Designing Effective Questionnaires: A Step by Step Workshop (RM03)
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Seminar by
Burke Institute
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Details
In this 3-day hands-on workshop designed for individuals who must write or evaluate questionnaires, you will learn:
- How to avoid the common pitfalls in writing questionnaires for in-person, phone, web and mobile surveys.
- How to plan and flowchart a questionnaire to guide the overall logic and enhance the survey taking experience.
- How to phrase questions; when to use open-ended and closed-ended questions and how to choose the most appropriate rating, ranking, multiple choice, check-list or other approaches.
- How to phrase difficult questions dealing with memory, knowledge and sensitive subjects and how to measure the importance of product attributes.
- How to administer questionnaires to substantially improve response rates and improve the quality of your results by incorporating some of the industry’s best practices and learnings based on R&D examples and case studies.
- How to bring all the learning together in a team based workshop designing an online questionnaire.
Outline
----- First Day -----
08:30 AM - 08:45 AM Introduction
08:45 AM - 10:00 AM Session 1
-
QUESTIONNAIRE CONSTRUCTION IN MARKETING RESEARCH:
- Decision oriented marketing research and the role of questionnaire construction and data collection
- Examples of common problems in questionnaire design
- Case studies illustrating various data collection errors
- The analysis planning process and how it ties into questionnaire design
- Basic principles of questionnaire design
- Seven steps in the design of questionnaires
10:00 AM - 10:15 AM Break
10:15 AM - 12:15 PM Session 2
-
PLANNING A QUESTIONNAIRE:
- A step-by-step approach to writing questionnaires that are responsive to the needs of decision makers
- Mail, telephone, in-person, web-based, mobile and multimode studies
- Deeper dive into mobile surveys - intentional versus unintentional
- Specifying and sequencing the information needs for a study
- Case studies and workshops
01:30 PM - 03:00 PM Session 3
-
SELECTING AND RECRUITING SURVEY RESPONDENTS:
- Online samples – River versus panel sample
- Online sample providers
- Types of samples sends – quota and weighting issues
- Respondent concerns – professional respondents
03:00 PM - 03:15 PM Break
03:15 PM - 05:00 PM Session 4
-
DECIDING QUESTION STRUCTURE:
- Best practices for survey design do’s and don’ts
- Selecting the most appropriate type of question for the various kinds of information being sought
- Choosing between open-ended and closed-ended questions
- Multiple choice, checklists, ratings, ranking procedures and other options
----- Second Day -----
08:30 AM - 10:15 AM Session 5
-
ONLINE SURVEY WORKSHOP:
- Online survey mistakes
- Review submitted questionnaire examples
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 6
-
USING RATING SCALES:
- Overview of considerations in using rating scales and variants
- Assessment of the type of data obtained from the scales
- Best practices for number of scale points: odd vs. even, balanced vs. unbalanced, etc.
- Administering rating scales for the web, mobile devices, in person, phone and mail
- Scales for measuring attitudes - developing and using techniques such as the Semantic Differential, checklists, Likert, Q-sort, and other procedures
- Workshop reviewing scales from submitted questionnaire examples
12:00 PM - 01:15 PM Lunch Break
01:15 PM - 02:45 PM Session 7
-
QUESTION WORDING AND RELATED PROBLEMS:
- The art of asking questions and avoiding loaded, leading, vague, double-barreled and a multitude of other problem questions
- Exercise: which quality criteria are not met
- A checklist for choosing words and phrasing questions
- Asking classification questions
- Measuring importance
02:45 PM - 03:00 PM Break
03:00 PM - 05:00 PM Session 8
-
ONLINE WORKSHOP (PART ONE): CREATING A QUESTIONNAIRE:
- Create a questionnaire based on the research objectives from the case
----- Third Day -----
08:30 AM - 10:00 AM Session 9
-
KEY AREAS OF MEASUREMENT: PERCEPTIONS, ATTITUDES, HISTORY AND INTENTION QUESTIONS:
- Asking history questions (including frequency and percentages) and dealing with the problems they generate: respondent ability to remember accurately, willingness to answer truthfully, and knowledge of facts
- Critical considerations in measuring attitudes for image studies, customer satisfaction surveys, concept tests and several other applications
- Testing the validity and the reliability of the measures used
- Asking intention (outcome, likelihood) questions
10:00 AM - 10:15 AM Break
10:15 AM - 12:15 PM Session 10
-
DRAFTING THE QUESTIONNAIRE:
- Introduction and screening questions
- A checklist of do's and don'ts
- Flowcharting a questionnaire
- Precoding questions and planning the physical layout
- Pre-testing a questionnaire with a workshop in revising questionnaires and pre-testing
01:30 PM - 02:15 PM Session 11
-
ADVANCED SURVEY DESIGN ISSUES
- Respondent attentiveness
- The effect of survey length
- How web survey interfaces can impact results
- Online survey “intervention”
-
ONLINE WORKSHOP (PART TWO): PULLING IT ALL TOGETHER
- Team exercise to create an online survey
- Feedback and critique
(A 15 minute break will be provided during this final session.)
Schedules
| No. of Days: | 3 |
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Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
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When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
SEVEN REASONS FOR SELECTING OUR SEMINARS
When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Breadth
You can choose from a wide range of seminar topics to meet your continuing educational needs. Participants can select a sequence of seminars which offer coordinated state-of-the-art training with increasing levels of sophistication and depth in the chosen area. This eliminates the duplication and conflicting content which often results from attending disjointed seminars from different sources.
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