ABSTRACT
Simply, these are questions to which there are only two possible answers, e.g. yes and no. This sounds simple, but the question asked must fit into this answer structure
It is important that, when multiple choice questions are being designed, the answers are mutually exclusive. Other issues with multiple choice responses include the number of potential responses. This may mean that the respondent cannot remember the first answers. In face-to-face interviews the responses may be put on a show card. This is not always possible in other media
n Open-ended questions are questions in which an answer is not suggested. The respondent is free to respond in any way. The problem with open questions is analysis. If there are many categories of answers, then it may be hard to code the responses and it may reduce the effectiveness of the analysis
n One way around this is to pilot the survey and produce a pre-coded list of potential responses, which allows the interviewer to interpret the response and code it
n Open-ended questions can be very useful and the difficulties in managing them within a questionnaire are not huge. Their value can certainly outweigh these difficulties
The Likert scale asks respondents to indicate their level of agreement with a range of statements. Responses are scored from 1 to 5 and the result is an average score for each statement, indicating the level of agreement with the statement
Semantic differentials use words or statements and their opposites and measure the strength of opinion between them. The words are generated from exploratory or qualitative research
Expensive 2
Effective 2
For career women 1 2
Modern 1
Key Brand A Brand B
3 4 5 Inexpensive
3 4 5 Ineffective
3 4 5 For the housewife
3 4 5 Old fashioned
Avoid:
n Ambiguity
n Two questions in one
n Leading or loaded questions
n Making assumptions
n Generalization
n Negative questions
n Hypothetical questions
Sequencing
n Wilson suggests that the questionnaires should be funnel sequenced, i.e. going from the broad to the narrow. The interviewer asks the most general questions about the subject and moves to narrower and more focused questions
n Spaced effectively – it may save money but will reduce response
n Set in a serif type face. The serifs are the feet on the letters of a serif type face that keep the eye on the line; they are known to increase comprehension
n In at least 10 point font so that people can read the questionnaire
n Use skip and filter questions and routing instructions to help the respondent work through the questionnaire
Piloting or testing the questionnaire is crucial
n It allows problems to be corrected
n Helps with the coding process
n Improves question sequencing
n Improves wording of questions
n Are the objectives right?
