6 – Primary Data and Questionnaire

Introduction

Primary data refers to information the researcher has gathered about the issue under investigation. It is also firsthand information that the researcher has gathered for the particular purpose of the study.

Primary data is information that researchers gather for investigation. This unique information was gathered through questionnaires during an experimental study. It can also be collected from observations or direct communication with people related to the chosen subject via surveys or descriptive studies.

6.1 Primary Data Collection Methodology

A lack of data or stale information often creates a demand for fresh, first-hand information. Primary information can be obtained in marketing research through observation or communication.

The Advantages and Disadvantages of Primary Data

The advantages of primary data cannot be overstated. It is possible to conduct a study without using secondary data. Still, studies that only use secondary data are less accurate and may have biases because secondary data has already undergone human manipulation. In statistical surveys, it is vital to obtain information from primary sources and work with primary data: for example, statistical records of a country’s female population cannot be dependent on newspapers, magazines, and other printed sources. One such source is outdated and has limited information that can be misleading and biased.

• Validity: One of the most critical considerations in research is validity. Validity refers to the quality of research that makes it trustworthy and scientific. It also refers to using scientific procedures in research to make it rational and acceptable. Using primary data in research can improve its validity. First-hand knowledge gathered from a representative sample of the target group will produce data that applies to the complete target population.
• Authenticity: The genuineness of the research is defined as authenticity. Authenticity may be jeopardised if the researcher incorporates personal biases or employs deceptive information. If the procedures used to analyse and interpret data are valid and reasonably appropriate for the data type, primary research tools and data can become more authentic. Because the facts have not been embellished, primary sources are more genuine. When a primary source conceals information or distorts facts for personal reasons, the source’s authenticity suffers. Some approaches can be used to ensure that the data from the source is accurate.
• Reliability: Reliability is the knowledge that the research is sufficiently accurate to be relied on. For example, suppose a study indicates that eating junk food does not raise the risk of cancer and heart disease. This conclusion must be drawn from a sample whose size, sampling technique, and variability are not in doubt. Using primary data improves reliability. The results will be highly dependable if the researcher employs an experimental approach and questionnaires in the study. On the other hand, if someone relies on data available in books and on the internet, he will gather information that does not accurately portray the facts.

One disadvantage of primary data collection is that it takes a long time. The researchers will need to make particular preparations in order to address the various demands of the processes while also successfully managing time. In addition to time, the researchers will collect vast amounts of data when collecting primary data. Because they will engage with various people, they will generate enormous amounts of data they need to sort through when studying and evaluating their results. Primary data also necessitates a more significant part of the workforce being engaged in information gathering and processing, increasing operations’ complexity. A considerable number of resources are required to obtain primary data.

There are various methods for gathering primary data, including the following:

• Observation Method Interview Method
• Questionnaire Method Schedule Method

Other methods include warranty cards, distributor audits, pantry audits, consumer panels, mechanical devices, projective techniques, in-depth interviews, and content analysis.

Two basic methodologies for collecting primary data are available: observation and questioning. The primary distinction between the two approaches is that respondents play an active role in the questioning process because they engage with the researcher.

6.2  Observation Method

Only present/current behaviour can be analysed using the observation method. As a result, many researchers believe that this is a significant disadvantage. A causal observation may help the researcher pinpoint the problem. Such as the length of the line in front of a fast-food restaurant, the competitor’s price and advertising activity, and so on. Observation is the most cost-effective method of data collection.

Assume a city has a Road Safety Week, and the public knows the importance of taking measures while walking on the road. After one week, an observer can stand on a street corner and count the number of people walking on the sidewalk and those walking on the road within a specified period. This will tell him whether the safety campaign was successful or not.

Observation may be the sole method available to the researcher at times.

6.2.1 Different Types of Observation Methods

Various observation methods are available, and the observer may utilise any of them or a combination of several. Among these are:

• Observation: Structured-Unstructured
• Observation: Disguised-Undisguised
• Observation (Direct-Indirect)
• Observation of Human-Mechanical Interaction

Observation Structured-Unstructured

The data required determines whether the observation should be structured or unstructured.

