Split Questionnaire Design

43 Pages Posted: 23 Jun 2006

See all articles by Feray Adiguzel

Feray Adiguzel

Erasmus University Rotterdam (EUR)

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: January 2005


Instead of the heuristic randomization methods to design split questionnaires that are currently used in applied and academic research, we develop a methodology to design the split questionnaire to minimize information loss. Because the number of possible questionnaire designs is exponential in the number of questions, we apply the Modified Federov algorithm, using Kullback Leibler Distance as a design criterion, to find the optimal splits. First of all, we illustrate the efficiency of the Modified Federov Algorithm on a small synthetic questionnaire, which enables the enumeration of all possible designs for comparison. Second, we compare the efficiency of split questionnaires generated with the proposed method to multiple matrix sampling (randomly generated designs) and a heuristic procedure based on principal components analysis, on synthetic and empirical data. We generate split questionnaire designs selecting either entire blocks of questions (between-block design) or sets of questions in each block (withinblock design). Finally, we illustrate that due to reduced respondent burden the quality of data using split designs increases, compared to a full questionnaire in a field study.

Keywords: split questionnaire, questionnaire design, Modified Federov Algorithm

JEL Classification: C42

Suggested Citation

Adiguzel, Feray and Wedel, Michel, Split Questionnaire Design (January 2005). Ross School of Business Paper No. 966. Available at SSRN: https://ssrn.com/abstract=911267 or http://dx.doi.org/10.2139/ssrn.911267

Feray Adiguzel

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA

Michel Wedel (Contact Author)

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen

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