UNIT 5 DESIGNING THE QUESTIONNAIRE Structure 5.1 Introduction Objectives 5.2 Meaning of Questionnaire Design 5.3 Significance of Questionnaire building 5.4 Process of Questionnaire design 5.5 Significance of information needed in researchable format 5.6 Selection of interview method 5.7 Determination of question composition 5.8 Determination of individual question content 5.9 Developing question order, form and layout 5.10 Pilot testing the questionnaire 5.11 Summary 5.12 Glossary 5.13 Terminal Questions 5.14 Answers 5.15 Case Study 5.16 References 5.1 INTRODUCTION In the previous unit, you have studied the concept of research report, their types, modus Operandi of Writing Sikkim Manipal University Page No. 1 Marketing Research Unit 5
Transcript
UNIT 5 DESIGNING THE QUESTIONNAIRE
Structure
5.1 Introduction
Objectives
5.2 Meaning of Questionnaire Design
5.3 Significance of Questionnaire building
5.4 Process of Questionnaire design
5.5 Significance of information needed in researchable format
5.6 Selection of interview method
5.7 Determination of question composition
5.8 Determination of individual question content
5.9 Developing question order, form and layout
5.10 Pilot testing the questionnaire
5.11 Summary
5.12 Glossary
5.13 Terminal Questions
5.14 Answers
5.15 Case Study
5.16 References
5.1 INTRODUCTIONIn the previous unit, you have studied the concept of research report, their types, modus Operandi of Writing a Market Research Report. Simultaneously you have been aware about the components, style and layout of report. You have focus in the previous unit on how to present a report including their plan and responsibilities also. Now you will aware about the concept of designing the Questionnaire.
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A questionnaire is a set of formalized questions which includes data collection from the population about their behaviour, opinions, beliefs and their awareness. Questionnaire is designed in such a way that it yields valid information. While designing the questionnaire, proper attention must be paid to the quality of individual questions. They must be relevant, precise, unbiased and appropriate. The order and layout of the questionnaire must be clear and properly arranged though.
In this unit you will discuss the meaning of questionnaire first afterwards you will focus on the significance and the process of questionnaire design. To design the questionnaire you must need to check out the specifications of information needed thus this unit will give you a clear picture of how a questionnaire should be designed, what information is needed to prepare, what steps you have to focus, what is the composition, order and format of questionnaire etc. till the end, you will conclude the chapter by doing a pilot test for your questionnaire as well.
Objectives
After studying this unit, you should be able to: Learn how to design a Questionnaire Know the significance of questionnaire building Get awareness about the process of questionnaire design Understand the composition, order and layout of the design Analyze the pilot testing of the questionnaire
SAMPLE OF A QUESTIONNAIRE
CONSTRUCTING A QUESTIONNAIRE IN MANUFACTURING COMPANYMarketing Problem A tyre manufacturing company is planning to launch a new tyre for scooters/motorcycles. The company would like to have information about how consumers select a brand of tyre for such vehicles.Marketing Research Objectives 1) To estimate the prevailing level of brand awareness among consumers and to what degree the consumers are able to differentiate between company name and brand image. 2) To identify the attributes of scooter/motorcycle tyres which are important to consumers and to what extent do these attributes influence the buying behaviour. 3) To study the buying process for scooter/motorcycle tyres.
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Information Requirements Top of the mind awareness of manufacturers of scooter/motorcycle tyres Consumer's perception of brands and the importance they attach to brand names. The extent to which the consumers think the following attributes; company name, tread design/road grip, long life and comfortability are present in the tyres they are using. The degree of importance which the consumers attach to the attributes mentioned above. The buying process involved in the selection of a tyre Consumer attitude towards retreading. Questionnaire 1) Do you own any scooter or motorcycle? Please tick below. Scooter ( ) Motorcycle ( ) If no, terminate the interview 2) What is the make of your scooter/motorcycle? 3) Which tyres are you using on your two-wheeler at present? 4) Please name some two-wheeler tyre companies that you have heard of. 5) What do you understand by the term “brand" of a tyre?