For instance, hotel management may be interested in learning “how many of his guests come to the hotel with their families and how many come alone. The observation is structured here because it is apparent “what is to be observed.” He could tell his waiters to make a note of it. This information is essential to determining the number of chairs and tables needed and the overall atmosphere.

Assume the manager is interested in learning how single consumers and those with families act and their attitudes. This investigation is hazy, and it requires unstructured observation.

Consider a study investigating how much research goes into purchasing soap to distinguish between structured and unstructured observations. On the one hand, the observers could be told to stand at one end of a supermarket and record the searches of each sample consumer. This can be seen and documented: “After gazing at the HLL brand, the buyer took a breather. He looked at the product’s pricing, put it back on the shelf, then picked up a HLL soap cake, looked at the picture on the pack and the list of ingredients, and put it back. He then studied the label and pricing for a P&G product, put it back down, and after a little pause, picked up a different-flavor soap from M/s Godrej Company, placed it in his trolley, and, proceeded down the aisle “. Observers on the other hand, may simply be instructed to record the “first soap cake examined” by checking the necessary boxes on the observation form. The “second situation” is more structured than the “first situation.”

Observation: Disguised-Undisguised

Respondents in disguised observation are unaware that they are being observed, while respondents in non-disguised observation are entirely aware that they are being followed. Observers who engage in concealed observation frequently masquerade as consumers, referred to as “mystery shoppers.” Research institutions compensate them. The fundamental advantage of disguised surveillance is that it enables the registration of people’s true identities.

Observations in the undisguised approach may be limited due to mistakes induced by the objects of observation. The ethical implications of concealed observations are currently being debated.

Observation (Direct-Indirect)

The actual behaviour or phenomenon of interest is observed during direct observation. In indirect observation, the results of the phenomenon’s effects are noticed. Assume a researcher is curious about a student’s soft drink consumption in a hostel room. He might like looking at empty soft drink bottles that have been thrown away. Similarly, the observer may ask the hotel owner for permission to visit the kitchen or stores. He may conduct a kitchen/store audit to determine the consumption of various spice brands utilised by the hotel. It is important to note that “how well the observer can recognize physical evidence of the problem under study” largely determines the success of an indirect observation.

Observation of Human-Mechanical Interaction

Most marketing research studies are based on human observation, in which trained observers must observe and document their observations. In some circumstances, mechanical devices, such as eye cameras, are used for observation. One of the most significant benefits of electrical/mechanical devices is that their records are free of any subjective bias.

6.2.2 Benefits of the Observation Method

• The original data can be obtained at the time the event occurs.
• The observation is carried out in natural settings. As a result, the facts become more apparent, unlike questionnaires, where trials are subject to environmental and temporal constraints.
• Respondents may be reluctant to share some information at times. The researcher can gather this knowledge through observation.
• Those who are unable to communicate can also be observed.
• The observation method considerably reduces any prejudice on the part of the researcher.

6.2.3 Limitations of Observation Method

• The observer may have to wait for a more extended period at the observation location. Even so, the anticipated occurrence may not occur. Observation over a lengthy period is required, so it may not happen.
• Extensive training of observers is required for observation.
• This is a costly procedure.
• External observation provides surface-level clues. Probing beneath the surface is tough, as only overt behaviour is visible.
• Two observers may view the same occurrence yet reach different conclusions.
• It is pretty challenging to get information about (1) Opinions and (2) Intentions.

6.3 Methodology Survey Research 

The term “survey” is most commonly used to describe gathering information from a random sampling of people. For example, before elections, a sample of voters is polled to see how the public perceives the candidate and the party. Before launching a new product, a manufacturer conducts a market research survey. Government commissions conduct surveys to acquire factual information, analyse existing legislation, etc.

6.3.1 Steps Involved in Survey Method Design

• Choose and develop a research problem.
• Determine the best survey approach.
• Create a survey method/research design.
• Conduct a survey and gather data.
• Perform analysis and report

6.3.2 Survey Characteristics

• The survey is being done in a natural setting.
• The survey solicits replies directly from the respondents.
• Non-experimental social science research frequently uses surveys.
• Frequently, the questionnaire or interview method is used to obtain data.
• The survey uses real-world samples.
• It is usually a quantitative procedure, but it can also be qualitative.
• It is methodical, adheres to principles, and has a formal and orderly succession logic.
• It is unbiased; it chooses sample units without bias or preference.

