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Chapter 14

Chapter 14. Questionnaires and Instruments. Learning Objectives. Understand the link forged between the management dilemma and the communication instrument by the management-research question hierarchy Understand the influence of the communication method on instrument design

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Chapter 14

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  1. Chapter 14 Questionnaires and Instruments

  2. Learning Objectives • Understand the link forged between the management dilemma and the communication instrument by the management-research question hierarchy • Understand the influence of the communication method on instrument design • Understand the three general classes of information and what each contributes to the instrument

  3. Learning Objectives • Understand the influence of question content, question wording, response strategy, and preliminary analysis planning on question construction • Understand each of the numerous question design issues influencing instrument quality, reliability, and validity • Understand the sources for measurement questions • Understand the importance of pretesting questions and instruments

  4. Exhibit 14-1 Overall Flowchart for Instrument Design

  5. Exhibit 14-2 Phase 1

  6. Strategic Concerns in Instrument Design What type of scale is needed? What communication approach will be used? Should the questions be structured? Should the questioning be disguised?

  7. Technology Affects Questionnaire Development • Write questionnaires more quickly • Create visually driven instruments • Eliminate manual data entry • Save time in data analysis WebSurveyor used to write an instrument.

  8. Disguising Study Objectives Reluctantly shared, Conscious-level information Willingly shared, Conscious-level information Situations where disguise is unnecessary Knowable, Limited-conscious-level information Subconscious-level information

  9. Exhibit 14-3 Dummy Table for American Eating Habits

  10. Exhibit 14-4 Phase 2

  11. Question Categories and Structure Administrative Classification Target

  12. Question Content Should this question be asked? Is the question of proper scope and coverage? Can the participant adequately answer this question as asked? Will the participant willingly answer this question as asked?

  13. Shared vocabulary Adequate alternatives Single meaning Misleading assumptions Personalized Biased Question Wording Criteria

  14. Objectives of the study Participant’s motivation to share Participant’s level of information Ease and clarity with which participant communicates Degree to which participants have thought through topic Response Strategy Factors

  15. Free-Response Strategy What factors influenced your enrollment in Metro U? ____________________________________________ ____________________________________________

  16. Dichotomous Response Strategy • Did you attend the A Day at College program at Metro U? • Yes • No

  17. Multiple Choice Response Strategy • Which one of the following factors was most influential • in your decision to attend Metro U? • Good academic standing • Specific program of study desired • Enjoyable campus life • Many friends from home • High quality of faculty

  18. Checklist Response Strategy • Which of the following factors influenced • your decision to enroll in Metro U? Check all that apply. • Tuition cost • Specific program of study desired • Parents’ preferences • Opinion of brother or sister • Many friends from home attend • High quality of faculty

  19. Rating Response Strategy

  20. Ranking Please rank-order your top three factors From the following list based on their Influence in encouraging you to apply to Metro U. Use 1 to indicate the most encouraging factor, 2 the next most encouraging factor, etc. _____ Opportunity to play collegiate sports _____ Closeness to home _____ Enjoyable campus life _____ Good academic reputation _____ High quality of faculty

  21. Exhibit 14-7 Characteristics of Response Strategies

  22. Exhibit 14-6 Internet Survey Response Options

  23. Exhibit 14-6 continued

  24. Exhibit 14-6 continued

  25. Handbook of Marketing Scales The Gallup Poll Cumulative Index Measures of Personality and Social-Psychological Attitudes Measures of Political Attitudes Index to International Public Opinion Sourcebook of Harris National Surveys Marketing Scales Handbook American Social Attitudes Data Sourcebook Exhibit 14-8 Sources of Questions

  26. Exhibit 14-8 Web Sources of Questions • Interuniversity Consortium for Political and Social Research • iPoll • Online Survey Research/ Public Opinion Centers • Survey Research Library, Florida State University • The Odum Institute

  27. Exhibit 14-9 Phase 3

  28. Guidelines for Question Sequencing Interesting topics early Classification questions later Sensitive questions later Simple items early Transition between topics

  29. Illustrating the Funnel Approach • How do you think this country is getting along in its relations with other countries? • How do you think we are doing in our relations with Iran? • Do you think we ought to be dealing with Iran differently than we are now? • (If yes) What should we be doing differently? • Some people say we should get tougher with Iran and others think we are too tough as it is; how do you feel about it?

  30. Branching Question

  31. Exhibit 14-10 Components of Questionnaire

  32. Overcoming Instrument Problems Build rapport Redesign question process Explore alternatives Use other methods Pretest

  33. MindWriter Survey

  34. Administrative question Branched question Buffer question Checklist Classification question Dichotomous question Disguised question Double-barreled question Free-response question Interview schedule Leading question Multiple-choice question Key Terms

  35. Pretesting Primacy effect Ranking question Rating question Recency effort Screen question Structured response Target question Structured Unstructured Unstructured response Key Terms

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