Company name Quality of the tyre Identifying name/number on the tyre Type (Specification) of the tyre
6) If your friend asked you which tyre to buy, which one would your recommend? 7) Kindly tick ( ) the ones you have heard of
Company Brand a) Dunlop a) Nylogrip b) Ceat b) B-82 c) Moth Continental c) Chetak d) Vikrant d) ANC e) MRF e) K-Series f) Modistone f) Vs-101
8) Please let us know the following information about yourself a) Your age group (Years)
18-25 26-35 36-50 Above 50
b) Your family income group (Rs. per month) Less than 2000 2000-3000 3000-4000
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4000-5000 Above 5000
c) Your educational qualifications High school Graduate Post Graduate Any other qualification, specify
d) What is your occupational status? Own business Engaged in service Unemployed Student
9) What are the factors that you considered when you brought the tyre? company name price of the tyre brand name past experience advertising Any other, please specify
10) How did you decide the make of your tyre? on your own after consultation with your mechanic after consultation with your friends after consultation with the dealer/shopkeeper Any other, please specify
Suppose you prepared a questionnaire to be answered by all the HR professionals in a sample of MTNL Corporation. How would you specify what is the qualification of those professionals in the notes following the questionnaire in order to keep it away being filled by other professionals?
5.2 MEANING OF QUESTIONNAIRE DESIGNA questionnaire is a tool which collects the information about the people by means of asking various questions related to their attitudes, preferences and their beliefs. Questionnaire is a source of quantitative primary data.
Questionnaire is that kind of format which helps the analyst to analyze the information systematically.
It collects quantitative data in a standardized way. Questionnaire data or information are consistent and coherent in
nature.
For example: Suppose you are doing a national survey. You have to conduct interviews of 40 different people. And suppose if the questionnaire is not in a proper order and format then it will be difficult for you to collect information in a systematized manner.
Questionnaire should be in a proper standard which will further enhance the interviewer’s speed and accuracy of data collection and processing though.
In the absence of this questionnaire, researcher can face problems while collecting the data.
In a general view, questionnaire is a set of questions which acts as a tool for the researcher in collecting the data or information from different kind of respondents.In other words, it can be said that the main objective is to convert the analyst’s information needs into a set of formalized questions on which respondents will give their opinions.
For example: how would you answer the following question: which country is larger, china or Australia? Would you answer based on population or area?
Without a well designed and systematized questionnaire, no survey can prove to give 100 % success. Unfortunately, questionnaire design is not based on theoretical concepts which may further guide the analyst to develop a flawless format. Thus every researcher has to face a lengthy list of do’s and don’ts derived from past and present researcher’s experience basket. Hence questionnaire design is more of an art than a science.
This unit elaborates the significance of the questionnaire design and develops the process for designing the questionnaire in an observational format. In addition, determination of question composition, content, format and layout is also discussed.
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Self Assessment Questions:1. Without a well designed and systematized questionnaire, no survey
can prove to give 100 % success. (T/F)2. Questionnaire is a source of _____ primary data. 3. In a general view, _______ is a set of questions which acts as a tool
for the researcher in collecting the data or information from different kind of respondents.
5.3 SIGNIFICANCE OF QUESTIONNAIRE DESIGN
Exploratory Questionnaires:Suppose the data which we are collecting is qualitative or it may not be statistically evaluated, so it might be possible that there is no need of a formal Questionnaire.
For example: while interviewing the female head of the household to check out how decisions are taken within the family when they purchase food items. Here a formal type of questionnaire may create the hindrance in the discussion and prevent a full consideration of the women’s opinion and processes.
Formal Standardized Questionnaires: if the analyst is testing the hypothesis and analyzing the data in a statistical mode, then a formal standardized questionnaire should be designed. Various features of this kind of questionnaire are as follows:
Question order and wordings are prescribed in such a way to ensure that each participant receives the same response
Definitions and explanations of the questions are prescribed to ensure that interviewers take care of the questions consistently and can better answer the respondents’ requests if they occur
Response format is also prescribed in such a way that it enables rapid completion of the questionnaire during the interviewing procedure.
While providing the same hypothesis and same task to people, six different respondents will give their views with six different questionnaires that differ in their opinions widely. There is no hard and fast rule related to how to design a questionnaire, but there are lots of points to be kept in the mind:
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1. A formal questionnaire should meet the objectives of the research. This may seem simple, but a lot of research surveys exclude important aspects due to insufficient preparatory work and do not adequately examine important issues due to bad understanding. To a certain grade some of this is unavoidable. Every survey is bound to leave few questions which are not answered and creates a need for future research but the main motto of good questionnaire format is to minimize all these problems.