6.3.3 Purpose of Survey

The survey serves two functions, which are as follows:

• Information gathering: It gathers data for a specified goal. For instance, pools, census, customer satisfaction, attitude, etc.
• Theory testing and construction: Surveys are often used to test and construct theories, such as personality and social psychology theories.

6.3.4 Survey Advantages

Access to a diverse range of individuals. Collection of vast amounts of data. It may be more ethical than experimental designs.

6.3.5 Survey Disadvantages Lack of control.

Data may be shallow. It is costly to collect representative data.

6.4 Techniques of Survey

 6.4.1 In-person Interviews

When the interviewer asks the interviewee questions face-to-face, the interview is personal. Personal interviews can occur anywhere at home, a shopping centre, or on the street.

Advantages

• The ability to allow the interviewee to see, feel, and taste a product; the ability to locate the target population. For example, you may discover people who have seen a movie far more readily outside a theatre than by contacting random phone numbers.
• More extended interviews are occasionally tolerated. This is especially true for in-home interviews that have been scheduled in advance. People may be more eager to chat with someone in person than over the phone.

Disadvantages

• Personal interviews are typically more expensive per interview than other approaches, and changes in demographic characteristics may make the sample non-representative.

6.4.2 Telephone Polls

Phone interviews are the most common form of interviewing and are a method of gathering information from a sample of respondents by calling them on the phone.

Advantages

• People can usually be reached more quickly via phone than by other means.
• When you don’t have the actual phone numbers of possible respondents, you can dial random numbers.
• Skilled interviewers may frequently invite longer or more detailed responses than people will provide to mail or e-mail surveys.

Disadvantages

• Many telemarketers have tarnished legitimate research by claiming to be conducting research when they begin a sales contract.
• Because of the increased number of working women, no one is usually at home during the day. This restricts calling time to a “window” between 6 and 9 p.m. (when you can interrupt dinner or a favourite TV program).
• You cannot show sample products over the phone.

6.4.3 Computer-Assisted Direct Interviews

These are approaches in which respondents directly key in (input) their replies into a computer.

Advantages

• It saves money on data entry and editing since answers to sensitive questions are more accurate when given by a computer than by a human or a paper questionnaire.
• The interviewer’s bias is removed. Different interviewers can pose questions in various ways, resulting in multiple outcomes. Every time, the machine asks the same questions.
• Assuring that skip patterns are correctly followed. The survey system can ensure that consumers are not asked questions they should avoid based on previous responses. These automatic skips are more accurate than having an interviewer read a paper questionnaire, and response rates are frequently excellent because they appear innovative and intriguing to some people.

Disadvantages

• Interviewees must have access to a computer, or it must be supplied for them, and computer-direct interviews, like postal surveys, may have major response rate concerns in populations with poor literacy levels.

6.4.4 E-mail Questionnaire

Email questionnaires are a new type of technology that is revolutionizing how online questions are administered. In contrast to other online questionnaire systems that require a web server to design, disseminate, and maintain findings, the Email Questionnaire is entirely email-based. It integrates with the existing email system to provide online questionnaire surveys to anyone with an Internet connection.

Advantages

• Speed: An email questionnaire can collect several thousand responses in a day or two, and once set up, virtually no cost is required.
• Images and audio files can be connected.
• The novelty factor of an online survey generally generates better response rates than traditional mail surveys.

Disadvantages

• The researcher must own or purchase a list of email addresses.
• Some people will respond multiple times or pass questionnaires on to friends to complete.
• Unwanted email is disliked by many individuals, even more than unsolicited traditional mail.
• Email surveys do not allow for the generalisation of results. Even when matched on demographic parameters such as age and gender, people who have email differ from those who do not. Email surveys cannot automatically skip or randomise items.

6.4.5 Internet (Web Page) Survey

Web surveys are becoming increasingly popular. They have substantial advantages in speed, cost, and flexibility, but they also have significant sampling constraints. These constraints limit the types of groups that can be researched using this technique.

