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Survey research constructing?s_aste2830
- 1. Customer Survey Research Constructing Questions
- 2. Constructing Questions q Understand goals of project to include only relevant questions q Write clear and unambiguous questions q Accurately communicate what is required of customers to answer each question q Don’t assume participants understand questions or instructions
- 3. General Guidelines q Make questions clear § Be precise § Avoid difficult or specialized words, acronyms, & pretentious language q Keep questions short ¡ Contain no more than 2 short sentences
- 4. Asking Effective Questions q Avoid double-barreled questions § Example: How do you describe Utah State University and the ASTE Department? § Replace with: § How do you describe Utah State University? § How do you describe the ASTE Department?
- 5. General Guidelines q Avoid leading questions ¡ Do not suggest a certain response ¡ Produce information you are seeking ▪ Poor Example: Wouldn’t it be great to have a coffee shop in our building? ▪ Better: Would you like to have a coffee shop in the Agricultural Sciences Building? q Ask reliable questions § Understood and interpreted in the same way by all readers § Poor Example: Where are you from?
- 6. General Guidelines q Do not use questions that ask for highly detailed information ¡ Don’t ask for details: in the past 30 days, how many hours did you spend repairing your water trough? q Provide mutually exclusive answer choices q Be exhaustive in answer choices
- 7. Questionnaire Design - Instructions ¨ Provide instructions directly after question stem helps ensure respondents see & process it before providing answer ¨ Example: When did you start your studies at Utah State University? Please provide your answer using two digits for the month and four digits for the year. MM YYYY
- 8. Question Types ¨ Open-ended ¨ Multiple choice ¨ Rating ¨ Semantic differential scale/bipolar rating scale ¨ Rank-ordering ¨ Examples of when to use measurement scales: ¤ Attitude toward a phenomenon ¤ Behavior ¤ Knowledge Measurement Scales
- 9. Question Types ¨ Open-ended ¤ Respondents answer in own words ¤ Good for asking for attitude or feelings, likes and dislikes, memory recall, opinions, or comments ¤ Open-ended questions take time & effort to fill out ¤ Customers usually skip those questions more than closed- ended questions ¤ Data analysis can be time consuming & difficult ¤ Example: - What do you dislike about the product you bought from Purina Feed?
- 10. Question Types ¨ Multiple choice ¤ Respondents select pre-determined answer choices n Dichotomous, Multi-chotomous n Forced-choice or checklist ¤ Researchers provide mutually exclusive responses ¤ Responses are exhaustive ¤ Example: What is your gender? _____ female _____ male
- 11. Question Types ¨ Rating ¤ Perhaps most commonly used scale in mass media research n Good for measuring behavior or attitude ¤ Each response is weighted ¤ Write multiple statements related to same topic to create construct n Some positively worded; some negatively worded ¤ Code responses consistently so high scores indicate stronger agreement with attitude in question
- 12. Question Types ¨ Rating example Overall, how satisfied or dissatisfied are you with our company? ¨ Very satisfied ¨ Somewhat satisfied ¨ Neither satisfied nor dissatisfied ¨ Somewhat dissatisfied ¨ Very dissatisfied
- 13. Question Types ¨ Semantic differential scale or bipolar rating scale ¤ A name or concept is place at top of series of 5-point or 7-point scales anchored by bipolar adjectives ¤ Usually measures attitude toward task, experience, or object ¤ Use short and precise statements ¤ Example: How do you perceive the company? Fun 1 2 3 4 5 Boring Easy 1 2 3 4 5 Complicated Good 1 2 3 4 5 Bad
- 14. Question Types q Rank-ordering q Respondent indicates a priority among a number of alternatives q Example: Please rank the following words in order of your preference in characteristics you look for in a product: Put a 1 next to the characteristic you value the most, a 5 next to the characteristic you value least and so on. ____ Reliable ____ Good value for money ____ High quality ____ Unique ____ Easy to use
- 15. Questionnaire Design - Question Order ¨ Opening questions ¤ First few questions are easy & interesting ¤ Build participants’ confidence in survey ¨ Question flow ¤ Use headings to separate sections ¨ Location of sensitive questions ¤ Place demographics & personal information toward end of survey ¨ Numbers ¤ Number questions sequentially throughout survey
- 16. Visual Design Elements ¨ Graphics ¤ Use text boxes, square check boxes, images, or logo n Participants perceive survey as more legitimate when client logo used ¨ Font ¤ Make answer choices same font as question ¤ Use darker and/or larger print for question stem ¤ Use lighter and/or smaller print for answer choices and answer spaces ¤ Use different font for instructions versus question stems & answer choices