2. It should obtain the most exact and full information which is possible for him. The designer of the questionnaire must keep in mind that the respondents can fully understand the questionnaire and they should not refuse to the questions, lie to the interviewing person or try to hide their attitudes. A good questionnaire is made by the experts so that the can be worded by accurate and relevant questions, which will be easier for the respondents to reply.
3. A properly designed questionnaire should be easier for respondents so that they can give the relevant information and for the interviewing person to record the answers and it should be set up so that sound analysis and interpretation are easier.
4. It would help to keep the interview to the point and make the interviewee interested till the last question of the interview.
After the exploratory phase, even then there are two major steps which are remaining to be completed before designing the questionnaire. First step is to formulize the questions that a researcher wanted to address. Another step is to focus on the hypothesis of the questionnaire that is to be designed.
For example, an assessment of the length of time an interview actually takes, in comparison to the planned length of the interview; Moreover, checks can be made on the appropriateness of the timing of the study in relation to contemporary events such as avoiding farm visits during busy harvesting periods.
Self Assessment Question:4. . A unformatted questionnaire should meet the objectives of the
research.(T/F)
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5. Even after the exploratory phase,___ key steps remain to be completed before the task of designing the questionnaire should commence.
6. There is no prescribed format how to ______ questionnaire, but there are number of rules that can be born into our mind.
5.4 PROCESS OF QUESTIONNAIRE
Basically there are seven steps in designing the questionnaire: 1. Decide the information required: decide the things which should be collected from the respondents. Thus, a small number of informal interviews should be taken from the respondents which help in making a clear picture about what information is needed
2. Define the target respondents: a researcher should define the population from whom data will be collected. While deciding the population, a researcher must keep in mind the various factors such as family, age group, education etc. of the respondents.
3. Choose the method(s) of reaching your target respondents: there are lots of alternatives to collect the data for a research study. It may include personal interviews, group interviews, telephonic interviews, etc. normally a researcher use first two methods
4. Decide on question content: Decide the type and nature of questions in such a way that it arise the interest of the respondents while answering them. Don’t frame those questions which have no use for your research purpose.
5. Develop the question wording: frame out the questions in such a way that it seems to be simpler, easier and interpretable to your respondents. Frame out only those questions which a respondent clearly remember. 'Three years ago was there a lack of productivity?' should be ignored.
6. Put questions into a meaningful order and format: make a sequence of your questions properly so as it may give a meaningful order to your respondents and they may not feel confused while answering them.
7. Check the length of the questionnaire: always put 12-15 questions
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maximum in your questionnaire so that it will not take more time of your respondents and they may not feel boredom also while answering.
8. Pre-test the questionnaire: before finalizing the questionnaire, make a pre test of your questionnaire in a sample or a small group of people so that if problem arises you can rectify at the right time.
9. Develop the final survey form: after getting positive response of pre testing, develop the final questionnaire and present it in front of your targeted respondents to collect your relevant data. Self Assessment Questions:7. Arrange the steps of the Questionnaire:
a) Develop the final survey form
a) Develop the question wording
b) Define the target respondents
c) Decide the information required
i) a, b, c, d
ii) a, d, c, b
iii) d, c, b, a
iv) d, c, a, b
7. Frame out the ______ in such a way that it seems to be simpler, easier and interpretable to your respondents.
5.5SPECIFICATION OF THE INFORMATION NEEDED IN RESEARCHABLE FORMAT
The first and foremost initial step of designing the questionnaire process is to specify the information needed. At the time of proper continuous review of the previous stages of the research project, specifically the components related to the problem, hypothesis and research questions will encourage in keeping the questionnaire properly focused.
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Questionnaire should be designed keeping in mind about the target respondents in mind in respect with experience and educational level. Here respondents must be aware about the language and context of the questions. The type of questions which may be appropriate for engineering students may not be appropriate for medical Students. The type of questions which may be appropriate for college students may not be appropriate for High School Students:
Questionnaires that is not able to keep in mind the features of respondents, specifically their educational level and experience, lead to a high incidence of “uncertain” or “no opinion
The questionnaire design will depend on whether the researcher wishes to collect exploratory information or quantitative information
FormatThe questionnaire format depends upon the amount of structure and disguise required during data collection.
