Questionnaire 5

7/28/2019 Questionnaire 5

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Questionnaire Design:

A Customer-centric

Approach


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Questionnaire design, to be effective, should be done with therespondent in mind.

Language

The first and foremost question we have to ask ourselves asa researcher is

What language is the respondent going to understand andrespond in?

For instance, a questionnaire printed in English could be

administered to the respondent in the local language he

speaks, by a trained interviewer who could translate each

question on-line. The answers can be recorded in the given

English language form if the interviewer is fluent in both

languages. This makes it easier to tabulate.

Water board has conducted an interview schedule where the

questions were in both English and local language according

to the area it was administrated.


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Difficulty Level

Avoid marketing jargon or difficult wordsunless the respondent is a postgraduateor an experienced executive. In otherwords, keep the language as simple and

straightforward as possible.


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Fatigue

Avoid unnecessary questions. The golden rule is to

keep the questionnaire as short as possible, and theideal maximum interview time is probably about 20minutes per interview.


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Cooperation with Researcher

Encourage the respondent to respond.

In personal interviews, introduce thesubject of the research and the agency

represented, before starting theinterview.

In questionnaires which are filled byrespondents themselves, there must bea two-three line introduction andrequest forrespondents cooperation atthe top of the questionnaire.

In mailed questionnaires, a coveringletter detailing the purpose of the studyand explaining what use its results willbe put to, along with a return pre-paid/stamped envelope, is likely toincrease manifold the response rate.

Social Desirability Bias

There is a tendency on thepart of respondents to givewrong, but sociallyacceptable answers to eventhe most ordinary, innocuousquestions. For example, the

socially desirable answer tothe question Do you read thedaily newspaper? is yes. Itis as likely to be wrong asright.


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Social Desirability Bias

There are many ways to verify the accuracy of responses andto deal with them. Some of the techniques are

Repeating the same or similar question in thequestionnaire at different places.

Asking indirect questions

Asking follow up questions to probe if the respondent isreally truthful.

For example, we could ask the respondent to state oneimportant headline, or describe one important story heremembers, if he states that he reads the daily newspaper.

This could be from the same days or previous days,newspaper.

Deliberately introducing non-existent periodicals, oradvertisements, and asking the respondent if he/she hasseen them.


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Ease of Recording

A questionnaire, that it has to be carriedon the field, and data may be recordedon it while standing in awkward postures.The questionnaire design should ensureit is easy to carry, visible in differentkinds of light, and the distance between

different answer categories should besufficient so that there is no confusion ormistake while placing a tick over theactual response for a given question.


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Coding

If the questionnaire is coded before

doing the field work (as most

questionnaires are these days), itmust be ensured that the field staff

knows where to mark the answers

on the code or on the actual answerchoice. This should be done during

the briefing and mock interview.


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Instructions for Navigation

Frequently, a questionnaire contains

printed instructions for the interviewer.

This includes GoTo statements, suchas If respondent is a non-user of

Brand X, then Go To Q.5. If not, Go

To Q.9.


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Sequencing of Questions Biased and Leading Questions

Questions in a questionnaire should

appear in a sequence starting fromnon-threatening or ice-breaking orintroductory questions, and thenproceed to the main body ofquestions.

Generally, the age, income,

occupation, education and similardemographic questions shouldappear at the end of aquestionnaire, after an interviewerhas established a rapport orfamiliarity with the respondent. Ifthese are asked in the beginning,there is a high likelihood ofsuspicion and non-cooperationresulting in a wasted effort in manycases.

As far as possible, questionsshould follow a logical sequence,and must be phrased appropriately.

The questions should becarefully worded to avoidbias. It is not a goodpractice to ask questionssuch as Dont you thinkliberalization is a goodidea?

You could be better offgetting an unbiased reply

asking a question likeSome people thinkliberalization is a goodthing, and some think it isbad. What do you think?


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Monotony

One indicator that a

questionnaire ismonotonous for therespondent is if he answersAgree to every questionor Disagree to everyquestion, for four to five

questions in a row.

If this happens, theresearcher must find a wayto overcome the potential

problem, by re-sequencingthe questions which forcethe respondent to thinkbefore he answers, or bychanging the scale, or bysome other method.

AnalysisRequired

A questionnaire design is

dependent on the analysisrequired from it. But themost important effect of theanalysis required is in thescale of measurement thatmust be used. So we will

deal with this topic thescale of measurement next.


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Scales of Measurement Used in MarketingResearch

Marketing research uses the following four major types

of scales

Nominal, Ordinal, Interval and Ratio.


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Nominal Scale

A nominal scale uses numbers as labels, with no numericalsanctity. For example, if we want to categorize male andfemale respondents, we could use a nominal scale of 1 formale and 2 for female.

But 1 and 2 in this case do not represent any order ordistance. They are simply used as labels. For instance, wecould easily label females as 1 and males as 2, and it couldstill be a valid nominal scale.

