Designing a Questionnaire or Survey - statistics help

Summary

This video script outlines the essential steps for designing a high-quality questionnaire, using Helen's chocolate product survey as an example. It emphasizes defining the problem, choosing the survey method, crafting clear and respectful questions, conducting a desk check for clarity, and refining the questionnaire through a pilot survey. The process ensures the final questionnaire yields valuable data, highlighting the importance of following each step to avoid substandard results.

Takeaways

• 📝 The process of designing a questionnaire involves five key steps: defining the problem, planning the survey administration, writing the questionnaire, desk checking, and conducting a pilot survey.
• 🎯 Defining the problem is crucial and involves understanding the questionnaire's purpose, identifying the target population, determining the use of information, and identifying potential sources of variation.
• 👥 The target population should be carefully chosen based on the survey's goals, such as Helen focusing on new customers who buy chocolate but not her current products.
• 📊 The information gathered will guide product development, with Helen seeking to understand chocolate filling preferences and the preferences of high-spending chocolate consumers.
• 📝 The questionnaire should be structured to be interesting, easy to answer, and respectful, with demographic questions placed at the end.
• 🤔 The method of survey administration impacts the type of questions that can be asked, and Helen opts for an online survey for its ease and reach.
• ✍️ Writing the questionnaire requires careful construction of each question to avoid pitfalls and maintain a logical flow that engages respondents.
• 🔍 Desk checking involves reviewing the questionnaire for clarity, spelling, grammar, and ensuring it captures all necessary data points.
• 📊 A pilot survey is essential for identifying any confusion or issues in the questionnaire before full-scale implementation.
• 🔄 Feedback from the pilot survey should be used to refine the questionnaire, potentially leading to multiple rounds of desk checks and pilot surveys.
• 🌟 Following these steps leads to a high-quality questionnaire that will yield better data for decision-making.

Q & A

What are the five steps to designing a questionnaire as described in the script?

The five steps to designing a questionnaire are: 1) Define the problem, 2) Plan how the survey will be administered, 3) Write the questionnaire, 4) Desk Check, and 5) Pilot Survey.

Why is it important to define the problem when designing a questionnaire?

Defining the problem is crucial because it helps to clarify the purpose of the questionnaire, identify the target population, determine the use of the information, and understand what exactly needs to be found out.

What is Helen's purpose for designing a new questionnaire?

Helen's purpose is to introduce a new chocolate product and find out what type of chocolate product is most likely to be successful in the market, particularly focusing on attracting new customers who buy chocolate but do not currently buy Chocconutties.

Why is it necessary to consider the target population when designing a questionnaire?

Considering the target population ensures that the questions are relevant to the group that the survey aims to gather information from, which in Helen's case, are people who buy chocolate but are not current Chocconutties customers.

What method of survey administration did Helen choose and why?

Helen chose an online survey method because it fits her budget, allows her to reach more than just current customers, and makes creating the questionnaire and analysis much easier.

What are some of the potential pitfalls in writing questions for a questionnaire?

Potential pitfalls in writing questions include unclear language, leading questions, double-barreled questions, and questions that may be considered sensitive without proper ethical approval.

Why is the structure of a questionnaire important?

The structure of a questionnaire is important because it should be interesting, easy to answer, and respectful. A well-organized questionnaire with a clear introduction and a variety of question types helps maintain the respondent's interest and ensures they continue to answer.

What should be included in the introduction of a questionnaire?

The introduction should explain why the data is being collected, for whom it is intended, and assure respondents about the confidentiality of their responses.

What is the purpose of a Desk Check in the questionnaire design process?

The purpose of a Desk Check is to review the questionnaire as if seeing it for the first time, ensuring clarity, correctness of spelling and grammar, and verifying that all necessary information is being collected. It also helps in deciding how to record responses and checking the ease of coding.

What insights can be gained from conducting a Pilot Survey?

A Pilot Survey provides insights into any confusion or issues respondents may have with the questionnaire, helps identify questions that may need alternative responses, and allows for adjustments to be made before the actual survey.

How does the script suggest ensuring the ethicality of a questionnaire?

The script suggests ensuring ethicality by avoiding sensitive questions without proper approval, being respectful of respondents' time by including only relevant questions, and expressing gratitude at the end of the questionnaire.