When the respondents are not aware about the purpose of data collection and give answers in different manner this is called disguised questions. On the other hand, when respondents are very well aware about the purpose of data collection this is known as Non- Disguised questions
Questionnaire can be divided into four parts:
1. Structure, Disguised questionnaire
2. Structured, non-disguised questionnaire
3. Non structured, non- disguised questionnaire
4. Non- structured, disguised questionnaire
The format of questionnaire depends on the following ways:1. Telephonic survey2. Personal interview3. Mail Survey
A person may already having an idea about the type of information to be collected but extra help can be obtained from secondary sources.
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The researcher should also be well aware about the work done on the same or similar issues in the previous time. He should be known about all those factors which have not yet been examined till yet. In a final stage, a few sample of preliminary informal interviews of targeted respondents will give a ample picture of reality that may cause in finding out the ideas needed for this research.
Self Assessment Questions:9. The questionnaire _____ depends upon the amount of structure and
disguise required during data collection.
10. Questionnaire should be designed keeping in mind about the target respondents in mind in respect with experience and educational level.(T/F)
11. The questionnaire design will depend on whether the researcher wishes to collect _______ information or quantitative information.
12. A person may already having an idea about the type of information to be collected but extra help can be obtained from primary sources. (T/F)
5.6 SELECTION OF INTERVIEW METHOD
Now you will be able to understand the various method for the selection of Interview are as follows:
1. Face – to – Face Interview: Judging the ability to use show cards is one of the advantage of face to face Interview which helps in reducing the reducing the repetition of the choices of answer when there is series of question on the same scale. It helps in the selection of proper number in arrangement from high to lower and give chance to respondents to select a number or letter for answer instead of verbalize the response to a threatening or sensitive question. Opportunities to use to show cards must be kept in mind while designing the face to face Interview.
For Example: Same Scale or Base of Interview as Fair, Good, Excellent, and Poor.
2. Telephone Interview: While preparing the questions for interview, the important thing to notice is that the respondents cannot see the interviewer or the form. It is on the part of the interviewer that he should select the correct words which can be easily understood. Too may concepts cannot be chosen while asking a series of questions which may refer to the concept.
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Questions should be so ordered that the format varies from scale type questions to single choice or Yes/No answer.
Source: http://www.kent.ac.uk/careers/ivphone.htm
One survey has elaborated the duration of telephonic interview. The statistical data is shown in above figure.
Sample Script for Telephone Consent: This is only an example and can/should be expanded to meet the needs of your study. The script should be followed by the actual survey/questions you will be asking, as well as the signature page (see below). Include Version Dates. Study Title: Principle Investigator:
Hello, my name is ________ from ________. We are asking you to volunteer to take part in a phone interview/survey as part of a research study about_ (briefly explain the study). This phone interview is being conducted to determine _________________________. The phone interview will consist of questions pertaining to your child's ______________. The interview/survey will take approximately _____ minutes of your time. Your participation in this survey is completely voluntary. This means you do not have to participate if you don’t want to. The potential risks of this research are minimal and confidentiality of private health information that you share with us will be maintained to the highest level. You have the right to stop participation at any point during the interview if you so choose. We expect to enroll ___ participants in this study. If you have questions or concerns regarding this research, you can contact the PI _________at ___________ or the Children's Healthcare of Atlanta IRB, the committee that works to protect your rights and welfare at _________________"
“Do you have any questions?”"Do you agree to voluntarily participate in this survey process?"[ ] Yes If Yes..... Continue[ ] No If No... Good-bye.Follow with list of specific questions you will be asking. You can only collect information provided in the IRB approved script, so be specific and thorough. The last page is your record of your telephone/oral consent. This must be kept, just as a signed, written Informed Consent would be kept. See sample. Source: http://www.kent.ac.uk/careers/ivphone.htm
Self Assessment Question:13. While preparing the questions for_______, the important thing to
notice is that the respondents cannot see the interviewer or the form.
14. ______ the ability to use show cards is one of the advantage of face to face Interview which helps in reducing the reducing the repetition of the choices of answer when there is series of question on the same scale.
