Questionnaire Design“It is not every question that deserves an answer.”Major Decisions in Questionnaire DesignPhrasing QuestionsFigure 11.3 Questionnaire Design ProcessFigure 11.3 Questionnaire Design Process ContinuedFigure 11.4 Types of QuestionsFigure 11.5 The Funnel Approach to Ordering QuestionsQuestionnaire Design Check ListSlide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Questionnaire DesignQuestionnaire Design“It is not every question that deserves an answer.”Publius Syrus(Roman, 1st century B.C.)Major Decisions in Questionnaire DesignWhat should be asked?How should each question be phrased?In what sequence should the questions be arranged?What questionnaire layout will best serve the research objectives?How should the questionnaire be pretested? Does the questionnaire need to be revised?Phrasing Questions•Open-ended questions•Fixed-alternative questionsSpecify the Information NeededSpecify the Type of Interviewing Method Determine the Content of Individual QuestionsDesign the Question to Overcome the Respondent’s Inability and Unwillingness to AnswerDecide on the Question StructureDetermine the Question WordingArrange the Questions in Proper OrderQuestionnaire Design ProcessIdentify the Form and LayoutReproduce the Questionnaire Eliminate Bugs by PretestingQuestionnaire Design Process (continued)Types of QuestionsUnstructuredQuestionsStructuredMultipleChoiceDichotomous ScalesBroad or General QuestionsNarrow or Specific QuestionsThe Funnel Approach to Ordering QuestionsQuestionnaire Design Check ListStep 1: Information NeededEnsure info obtained fully addresses all components of the problemMust have clear idea of the target populationStep 2: Interviewing MethodEnsure that the proper interviewing method is being used given the study objectivesQuestionnaire Design Check ListStep 3: Individual QuestionsIs each question necessary?Is each question unambiguous?Are the proper number of questions needed to measure a particular construct being asked?Questionnaire Design Check ListStep 4: Inability/Unwillingness to AnswerIs the respondent informed?Can the respondent remember?Can the respondent articulate?Is the information sensitive?Make the information request legitimate.Minimize effort required of respondent.Questionnaire Design Check ListStep 5: Question StructureUse structured questions whenever possible.Response alternatives should include all possible answers.Response alternatives should be mutually exclusive.If, on a particular question, a large % of respondents may be expected to be neutral, include a neutral alternative.Questionnaire Design Check ListStep 6: Question WordingUse ordinary words.Avoid ambiguous words (usually, probably, normally, etc.)Do not use leading questions.Avoid implicit assumptions.Use positive and negative statements as much as possible.Questionnaire Design Check ListStep 7: Question OrderQualifying questions first.General questions before specific questions.Use logical order.Demographics?•Beginning of questionnaire•End of questionnaireQuestionnaire Design Check ListStep 8: Form & LayoutDivide questionnaire into multiple partsNumber each question?Precode the questionsKeep scale questions in same general vicinityAvoid temptation to “fill the blank spaces”Questionnaire Design Check ListStep 9: Questionnaire ReproductionProfessional appearanceBooklet format for long questionnairesPlace directions as close to the questions as possibleExpect reproduction errorsQuestionnaire Design Check ListStep 10: PretestingAlways try to pretest firstTest everythingPretest sample should be extremely similar to test samplePretest using same methodology as the main testIf make changes to questionnaire, or methodology, pretest again before main