Questionnaire Design_Topic 2.docx

Ample writing space should be allowed to record open

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Ample writing space should be allowed to record open-ended answers, and to cater for differences in handwriting between interviewers. Physical appearance of the questionnaire The physical appearance of a questionnaire can have a significant effect upon both the quantity and quality of marketing data obtained. The quantity of data is a function of the response rate. Ill-designed questionnaires can give an impression of complexity, medium and too big a time commitment. Data quality can also be affected by the physical appearance of the questionnaire with unnecessarily confusing layouts making it more difficult for interviewers, or respondents in the case of self-completion questionnaires, to complete this task accurately. Attention to just a few basic details can have a disproportionately advantageous impact on the data obtained through a questionnaire. Use of booklets The use of booklets, in the place of loose or stapled sheets of paper, make it easier for interviewer or respondent to progress through the document. Moreover, fewer pages tend to get lost. Simple, clear formats The clarity of questionnaire presentation can also help to improve the ease with which interviewers or respondents are able to complete a 11
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questionnaire. Creative use of space and typeface In their anxiety to reduce the number of pages of a questionnaire these is a tendency to put too much information on a page. This is counter- productive since it gives the questionnaire the appearance of being complicated. Questionnaires that make use of blank space appear easier to use, enjoy higher response rates and contain fewer errors when completed. Use of colour coding Colour coding can help in the administration of questionnaires. It is often the case that several types of respondents are included within a single survey (e.g. wholesalers and retailers). Printing the questionnaires on two different colours of paper can make the handling easier. Interviewer instructions Interviewer instructions should be placed alongside the questions to which they pertain. Instructions on where the interviewers should probe for more information or how replies should be recorded are placed after the question. In general it is best for a questionnaire to be as short as possible. A long questionnaire leads to a long interview and this is open to the dangers of boredom on the part of the respondent (and poorly considered, hurried answers), interruptions by third parties and greater costs in terms of interviewing time and resources. In a rural situation an interview should not last longer than 30-45 minutes. Piloting the questionnaires Even after the researcher has proceeded along the lines suggested, the draft questionnaire is a product evolved by one or two minds only. Until it has actually been used in interviews and with respondents, it is impossible to say whether it is going to achieve the desired results. For this reason it is necessary to pre-test the questionnaire before it is used in a full-scale survey, to identify any mistakes that need correcting.
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  • Winter '15
  • Musyoka
  • researcher, Yes-no question

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