We can use the nominal scale to indicate categories of anyvariable which is not to be given a numerical significance.For example, demographic variables such as religion,education level, languages spoken, and other variables likemagazines read, T.V. shows watched, user or non-user of abrand, brands bought, etc. can be nominally scaled.


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Nominal Scale contd...

Nominally scaled variables cannot be used toperform many of the statistical computationssuch as mean, standard deviation etc., becausesuch statistics do not have any meaning whenused with nominal scale variables.

However, counting of number of responses ineach category and computation of percentagesafter division by the sample size is allowed. Also,nominal scale variables can be used to do cross

tabulations, one of the most popular methods ofroutine analysis. The chi-squared test can beperformed on a cross tabulation of nominal scaledata.


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Ordinal Scale Example

Rank the brand preference of ColourTelevision

1. Onida 1

2. Samsung 3

3. L.G 4

4. Thamson 5

5. Sony 2


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Ordinal Scale

Ordinal scale variables are ones which have a meaningful orderto them. A typical marketing variable is ranks given to brands byrespondents.

These ranks are not interchangeable, as nominal scale labels

are. This is because rank 1 means it is ranked higher than rank2. Similarly, rank 2 is higher than rank 3, and so on.

The statistics which can be used with the ordinal scale are themedian and the (Spearman) Rank Correlation. This is inaddition to the frequency tables and cross tabulations, which can

also be used.

Arithmetic mean (or average) should not be used on the ordinalscale variables. For example, the average rank of a set ofrankings does not have any meaning.


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Interval Scale

Most of the behavioural

measurement scalesused to measure

attitudes of respondents

on a scale of 1 to 5 or 1

to 7 or 1 to 10 can be

treated as interval

scales. These types of

scales, also known as

Rating Scales, are very

commonly used inmarketing research.

An interval scale variable

can be used to computethe commonly used

statistical measures such

as the average (arithmetic

mean), standard deviation,

and the PearsonCorrelation coefficient.

Many other advanced

statistical tests and

techniques also require

interval-scaled or ratio-scaled data.

Interval Scale


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Ratio Scale

Not many ratio-scaled variables exist inmarketing. Some of them are length,height, weight, age(in years) and income(measured in rupees, not as an income

category).

All arithmetic operations are possible ona ratio-scaled variable. These include

computation of geometric mean,harmonic mean, and all other statisticslike the average, standard deviation andPerson Correlation, and also the testssuch as the t test and the F test.

St t d d U t t d


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Structured and Unstructured

Questionnaires

Structured questionnaires arethose where the questions to

be asked are standardised,

and no variation is permitted

in terms of the wording of the

questions between different

interviewers. Standardisation

in a structured questionnaire

usually extends to the

answers also. In effect, then,

we can standardise either (1)

questions only, or (2) bothquestions and answers.

Structured questions improve thereliability of the study, by ensuringthat every respondent is asked thesame question, word for word.

For example, the question " Do youlive in Delhi?" may be askeddifferently from the question " Are

you a resident of Delhi?" by somerespondents, even though it appearsthat both questions are asking forthe same information.

A person who is normally notresident in Delhi but is living there atpresent on a short visit may answer

"yes" to the first question but "no" tothe second one. It is best to keepthe question exactly the same(either version 1 or version 2), whenasked by different interviewers.

O d d d Cl d


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Open ended and Closed

ended Questions

Questions which permitany answer from therespondent in his ownwords are called open-ended questions.Questions which structure

the possible answersbeforehand are known asclosed-ended questions.

An example of an open-ended question is " What

do you like about Surfdetergent?"____________________________________

The respondent can say whatever hewants to, in response to this question.

On the other hand, a closed-endedquestion which elicits similarinformation could be "What do you likeabout Surf detergent?"

.Its cleaning power

.Its Price .Its fragrance

.That it dissolves easily

.Its stain-removing ability

.Any other, (pleasespecify)____________________________________

Here, options "a" to "e" are pre-determined, but "f" provides foranything else the respondent wants toadd.


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Sometimes questions that are disguised(rather than direct) can elicit moreaccurate replies. For example, we mayask a person if he/she is a good parent.This is a direct question.

Or, we may ask for the respondent'sopinion on the deficiencies they haveobserved in how others bring up theirchildren- say, their neighbours, relativesor friends. This is an indirect question,and a qualified analyst can interpret theanswers to gauge how good a parent therespondent might be, from the responsesgiven.

Disguised VersusUndisguised Questions


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Types of Questions

The six major types of questions thatmost questionnaires would generally use

are-

Open-ended

Dichotomous (2 choices)

Multiple Choice Ratings or Rankings

Semantic Differential, or other special

types of scales.


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An open-ended quest ion Dichotomous questions

is one which leaves it to

the respondent to answerit as he chooses. An

example is What do you

think of the taste of

Brand X of Cola? No

alternatives are

suggested. The answer

can be in the

respondents own words.

These are those which

ask the respondent tochoose between twogiven alternatives.

The most common

example of this is the yesor no type of questionsAre you a user of BrandX toilet soap? Yes or Noare the alternativesgiven.


