Chapter 9 - Administering Questionnaires
Learning Objectives:
1. Compare and contrast different types of questionnaires.
2. Design questionnaires to tap different variables.
3. Discuss the issues related to cross-cultural research.
4. Discuss the advantages and disadvantages of various data collection
methods in survey research.
5. Discuss the advantages of multisource and multimethods or data collection
6. Demonstrate awareness of the role of the manager in primary data collection
7. Demonstrate awareness of the role of ethics in primary data collection
Introduction
A questionnaire is a preformulated written set of questions to which respondents record their
answers, usually within rather closely defined alternatives.
Types of Questionnaires
Questionnaires are generally designed to collect large numbers of quantitative data.
Questionnaires are generally less expensive and time-consuming than interviews and
observations, but they also introduce a much larger chance of non-response and
nonresponse error.
Personally administered questionnaires
When the survey is confined to a local area a good way to collect data is to personally
administer the questionnaires. The main advantage of this is that the researcher or a
member of the research team can collect all the completed responses within a short period
of time. Any doubts that the respondents might have on any question can be clarified on the
spot. Administering questionnaires to large numbers of individuals at the same time is less
expensive and consumes less time than interviewing; equally, it does not require as much
skill to administer a questionnaire as it does to conduct interviews. A disadvantage of
personally administered questionnaires is that the researcher may introduce a bias by
explaining questions differently to different people.
Mail Questionnaires
A mail questionnaire is a self-administered (paper and pencil) questionnaire that is sent to
respondents via the mail. This method has long been the backbone of business research,
but with the arrival of the internet, mobile phones, and social networks, mail questionnaires
have become redundant or even obsolete.
Electronic and online questionnaires
The distribution of electronic or online questionnaires is easy and fast. All you have to do is
to email the invitations to complete a survey, post a link on a website or personal blog, or
use social networks. Online questionnaires are usually created as ‘web forms’ with a
database to store the answers and statistical software to provide statistical analysis. Online
questionnaires are often used to gain a deeper understanding of consumers’ opinions and
preferences. A big advantage of online survey research is that it makes the most of the
ability of the Internet to provide access to groups and individuals who would be impossible to
, reach through other channels. The second advantage of online questionnaires is that a wide
geographical area can be covered in the survey. However, there are also important
disadvantages to online questionnaires. When conducting online research, researchers often
encounter problems with regard to sampling. For instance, self-selection and extremely low
response rates make it difficult to establish the representativeness of the samples and to
generalize the finds, because those responding to the survey may not at all represent the
population they are suppose to. A 30% response rate is considered acceptable, and in many
cases even exceptional.
Guidelines for Questionnaire Design
Sound questionnaire design principles should focus on three areas. First relates to the
wording of the questions. The second refers to the planning of issues with regard to how the
variables will be categorized, scaled, and coded after receipt of the responses. The third
pertains to the general appearance of the questionnaire. All three are important issues in
questionnaire design because they can minimize bias in research.
Principles of wording
The principles of wording refer to such factors as:
1. The appropriateness of the content of the questions.
Learning Objectives:
1. Compare and contrast different types of questionnaires.
2. Design questionnaires to tap different variables.
3. Discuss the issues related to cross-cultural research.
4. Discuss the advantages and disadvantages of various data collection
methods in survey research.
5. Discuss the advantages of multisource and multimethods or data collection
6. Demonstrate awareness of the role of the manager in primary data collection
7. Demonstrate awareness of the role of ethics in primary data collection
Introduction
A questionnaire is a preformulated written set of questions to which respondents record their
answers, usually within rather closely defined alternatives.
Types of Questionnaires
Questionnaires are generally designed to collect large numbers of quantitative data.
Questionnaires are generally less expensive and time-consuming than interviews and
observations, but they also introduce a much larger chance of non-response and
nonresponse error.
Personally administered questionnaires
When the survey is confined to a local area a good way to collect data is to personally
administer the questionnaires. The main advantage of this is that the researcher or a
member of the research team can collect all the completed responses within a short period
of time. Any doubts that the respondents might have on any question can be clarified on the
spot. Administering questionnaires to large numbers of individuals at the same time is less
expensive and consumes less time than interviewing; equally, it does not require as much
skill to administer a questionnaire as it does to conduct interviews. A disadvantage of
personally administered questionnaires is that the researcher may introduce a bias by
explaining questions differently to different people.
Mail Questionnaires
A mail questionnaire is a self-administered (paper and pencil) questionnaire that is sent to
respondents via the mail. This method has long been the backbone of business research,
but with the arrival of the internet, mobile phones, and social networks, mail questionnaires
have become redundant or even obsolete.
Electronic and online questionnaires
The distribution of electronic or online questionnaires is easy and fast. All you have to do is
to email the invitations to complete a survey, post a link on a website or personal blog, or
use social networks. Online questionnaires are usually created as ‘web forms’ with a
database to store the answers and statistical software to provide statistical analysis. Online
questionnaires are often used to gain a deeper understanding of consumers’ opinions and
preferences. A big advantage of online survey research is that it makes the most of the
ability of the Internet to provide access to groups and individuals who would be impossible to
, reach through other channels. The second advantage of online questionnaires is that a wide
geographical area can be covered in the survey. However, there are also important
disadvantages to online questionnaires. When conducting online research, researchers often
encounter problems with regard to sampling. For instance, self-selection and extremely low
response rates make it difficult to establish the representativeness of the samples and to
generalize the finds, because those responding to the survey may not at all represent the
population they are suppose to. A 30% response rate is considered acceptable, and in many
cases even exceptional.
Guidelines for Questionnaire Design
Sound questionnaire design principles should focus on three areas. First relates to the
wording of the questions. The second refers to the planning of issues with regard to how the
variables will be categorized, scaled, and coded after receipt of the responses. The third
pertains to the general appearance of the questionnaire. All three are important issues in
questionnaire design because they can minimize bias in research.
Principles of wording
The principles of wording refer to such factors as:
1. The appropriateness of the content of the questions.