Advantages

• Web page polls are incredibly rapid. A questionnaire put on a popular website can get thousands of responses in a matter of hours. Many individuals will respond to an email invitation to conduct a Web survey on the first day, and the majority will respond within a few days.
• Once the setup is complete, there is hardly any cost required.
• Images can be shown. Some Web survey software includes the ability to display video and play audio.
• Web page questionnaires can use intricate question-skipping logic, randomizations, and other things that paper questionnaires cannot. These elements can help to ensure better data.
• Colours, typefaces, and other formatting options are available in web page questionnaires but are not available in most email surveys.
• When answering questions regarding sensitive areas, such as drug usage or sex, a large number of people will offer more honest answers to a computer rather than to a person or on paper.
• On average, people give longer answers to open-ended questions on Web-page questionnaires than other types of self-administered surveys.

Disadvantages

• Currently, Internet use is far from universal.
• Internet polls do not represent the entire population.
• This is true even if an Internet user sample is chosen to be representative of the general population in terms of age, gender, and other demographics.
• People can quickly abandon a questionnaire in the middle of it.
• They are less likely to complete a lengthy questionnaire on the Internet than they would be if speaking with an experienced interviewer.
• Depending on your programme, you may have no control over people replying several times, which can skew the results.

6.4.6 Questionnaire by Mail

A mail questionnaire is a paper questionnaire mailed to selected respondents to fill out and return to the researcher.

Advantages

• It will be easier to reach a more significant number of respondents across the country.
• Because the interviewer is not present face-to-face, the interviewer’s impact on the respondent is reduced.
• You can only conduct this type of poll if you know the names and addresses of the target audience but not their phone numbers.
• Mail surveys allow respondents to react at their leisure rather than at an inconvenient time when they are reached for a phone or in-person interview. As a result, they are not regarded as intrusive as other types of interviews.
• If the questions are such that they cannot be answered instantly and require some thought on the part of the respondent, the respondent might think about them gradually and provide an answer.
• It saves money (cheaper than an interview).
• There is no need to train interviewers.
• This strategy is effective for answering personal and sensitive inquiries.
• The questionnaire can incorporate images, which is not possible over the phone.

Limitations

• It is not appropriate for complex or sophisticated questions. For instance, do you believe in the value-price relationship?
• This strategy is ineffective when the researcher is looking for a spontaneous reaction because the respondent’s thinking time influences his or her response.

“Tell me what comes to mind spontaneously when I question you about cigarette smoking,” for example.

3. It is impossible to verify whether a postal questionnaire was filled out by the respondent himself/herself. If the questionnaire is aimed at the housewife, for example, to learn about her spending on kitchen items, she is the only one expected to respond. Instead, if her husband completes the questionnaire, the result may be incorrect.
4. The respondent’s request for clarification on issues is not possible.

Respondents may not understand terms such as prorated discount, product profile, marginal rate, etc.

5. If the responses are incorrect, the researcher is unable to proceed.
6. Low response (30%): Not everyone will respond.
7. Mail survey response rates are frequently too low to be effective in groups with lower educational and literacy levels.

Additional Considerations for Mail Questionnaire Preparation

1. It should be shorter than a personal interview questionnaire.
2. The language should be kept as simple as possible.
3. First, draft a letter requesting the respondents’ cooperation if a lengthy questionnaire is required.
4. Wherever possible, provide unambiguous direction.
5. To receive a response, send a pre-addressed, stamped envelope.

6.5 Questionnaire

 What exactly is a questionnaire?

A questionnaire is a research instrument that consists of a series of questions and other prompts designed to elicit information from respondents. Sir Francis Galton devised the questionnaire.

Characteristics of the Questionnaire:

• It must be straightforward. The questions should be understandable to the respondents.
• It must generate responses that the interviewer can record.
• It should be specific so the interviewer can keep the interview on track.
• It should be well-organized to allow for easy analysis and interpretation.
• It must maintain the respondent’s interest throughout.

6.5.1 Questionnaire Design Process

The seven steps involved in creating a questionnaire are as follows:

Step 1: Determine What Data Is Needed

The market researcher’s initial query is, “What type of information does he require from the survey?” This is true because his research will unlikely be fruitful if he leaves out important facts. Conversely, if someone obtains irrelevant information, he wastes time and money.

