Questionnier design

1. RESEARCH DESIGN 2
Dr. Md. Zakir Hossain
Assistant Professor

2. Cross-Sectional Design
Cross-sectional design is often called a survey design
(structured observation, content analysis, official
statistics and diaries)
 More than one case
 At a single point in time
 Quantitative or quantifiable data
 Patterns of Association
2

3. Longitudinal designs
 Panel Survey
 Cohort survey (e.g. The National Child Development
Study)
3

4. Qualitative Research
Designs
 The historic origin for qualitative research comes from
anthropology, sociology, the humanities, and evaluation.
 Narrative research is a design of inquiry from the humanities
in which the researcher studies the lives of individuals and asks
one or more individuals to provide stories about their lives
(Riessman, 2008). This information is then often retold or
restored by the researcher into a narrative chronology. Often, in
the end, the narrative combines views from the participant’s life
with those of the researcher’s life in a collaborative narrative
(Clandinin & Connelly, 2000).

5. Qualitative Designs
 Phenomenological research is a design of inquiry coming
from philosophy and psychology in which the researcher
describes the lived experiences of individuals about a
phenomenon as described by participants. This description
culminates in the essence of the experiences for several
individuals who have all experienced the phenomenon.
 Grounded theory is a design of inquiry from sociology in
which the researcher derives a general, abstract theory of a
process, action, or interaction grounded in the views of
participants. This process involves using multiple stages of data
collection and the refinement and interrelationship of categories
of information (Charmaz, 2006; Corbin & Strauss, 2007).

6. Qualitative designs
 Ethnography is a design of inquiry coming from anthropology
and sociology in which the researcher studies the shared patterns
of behaviours, language, and actions of an intact cultural group in
a natural setting over a prolonged period of time. Data collection
often involves observations and interviews.
 Case studies are a design of inquiry found in many fields,
especially evaluation, in which the researcher develops an in-
depth analysis of a case, often a program, event, activity,
process, or one or more individuals. Cases are bounded by time
and activity, and researchers collect detailed information using a
variety of data collection procedures over a sustained period of
time (Stake, 1995; Yin, 2009, 2012).

7. Mixed methods design
 Mixed methods involves combining or integration of qualitative
and quantitative research and data in a research study.
Qualitative data tends to be open-ended without predetermined
responses while quantitative data usually includes closed-ended
responses such as found on questionnaires or psychological
instruments.
 Triangulating data sources—a means for seeking convergence
across qualitative and quantitative methods—was born (Jick,
1979). By the early 1990s, mixed methods turned toward the
systematic convergence of quantitative and qualitative
databases, and the idea of integration in different types of
research designs emerged.

8. Mixed methods design
 Convergent parallel mixed methods is a form of mixed
methods design in which the researcher converges or merges
quantitative and qualitative data in order to provide a
comprehensive analysis of the research problem. In this design,
the investigator typically collects both forms of data at roughly
the same time and then integrates the information in the
interpretation of the overall results
 Explanatory sequential mixed methods is one in which
the researcher first conducts quantitative research, analyzes the
results and then builds on the results to explain them in more
detail with qualitative research. It is considered explanatory
because the initial quantitative data results are explained further
with the qualitative data.

9. Mixed methods design
 Exploratory sequential mixed methods is the reverse
sequence from the explanatory sequential design. In the exploratory
sequential approach the researcher first begins with a qualitative
research phase and explores the views of participants. The data are
then analyzed, and the information used to build into a second,
quantitative phase. The qualitative phase may be used to build an
instrument that best fits the sample under study, to identify
appropriate instruments to use in the follow-up quantitative phase,
or to specify variables that need to go into a follow-up quantitative
study.

10. Mixed methods design
 These basic models can then be used in more advanced mixed
methods strategies. Transformative mixed methods is a
design that uses a theoretical lens drawn from social justice or
power as an overarching perspective within a design that contains
both quantitative and qualitative data. The data in this form of study
could be converged or it could be ordered sequentially with one
building on the other. An embedded mixed methods design involves
as well either the convergent or sequential use of data, but the core
idea is that either quantitative or qualitative data is embedded within
a larger design (e.g., an experiment) and the data sources play a
supporting role in the overall design. A multiphase mixed methods
design is common in the fields of evaluation and program
interventions.

11. Summary

12. Questionnaire Design

13. Questionnaire
 Definition – A set of questions designed to generate
the information necessary to meet research objectives
 Characteristics
 Elicits information from respondents
 Results can be tabulated
 Standardized across respondents
 Understandable to respondents
 A good questionnaire must:
 provide the necessary information
 be considerate of respondents
 meet coding and data processing requirements

14. The Questionnaire Design Process
Determine Survey
Objectives and
Constraints
Determine Survey
Objectives and
Constraints
Determine Data
Collection Methods
Determine Data
Collection Methods
Evaluate the
Questionnaire and
Layout
Evaluate the
Questionnaire and
Layout
Establish
Questionnaire Flow
and Layout
Establish
Questionnaire Flow
and Layout
Decide on Question
Wording
Decide on Question
Wording
Determine Question
Response Format
Determine Question
Response Format
Obtain Approval
from all Relevant
Parties
Obtain Approval
from all Relevant
Parties
Pretest and RevisePretest and Revise
Prepare Final CopyPrepare Final Copy
ImplementationImplementation

15. Step 1: Determine Survey Objectives
 Translates research objectives into
information requirements
 Survey objectives should be spelled out as
clearly and precisely as possible
 Rule 1 - Let the research objectives dictate
what questions to ask
 Rule 2 - Avoid unnecessary questions

16. Step 2: Determine the Data Collection Method
 Survey data can be gathered by variety of ways
 Personal
 Telephone
 Electronic
 Mail
 Self administered
 Each method has a different impact on survey
design

17. Step 3: Determine the Question Response Format
DICHOTOMOUS
MULTIPLE
CHOICE
RATING SCALES
OPEN-ENDED
YES/NO
ONE/MANY
RESPONSES
ODD/EVEN
NUMBERS
FREE RESPONSE

18. DICHOTOMOUS QUESTIONS
 Good for clear answers;
 Yes/no questions are often better rephrased
as ‘to what extent’ or ‘how much’ types of
question.

