MR Chapter 8 - Designing the Questionnaire

Research Process

1)Formulate Problem 2)Develop research design 3)Determine data collection method 4)Design data collection forms 5)Design sample and collect data 6)Analyze and interpret the data 7)Prepare the research report

Paragraphs of a good cover letter

1. Explain what the study is about. 2. Explain why respondent was selected 3. Assure confidentiality. 4. Offer incentives 5. Instructions, address and phone number of researcher.

Procedure for developing a questionnaire

1. Specify what info will be sought 2. Determine type of questionnaire and method of delivery 3. Determine content of individual questions 4. Determine form of response to each question 5. Determine wording of each question 6. Determine sequence of questions 7. Determine physical characteristics of questionnaire 8. Reexamine steps 1-7 and revise if necessary 9. Pretest questionnaire and revise if necessary

Rules of thumb for Q Sequence

1. Start with broad, interesting Q's - "Set the hook" 2. Use the funnel approach 3. Be careful when designing branching Qs 4. Ask demographics at end of Q 5. Ask sensitive Qs late in questionnaire

Explain the difference between basic information and classification information, and tell which should be asked first in a questionnaire

Basic Information: refers to the subject of the study; should be collected first. Classification Information: refers to the other data we collect to classify respondents for analysis; should be collected last.

What are some techniques researchers use to secure respondents' cooperation in answering sensitive questions

Guaranteeing respondent anonymity or confidentiality. Making use of counter-biasing statements. Phrasing the question in terms of others and how those others might feel or act. Putting sensitive questions near the end. Using categories or ranges rather than specific numbers. Using the randomized response model.

How to increase response rates to mail surveys

Multiple mailing (3) Incentives Cover letter SASE Length of Questionnaire Quality mailing list Sponsorship Subject matter Personalize Appearance Affiliated group

Explain the role of pretesting in the questionnaire development process

Pretesting is VITAL. Serves the same role in questionnaire design that test marketing serves in new product development. It is the last chance that the researcher has to ensure that the data collection form is working properly. Must not be overlooked!

List some of the primary rules researchers should keep in mind in trying to develop bias-free questions

Use Simple Words - most researchers are more highly educated than the typical questionnaire respondent; use conversational language. Avoid Ambiguous Words and Questions - avoid "problem" words like occasionally, often, rarely, sometimes, usually as they can be imprecise and/or ambiguous. Avoid Leading Questions - avoid basically telling respondents how to answer, or even a clue as to how to answer. Avoid Unstated Alternatives - two different groups of homemakers; the first group answered the first question, second group answers the second question. Avoid Assumed Consequences Avoid Generalizations and Estimates - ask about shorter time periods

Assumed consequence

a problem that occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences.

Leading question

a question framed so as to give the respondent a clue as to how he or she should answer.

Double-barreled question

a question that calls for two responses and creates confusion for the respondent.

Filter question

a question used to determine whether a respondent is likely to possess the knowledge being sought; also used to determine whether an individual qualifies as a member of the defined population.

Split-ballot technique

a technique used to combat response order bias, in which response options are reordered or randomized to create different versions of the survey.

Branching question

a technique used to direct respondents to different places in a questionnaire, based on their resonse to the question at hand.

Unstated alternative

an alternative answer that is not expressed in a questions options.

Response order bias

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented.

Explain what the funnel approach to question sequencing is

start broad and progressively narrow down the scope

Question order bias

the tendency for earlier questions on a questionnaire to influence respondents' answer to later questions.

Pretest

use of a questionnaire (or observation form) on a trial basis in a small pilot study to determine how well the questionnaire (or observation form) works.