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RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN

RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN. MKT525. QUESTIONNAIRE DESIGN. Have to know vs. nice to know Delivery sets limits: mail, phone, internet, in-person Question content. QUESTION CONTENT. Is question necessary? Are several questions needed rather than one?

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RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN

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  1. RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN MKT525

  2. QUESTIONNAIRE DESIGN • Have to know vs. nice to know • Delivery sets limits: • mail, phone, internet, in-person • Question content

  3. QUESTION CONTENT • Is question necessary? • Are several questions needed rather than one? • Do respondents have the necessary information to answer the question? • Will respondents give the information?

  4. FORM OF RESPONSE • Open-ended • Fixed alternative: multiple response • Dichotomous question • Scaled question • Commonly used scales: • Likert scale • Semantic differential scale • Faces • Thermometer scales

  5. QUESTION WORDING • Simple words • Avoid ambiguous words • Avoid leading questions • Avoid generalizations and estimates

  6. QUESTIONNAIRE ORGANIZATION • Introduction • Screening questions • Warm-up questions • Transitions • Complicated/difficult to answer questions • Classification and demographic questions

  7. OTHER CONSIDERATIONS • Physical characteristics of questionnaire • REVISE! • PRE-TEST!!

  8. MEASUREMENT • Determining intensity of a characteristic • Measure properties • Use measurement scales: Often assign numbers to descriptors of the property

  9. NUMBERS • Four characteristics of number system: 1. Ten numbers and each is unique: 0 - 9 2.Numbers are in a certain order: 9>8>7>6>5>4>3>2>1 3.We can define equal differences: 3 - 2 = 7 - 6 and 5 - 3 = 9 - 7 4.We can define equal ratios; 10/5 = 6/3

  10. SCALE TYPES • Nominal • Ordinal • Interval • Ratio

  11. NOMINAL SCALE QUESTIONS • Please indicate your gender. • Check all brands you would consider purchasing: Sony Zenith RCA Curtis Mathes • Do you agree or disagree that ‘Delta is ready when you are’? Agree Disagree

  12. ORDINAL SCALE QUESTIONS • Rank each brand in terms of your preference where ‘1’ indicates the brand you prefer most; Arrid Right Guard Mennen Ban • For each pair of grocery stores, circle the one you would be more likely to patronize: Jewel Dominick’s Treasure Island Whole Foods Whole Foods Jewel

  13. INTERVAL SCALE QUESTION(1) • Rate the following brands of pens on overall performance: Very Poor Very good 1 2 3 4 5 Parker Cross Mt. Blanc

  14. INTERVAL SCALE QUESTION(2) • How much do you agree with the following statements: Strongly disagree Strongly agree 1 2 3 4 5 I always look for bargains. 1 2 3 4 5 I love to cook. 1 2 3 4 5 I enjoy being outdoors. 1 2 3 4 5

  15. RATIO SCALE QUESTIONS • Please indicate your age.___________ • What is the probability that you will use a lawyer’s services when you are ready to make a will? _________per cent • About how many times in the past month have you purchased anything over $5.00 in a 7-11 store? 0 1 2 3 4 5 more(specify)________

  16. RELIABILITY AND VALIDITY • Reliability: Repeatability Consistency • Validity Content or face validity Criterion validity construct validity

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