At this point, the information needed and the scope of the investigation should be evident. As a result, the following procedures must be taken at the planning stage:

• Select a topic for investigation.
• Gather further information on the research topic using secondary data and exploratory research. The exploratory investigation will answer the question, “What are the relevant variables?”
• Gather information about other studies that have been conducted similarly.
• The type of information that is necessary. There are various kinds of information, including (a) awareness, (b) facts, (c) opinions, (d) attitudes, (e) plans, and (f) reasoning. In marketing research, facts are typically looked after.

For instance, what television show did you watch last Saturday? This necessitates a relatively excellent recall, and the respondent may forget. This is referred to as recall loss. As a result, speculating on the distant past should be avoided. The respondent’s memory of events is determined by (1) the importance of the events and (2) whether it is required for the respondent to remember. Both factors are not met in the preceding situation. As a result, the respondent has forgotten. On the other hand, individuals’ birthdays or wedding anniversaries are easily recalled since the event is significant. As a result, the researcher must exercise caution when asking questions concerning the past; first, he must ensure that the respondent has the answer.

Do you go to the club, for example? He may answer ‘yes,’ even knowing this is false. This could be because the respondent wishes to impress the interviewer by demonstrating that he comes from a wealthy family and can afford to spend money on clubs. To get facts, responders must be conditioned (through positive reinforcement) to share accurate information.

Methods of Data Collection

The questionnaire can gather information via personal interview, mail, or phone. The type of respondents and the information required determine the method used. A questionnaire is not the best option if the information is to be gathered from illiterate people.

Step 2: Various Questionnaire Types

1. Structured and unmistakable
2. Structured and masked
3. Disguised and unstructured
4. Unstructured and undecorated

 

1. Structured and unmistakable Questionnaire: The questions in this section are designed to elicit information. The interviewer will ask the questions in the exact order that was set. What are the strengths of soap A compared to soap B, for example?

• It is less expensive.
• It lasts longer
• Improved scent
• More lather is produced
• Sizes that are more convenient to use

In market research, structured and non-disguised questionnaires are commonly used. All respondents are given identical questions in the same language and in the same order. The purpose of standardising the question is to ensure that all respondents react similarly. The question’s intent is evident. The researcher wants the respondent to select one of the five possibilities listed above. This type of questionnaire is simple to use. Respondents have little difficulty answering because the structure is clear, and the frame of reference is plain.

The goal of the questionnaire is to be known to the respondent in a non-disguised way.

“Subjects’ attitude regarding Cyber laws and the need for government legislation to regulate it,” for example.

Certainly not required at this time. Certainly not required.

I’m not sure.

Very critically required Not urgently required

2. Questionnaire Structured and Masked:

This form of questionnaire is rarely used in marketing research. When a direct, unembellished question causes a bias, this questionnaire determines people’s attitudes. What emerges from this form of questionnaire is “What does the respondent know?” rather than “How does the respondent feel?” As a result, this method aims to determine the respondent’s attitude.

The “Office of Profit” Bill is currently:

• In the Lok Sabha for approval.
• Approved by the Lok Sabha and awaiting consideration by the Rajya Sabha.
• Passed by both houses, subject to presidential approval.
• The president has signed the bill.

The respondent’s knowledge of the subject is classified based on his selected answer.

The purpose of the questionnaire is not disclosed to the respondent in a disguised manner. The goal is to conceal “what is anticipated from the respondent?”

“Tell me what you think about Mr. Ben’s healing effect show in Bangalore,” for example.

“How do you feel about the demolition of the Babri Masjid?”

3. Non-Structured and Disguised Questionnaire:

The main goal is to conceal the topic of investigation by using a masked stimulus. The researcher standardises the stimulus, while the respondent can respond unstructured. The premise is that an individual’s reaction reflects the respondent’s core perspective. Non-structured disguise techniques include projective techniques. The methods involve the use of a vague stimulus on which an individual is asked to expand, describe, or build a storey; three common types that fall into this category are (a) word association, (b) word association, and (c) word association. (b) Sentence completion; (c) storytelling

