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Unit 5: Questionnaire Design - Coggle Diagram
Unit 5: Questionnaire Design
Designing a Questionnaire
Definition: A formalized set of questions and scales to generate primary data.
Importance: Facilitates the collection of reliable and valid data.
Preliminary Steps
Identify clear research problems and formulate broad research questions.
Determination of relevant variables.
Independent and dependent variables.
Types of information required (facts, estimates, predictions, relationships).
Development Process
Simultaneous formulation of concepts, constructs, hypotheses, and variables.
Investigation focus: Brand awareness, attitudes toward a brand, intentions to purchase, etc.
Theoretical Components
Words
Involves questions, hypotheses, and formats.
Questionnaire Format
Systematic arrangement of questions/measurement scales.
Basic Concepts
Concept
: Abstract thinking to distinguish it from other elements.
Construct
: Observable or measurable theoretical definition of a concept.
Variable
: Presented in research questions and hypotheses.
Operationalization
: How the variable is observed or measured.
Research Objectives
Must be precise, detailed, clear, and operational.
Constructs and Variables
Examples include brand awareness, recall, knowledge of product features, etc., with their operational definitions provided (e.g., questions and measurement methods).
Variables in Research
Definition: Characteristics that vary.
Types: Height, age, stress, score on depression test, number of bystanders.
Independent vs. Dependent: "X" variable as the cause, "Y" variable as the effect.
Steps in Questionnaire Development
Decide the information required.
Define the target respondents.
Choose methods of reaching your target respondents.
Decide on question content.
Develop the question wording.
Put questions into a meaningful order and format.
Check the length of the questionnaire.
Pre-test the questionnaire.
Develop the final survey form.
Survey Goals Example
To obtain demographic and lifestyle profiles of City Bank's current customers.
Determine banking habits and patterns.
Developing Question Wording
Ensure respondents can and will answer the questions.
Avoid double-barreled, leading, and questions with implicit assumptions.
Putting Questions into Order and Format
Organize opening questions, follow a logical flow, utilize funnel/inverted funnel sequencing, and ensure a variety of questions.