5.7 DETERMINATION OF QUESTION COMPOSITIONWhat are the criteria to be set for the Question Structure or composition ?Question can be classified into two categories – Structured and Unstructured. Now you will be able to understand the concept and merits and demerits of unstructured questions and is followed by the popular categories of structured questions –
Dichotomous Scales Multiple Choice
Unstructured QuestionUnstructured Questions are also known as Free Response or Free Answer Questions that are open ended which help the respondents to give answers in their own words. They are good as the first question on a topic. It is helpful to the respondents to express and interpret their views, opinions and general attitudes towards the structured questions. Without associated with the biasness, open ended questions allow the respondents to give their opinions to predefined alternatives without restricting responses. Thus, for
interpreting the questions, comments with rich context are given. These questions are helpful in exploratory research. Demerits of Unstructured Question
Error in recording Adding complexity of analysis Data coding
Now you will able to understand this with the help of following example:
For Example: Verbatim comments that are successfully recorded while taking the personal or telephonic interview depends on the interviewer recording skills. Thus, it will give rise to the biasness of the interviewer as his/her decisions are made. As it all depend on him/her whether to write down only the main points or record the answer verbatim. Sometimes when verbatim reporting are important then record are maintained through tapes.
Structured QuestionQuestions like multiple choice or scale can be seen in the Structures questions which denote a particular set of responses and their format. Multiple Choice Questions:In Multiple Choice Questions, the researcher has given various options to choose his/her answer and various alternatives are given for the respondents to select it. Now you will be able to understand this with the help of following example:
For Example: Consider the following question:Have you ever made a plan within the six months to travel overseas?
_____ probably will not travel
_____ probably will travel
_____ definitely will not travel
_____ definitely will travel
_____ Undecided
While designing the Multiple Choice Questions, two points need to be considered:
position or order bias
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number of options that should be included
Multiple Choice Questions must have the various options which cover the full range of alternatives. These alternatives must be collectively exhaustive or mutually exclusive and “other (please specify)” option must be included wherever necessary. Thus, it must be clear in the instructions whether the respondent has to select all or choose only one option. Questions become more difficult when the choice of list increases. Therefore, the researcher should use more than one question in order to reduce the respondent workload when option list becomes long.
For Example: In the past few wee, indicate all cereals brand that you have consumed.
The respondent propensity to check the option as it occupies certain position the list is regarded as the Position or Order Bias. Most of the options that are selected most is either appear at the beginning or to a lesser degree at the end of the list. Thus, there is a tendency to choose the central value on the list when questions are related to numeric value that is in terms of prices or quantity.
Demerits of Multiple Choice Questions:Multiple Choice Questions have some demerits which are as follows:
Alternative list may itself introduce bias as it indicates the list of options which may be flawed when the number of respondents are large to check the “other (please specify)” category.
It is difficult to develop the effective Multiple Choice Questions. With the help of open ended questions for identifying the alternatives
of appropriate responses, exploratory research must be conducted.
Self Assessment Questions:15. The respondent propensity to check the option as it occupies certain
position the list is regarded as the _____ or Order Bias.
16. It is easy to develop the effective Multiple Choice Questions. (T/F)
5.8 DETERMINATION OF INDIVIDUAL QUESTION CONTENT
There is a question which the researcher must prepare to ask the question like “Is this question really needed?” the temptation of the questionnaire should be strong enough so as to achieve the research objective truly.
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Example: Violence shown through TV Shows
A researcher or interviewer in a TV program of violent episode might query as:
1. What kind of programs were you shown in?2. For how much duration, your programs run?3. On what channel, what date, and what time?4. How much authentication is involved in your violent programs?5. Was that program local or imported? Series or one-off?6. How realistic was the violence shown in the programs?7. What were the adverse effects of your violent programs on the
viewers?8. Who were highly involved in the violent act: villains or heroes? Men
or women? Young or old? Highly status people or low kind of people?
9. What is the nature of victims or viewers?10. Who were the victims: villains or heroes? Men or women?
….and so on. The answers to all the above said questions are available from watching those violent programs. It is to be notified that some of the criteria are subjective though. Thus instead of keeping trust on a single respondent’s opinion, several judges should be reviewed often on a scale out of 10 at least.
The "redundant" questions might be included only in two occasions:
Opening questions that are not perceived as being threatening, easy to answer and perceived as interesting which helps in gaining the involvement of the respondents that helps in establishing a rapport. This concept cannot be overly used as in such a case where the questions which are used in hypothesis testing can serve the same function.
Questions like “Dummy” can disguise the purpose of the sponsorship of a study and the survey.
Example: If a producer or manufacturer tried to find out if his distributor were giving the products at a reasonable rate of service to his/her ultimate consumers then the researcher would want to hold back the fact that the distributors' service level was being investigated properly. If he/she did not
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do this thing, then rumors would burst that there was something wrong with the distributor.
