Questionnaire
Design
10-2
10-3
Questionnaire Definition
It is a formalized set of questions for obtaining
information from respondents.
10-4
10-5
10-6
Key Preparation
Problem/s
Information
Directions to Respondents
Purpose of questionnaire
Instructions to complete the questionnaire
Directions when to complete [time limit]
Directions about where to provide
Confidentiality
10-7
Content of Questions
Wording of Questions
10-8
Order of Questions
10-9
10-10
10-11
10-12
10-13
drink?
(Incorrect)
10-14
10-15
10-16
10-17
Multiple-Choice Questions
In multiple-choice questions, the researcher provides a
choice of answers and respondents are asked to select
one or more of the alternatives given.
Do you intend to buy a new car within the next six months?
____
Definitely will not buy
____
Probably will not buy
____
Undecided
____
Probably will buy
____
Definitely will buy
____
Other (please specify)
10-18
Dichotomous Questions
A dichotomous question has only two
response alternatives: yes or no, agree or
disagree, and so on.
Do you consume (drink) Pepsi?
_____ Yes
_____ No
10-19
Probably
will not buy
2
Undecided
3
Probably
will buy
4
Definitely
will buy
5
10-20
10-21
10-22
10-23
10-24
10-25
10-26
(Please ignore the numbers alongside the answers. They are only to help us
in data processing.)
1. Considering all the times you pick it up, about how much time, in total, do
you spend reading or looking through a typical issue of JISR?
30 to 59 minutes..........................1.-2
3 hours or more................................16
10-27
Measurement
Measurement
Rules for assigning numbers
to objects to represent
quantities of attributes
10-29
Measurement Scales
Nominal Scale:
- For identification purpose
- Demographics, Behavior
- Example: Age, Gender, Occupation
10-30
Measurement Scales
Example of Nominal Scale:
Which of the Cola drinks on the following list do
you like to drink?
(Check all that apply)
Coke
Pepsi
RC
Others Pls. Specify: __________
10-31
Measurement Scales
Ordinal Scale:
- For comparison
- To know which is higher/better than other
- Also known as Ranking Scale
- Example: Comparative preference of
brands
10-32
Measurement Scales
Example of Ordinal Scale:
Please rank the Cola drinks on the following list
according to your degree of liking for each,
assigning your most preferred drink rank=1 and
your least preferred drink rank=3 or 4 (make
sure no rank is repeated)
Coke
_____
Pepsi
_____
RC
_____
Others (pls. Specify):_______ _________
10-33
Measurement Scales
Interval Scale:
- Used for measuring perception
- Also called Rating scale
Example: Attitude towards brands,
Satisfaction towards quality.
10-34
Measurement Scales
Example of Interval Scale:
Please indicate your degree of liking of each of the Cola
drinks on the following list by checking the
appropriate position on the scale.
Like a lot
10-35
Measurement Scales
Example of Ratio Scale:
Please divide 100 points among each of the following
Cola drinks according to your degree of liking for
each.
Coke
_____
Pepsi
_____
RC
_____
Others (Pls. Specify):_______ _________
100
10-36
(continue..)
10-37
Example
10-38
Likert Scale:
A scale that shows a series of attitudes
towards an object, which are given
numerical values ranging form
favorable to unfavorable.
(continue..)
10-39
Disagree
Neither
agree nor
Agree Strongly
agree
disagree
1. Park Towers sells high quality merchandise.
10-40
You
Thank