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Business Research II
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Lecture 1, week 5 Q3What is a questionnaire?
A questionnaire is a data collection method/ tool used to standardize set
of questions. The data can then be added to a statistical program (such as
SPSS) for quantitative analysis. All participant of questionnaires are asked
the exact same set of questions in the exact order.
Some other options – observation, unstructured interviews, semi-structured
interview etc. Questionnaires are best used for descriptive (when you want to
produce an accurate representation of variables) or explanatory research (when
you want to
examine and
explain
relationships
between
variables).
When it comes
down to collecting
date you must
collect data on
every variable in
your research.
Aka at least one
question per
variable on you
questionnaire.
Designing the questionnaire;
A valid questionnaire will obtain accurate data that actually measures the
concepts are interested in collecting.
A reliable questionnaire means that the data that is collected is consistent from
participant to participant and study to study. Validity and reliability are both
needed to conduct quality research. These both can be achieved:
1. Designing high quality, clear questions based on your research
2. Structuring your questionnaire appropriately
3. Conducting pilot tests to resolve issues before obtaining data
Designing individual questions on the questionnaire
You have three options for designing questions:
1. ADOPT questions used in other questionnaires
a. Easily accessible and thus, a time-saver
b. Often many of the kinks are already worked out (crappy
questions are still out there though – BEWARE)
c. Sometimes under copyright and need authors permission
d. ALWAYS give credit to the original source and mention it in your
methodology section.
e. Make sure the questions are actually relevant to your study
2. ADAPT questions used in other questionnaires
a. To translate to a different language
, b. To change pronouns (listen to example) or make more specific
to your topic
c. To improve clarity or resolve a problem
3. DEVELOP your own questions
a. Make questions specific to your research
b. Takes a bit more time
c. You could be the author of a new questionnaire replicated by
masses of researchers worldwide
Lecture 2, week 6 Q3
Types of questions: open, list, category, ranking, rating, and scales.
Types of questions
Open
Asking a question and leaving space for participant to write response. Use
minimally – only needed when you want further clarification. Difficult to
code. More difficult for a participant to answer than closed questions.
List
Question has a list of responses from which the participant can choose
one or more. Be sure to include all possible response options and/or have
an ‘other’ option just in case.
Category
Question has a list of responses from which the participant must choose
only one – think of your multiple choice tests. Make sure options are
mutually exclusive (not overlapping).
Ranking
Participants are asked to place response options in a rank order. Helps
you to better understand the relative importance to the participant.
Rating
Usually used to gather opinion data and are often measured using a likert-
style rating :(a #-point rating scale) see examples below.
Scales
Using several rating questions to measure a concept. Each rating question
that is part of a scale is called a ‘scale item’. Many scales already exist in
research and it is acceptable to adopt or adapt them when creating a
questionnaire if they: Measure what you need to measure. Have been
tested and validated. Were designed for relatively similar respondents.
Example concepts: service quality, criminal activity, Just World Belief,
customer loyalty, etc.
Date – levels of measurement
Nominal – Categorical but no order.
Examples: colors, gender, religion
Ordinal – Categorical with order.
Examples: rank in military, Exam Grade in A to F format
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