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Business Research Methods
Questionnaire
Design
Questionnaire Design
Questions to be asked.
Phrasing/ Type of the questions.
Sequence of questions.
Questionnaire layout.
Pretest of questionnaire.
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Questionnaire Design
Make a list of variables.
Background variables
Dependent variables
Independent variables
Anticipate how data will be analyzed.
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Questions to be asked
Management questions
Basically the management dilemma.
Research questions
The questions for which the researcher must
find answers based on facts and provide
answer to the management questions.
Investigative questions
Specific questions that the researcher must
answer to provide details to the research
questions.
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Questions to be asked
Measurement questions
Questions that are put to the questionnaire
and respondents provide answers.
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Types of Questions
Pre-coded, single-choice questions.
Open-ended questions.
Presence-absence questions.
Rank-ordering questions.
Likert-type questions.
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Pre-Coded Single-Choice
Pre-coded, single-choice questions ask
respondents to indicate which one
category applies.
Answers are pre-coded for easy data entry.
If all options can not be listed, include a
category Other with a space to indicate
what the Other category implies.
Please specify ______________
Categories should be mutually-exclusive.
No categories overlap with one another.
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Open-Ended Questions
Open-ended questions do not have pre-
set answers.
Use open-ended questions when
Too many response categories.
Dont know the possible categories.
Qualitative data collection.
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Open-Ended Caution
Do not have too many open-ended
questions
Time-consuming to code.
Responses have large variations.
More likely to be left blank.
May decrease response rate
Takes more time to complete questionnaire.
Use opinion-seeking questions sparingly.
Place open-ended questions towards the
end.
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Presence-Absence Questions
Presence-absence questions ask
respondents to choose which items in a
list do or do not apply to them (or they
agree or disagree).
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Rank-Ordering Questions
Rank-order questions ask respondents to
indicate an ordering of response items -
from most preferred to least preferred.
These types of questions should be
avoided or minimized because they take
time.
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Questionnaire Development
Use a brief statement to introduce the
survey to the respondent
Who is conducting/sponsoring the study
Assure confidentiality and anonymity
Place easy to answer/salient questions at the
beginning
Avoid double-barreled question.
Question that covers more than one issue.
Avoid Leading / Loaded question
Leading questions imply answer. Loaded
questions suggest a desirable answer.
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Questionnaire Development
Decide on question sequence.
Order bias.
o Ordering of questions may lead to respondent
making biased choice of options.
o Simple to Complex / General to specific questions
(Funnel technique).
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Pre-test
Pre-test the questionnaire
May start by filling out the survey yourself.
Ask for feedback on the questionnaire.
o Is it too long? Any problem with wording?
Pilot study
Send questionnaire to a small sample of
respondents.
Use response data to make modification
o Modify unclear questions, create pre-coded,
single-choice questions based on responses to
open-ended questions etc.
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