- 17. 4 Visual Design Properties ¨ Brightness/Contrast/Color ¤ Changes in shading and color influence how elements perceived & whether they stand out from background ¨ Location ¤ Make answer spaces or response options same readable size with same character spacing ¨ Spacing ¤ Place answer choices in close vertical proximity ¤ Indent answer choices a few spaces to right underneath question stem
- 18. Questionnaire Length ¨ No strict guidelines ¨ Length depends on variety of factors ¨ Maximum Time Limits Survey Type Maximum Length Self-administered mail survey 60 minutes Self-administered in group situation supervised by researcher 60 minutes One-on-one interview with customer 60 minutes Telephone survey 20 minutes Online survey 20 minutes Intercept survey 10 minutes
Editor's Notes
- Use words and expressions that are simple, direct, and familiar to all respondents. Ask precise questions. Avoid things that are too general, too complex or undefined. Stay away from using words like “often,” “usually,” “generally,” etc. Each person’s thought process is different and some people may infer a different meaning. “Often” to one person may be once or twice a week and to someone else it could be a few times a month. Avoid technical jargons or concepts. Adopt the same definitions throughout the form. Do not use abbreviations and spell words out when necessary so it will not lead to potential confusion for the respondents Avoid Negative or Double Negative Expressions. The use of universal words or “absolutes” like “always” or “never” may cause the respondents to avoid answering a question. These tend to extend the question to an extreme. In addition, try not to use words such as “only” or “just.” These could be perceived negatively worded by the respondents.
- Avoid using Double-Barreled questions. Double-Barreled questions split questions into more than one part, idea or meaning. The answer choice for each part might have separate meanings to the ideas presented within the one question. These may lead the respondent to answer only one aspect of it; ultimately leading him/her to fail in answering both aspects of the question.
- Loaded questions: This type of answer bias works through emotionally charged items like words, stereotypes, or prestige images. When creating the survey, avoid words that may “cater to the respondent’s ego or contort the respondent’s pride.” This may result in pushing the respondent towards a particular answer.
- Good/Bad Right/Wrong Dull/exciting Happy/sad Interesting/uninteresting
- Good survey design motivates respondents to reply Sequence of questions creates flow Opening questions – The first few questions in the survey should be easy and interesting in order to calm any participants’ suspicions about the survey’s integrity. This allows the participants to build up confidence in the survey’s objective. In return, this may stimulate their interest and overall participation (Iraossi 2006, 74-78). Question flow – After you have established the first general topic, all related questions should come up before a second topic is raised. It is a good idea to use “pages” in the online design to house each different section of the survey. Here you can raise one topic on one page and include the instructions/information for this section in the Page Description area. When you are then ready to introduce a new topic to the survey, you can create a new page to include that page’s description and purpose. Conditional or Skip Logic questions are also a good way to control the respondent’s flow or route through the survey. You can apply question or page skip logic to the survey when you want to guide respondents and exclude them from certain pages of questions that do not apply to them (Iraossi 2006, 74-78). Location of sensitive questions – Some suggest that sensitive questions should not be included at the beginning of the survey. However, there are no set rules on this. If you do include sensitive questions at the beginning of the survey, then you may run into respondents rejecting the survey and exiting early. They may not have built up confidence yet in the survey’s integrity quite so early. Questions like demographics or personal information are usually best to introduce towards the end of the survey. This way, respondents are likely to have already developed confidence in the survey’s objective (Iraossi 2006, 74-78).
- Numbering – Questions can be numbered sequentially throughout the survey, even if the survey is divided by pages or sections (Iraossi 2006, 80-84). You can choose to have our tool number the questions throughout the entire survey as a whole or have the questions numbered according to each individual page. This may help you in coding your survey.
- Group similar question together or in the same area of the survey. Spacing and alignment influence whether elements perceived as related or unrelated To avoid clutter, use white space. Ask only one question per line. Group similar question together or in the same area of the survey.
- Variety of Factors: Money Purpose Problems or questions Age of respondents Type & complexity of problems Location where study conducted Time of year Type of interviewer