Self Assessment Question:
17. Questions like “_____” can disguise the purpose of the sponsorship of a study and the survey.
18. Opening questions that are not perceived as being threatening helps in establishing a rapport. (T/F)
5.9 DEVELOPING QUESTIONS ORDER, FORM AND LAYOUT
Once your list of questions is prepared, you need to prepare a systematic order in which they appear. Below are some principles:
Give the first preference to the most important items. Normally respondents do not fill the questionnaire completely. So this will help you in collecting most significant data from the non finishers.
Go from common questions to specific and particular questions.
Give preference to open questions first than closed ones.
Don’t give first priority to awkward or embarrassing questions otherwise respondents may give up.
Ask personal questions in the last session of the questionnaire
After giving a proper sequence and order to the questions, researcher should focus on the opening questions, type of information selected and effect of difficult questions on other subsequent questions. Questions should be set in a logical and organized form.
Opening questions: opening questions should always means to be simple and easy and not in any way to threaten to the respondents. Here the first question is very important as it gives the first exposure to the respondents.
Question flow: questions should be in a systematic order and in such a way that one particular aspect should be grouped together. Otherwise respondents may feel disconcerting if feel shifting from one topic to another.
Question variety: if respondents are asked some questions in a one sense then they may feel bored and restless quickly. Thus it is essential to vary the task from time to time.
Question Layout: the appearance of your questionnaire plays a significant role for the respondents. You must provide ample of space for their suggestions between questions so that questionnaire doesn’t look quite absurd. Use appropriate numberings and headings to the questionnaire format.
For example: there can be two forms of layout:
a) Open ended: Like “What brand of washing powder do you normally use?” or
b) Close ended: Like “Mention the brand of your washing powder you use from the list given below:
(1) Surf Excel (2) Nirma (3) Ariel (4) Wheel
However there is no problem in using smaller fonts to squeeze your questionnaire into less number of pages. But don’t make it too small that it will not become interpretable. Minimum 10 points should be there in your questionnaire.
19. Questions should be in a systematic order and in such a way that one particular aspect should be grouped together. Name the term:
a) Question variety
b) Question flow
c) Open Questions
d) Question Layout
20. Questions should be set in a _____ and organized form.
21. Use appropriate ______ and headings to the questionnaire format.
5.10 PILOT TESTING THE QUESTIONNAIRE
Although it is true that researcher makes extra care to draft the questionnaire. Questionnaire is too complex to design that it is impossible even for great analysts though to get it right in first round. For this purpose only, pilot testing is used which means to pretest the sample before it is used in a full scale survey. It further helps you in identifying mistakes and errors so that you can take corrective actions timely.
I Following points will help you to check while doing pilot testing:
1. Does each question give same sense which is supposed to do/2. Do respondents take it in a same sense or way as you want to?
3. Are all words interpretable by respondents?
4. Does it create a positive image among the minds of respondents?
5. If you are doing telephonic survey, then do the questions sequence is going in a conversational order?
6. Does really your questionnaire collect the relevant information that you want?
7. How much time it will take for completion?
II Who are the participants?
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You have to prepare a mock interview with a cover letter and then submit it for review to following persons:
1. Potential users of the data2. Professional colleagues
3. A patch of population to be surveyed
III. Ways to conduct a pilot test
1. Give the respondents your questionnaire with cover letter. Focus on the respondents who are going to fill your questionnaire. Watch them and help them in case of hesitation or skipped questions. Try to collect verbal feedback.
2. Ask a small number to complete the questionnaire; seek individual feedback or a joint “debriefing.”
3. Check on the respondents whether they read the question and then “parrot back” the questions where they need.
4. Try to read the questions in front of your respondents in order to test them and observe their counter reaction. Try to make your voice smooth and little bit louder so that respondents may not appears to be confused or hesitate to give correct answer.
It should be noted that you must do the pilot test among a small target group not within a wide group. This will help you to pick up right information among the source. You can also need some extra questions to analyze your data in the way you want. Sometimes you may find that few questions are superfluous. Thus use the same information with your pilot test that you want to use with your final target population and give a deadline!
Activity 2
In a month how many questionnaires pass in front of you that you straight forward put in the dustbin? Try to collect them. At time you will have a mass variety of questionnaires which shows you lot of layouts and formats of questionnaire.