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Multiple choice questions

Please tick against the factors which made you buy this brandof car :

.Reasonable Price

.Great Looks (Appearance)

.Fuel Economy

.Easy Availability of Service .Any Other, please specify.

In the above question, more than one category can bechosen. In some multiple choice questions, only one

category is to be chosen.


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Multiple choice questions

Please specify your age group- .Below 15

.16-25

.26-40

.Above 40

Only one of the above is to be chosen. It must be clear to therespondent and the interviewer whether only one choice isallowed, or more than one are allowed for a multiple choicequestion.


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Semantic Differential

Another scale commonly used by marketingresearchers is called the semantic differential.This type of question is similar to the ratingscale. The only additional feature is that a set

of two adjectives forms the two extreme pointsof the scale. For example, a product is

Easy to Use |----------------------|Difficult to Use

Expensive |----------------------|Inexpensive EasilyAvailable|----------------------|Not Easily

Available

Convenient |-----|-----|-----|-----|Inconvenient


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Likert Scale or Summated

scale The psychologist Renesis Likert

(1932) first proposed this scale.


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Likert Scale

Totally

Agree

Agree

somewhat

Neither

agree nor

disagree

Disagree

Somewhat

Diagree

Totally

(+2)/(5) (+1)/(4) 0 /(3) (-1)/(2) (-2)/(1)

1

Advertising throughbillboards improves

product recall

2

The most economical

method of generating

awareness is billboard

advertising

3

There is very little one

can communicate

through billboard

advertising

4

Colourful billboardsbrighten up the

landscape

5

Billboard advertising

exposes children to

undesirable visuals


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Coding

One limitation of doing analysis on the computer with these statistical

packages is that all data must be converted into numerical form.

Otherwise, it cannot be counted or manipulated for analysis. So, all

data must be coded and converted to numbers, if it is non-numerical.

We saw one example of coding in the previous section, where we

gave numerical codes of 1, 2, 3 and 4 to the education level of therespondent.

Similarly, any non-numerical data can be converted into numbers.

Usually, all nominal scale variables (categorical variables) need to be

coded and entered into the packages.

An important aspect of coding is to remember which code stands for

what. Most software packages have a facility called definition of Value

Labels for each variable, which should be used to define the codes for

every value of a variable. This is illustrated in a section labelled "valuelabels" a little later.


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Reliability and Validity of a Questionnaire

Reliability is the property by which consistent results are achieved when werepeat the measurement of something.

A questionnaire used on a similar population which produces similar resultscan be termed as reliable.

Consistency of form and manner of asking questions (their exact wording,the amount of structuring, etc.) generally ensures reliability. Proper training

given to interviewers in a study also improves reliability, by reducingvariation in the way they ask questions and record answers.

Validity is the property by which a questionnaire measures what it issupposed to measure.

If we want to measure attitudes towards brands of washing machines interms of service and product features, then that is what the critical questionsin the questionnaire should measure.

The validity of questions on a questionnaire can be checked by comparing itwith previously used items (questions) measuring the same thing, and alsotrying out different questions to find out which one seems to measure whatwe intended to measure.


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In simple terms the meaning of

Validity and Reliability Consider the case of a room

thermometer. If it gives the correctmeasure of temperature inside theroom, it is valid. If it does so everytime the temperature is checked, it isboth reliable and valid.

If however it consistently reports the

temperature as 2 oC higher than theactual temperature, it is reliable,though not valid.


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Conti.validity and reliability example

In order to be valid, it is, therefore,essential for the thermometer to be a

reliable measure of the temperature in

the room. However, merely beingreliable is not adequate. If it is

consistently overestimating the actual

temperature, it is consistentlyinaccurate and therefore not a valid

indicator of the actual temperature


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Reliability of Scales

Stability test and pretest after twoweeks and if the consistent results aregot when measurements are takenthen the scale is stable

Internal Consistency this approachis concerned with determiningconsistency among the various items

used in a multi-item scale. It is mostuseful when the scale consists of alarge number of similar items for therespondent to rate .


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Internal Consistency : split-halftechniques and Cronbachs coefficient

alpha methods.

Split-half technique: here the scale isadministered to the respondents and

then split either into half all odd

numbered items may form one halfand all the even numbered items may

form the other half or randomly.

Responses to the two halves are then

correlated.


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SPSS commands When you open the Spss sheet you find

two views variable view and data view

Open the data view variable

Click on Analyze in the menu bar

Click on the scale in the drop-down window

Click on the Reliability Analysis

The list of items will appear in the windowto the left

Select all the items and click on the toparrow on the right to transfer it to thewindow titled items

Click ok and you will see the result


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Reliability Statistics

Cronbach's Alpha N of Items

.838 102

Usually, a Cronbachs alpha value of less

than .6 denotes poor Internal consistency

for the scale.The above values interpretation is that for

Items (questions) the cronbachs alpha is

.838 which is greater than .6 means the scale

Is reliable.


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Questionnaire 5

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