Questionnaire Writing Workshop 97 Version

Questionnaire Writing PROFESSIONAL DEVELOPMENT SERIES - 2009

Note to users of this presentation. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Disclaimer ,[object Object],Duncan Stuart accepts full blame for any errors, omissions or oversights in this presentation. If you have any suggestions or questions please feel free to contact me. [email_address]

Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],PROFESSIONAL DEVELOPMENT SERIES - 2009

Preparation for this Presentation ,[object Object]

[object Object],Peter Hill Vice President of Research & Analysis “

Personal Experience ,[object Object],[object Object],[object Object]

Desk Research ,[object Object],[object Object],[object Object],[object Object]

Colleague Input – online discussions ,[object Object],[object Object],[object Object]

BEFORE YOU EVEN START WRITING THE QUESTIONNAIRE

BEFORE YOU EVEN START WRITING THE QUESTIONNAIRE Think!

You need to think about all the stakeholders... NEEDS OF FIELD A clear roadmap that assists in communicating clearly. NEEDS OF CLIENTS I want answers to my problem NEEDS OF ANALYSTS I need data that is structured in a useful way to test hypotheses. NEEDS OF RESPONDENTS Please make it short, relevant , clear and give me room to share my true opinion. YOU ARE HERE

Think about the client ,[object Object],[object Object],[object Object],[object Object],[object Object]

...to think about the analyst ,[object Object],[object Object],[object Object],[object Object]

...which is why you need to think about the field process ,[object Object],[object Object],[object Object],[object Object],[object Object]

... the respondent ,[object Object],[object Object]

The questionnaire is the key to a whole process...

In the next section I’m going to discuss... ,[object Object],[object Object],[object Object],[object Object],[object Object]

Rapport to win co-operation. ,[object Object],[object Object],[object Object],[object Object],[object Object]

The sense of contract in a questionnaire. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Putting people into the frame. ,[object Object],[object Object],[object Object]

Recommendations. ,[object Object],[object Object],[object Object],[object Object],[object Object],Online surveys are inherently more personal than CATI or even Face to Face. They communicate with a single voice – your own, while other surveys are conducted by multiple voices that need to be “scripted neutral.”

MANAGE THE FLOW OF THE QUESTIONNAIRE EXPERIENCE

[object Object],Dan Womack Senior Manager, Insights; AFLAC Worldwide HQ “

Minimise Response Effects MANAGE THE FLOW OF THE QUESTIONNAIRE EXPERIENCE

Structure your survey carefully. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Verbal or visual signposts. ,[object Object],[object Object],[object Object],[object Object],My own signposts tend to be a bit wordy – and respondents tell me that! That doesn’t mean exclude signposts – but keep them succinct...

Better quality, fewer drop outs. ,[object Object],[object Object],[object Object],Big batteries are too easy to write! They seduce us into covering off the brief with big long lists. They consistently produce inferior data.

[object Object],Dan Gersten Owner, Dan Gersten & Associates, LLC “

Minimise Response Effects ASK THE RIGHT QUESTIONS

The basics of a good question ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BEHAVIOURAL QUESTIONS IDEA GENERATION QUESTIONS EVALUATION QUESTIONS ATTITUDINAL QUESTION EVALUATION QUESTION DEEP PROBE - INTERPRETATION DEEP PROBE - INTERPRETATION

Some rules of thumb about questions. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How many litres of milk have you purchased in the past decade? Do you feel the church and politicians should speak out against tobacco and crime? Do you favour higher taxes?

But the bigger problem is scales and code frames. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Some rules of thumb about scales. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Where did the Likert scale come from? Invented by Rensis Likert (1903–1981). In 1932 he received his Ph.D in psychology from Columbia University. For his thesis work, Likert produced a survey scale ( Likert Scales ) as a means of measuring attitudes, showing that it captured more information than competing methods. (Wikipedia)

[object Object],The poodle has 9 puppies. The collie dog has 5 puppies. How many more puppies does the poodle have? Answer. None I guess. Perhaps she stopped at 9.

