Questionnaire Design Zikmund,W.G.,Business research methods,1997

1. Questionnaire DesignZikmund,W.G.,Business research methods,1997 報告人:范誠達 指導教授:任維廉教授 國立交通大學運管系碩班一年級 范誠達

2. Introduction • 姓名: 范誠達 • 指導老師:張新立教授 • 偶像: 伍佰 • 興趣: 拍照、旅遊、聊天、聽音樂 國立交通大學運管系碩班一年級 范誠達

3. Outline • Overview • What should be asked? • Phrasing questions • The art of asking questions • What is the best question sequence? • What is the best layout? • Pretest and revising & Designing questionnaires for global research • Summary 國立交通大學運管系碩班一年級 范誠達

4. Overview • A study need to have a good problem and clear Objective • Basic criteria • Relevance : no unnecessary information is collected • Accuracy : information is reliable and valid • Typical questions • What should be asked? • How should each question be phrased? • In what sequence should the questions be arranged? • What questionnaire layout will best serve the research objective? • How should the questionnaire be pretested? Does the questionnaire need to be revised? 國立交通大學運管系碩班一年級 范誠達

5. What should be asked? • Problem definition  type of information • Communication medium  structure and content of the questionnaire • Relevancy-no unnecessary information • Accuracy-information is reliable and valid 國立交通大學運管系碩班一年級 范誠達

6. Phrasing questions • Open-ended response(without options) • Fixed-alternative(with options) • Simple-dichotomy question • Determinant-choice question(Attitude rating scale) • Frequency-determination question • Checklist question(multiple answers) • Means of data collection • Mail(conversational manner) • Telephone(conversational manner) • Personal interview 國立交通大學運管系碩班一年級 范誠達

7. The art of asking questions • Avoiding complexity • Avoiding leading and loaded questions • split ball technique • Unpopularity of change • Avoiding ambiguity • Using introductory statement • Avoiding making assumptions • Avoiding double barreled items • Avoiding burdensome questions 國立交通大學運管系碩班一年級 范誠達

8. What is the best question sequence? • Warm up • Order bias • Funnel technique • Filter question • Pivot question • Anchoring effect 國立交通大學運管系碩班一年級 范誠達

9. What is the best layout? • Neat • Attractive • Easy to follow • Brief and small • Emphasize the confidential/interesting nature of the study • Avoiding negative influences • Precoding question responses in advance • Self-administered questionnaires、long questionnaires 國立交通大學運管系碩班一年級 范誠達

10. Pretest and revising & Designing questionnaires for global research • Purpose of pretest • ruling out some invalid questions • testing the sampling procedure • estimation of the response rate • Preliminary tabulation-tabulation of the result of the test 國立交通大學運管系碩班一年級 范誠達

11. Pretest and revising & Designing questionnaires for global research • Questions about the questionnaire • Can the questionnaire format be followed by the interviewers? • Does the questionnaire flow naturally and conversationally? • Can respondents answer the questions easily? • Which alternative forms of questions work best? • Back translation 國立交通大學運管系碩班一年級 范誠達

12. Summary • Good questionnaire is the key to obtaining good survey results • Relevance and accuracy are the basic criteria • Knowing how each question should be phrased • Question sequence can be important to the success of a survey 國立交通大學運管系碩班一年級 范誠達

13. Summary • Layout of a mail or self-administered questionnaire can affect the response rate • International questionnaire should be back translated 國立交通大學運管系碩班一年級 范誠達

14. Q&A Thanks for listening 國立交通大學運管系碩班一年級 范誠達