4. Questionnaire that is not structured and is not disguised:

The study’s objective is evident, but the responses to the questions are open-ended. “How do you feel about the current Cyberlaw and its need for further modification,” for example. The first part of the question is correct. The interview becomes increasingly unstructured after presenting the initial question as the interviewer explores more deeply. The respondents’ subsequent responses determine the interviewer’s following steps. The interviewer’s question changes from person to person. This is known as a “depth interview.” The freedom granted to the interviewer is the method’s main advantage. Experienced interviewers can obtain information from respondents fairly and accurately by not limiting respondents to a set of responses. The main downside of this interviewing strategy is that it takes time, and respondents may refuse to cooperate. Another disadvantage is that coding open-ended questions may be difficult. For instance, a researcher asks a respondent, “Tell me about your experience in this hospital.” The answer could be, “The nurses are sluggish to arrive, and the doctor is nasty. ‘Slow’ and ‘rude’ are two distinct qualities that require separate coding. In exploratory investigations, this style of interviewing is particularly beneficial.

Step 3: Types of Questions:

Questions with No Answers

These are open-ended questions that allow respondents to respond in their own words. “What factors do you consider while purchasing a suit?” If numerous options are provided, it might be colour, price, style, brand, and so on, but some respondents may mention traits that the researcher did not consider.

Consequently, open-ended questions are valuable in exploratory research, which investigates all conceivable solutions. The most significant disadvantage of open-ended inquiries is that the researcher must precisely record the respondents’ responses. As a result, there is a chance that the researcher will forget to record some information.

Another issue with open-ended questions is that the respondents’ frames of reference may differ.

“What is the most important quality in a job?”

Answer: You must pay.

The respondent may have meant “basic pay,” but the interviewer may believe the respondent is referring to “total pay including dearness allowance and incentive.” Because they both refer to money, it is impossible to distinguish between the two frames.

Question with Two Answers

These questions have only two possible answers: ‘yes’ or ‘no,’ ‘true’ or ‘false,’ ‘use’ or ‘do not use.’ Do you apply toothpaste? Yes……….. No…………

There is no third option. However, there is sometimes a third option:

“Do you like to watch movies?” for example.

Ans: I don’t like or dislike it.

Dichotomous questions are the most convenient and straightforward to answer. One significant disadvantage is that they limit the respondent’s response, which may result in measuring errors.

Open-Ended Questions

This kind is divided into two fundamental formats:

• Make one or more selections from the alternatives.
• Compare and contrast the other options.

Alternatives Selection

Based on what you’ve seen in the commercial, which of the following words or phrases best describes the type of person you believe would most likely use this product?

1. …….. Old………………

Single…………. Married……………

Modern…………… Old Fashioned………………

2. Rating Scale

A. What was your overall reaction to this commercial?

• A fantastic commercial that I would like to see again.
• As with previous commercials, it’s only so-so.
• Yet another dreadful advertisement.
• An excellent commercial.
• B. How interested are you in purchasing the products based on what you saw in the commercial?
• Definitely
• Most likely, I would purchase
• I may or may not purchase
• I’m not sure I’d buy it.
• Without a doubt, I would not purchase it.

Closed-ended surveys are simple to complete. They necessitate less work on the part of the interviewer and are simpler to tabulate and analyse data. Because everyone is asked the same questions, there are fewer mistakes. Answering takes less time, and we can compare one respondent’s response to another’s.

Step 4: Wording of Questions

The wording of specific questions may significantly impact how the respondent interprets them. Even minor changes in wording can influence the respondent’s response.

“Don’t you think Brazil performed poorly in the FIFA Cup?” The answer will be a resounding ‘yes.’ Many of them, even if they have no concept of what the game is about, will most likely respond ‘yes.’ The response will alter if the question is phrased slightly differently.

“Do you believe Brazil performed poorly in the FIFA Cup?” This is an easy question to answer. Depending on the respondents’ knowledge of the game, the answer might be ‘yes,’ ‘no,’ or ‘don’t know.’

For instance, “Do you believe anything should be done to make it easier for consumers to pay their phone, energy, and water bills all under one roof?”

“Don’t you think something could be done to make it easier for individuals to pay their phone, energy, and water bills under one roof?”

A simple word modification, such as the one above, might elicit a wide range of responses from respondents.

Guidelines for using proper terminology:

Is the vocabulary basic and well-known among the respondents?

