Attitude measurement in the questionnaire

The measurement of attitude poses more problems than does the measurement of behaviour. Respondents are able to respond relatively easily to behavioural questions, limited only by their memory of events, the amount of effort they are prepared to give to answering the questions and the degree to which they are prepared to be truthful.

Itemized rating scales of questions in the questionnaire

Itemized rating scales are used to help the researcher obtain a measure of attitudes. The researcher first develops a number of dimensions – attitude statements, product or service attributes, image dimensions, etc. Respondents are then asked to position how they feel about each one using a defined rating scale. A rating scale is usually

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Attitudinal rating scales of questions in the questionnaire

A number of forms of rating scale have been developed specifically to address responses to a series of attitudinal dimensions. The three most commonly used are: Likert scale; semantic differential scale; Stapel scale. 1. Likert scale The Likert scale (frequently known as an ‘agree-disagree’ scale) was first published by psychologist Rensis Likert in 1932.

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Comparative scaling techniques of questions in the questionnaire

1. Paired comparisons With paired comparisons, respondents are asked to choose between two objects based on the appropriate criterion, eg that one is more important than the other or preferred to the other. This can be repeated with a number of pairs chosen from a set of objects, such that every object is compared

Rating scales of questions in customer satisfaction research

Deciding which scale to use Using rating scales in customer satisfaction research presents the ques­tionnaire writer with a number of choices for the most appropriate scale. Rating scales are commonly used in customer satisfaction research inter­views for very good reasons. They provide a relatively easy way in which a customer can assess the service

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Measuring brand image by the questionnaire survey

A frequent objective with brand and communication studies is to measure brand image: that is, the perceptions that people hold of the main brands, how they compare and how they might occupy different positions in customers’ minds, either as having functional differences or differences in emotional positioning. Two ways to measure brand image are

The measure dimensions of questions in the questionnaire

1. Determining the attributes to measure No matter which scale is used the crucial factor to get right is the wording of the items against which the attitude is to be measured. As with all questionnaire research, if the item is not measured it cannot be analysed, and if important attributes are not included

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Use of language in the questionnaire

When writing the questionnaire it is the questionnaire writer’s job to ensure that the respondents will understand the questions and that the respondents will not feel intimidated, challenged or threatened by the questions. Writing questionnaires is about helping respondents to give the best information that they can. Questions should be clear and unambiguous, and

Avoiding ambiguity in the question

Ambiguity is to be avoided at all costs. If a question is ambiguous, then the respondent may be presented with the dilemma of hearing or seeing two different questions and will not know which to answer. With an interviewer-administered questionnaire the respondent may seek help from the interviewer. The interviewer may be able to

Determining the pre-codes of questions in the questionnaire

The pre-codes that are used on the questionnaire determine what data are collected. If the pre-codes have insufficient accuracy or are incomplete, then data will be lost that may be important to answering the objectives. In many instances the responses will be obvious – yes-no, male-female – but in others care must be taken

Using prompts in the questionnaire

Show cards are frequently used to provide the respondents with prompted answers in face-to-face interviews. In self-completion inter-views the prompts are provided with the question, either on a paper questionnaire or on-screen with a web-based questionnaire. With tele­phone interviews the prompts are frequently read out or, if they are to be repeated, as with

Order bias and prompts in the questionnaire

The order in which prompts are presented to respondents, whether on the questionnaire or screen, shown on a card or read out, can have a significant effect on the responses recorded. Such bias can occur with the presentation of: scalar responses; monadically rated batteries of attitude or image dimensions; lists from which responses are

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Question order in the questionnaire

There are certain rules regarding the ordering of questions that must always be borne in mind. These have been covered in Chapter 3 and include: There must be no prompting of any information before spontaneous questions on the same subject. The interview should normally start with the more general questions relating to the topic

Standardizing questions in the questionnaire

Where a question has been asked in a previous study it is usually to the advantage of the researcher to ensure that, unless there is a good reason otherwise, the same question should be used and the same pre-codes. Doing this allows the researcher to build up a body of knowledge about how this

Questionnaire in Tracking studies

Consistency of question wording is important in ongoing or tracking studies, in order to ensure that changes in data over time are not due to wording changes. To ensure data consistency, it is also important to maintain the order in which the questions are asked, so that any order bias that exists is itself

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Questionnaire in Omnibus studies

An omnibus survey is a particular type of study on which clients buy space for their own questions. The questionnaire can therefore cover a number of different subject areas for a number of different clients. The cost of sampling and contacting these respondents is effectively shared between all of the clients, making this a

Interviewer-administered paper questionnaires

If a paper questionnaire is being used, the primary concern with regard to layout is that the interviewer can follow the questionnaire sequence easily, asking the correct questions for each respondent and accurately recording the answers. This is the case for both face-to-face and tele­ phone interviews. If the interviewer has difficulty following the

Self-completion paper questionnaire

Much of the success of a paper-based self-completion survey depends on the appearance of the questionnaire and the ease with which respondents can use it. An unattractive questionnaire that is difficult to follow will reduce the response rate, increasing the risk of an unacceptably low level of response. An unattractive or shoddily produced questionnaire

CAPI and CATI as forms of electronic questionnaires

CAPI, CATI and all forms of electronic questionnaires have a number of advantages over paper questionnaires which have already been touched on in Chapter 2. Electronic questionnaires from all of the major software suppliers can: cope with complex routeing; rotate or randomize the order in which questions are asked; rotate or randomize the order

Replicating existing approaches to the Online questionnaires

As with CAPI and CATI, electronic formatting of the questionnaire brings opportunities to replicate and improve on pen and paper approaches. Thus it is possible to: rotate or randomize the order in which questions are asked; rotate or randomize the order of response codes between respondents; sum numeric answers (eg to ensure that answers