19. MULTIPLE CHOICE
 Need for a pilot to gather exhaustive
categories of response;
 Do not allow for range of response;
 If more than one response permitted then
each choice is a separate variable.

20. LIKERT SCALES
 Useful for measuring degrees of intensity of feeling;
 No assumption of equal intervals;
 No assumptions of matched intensity of feeling;
 No way of knowing if respondents are telling the truth;
 No way of knowing if there should be other categories or
items;
 Halo effect;
 Allows for different scaling and mid-points, e.g.:
(a) strongly disagree – neither agree nor disagree
– strong agree;
(b) not at all – a very great deal;
 Central tendency;


21. SEMANTIC DIFFERENTIAL SCALES
 A word and its semantic opposite, e.g.:
 Approachable . . . unapproachable
 Generous . . . Mean
 Friendly . . . hostile
 Same concerns as for Likert scales.

22. Ranking scale
Scaled-Response Questions
 Question format that permits measurement of the “intensity” of a
respondent’s answers

Example of a scaled-response question:
Now that you have tried the new sugar-free Slurpee, would you
say that you would… (Check one)
definitely buy it
probably buy it
might or might not buy it
probably not buy it
definitely not buy it

23. Advantages
 Easier to answer
 Reduce measurement error by overcoming
respondent articulateness and possible interviewer
bias
 Easy to code and analyze
 More likely to respond for some personal data (e.g.
income, age)
Disadvantages
 Information is lost
 Answers may not be precise
 Not able to develop alternatives
Close-ended questionnaire

24. Open-ended questions are useful:
 to interpret closed-ended responses
 when there are too many alternatives to list
 when alternatives vary between respondents
or are not clear
 when intensity of feeling is important
 for some sensitive issues (e.g. illness)
Open-ended questions

25. Advantages
 More information
 Wide range of responses
 Maybe more accurate description
Limitations
 Respondent articulateness can lead to error/variation
 Time consuming for respondent
 Coding and analysis is difficult
Open-ended questions

26.  Rule 3: Use simple words
 e.g., not “marital status” but whether “married,”
“single” or “divorced”
 Rule 4: Use unambiguous words (words that are
easily and clearly understood)
 e.g. not “where do you usually buy school
supplies?”
but “from which retailer(s) did you buy school
supplies this year?”
 “where” and “usually” are often ambiguous
Step 4: Question Wording

27.  Rule 5: Avoid “double-barreled” questions
(two questions in one)
 e.g., How satisfied are you with pay and
conditions in your job?
 Rule 6: Avoid leading questions (questions
that imply an answer)
 e.g. “Do you agree that the government
should cut taxes so that we can lead better
lives?”
Question Wording

28.  Rule 7: Avoid “loaded” questions (framing
questions so that they are leading or emotionally
charged)
 e.g., “Do you think chemical companies are doing
everything possible to control pollution?”
 Rule 8: Avoid implicit assumptions or alternatives –
State them clearly
 e.g., “Do you favor a law mandating methanol-free
gasoline” [if it means an increase in gas prices]
Question Wording

29.  Rule 9: Avoid burdensome questions (questions
that tax memory or skills)
 e.g., “How many different brands of breakfast
cereal have you bought in the last twelve
months?”
 Rule 10: Clarify references (how the should
respondent answer)
 e.g., “State your annual income” [personal income
or household income?]

30.  Rule 11: Alternatives should be mutually
exclusive, collectively exhaustive, and have
reasonable range
e.g., What is your annual household income?
__ $0 - $10,000
__ $10,000 - $15,000
__ $15,000 - $20,000
__ $40,000 - $60,000
What is wrong with this question and how would
you correct it?

31.  Rule 12: Use appropriate phrases
e.g., Are you: (1) amazingly happy, (2) middling
happy or (3) kind of unhappy (check one)
Are you: (1) very happy, (2) happy or (3) unhappy
(check one)
 Rule 13: Avoid order bias
e.g., should you start with (1) as “very happy” or
(1) as “unhappy?”
Question wording- Scaled Responses

32.  Questions about borrowing money, personal hygiene,
sexual activity, criminal history, etc. must be phrased
carefully to minimize measurement error
 Suggestions/Techniques - Not Rules
 Ask non-threateningly and mix with other questions
e.g., How many times each day do you brush your
teeth?
 Frame question to prompt more honest responses
e.g., Many people find it difficult to brush their teeth
twice a day. How often do you brush your teeth?
Sensitive/Embracing Questions

33. Step 5: Questionnaire Flow and Layout
 Rule 14: Opening questions should be simple and
interesting – begin with open-ended question if
warm-up is necessary
 Rule 15: Use “funnel approach” – ask most general
questions first, then increasingly specific questions
 Rule 16: Questions should flow smoothly and
logically

34. Step 5: Questionnaire Flow and Layout
 Rule 17: Ask “screener” questions up
front to assess respondent qualifications
 Rule 18: Ask sensitive questions near the
end
 Rule 19: Ask for demographic information
at the end
 Rule 20: The questionnaire’s appearance
should be attractive and professional

35. Step 6: Pretest and Revise
 Rule 21: Always pretest your questionnaire
Pretesting can be done by giving the
questionnaire to a few friends, “experts”, and
potential respondents (may be 5-10 persons
total), asking them to fill out, and obtaining their
feedback