chapter11设计数据收集表格课件

1、Designing the QuestionnaireXiao XiangBusiness School, Hunan Normal UChapter 11Designing the QuestionnaireXiaLEARNING OBJECTIVESTo appreciate the basic functions of a questionnaire To learn the “Dos” and “Do Nots” of question wording To learn the basics of questionnaire organization To comprehend cod

2、ing of questionnairesTo understand the advantages of computer-assisted questionnaire design softwareTo learn how to use Web surveyorLEARNING OBJECTIVESTo appreciaQuestionnaire designA questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.Questionnair

3、e design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaires layout.Questionnaire designA questionThe Functions

4、of a QuestionnaireTranslates the research objectives into specific questionsStandardizes those questions and the response categoriesFosters cooperation and motivationServes as permanent records of the researchCan speed up the process of data analysisCan serve as the basis for reliability and validit

5、y measuresThe Functions of a Questionnaichapter11设计数据收集表格课件Developing QuestionsQuestion development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased.Marketing research questions measure AttitudesBeliefsBehavior

6、sDemographicsDeveloping QuestionsQuestion dWords to Avoid in Questionnaire DevelopmentThese words: all, any, anybody, best, ever, every, never, etc. are all EXTREME ABSOLUTESThey place respondents in a situation where they must either fully agree or they must completely disagree with the extreme pos

7、ition in the question.Do you always observe traffic signs?Would you say all cats have four legs?Words to Avoid in QuestionnairThe Five “Shoulds” of Question Wordingshould be focused on a single issue or topic.should be briefshould be interpreted the same way by all respondentsshould use the responde

8、nts core vocabularyshould be a grammatically simple sentence if possibleThe Five “Shoulds” of QuestionThe 11 “Should Nots” of Question WordingShould not assume criteria that are not obviousShould not be beyond the respondents ability or experienceShould not use a specific example to represent a gene

9、ral caseShould not ask the respondent to recall specifics when only generalities will be rememberedShould not require the respondent to guess a generalizationThe 11 “Should Nots” of QuestiThe 11 “Should Nots” of Question WordingShould not ask for details that cannot be relatedShould not use words th

10、at overstate the conditionShould not have ambiguous wordingShould not be “double-barreled”Should not lead the respondent to a particular answerShould not have “loaded ” wording or phrasingThe 11 “Should Nots” of QuestiFour “Dos” of Questionnaire WordingThe question should be focused on a single issu

11、e or topic. The question should be brief.The question should be grammatically simple, if possible.The question should be crystal clearFour “Dos” of Questionnaire WFour “Do Nots” of Questionnaire WordingThe question should not “lead” the respondent to a particular answer. “Dont you see any problem wi

12、th using credit cards for online purchases?”The question should not have “loaded” wording or phrasing. Use universal beliefsSince our Founding Fathers gave us the right to bear armsFour “Do Nots” of QuestionnaiFour “Do Nots” of Questionnaire WordingThe question should not be “double-barreled.”The qu

13、estion should not use words that overstate the conditiondo not use “dramatics.” “Would you buy sunglasses that protect your eyes from harmful ultraviolent rays that cause blindness?”Four “Do Nots” of QuestionnaiWhat is wrong with each question?How do you feel about Sears?When some gasoline or electr

14、ic-powered product in your house breaks, do you call the Sears repair service?If the Sears repair service schedule was not convenient for you, would you consider or not consider calling a competing repair organization to fix the problem you have?How much do you think you would have to pay to have Se

15、ars fix something that needs to be repaired?What is wrong with each questiWhat is wrong with each question?Keep it focused on a single topicHow do you feel about Sears?Please rate each aspect of SearsKeep it briefWhen some gasoline or electric-powered product in your house breaks, do you call the Se

16、ars repair service?When you need it, do you call Sears repair service?Keep it grammatically simpleIf the Sears repair service schedule was not convenient for you, would you consider of not consider calling a competing repair organization to fix the problem you have?If you did not use Sears repair se

17、rvice, would you use another repair service?Keep it crystal clearHow much do you think you would have to pay to have Sears fix something that needs to be repaired?How much do you think Sears charges for a repair service call?What is wrong with each questiWhat is wrong with each question?Shouldnt con

18、cerned parents use car seats?Should car seats be used for our loved ones?Do good parents and responsible citizens use car seats?Do you believe infant car seats can protect riders from being maimed?What is wrong with each questiWhat is wrong with each question?Dont ask leading questionsShouldnt conce

19、rned parents use car seats?Do you think infant car seats are useful?Dont ask loaded questionsShould car seats be used for our loved ones?Do you think car seats are useful for family members?Dont ask double-barreled questionsDo good parents and responsible citizens use car seats?Do you think parents

20、who use car seats are responsible?Dont use overstated questions Do you believe infant car seats can protect riders from being maimed?Do you think childrens car seats are useful?What is wrong with each questiQuestionnaire OrganizationQuestionnaire organization is the sequence of statements and questi

21、ons that make up the questionnaire.It is important because the questionnaire appearance and ease of flow affect the quality of the information gathered.Questionnaire OrganizationQuesThe introduction and its five functionsThe introduction is called a “cover letter” if the introduction is written to a

22、ccompany a mail survey or online survey.Five functionsIdentifies the surveyor/sponsorIndicates the purpose of the surveyExplains how the respondent was selectedRequests for/provides incentive for participationDetermines if respondent is suitableThe introduction and its fiveIncentivesIncentives are o

23、ffers to do something for the respondent to increase the probability that the respondent will participate in the survey.Incentives may be monetary or non-monetary.Anonymity: respondent assured name not identifiedConfidentiality: respondents name is known by the researcher but not divulged to a third

24、 partyBoth are used as non-monetary incentives to increase participationIncentivesIncentives are offerScreening QuestionsScreening questions are used to ferret out respondents who do not meet research study qualifications.Example: If you were conducting research on factors consumers use in selecting

25、 a new car, wouldnt you only want to talk to persons who have recently selected a new car?Screening QuestionsScreening qQuestion FlowQuestion flow pertains to the sequencing of questions or blocks of questions.Warm-up questionsTransitionsSkip questionsClassification and demographic questionsQuestion

26、 FlowQuestion flow perQuestion Flow in a QuestionnaireFirst Questions Screens/QualifiersHave you shopped at Winn-Dixie in the last month?Immediately following screens - Warm-upsHow many major grocery shopping trips do you do in a month?Prior to major sections - TransitionsDid you purchase any cereal

27、 on your last trip?Do you use coupons for groceries?Middle of questionnaire - Complicated & Difficult-to-AnswerRate each of the following aspects of Winn-Dixie on how satisfactory it is for you.Last Section Classification and demographic questionsWhat is the highest level of education you have earned?Question Flow in a QuestionnaiComputer-Assisted Questionnaire