Self Assessment Questions:
22. Questionnaire is too easy to design that it is impossible even for great analysts though to get it right in first round. (T/F)
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23. It should be noted that you must do the____ test among a small target group not within a wide group.
24. You have to prepare a ______ with a cover letter and then submit it for review in front of respondents.
5.11 SUMMARY
To get success in your survey, you must draft a well designed questionnaire. However an analyze uses his/her own intellectual with respect to what gives a great and framework to their questionnaire. A good questionnaire is one which provide exact and relevant information as a researcher exactly want to. It also becomes easy for both interviewer as well as respondents to fill or complete the format. A design is prepared in such a way that it makes sound analysis and become easy to interpret as well.
There are various distinct steps involved to design a questionnaire: decide the information needed; define the target respondents; choose the method to reach the respondent; determine question composition, order, form and layout; do the pilot testing and then finalize the questionnaire.
5.12 GLOSSARY
Questionnaire: A questionnaire is a set of formalized questions which includes data collection from the population about their behaviour, opinions, beliefs and their awareness.
Primary Data: this is the data in which researcher collects the information directly with the help of different parameters like surveys, observations, conducting interviews etc. according to determining their specific needs, this research helps the researcher in making data up to date and accurate.
Secondary Data: this data on the other side is the data which is collected with the help of primary data. Here analyst repurpose the information used by the primary data help. This is easy and expensive to collect as well.
Research analyst: A person who collects the information from a sample of population and prepares an investigated report with complete source.
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Exploratory research is a type of research conducted for an issue that has not been clarified. This research helps in determining the best research design, data collection method and selection of subjects.
Formal standardized questionnaires: If the researcher is looking to test and quantify hypotheses and the data is to be analyzed statistically, a formal standardized questionnaire is designed.
Face to face interview: Face to face interviews allow for personal communication and make it possible to gather more information for your study.
A telephone interview: it is an interview conducted over the telephone for employment, journalism, or for other research purpose.
5.13 TERMINAL QUESTIONS
1. What is questionnaire? Explain the significance of questionnaire building.
2. Discuss the process of Questionnaire design.
3. What kind of information is needed in researchable format?
4. Discuss the interview method.
5. Determine the individual question content.
6. Elaborate the concept of developing question order, form and layout.
7. Explain the pilot testing of the questionnaire.
The city of Yuma installed an iron and manganese filtration plant in 2004 and was operating it at design capacity with no anomalies in treatment. At the design flow rate of 4,200 gpm, concentrations of ±0.53 mg/L manganese and <0.1 μg/L iron were reduced to <0.01 mg/L and ND, respectively. The rapid population growth of the area required additional potable water supplies beyond the capacity of this treatment facility.It was suggested that the current filtration plant might be able to provide additional capacity on an interim basis.The options were to add another filter—a significant capital expense—or increase the existing filter loading rate—a change with little to no additional cost. To determine the feasibility of increased filter loading rate, a short-term pilot study was commissioned.The goal was to determine if increased flux to 6,000 gpm, or 13.33 gpm/sq ft, could be achieved without sacrificing any loss in treatment quality.Under the auspices of Carollo Engineers, Phoenix, the pilot involved the use of one 12-in.-diameter test column containing the same media in use at the plant.The flux was set at a test rate of 15 gpm/sq ft. The pilot test revealed that an increase of 4 gpm/sq ft could be achieved. This represented a 42% increase over the current rate of 9.33 gpm/sq ft.For the city of Yuma, two important filter operation advantages were confirmed by the pilot study; increased filter loading rate and extended duration between backwashes, the latter of which was not an intended part of the protocol but a welcome benefit.The state of Arizona ultimately approved the change in operation, and the plant continues to operate at this rate. By conducting the pilot test at a cost of $28,700, the city of Yuma saved the expense of an additional filter and associated construction and engineering costs.Questions:
1. Discuss the issue of case in brief.2. What is the goal behind doing the pilot study in the case?3. What is the solution of the problem?
Source: www.reacoassociates.com
5.16 REFERENCES/ E-REFERENCES
References:
Crawford, I. M. (1990) Marketing Research Centre for Agricultural Marketing Training in Eastern and Southern Africa. Harare Zimbabwe.
Sudman, S. and Bradburn, N. M. (1973), Asking Questions, pp. 208 - 28.
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