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Chapter 8

Designing the Questionnaire

Learning Objectives

• Describe the steps in questionnaire design

• Discuss the questionnaire development process

• Summarize the characteristics of good questionnaires

• Understand the role of cover letters

• Explain the importance of other documents used with questionnaires

Value of Questionnaires in Marketing Research

• Questionnaire: Formal framework consisting of a set of questions and scales designed to gather primary raw data

• Use questionnaires to collect data that can be turned into knowledge about a person, object, or issue

Descriptive research designs

• Require researchers to collect a wide range of data that can be used in predicting change in attitudes and behaviors and in testing hypotheses

Predictive survey questionnaires

Steps in Questionnaire Design

Step 1 Confirm research objectives

Step 2 Select appropriate data collection method

Step 3 Develop questions and scaling

Step 4 Determine layout and evaluate questionnaire

Step 5 Obtain initial client approval

Step 6 Pretest, revise, and finalize questionnaire

Step 7 Implement the survey

Step 1: Confirm Research Objectives

• Research objectives

– Collect data on selected demographic characteristics

– Collect data on selected lifestyle dimensions

– Identify preferred banking services, as well as attitudes and feelings toward those services

– Identify demographic and lifestyle characteristics of market segments

Step 2: Select Appropriate Data Collection Method

• Researcher must determine the:

– Data required to achieve the objectives

– Type of respondent demographic information desired

• Researcher should follow a general-to-specific order

Step 3: Develop Questions and Scaling

• Question format

– Unstructured questions: Open-ended questions formatted to allow respondents to reply in their own words

– Structured questions: Closed-ended questions that require the respondent to choose from a predetermined set of responses or scale points

Step 3: Develop Questions and Scaling (continued 1)

• Wording

– Avoid ambiguous and difficult words

– Sensitive questions should be structured carefully

• Sensitive questions: Include income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, etc. that respondents are likely to respond to incorrectly

Step 3: Develop Questions and Scaling (continued 2)

• Questions and scaling

– Bad questions: Any questions that prevent or distort the fundamental communication between the researcher and the respondents

• Questions are bad when they are unanswerable, leading (loaded), and double-barreled

– Skip questions: Used if the next question or set of questions should be responded to only by respondents who meet a previous condition

Step 4: Determine Layout and Evaluate Questionnaire

• Introductory section: Gives the respondent an overview of the research

• Screening questions: Identify qualified prospective respondents

– Prevent unqualified respondents from being included in the study

• Research questions section: Second section of the questionnaire that focuses on the research questions

Step 4: Determine Layout and Evaluate Questionnaire (continued 1)

• Demographic questions - Last section that asks personal information

• Response order bias: Occurs when the order of the questions or closed-end responses to a particular question influences the answer given

• Common methods variance (CMV): Biased variance that results from the measurement method used in a questionnaire

Step 4: Determine Layout and Evaluate Questionnaire (continued 2)

• Online survey considerations

– Problems in:

• Determining response rate

• Recruiting participants

• Time taken to complete survey

– Online questionnaire design issues

• Effect of response box size on length of answer in open- ended questions

• Radio button versus pull-down menu for responses

• Appropriate use of visuals

Step 5: Obtain Initial Client Approval

• Copies of the questionnaire should be given to all parties involved in the project

– Gives an opportunity for the client to provide suggestions of topics overlooked or to ask any questions

• Researcher must obtain final approval of the questionnaire prior to pretesting

Step 6: Pretest, Revise, and Finalize the Questionnaire

• Pretest: Guide for conducting a larger main study

– Provides a final evaluation of the questionnaire

– Helps a researcher determine:

• How much time respondents will need to complete the survey

• Whether to add or revise instructions

• What to say in the cover letter

Step 6: Pretest, Revise, and Finalize the Questionnaire (continued)

• Pilot study: Small-scale version of the intended research study

– Includes all subcomponents that make up the main study

– Commonly associated with quantitative descriptive or predictive research studies

Step 7: Implement the Survey

• Focus is on the process followed to collect the data using the agreed-upon questionnaire

– Process varies depending on whether the survey is self-administered or interviewer-completed

Role of a Cover Letter

• Cover letter: Separate written communication to a prospective respondent

• Designed to enhance respondent willingness to complete and return a survey in a timely manner

– Primary role - Obtain the respondent’s cooperation and willingness to participate in a research project

• Good cover letter increases response rates

Exhibit 8.5 - Guidelines for Developing Cover Letters

Factors Description

1. Personalization Cover letters should be addressed to the prospective respondent. The research firm's

professional letterhead stationery should be used.

2. Identification of the organization Clear identification of the name of the research firm conducting the survey or interview.

A disguised approach is most often used but an undisguised approach that reveals the

actual client (or sponsor) of the study may be used.

3. Clear statement of the study's

purpose and importance

Describe the general topic of the research and emphasize its importance to the

prospective respondent.

4. Anonymity and confidentiality Give assurances that the prospective respondent's name will not be revealed. Explain

how the respondent was chosen, and stress that his or her input is important to the

study's success.

5. General time frame of doing the study Communicate the overall time frame of the survey or study.

6. Reinforce the importance of

respondent's participation

Communicate the importance of the prospective respondent's participation.

7. Acknowledge reasons for

nonparticipation in survey or interview

Point out "lack of leisure time." "surveys classified as junk mail," and "forgetting about

survey" reasons for not participating, and defuse them.

8. Time requirements and incentive Communicate the approximate time required to complete the survey. Discuss incentive,

if any.

9. Completion date and where and how

to return the survey

Communicate to the prospective respondent all instructions for returning the completed

questionnaire.

10. Advance thank-you statement for

willingness to participate

Thank the prospective respondent for his or her cooperation.

Other Considerations in Collecting Data

• Supervisor instructions

– Supervisor instruction form: Serves as a blueprint for training people on how to execute an interviewing process in a standardized fashion

• Outlines the process for conducting a study that uses personal and telephone interviewers

• Interviewer instructions: Used to train interviewers on how to:

– Select prospective respondents

Other Considerations in Collecting Data (continued 1)

– Screen respondents for eligibility

– Conduct the actual interview

• Screening questions

– Ensure that respondents are representative of the defined target population

• Quotas: Tracking system that collects data from respondents

– Help ensure that subgroups are represented in the sample as specified

Other Considerations in Collecting Data (continued 2)

• Call or contact records: Recording document that gathers basic summary information about an interviewer’s performance efficiency

Marketing Research in Action Designing a Questionnaire to Survey Santa Fe Grill

Customers

• Based on the research objectives, does the current self-administered questionnaire correctly illustrate sound questionnaire design principles?

– Please explain why or why not

• Overall, is the current survey design able to capture the required data needed to address all the stated research objectives?

– Why or why not?

Marketing Research in Action Designing a Questionnaire to Survey Santa Fe Grill

Customers (continued)

– If changes are needed, how would you change the survey’s design?

• Evaluate the “screener” used to qualify the respondents

– Are there any changes needed?

– Why or why not?