Instead of ‘reasonably,’ try ‘usually,’ ‘sometimes,’ ‘typically,’ or ‘on the whole.’

“How often do you go to the movies?” “This may be once a week, once a month, once every two months, or even more.”

Avoid questions with two answers.

These are questions in which the respondent can agree with one part of the question but not the other or in which the respondent cannot answer without making a particular assumption.

“Do you believe today’s businesses are employee- and customer-oriented?” There are two difficulties here – [yes] and [no].

“Are you satisfied with the price and quality of branded shampoo?” [yes] [no] Formalized paraphrase

Questions about leading and loading should be avoided.

1. Prompting Questions: A leading question directs the respondent’s attention to the answer. The question will impact respondents’ responses when they believe a company is collecting the data. Respondents tend to respond positively.

For example: “What do you think of the ‘Radio Mirchi’ programme? The answer is most likely ‘yes.’ The unbiased method of inquiry is “Which FM radio station is your favourite? Any of the four stations could be the answer: (1) Radio City, (2) Mirchi, (3) Rainbow, (4) Radio-One.

For example, do you believe offshore oil drilling harms the environment? The most likely answer is ‘yes.’ The identical question can be rephrased to exclude the leading element.

What are your thoughts on the environmental consequences of offshore oil drilling? Provide the following options:

1. Offshore drilling is safe for the environment.
2. Offshore drilling is harmful to the environment.
3. No comment.

2. Loaded Questions: A loaded question is another name for a leading question. It emphasises a word or phrase that serves as a lead to the respondent.

“Do you have a Kelvinator refrigerator?” “What brand of refrigerator do you own?” would be a better question. “Do you not believe the civic body is ‘incompetent’?” The word inept is ‘loaded’ in this context.

1. Are the questions perplexing? The respondent gets more biased than enlightened if a question is vague or ambiguous. For instance, “Do you believe government materials are dispersed effectively?” This is not the correct method because the respondent does not understand what the term “effective distribution” means. This is perplexing. The proper question is, “Do you believe that government publications are readily available when you want to buy?” “Do you think the value-price equation is appealing?” for example. Respondents may be unfamiliar with the value-price equation in this context.
2. Scope: “Does the question apply to all respondents?” Respondents may attempt to answer a question even if they do not qualify to do so or do not have a significant opinion.

1. “What is your current educational level?”
2. “Where are you working?” (Assuming he has a job.)
3. “From which bank did you obtain a mortgage?” (Assuming he has taken a loan).

Avoid Making Implicit Assumptions

An implicit alternative is not stated explicitly in the options. Consider the following two inquiries:

1. Would you like to work if one became available?
2. Do you prefer to work, or do you prefer to do only home tasks?

Even though these two questions appear to be identical, they differ significantly. The difference is because, in Q-2, the alternative hinted at in Q-1 is made clear.

Split Ballot Method

This is a process in which (1) the question is divided into two halves, and (2) each half receives a different sequence of questions. Sometimes, a single question variation does not yield the correct answer, and the respondent’s choice is not evident.

“How come you use Ayurvedic soap?” “Ayurvedic soap is better for skin care,” one respondent might argue. “Because the dermatologist recommended,” another may say. A third would reply, “It’s a soap that my entire family has been using for several years.” The first respondent explains why they are utilising it right now. The second respondent describes how he began using it. The third respondent mentioned “the family heritage of using.” As can be observed, many reference frames are employed. The question can be re-balanced and re-posed.

Complicated Issues?

Which of the following do you prefer to keep your liquid assets?

1. Debenture
2. Preferred share
3. Equity-linked mutual funds
4. IPO
5. Fixed Deposit

If you ask the average population this question, they might not know what a liquid fund is. The majority of respondents will guess and check one of them.

Is the length of the questions excessive? Limiting the number of words in a question to no more than 20 is best as a general guideline. The following question is far too long for the respondent to digest, let alone answer.

For example, do you accept that persons you know and associate with who receive ESI and P.F. benefits from the government take a reduction in such benefits to reduce government spending and provide more resources for infrastructure development?

Yes………………. No……………….

I’m afraid I can’t……………….

Accuracy at the Expense of Participation

Sometimes, the respondent may not have the information that the researcher needs.

