Page 136 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 7: Sources and Methods of Data Collection

The above three questions follow a funnel sequence. If we reverse the order of question and ask Notes
“which show was watched last week”?, the answer may be biased. This example shows the
importance of sequencing.
Layout: How the questionnaire looks or appears.

Example: Clear instructions, gaps between questions, answers and spaces are part of
layout. Two different layouts are shown below:

Layout – 1 How old is your bike?
_____Less than 1 year _____1 to 2 years _____2 to 4 years _____ more than 4 years.
Layout – 2 How old is your bike?
______Less than 1 year

______1 to 2 years.
______2 to 4 years.
______ More than 4 years.

From the above example, it is clear that layout – 2 is better. This is because likely respondent
error due to confusion is minimised.

Therefore, while preparing a questionnaire start with a general question. This is followed by a
direct and simple question. This is followed by more focused questions. This will elicit maximum
information.
Forced and Unforced Scales
Suppose the questionnaire is not provided with ‘don’t know’ or ‘no option’, then the respondent
is forced to choose one side or the other. A ‘don’t know’ is not a neutral response. This may be
due to genuine lack of knowledge.

Balanced and Unbalanced Scales
In a balanced scale, the numbers of favorable responses are equal to the number of unfavorable
responses. If the researcher knows that there is a possibility of a favourable response, it is best
to use unbalanced scale.
Use Funnel Approach

Funnel sequencing gets the name from its shape, starting with broad questions and progressively
narrowing down the scope. Move from general to specific examples.

1. How do you think this country is getting along in its relations with other countries?
2. How do you think we are doing in our relations with the US?
3. Do you think we ought to be dealing with US?

4. If yes, what should be done differently?
5. Some say we are very weak on the nuclear deal with the US, while, some say we are OK.
What do you feel?
The first question introduces the general subject. In the next question, a specific country is
mentioned. The third and fourth questions are asked to seek views. The fifth question is to seek
a specific opinion.

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