2. Contrasting a telephone questionnaire to one that is self-administered will emphasize how
telephone administration constrains the choice of scales and further requires the interviewer
to describe the scale to the respondent. With self-administered questionnaires, the format and
instructions are facilitated by the visual context. Divide the class into two teams and have one
team design a telephone questionnaire, while the other designs a mail questionnaire. The
topic might be to determine the satisfaction level of car buyers with the automobile’s style,
handling, fuel efficiency, and passenger compartment roominess. The need to tailor the
questions to the form of data collection can be emphasized by comparing the two
3. Invariably, some students will misspell “questionnaire” by omitting one of the n’s. Write
“questionnnnnnnnaire” on the chalk board, or on a presentation slide to drive the point home.
4. The four do’s and four do not’s described in the chapter may not be easy for students to
remember. A divide-and-conquer strategy is to assign each student one “do” or a “do not”
with instructions to formulate a question that illustrates each the point quite well. Students
can share the questions they formulate in class. You might have a contest by class vote as to
which one is the best (easiest to relate to, or remember) for each of the eight items. Prepare a
list of the winners for distribution the next time you teach the class.
5. Questionnaire design is a learned skill, and, unfortunately, the learning is gradual because
each questionnaire design problem is unique. The more questionnaire design practice that
instructors demand of their students, the better. Case 8.2 requires students to design a
6. Cover letters are becoming increasing personalized and sophisticated. Some instructors
maintain a file folder of cover letters that are good examples and share them with students.
7. Computer-assisted questionnaire design programs are advancing rapidly, and there are a
number of computer-assisted questionnaire design programs on the market. Many of these
companies have websites, and some allow downloading of evaluation copies of their
products. One approach is to have students, or student teams review and demonstrate
different computer-assisted questionnaire design software.
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