For example, suppose the husband is asked, “How much does your family spend on groceries in a week?” Unless the respondent does his grocery shopping, he will have no idea how much he has spent. In this case, asking a ‘filtered question’ will be beneficial. “Who buys the groceries in your family?” is an example of a filtered question.

“Do you have any information about Mr. Ben’s visit to Bangalore?” The individual should not only receive the information but also remember it. The inability to recall information is referred to as “recall loss.”

5th Step: Sequence and Layout

The following are some guidelines for questionnaire sequencing:

Separate the questionnaire into three sections:

1. General information
2. Classification
3. Identification details

In the classification part, age, gender, income, education, and so on are questioned. The body of the questionnaire is used for identification. Always proceed from broad to detailed questions about the subject. This is referred to as the funnel sequence. The following is an example of question sequencing:

(1) What television series do you watch?

Sports ………………..

News……………….

(2) Which of the following interests you the most?

Sports ………….

News……………

Cartoon……………

Music………………..

(3) What show did you watch the previous week?

Football in the World Cup ……………….

Bournvita Quiz Competition ……………….

Middle Eastern War Reports ……………….

Cartoon series starring Tom and Jerry ……………….

The preceding three questions are arranged in a funnel pattern. If we pose the question in reverse order, “Which show was seen last week?” the response may be prejudiced. This example demonstrates the significance of sequencing.

Layout refers to how the questionnaire appears or looks.

Example: Layout includes clear instructions, gaps between question answers, and spaces. The following are two different layouts:

1st Layout What is the age of your bike?

…….. Less than one year…….. 1 to 2 years…….. 2 to 4 years…….. More than 4 years

Layout – 2 What is the age of your bike?

…….. Less than one year…….. One to two years…….. Two to four years…….. More than four years

It is clear from the preceding example that layout 2 is superior. This is because the likelihood of responder error due to confusion is reduced.

As a result, when creating a questionnaire, begin with a broad question. This is followed by a straightforward question and a series of more specific questions. This will yield the most information.

Scales, Forced and Unforced

If there are no ‘don’t know’ or ‘no option’ options on the questionnaire, the respondent is forced to choose one side or the other. A ‘don’t know’ response is not neutral. This could be because of a true lack of knowledge.

Scales that are balanced and unbalanced

On a balanced scale, the number of favourable responses equals the number of adverse responses. An unbalanced scale should be used if the researcher knows that a favourable response is possible.

Utilize the Funnel Approach

Funnel sequencing takes its name from its structure, which begins with broad inquiries and gradually narrows the focus. The focus shifts from broad to specific examples.

1. How do you think this country’s relations with other countries are going?
2. How do you believe we’re doing regarding relations with the United States?
3. Do you believe we should be dealing with us?
4. If so, what changes should be made?
5. Some believe we’re weak on the nuclear deal with the US, while others say we’re fine. How do you feel?

The first question introduces the topic in general. The next question mentions a specific country. The third and fourth questions solicit views. The fifth question is designed to elicit a particular response.

Step 6: Questionnaire Pretesting

A questionnaire is pretested to identify any flaws that may exist. For instance, the researcher’s word must have the same meaning as the word the respondents use. Is it possible to skip questions if the instructions are clear? One of the primary requirements for pretesting is that the sample chosen for pretesting be similar to the responders who will eventually participate. The fact that a few carefully selected respondents complete all the questions does not imply that the questionnaire is valid.

How Many Questions Are There to Be Asked? If the questionnaire is excessively long, the response rate will be low. No rule governs this. However, the researcher should evaluate how he would react to a lengthy questionnaire if he were the respondent. Calculating the time required to complete the questionnaire is one method for determining the length of the questionnaire. He can distribute the questionnaire to a few well-known people to solicit their feedback.

Step 7: Revise and Prepare the Final Questionnaire

The final questionnaire may be developed after pretesting with a small group of respondents. The following items on the questionnaire should be revised:

1. To check the spelling,.
2. Arrange the questions correctly to avoid contextual bias.
3. To eliminate the words that are not familiar to respondents,
4. To add or remove questions that arise in the pre-test process, if any.
5. To eliminate words with many meanings, etc.