Learning Objectives
Phase I
3 Steps
specify required information in the light of research objective
an overview of respondent’s characteristics
decision regarding selecting an appropriate survey technique.
Step 1: Specific Required Information
in the Light of Research Objective
√
Avoid Leading and Loaded Questions
The answer will always be overblown due to the first part of the
question.
√
Implied Assumptions Must Be Avoided
√
Respondent’s Memory Should
Not Be Overtaxed
Respondent’s Ability to Answer
Must Be Considered
A question targeted to officers older than 55 years to assess the
importance of Internet banking is as follows:
×
Targeting following question to young respondents may not be an
appropriate choice.
×
Step 3:Decision Regarding Question
Sequencing
Figure 4.3: Decision parameters regarding question sequence
Identification
Difficult to
Screening Opening Transition and Logical order
answer
questions questions statements categorization of questioning
questions
questions
Screening Questions
3 approaches
funnel technique
work technique
sections technique.
Funnel technique suggests asking general questions first and
then the specific questions.
Work technique suggests that difficult-to-answer, sensitive, or
complicated questions should be placed later in the
questionnaire.
Section technique in which questions are placed in different
sections with respect to some common base.
Step 4: Decision Regarding Question
Response Choice
a) a respondent should only have one surname, and not a double barrelled one.
b) they create a mismatch between the question and its possible answers.
a) test out your questions on some of the people who will be in the final sample.
b) identify and amend any problems in the question wording, order and format.
c) find out what a trained pilot would think of the subject matter.