问卷调查设计.ppt

DesigningandUsingQuestionnaires,commonwaystogetinformation,literaturesearchestalkingwithpeoplefocusgroupspersonalinterviewstelephonesurveysandmailsurveys.,AdvantagesofWrittenQuestionnaires,QuestionnairesareverycosteffectiveQuestionnairesareeasytoanalyzeQuestionnairesarefamiliartomostpeopleQuestionnairesreducebiasQuestionnairesarelessintrusivethantelephoneorface-to-facesurveys,DisadvantagesOfWrittenQuestionnaires,thepossibilityoflowresponseratestheinabilitytoproberesponsesByallowingfrequentspaceforcomments,theresearchercanpartiallyovercomethisdisadvantageGesturesandothervisualcuesarenotavailablewithwrittenquestionnairestherespondentmaynotbewhoyouthinkitisquestionnairesaresimplynotsuitedforsomepeople,SelectingYourSample,decidewhatkindofpeopletointerview.AvoidaBiasedSample(English&non-Englishmajors)decidehowmanypeopleyouneedtointerviewQuotasAQuotaisasamplesizeforasub-group.Forexample,menandwomenhavesomewhatdifferentopinionsinmanyareas.,QuestionnaireDesign-GeneralConsiderations,Well-definedgoalsarethebestwaytoassureagoodquestionnairedesignFormulateaplanfordoingthestatisticalanalysisduringthedesignstageoftheprojectIncludeotherexpertsandrelevantdecision-makersinthequestionnairedesignprocessUseprofessionalproductionmethodsforthequestionnaire-eitherdesktoppublishingortypesettingandkeylining,QuestionnaireDesign-GeneralConsiderations,MaketheenvelopeuniqueProvideawell-writtencoverletterProvideincentivesasamotivationforaproperlycompletedquestionnaire.GiveyourquestionnaireatitlethatisshortandmeaningfultotherespondentKeepyourquestionnaireshortIncludeclearandconciseinstructionsonhowtocompletethequestionnaireIfaquestionnaireismorethanafewpagesandisheldtogetherbyastaple,includesomeidentifyingdataoneachpage,QuestionnaireDesign-GeneralConsiderations,UsesimpleanddirectlanguageMakeitconvenient.Alwaysconsiderthelayoutofyourquestionnaire.Leaveadequatespaceforrespondentstomakecomments.LeaveaspaceattheendofaquestionnaireentitledOtherComments.Trytokeepyouranswerspacesinastraightline,eitherhorizontallyorvertically.,QuestionnaireDesign-GeneralConsiderations,Beginwithafewnon-threateningandinterestingitemsPlacethemostimportantitemsinthefirsthalfofthequestionnaireIfyouhaveusedaparticularscalebeforeandneedtocompareresults,usethesamescale.Alwayspresentagree-disagreechoicesinthatorder.Positivetonegativeandexcellenttopoorscalesshouldbepresentedinthoseorders.Whenusingnumericratingscaleshighernumbersshouldmeanamorepositiveormoreagreeinganswer.Thefinaltestofaquestionnaireistotryitonrepresentativesofthetargetaudience.,QuestionTypes,QualitiesofaGoodQuestion,1.Evokesthetruth.Questionsmustbenon-threatening.2.Asksforananswerononlyonedimension.Wereyousatisfiedwiththequalityofourfoodandservice?3.Canaccommodateallpossibleanswers.Whatbrandofcomputerdoyouown?_A.IBMPCB.Apple,3.Therearetwowaystocorrectthiskindofproblem.Thefirstwayistomakeeachresponseaseparatedichotomousitemonthequestionnaire.Forexample:DoyouownanIBMPC?(circle:YesorNo)DoyouownanApplecomputer?(circle:YesorNo)Anotherwaytocorrecttheproblemistoaddthenecessaryresponsecategoriesandallowmultipleresponses.Thisisthepreferablemethodbecauseitprovidesmoreinformationthanthepreviousmethod.Whatbrandofcomputerdoyouown?(Checkallthatapply)_Donotownacomputer_IBMPC_Apple_Other,QualitiesofaGoodQuestion,4.Hasmutuallyexclusiveoptions.Wheredidyougrowup?_A.countryB.farmC.city5.Producesvariabilityofresponses.Whatdoyouthinkaboutthisreport?A.ItstheworstreportIvereadB.ItssomewherebetweentheworstandbestC.ItsthebestreportIvereadAreyouagainstcampuslove?(circle:YesorNo),QualitiesofaGoodQuestion,6.Followscomfortablyfromthepreviousquestion.Groupingquestionsthataresimilarwillmakethequestionnaireeasiertocomplete,andtherespondentwillfeelmorecomfortable.7.Doesnotpresupposeacertainstateofaffairs.Areyousatisfiedwithyourcurrentautoinsurance?(YesorNo)Oneofthemostcommonmistakenassumptionsisthattherespondentknowsthecorrectanswertothequestion.Whatpercentofyourbudgetdoyouspendondirectmailadvertising?_,QualitiesofaGoodQuestion,8.Doesnotimplyadesiredanswer.Wouldntyouliketoreceiveourfreebrochure?DontyouthinktheCongressisspendingtoomuchmoney?9.Doesnotuseemotionallyloadedorvaguelydefinedwords.Quantifyingadjectives(e.g.,many)10.Doesnotuseunfamiliarwordsorabbreviations.WhatwasyourAGIlastyear?_,QualitiesofaGoodQuestion,11.Isnotdependentonresponsestopreviousquestions.Anexampleofbranchingis:1.Doyoucurrentlyhavealifeinsurancepolicy?(YesorNo)Ifno,gotoquestion32.Howmuchisyourannuallifeinsurancepremium?_Thesequestionscouldeasilyberewrittenasonequestionthatappliestoeveryone:1.Howmuchdidyouspendlastyearforlifeinsurance?_12.Doesnotasktherespondenttoorderorrankaseriesofmorethanfiveitems.,Pre-notificationLetters,1.Brieflydescribewhythestudyisbeingdoneandidentifythesponsors.2.Explainwhythepersonreceivingthepre-letterwaschosentoreceivethequestionnaire.3.Justifywhytherespondentshouldcompletethequestionnaire.4.Explainhowtheresultswillbeused.,CoverLetters,1.Describewhythestudyisbeingdone(briefly)andidentifythesponsors.2.Mentiontheincentive.(Agoodince