Data Collection & Questionnaire Construction

shwetank
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Data Collection

Two basic methods of collection

Ask them or Observe them Questioning & Observation

Questioning: Less expensive, Quick, Versatile Observation: Expensive, Difficult to set up, Time consuming Observation Data are more Valid & Reliable than Questioning

Why a Questionnaire is needed?

To standardize the process of data collection helps in analysis To achieve speed & accuracy in collection & recording To achieve speed & accuracy in handling data within & between offices for analyses
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Situations suitable for Questioning

Knowledge, opinion, motivation, intension etc. are not open for observation Past events (like time & quantity of last purchase) can be studied only by questioning

Questionnaire Preparation not an easy task

Respondents tend to answer every question whether they have the information or not Response depends on the way the question is asked Two types of biases
Interviewer bias Respondent bias
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Sources of Error in Questionnaires

Memory: Respondents cant remember correctly Motivation: To project a better self image, respondents may be motivated to respond to all questions even incorrectly Communication: May not understand the question Knowledge: Simply may not know Attitude measurements are more prone to error

Classification of Questionnaire Studies

Three bases of classifying questionnaire studies

Degree of Formalization or Structured Degree to which the objective is Disguised (In Direct) or Non Disguised (Direct) Communication method used: Phone, Mail, Interview, Internet First two bases are considered together

Classification of Questionnaire Studies

Structured
NonDisguised
Most Widely used

Non- Structured
Focus Group Depth Interview

Disguised

Attitude Measurement

Projective Technique (Nescafe Example)

Structured & Non - Disguised

Because Structured
Easy to tabulate & analyze More reliable results Can be handled over phone, mail or personal interviews Less Interviewer bias

Because Non Disguised

Involves respondents More Respondents bias
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Non Structured & Non - Disguised

Because Non Disguised

Respondents may not reveal baser intentions May not have clear idea why last purchase was made

Because Non Structured

Takes longer time Yields more info: Focus Group Interviewer bias Difficult to compare results
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Structured & Disguised

Because structured
Eliminates interviewer bias Interpretation is uniform & easy Less time & Lower cost

Because disguised
Removes respondent bias Desires latent in unconscious mind can be uncovered
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Non Structured & Disguised

Because non structured

Yields more information Interviewer bias Takes longer time Results can not be compared

Because disguised
Helps uncovering subconscious feelings & socially unacceptable attitudes & motives Removes respondent bias
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Observation

Generally not employed for one time study For data collection at regular interval researchers use observation: Television viewing, Purchases made in shopping malls Advantages:
Willingness & Accuracy not relevant. Observers watch actual actions Interviewer bias eliminated Can not observe attitude, Opinion, Belief, Knowledge, Motivation Higher cost than questionnaire method
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Disadvantages

Methods of Observation

Classified on five bases 1. Situation is Natural or Contrived 2. Observation is Obtrusive or Unobtrusive 3. Topic of interest observed Directly or Indirectly 4. Observation is Structured or UnStructured 5. Mechanical means employed or not
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Classification of Questionnaire Studies

By methods of communication

Select a method based on cost of obtaining accurate information Factors affecting accuracy
Character of population Subject of interest Questionnaire length & complexity Geographic spread Time & Budget available Extent of validity checks

Telephone, Mail, Interview at home or mall/office, Internet

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Questionnaire Design Steps

(9) Pre Test (8) Decide Layout (7) Pre-Code & Obtain (10) Revise & Implement (2) Data Collection

(1) Survey Objectives

Methods (3) Determine

Content (4) Types of

Approval

(6) Decide Sequence

(5) Decide Wording

Question

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10 Steps of Questionnaire Construction

1.

2. 3.

4. 5.

Specify objectives: List of needed information Decide method of data collection Determine content of individual questions Determine type of questions to use Decide wording of the questions
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10 Steps of Questionnaire Construction

6.
7. 8. 9. 10.

Decide question sequence Pre-Code & Obtain approval Decide layout Pre Test: Pilot survey Revise & Implement

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Steps 1 & 2: Specify objectives & Decide method of data collection

Specify survey objectives

Focused, Outcomes measurable & Within available resources Objectives will determine the list of needed information Must be comprehensive

Methods of Data Collection: Personal Interview, Mail, Phone, Internet

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Step 3: Determine Contents of Individual Questions

Is the question necessary: Check with objective Does respondent have the information Is the Question asked within respondents experience Can he remember: we may use aided recall Will the respondent give the info Are several questions needed to replace one
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Step 4: Determine the type of Questions

Types of questions
Open questions Multiple choice questions Dichotomous questions

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Step 4: Determine the type of Questions

Open Questions Advantages Good as first question Involves respondents Every one can answer Disadvantages Long answer Difficult to analyze: Brings too much variety Introduces Interviewer bias

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Step 4: Determine the type of Questions

Multiple choice
Advantages
Eliminates interviewer bias Quick and easy to answer Easy to tabulate & analyze

Disadvantages
Introduces ordering bias (Explain Split Ballot)

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Step 4: Determine the type of Questions

Dichotomous questions: questions with only two possible answers

Advantages
Easy to answer No interviewer bias Easy to tabulate & analyze

Disadvantages

Not all questions lend themselves to such a format

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Step 5: Decide wording

Define the issue: Who, What, When, Why, Where & How? Subjective versus objective Positive or negative Use simple words Avoid ambiguous words e.g., Which brand

of cigarette do you smoke regularly?

Questions about personal information need to be buffered with an explanation

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Step 6: Decide question sequence

Opening questions must win respondents interest Easy to difficult Logical order No cross referencing Demographic questions at the end
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Step 7: Pre code & Obtain approval

Each questionnaire must contain a code to help in tracing up to the source To facilitate data entry & analysis, assign codes to each question & its possible answers Develop a systematic approach about analyses Analyses can be done even with cross referencing (AND & OR concepts of Wenn Diagram) of questions
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Step 8: Decide layout

Layout should be such that

Secures acceptance Easy to control Easy to handle

Font size used should be easy to read Easy to fill with minimum effort on respondents part Should not appear to be bulky Should withstand the wear & tear of handling by multiple people
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Steps 9 & 10: Pre test, Revise & Implement

Pre-testing is a must
Faults in wording, sequence, layout etc. can be identified & eliminated

Revise Implement

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