Cognitive testing covers off 8 sets of potential problems – per question! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Guard against Irrelevancy. ,[object Object],[object Object],[object Object]

Shorten the Length – real and perceived ,[object Object],[object Object],[object Object]

Show some clear direction ,[object Object],[object Object]

Laborious or forbidding questions ,[object Object],[object Object],[object Object],[object Object]

Avoid Repetition ,[object Object]

Slim it down. Avoid too much text ,[object Object]

Don’t treat respondents like they’re stupid. ,[object Object],[object Object],[object Object],[object Object]

The Cognitive process of answering a question Tourangeau and Rasinski have identified four basic cognitive steps in the way we process questions.

The Cognitive process of answering a question Jon Krosnick has modified this outlook – suggesting that respondents might tend to “satisfice” – that is, give a ‘good enough’ answer by shortcutting the process. EFFICIENT RESPONSE The “satisficing instinct” can greatly reduce the precision of the data. We need to systematically address this to lift survey performance. Get the gist. Save effort.

Response order effects ,[object Object],[object Object],[object Object]

Acquiescence Bias ,[object Object],[object Object]

Ranking tests ,[object Object],[object Object],[object Object]

The presence of a “No Opinion” filter. ,[object Object],[object Object]

Timeframe – the burden of memory recall ,[object Object],[object Object],[object Object],[object Object]

[object Object],Valerie Skala Walker Marketing / Product Management / Market Research “

Cognitive booster 1. Maximising Respondent Motivation

Cognitive booster 2. Minimise task difficulty

Cognitive booster 3. Minimise Response Effects

Avoid huge batteries. ,[object Object],[object Object],[object Object]

[object Object],Strongly agree Agree Neutral Somewhat disagree Disagree Strongly disagree Not sure ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο ,[object Object],Ο Ο Ο Ο Ο Ο Ο

NONE OF THESE BRANDS THIS DRAG AND DROP EXERCISE IS MORE INTUITIVE – AND ACTUALLY HANDLES MORE DATA THAN THE PREVIOUS PAGE. Here’s a sorting exercise: which words go with which brand? Simply drag the words into the appropriate bucket below.

Open enders ,[object Object],[object Object],[object Object],[object Object]

Don’t ask them if you’re not going to use them. ,[object Object],[object Object],[object Object]

What is analysis? ,[object Object],[object Object]

Talk with them about the outputs for the client. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some questions create more work. Others less. ,[object Object],[object Object],[object Object],[object Object]

Advanced analytics have special requirements. ,[object Object],[object Object],[object Object]

Then there’s the basics... ,[object Object],[object Object]

NEARLY THERE.... Before you go into field!

[object Object],[object Object],[object Object],Mike Pritchard Experienced Insightful Market Researcher - Principal at 5 Circles Research “

Test and test again. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Mark Solonsch Customer Insights and CTran Leader at GE Money “

Expose yourself to feedback. ,[object Object],[object Object],[object Object],Actual scale I used on a long survey for feedback. Get a grip Duncan – this was not a good experience. This was a very engaging, interesting experience. 1 2 3 4 5 6 7 8 9 10

Expose yourself to feedback. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],This is feedback after an on-line wine survey – average completion time 25-30 minutes.

Keep up your personal research. ,[object Object],[object Object],[object Object],[object Object]

YOU THOUGHT WE’D NEVER GET HERE! Summary!

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kevin Schulman Senior Vice President at TRG iSky “

Duncan Stuart FMRSNZ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thank you! Duncan Stuart FMRSNZ [email_address] Telephone 64 9 366 0620 www.kudos-dynamics.com If you find this presentation useful please support the language school we built and support in Siem Reap Cambodia . www.savong.com The website has PayPal.

Questionnaire Writing Workshop 97 Version

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