so it takes 5 minutes or
less to complete.
5. Offer your customers a reason to answer your
questionnaire.
6. Keep personal information optional.

36
 Thank you

37