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Difference between revisions of "Questionnaires"
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[[Category:Marketing]]{{Knoppen}} | [[Category:Marketing]]{{Knoppen}} | ||
[[File:Questionnaire.jpg|thumb|right|Questionnaires]] | [[File:Questionnaire.jpg|thumb|right|Questionnaires]] | ||
'''Questionnaire''' is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented | '''Questionnaire''' is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton. | ||
Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. | Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. | ||
As a type of survey, questionnaires also have many of the same problems relating to question construction and wording that exist in other types of opinion polls. | As a type of survey, questionnaires also have many of the same problems relating to question construction and wording that exist in other types of opinion polls. | ||
==Types== | ==Types== | ||
A distinction can be made between questionnaires with questions that measure separate variables, and questionnaires with questions that are aggregated into either a scale or index.Questionnaires within the former category are commonly part of surveys, whereas questionnaires in the latter category are commonly part of tests. | A distinction can be made between questionnaires with questions that measure separate variables, and questionnaires with questions that are aggregated into either a scale or index.Questionnaires within the former category are commonly part of surveys, whereas questionnaires in the latter category are commonly part of tests. | ||
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* attitudes (e.g. towards immigration) | * attitudes (e.g. towards immigration) | ||
* an index (e.g. Social Economic Status) | * an index (e.g. Social Economic Status) | ||
===Examples=== | ===Examples=== | ||
* A food frequency questionnaire (FFQ) is a questionnaire to assess the type of diet consumed in people, and may be used as a research instrument. Examples of usages include assessment of intake of vitamins or toxins such as acrylamide. | * A food frequency questionnaire (FFQ) is a questionnaire to assess the type of diet consumed in people, and may be used as a research instrument. Examples of usages include assessment of intake of vitamins or toxins such as acrylamide. | ||
==Questionnaire construction== | ==Questionnaire construction== | ||
===Question types=== | ===Question types=== | ||
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* Continuous, where the respondent is presented with a continuous scale | * Continuous, where the respondent is presented with a continuous scale | ||
A respondent's answer to an open-ended question is coded into a response scale afterwards. An example of an open-ended question is a question where the testee has to complete a sentence. | A respondent's answer to an open-ended question is coded into a response scale afterwards. An example of an open-ended question is a question where the testee has to complete a sentence. | ||
===Question sequence=== | ===Question sequence=== | ||
In general, questions should flow logically from one to the next. To achieve the best response rates, questions should flow from the least sensitive to the most sensitive, from the factual and behavioural to the attitudinal, and from the more general to the more specific. | In general, questions should flow logically from one to the next. To achieve the best response rates, questions should flow from the least sensitive to the most sensitive, from the factual and behavioural to the attitudinal, and from the more general to the more specific. | ||
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* Difficult | * Difficult | ||
* Classification | * Classification | ||
'''Screens''' are used as a screening method to find out early whether or not someone should complete the questionnaire. '''Warm-ups''' are simple to answer, help capture interest in the survey, and may not even pertain to research objectives. '''Transition''' questions are used to make different areas flow well together. '''Skips''' include questions similar to If yes, then answer question 3. If no, then continue to question 5.'''Difficult''' questions are towards the end because the respondent is in response mode. Also, when completing an online questionnaire, the progress bars lets the respondent know that they are almost done so they are more willing to answers more difficult questions. '''Classification''', or demographic, question should be at the end because typically they can feel like personal questions which will make respondents uncomfortable and not willing to finish survey. | '''Screens''' are used as a screening method to find out early whether or not someone should complete the questionnaire. '''Warm-ups''' are simple to answer, help capture interest in the survey, and may not even pertain to research objectives. '''Transition''' questions are used to make different areas flow well together. '''Skips''' include questions similar to If yes, then answer question 3. If no, then continue to question 5.'''Difficult''' questions are towards the end because the respondent is in response mode. Also, when completing an online questionnaire, the progress bars lets the respondent know that they are almost done so they are more willing to answers more difficult questions. '''Classification''', or demographic, question should be at the end because typically they can feel like personal questions which will make respondents uncomfortable and not willing to finish survey. | ||
===Basic rules for questionnaire item construction=== | ===Basic rules for questionnaire item construction=== | ||
* Use statements which are interpreted in the same way by members of different subpopulations of the population of interest. | * Use statements which are interpreted in the same way by members of different subpopulations of the population of interest. | ||
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* Use clear and comprehensible wording, easily understandable for all educational levels | * Use clear and comprehensible wording, easily understandable for all educational levels | ||
* Use correct spelling, grammar and punctuation. | * Use correct spelling, grammar and punctuation. | ||
* Avoid items that contain more than one question per item | * Avoid items that contain more than one question per item | ||
==Questionnaire administration modes== | ==Questionnaire administration modes== | ||
Main modes of questionnaire administration are: | Main modes of questionnaire administration are: | ||
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* Computerized questionnaire administration, where the items are presented on the computer. | * Computerized questionnaire administration, where the items are presented on the computer. | ||
* Adaptive computerized questionnaire administration, where a selection of items is presented on the computer, and based on the answers on those items, the computer selects following items optimized for the testee's estimated ability or trait. | * Adaptive computerized questionnaire administration, where a selection of items is presented on the computer, and based on the answers on those items, the computer selects following items optimized for the testee's estimated ability or trait. | ||
==Concerns with questionnaires== | ==Concerns with questionnaires== | ||
While questionnaires are inexpensive, quick, and easy to analyze, often the questionnaire can have more problems than benefits. For example, unlike interviews, the people conducting the research may never know if the respondent understood the question that was being asked. Also, because the questions are so specific to what the researchers are asking, the information gained can be minimal.Often times, questionnaires such as the Myers-Briggs Type Indicator, give too few of options to answer; respondents can answer either option but must choose only one response. Questionnaires also produce very low return rates, whether they are mail or online questionnaires. The other problem associated with return rates is that often the people that do return the questionnaire are those that have a really positive or a really negative viewpoint and want their opinion heard. The people that are most likely unbiased either way typically don't respond because it is not worth their time. | While questionnaires are inexpensive, quick, and easy to analyze, often the questionnaire can have more problems than benefits. For example, unlike interviews, the people conducting the research may never know if the respondent understood the question that was being asked. Also, because the questions are so specific to what the researchers are asking, the information gained can be minimal.Often times, questionnaires such as the Myers-Briggs Type Indicator, give too few of options to answer; respondents can answer either option but must choose only one response. Questionnaires also produce very low return rates, whether they are mail or online questionnaires. The other problem associated with return rates is that often the people that do return the questionnaire are those that have a really positive or a really negative viewpoint and want their opinion heard. The people that are most likely unbiased either way typically don't respond because it is not worth their time. | ||
==Sources== | ==Sources== | ||
[http://en.wikipedia.org/wiki/Questionnaire Wikipedia Questionnaire] | [http://en.wikipedia.org/wiki/Questionnaire Wikipedia Questionnaire] | ||