Transcript Slide 1

Quality assurance for census
DESIGN, PART 2
Questionnaire Design
Copyright 2010, The World Bank Group. All Rights Reserved.
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QUESTIONNAIRE DESIGN
“Every questionnaire must be handcrafted. It is not only
that questionnaire writing must be ‘artful’, each
questionnaire is also unique, an original. A designer
must cut and try, see how it looks and sounds, see how
people react to it, and then, cut again, and try again.”
Converse, J. and S. Presser,
‘Survey Questions: Handcrafting the Standardized Questionnaire
Copyright 2010, The World Bank Group. All Rights Reserved.
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PURPOSE OF A QUESTIONNAIRE
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To Ask Questions Systematically
To Communicate Effectively with Respondents
To Record Responses
To Allow Efficient & Accurate Transfer from
Paper to Electronic Medium
Copyright 2010, The World Bank Group. All Rights Reserved.
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SYSTEMATIC
QUERY
MECHANISM
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TO ASK QUESTIONS SYSTEMATICALLY
A Questionnaire is the Statistician`s Means
of Using the Scientific Method to Obtain
Information:
Each respondent is asked the same
questions, in the same order, in the same
way.
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COMMUNICATIONS
VEHICLE
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COMMUNICATION VEHICLE
A questionnaire transmits the information
desires of the NSO and records the
respondent`s attempt to meet those
desires.
Make sure that the question you think you
are asking is the same as the question that
the respondent thinks he is answering!
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LANGUAGE OF QUESTIONS
For better communications, co-operation and
reliability:
• questions should be in the language of the
respondent
Respondent more comfortable
Better comprehension
Thus, better answers
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LANGUAGE OF QUESTIONS
SUMMARY
Where there is more than one major language in
the country:
• If at all possible, the questionnaire should be
translated into each of the main languages
• and independently tested with respondents
who speak that language
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CONCEPT OPERATIONALIZATION
Census Users want information to study
concepts such as:
Social status
Poverty
Economic status
Education, etc
The NSO needs to transform or operationalize
these concepts into simple questions.
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PROMOTING RESPONSE
• There are many factors that may lead to high
or low rates of response
– or to high or low quality of the responses
obtained
• The aim of questionnaire design is to prepare
a questionnaire that obtains both high rates of
response
– and high quality of the responses
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THE RESPONSE PROCESS
Understanding
Retrieval
Thinking-judging
Communicating
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Maximizing response rates
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Appropriate collection method
Good questionnaire design (wording, layout, etc.)
Enumerator Training
Publicity, advance letter
Confidentiality and/or anonymity
Elicit respondent’s interest
Explain benefits
Offer incentives
Provide respondents with census results
Call-backs (“best time to call”)
Follow-up (reminder notices)
Copyright 2010, The World Bank Group. All Rights Reserved.
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QUESTION SEQUENCING
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start with easy questions
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group questions by topic
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chronological order
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minimize “skip to” (never skip back)
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sensitive/personal questions where most meaningful
or at end
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classification variables at end (unless needed for
screening)
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SOURCES OF RESPONSE ERROR
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Questionnaire
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wording
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question order
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complexity
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length
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Respondent
l understanding
l recall
l judgement
l motivation
l Reporting
• Interviewer
– asking the question
– recording the response
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TESTS
Useful in identifying problems with:
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Question wording
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Question order
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Layout
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Instructions
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Length of questionnaire
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Non-response
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TO
RECORD RESPONSES
Accurately
Efficiently
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DATA
TRANSFER
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DATA TRANSFER
The format of the questionnaire needs to be
designed to:
Facilitate collection by enumerator,
Encourage respondent to provide accurate
responses,
and
 permit accurate and efficient data capture
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DATA CAPTURE REQUIREMENTS
Key Entry
All responses together in a logical flow
OMR Scanning
 Precise positioning of marking locations
OCR/ICR Scanning
 More flexible, but needs space for writing clearly
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