ቤተ መጻሕፍቲ ባይዱ
• should be interpreted the same way by all respondents
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肖翔 - 湖南师范大学商学院 2010
The Five “Shoulds” of Question Wording
• should be focused on a single issue or topic. • should be brief
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• Can serve as the basis for reliability and validity measures
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肖翔 - 湖南师范大学商学院 2010
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肖翔 - 湖南师范大学商学院 2010
To appreciate the basic functions of a questionnaire To learn the “Do’s” and “Do Not’s” of question wording To learn the basics of questionnaire organization To comprehend coding of questionnaires
– – – – Attitudes Beliefs Behaviors Demographics
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肖翔 - 湖南师范大学商学院 2010
Words to Avoid in Questionnaire Development
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Chapter 11
Designing the Questionnaire
Xiao Xiang
Business School, Hunan Normal University xiaoxiang100@
LEARNING OBJECTIVES
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• A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.
• These words: all, any, anybody, best, ever, every, never, etc. are all EXTREME ABSOLUTES…
• They place respondents in a situation where they must either fully agree or they must completely disagree with the extreme position in the question. – Do you always observe traffic signs? – Would you say all cats have four legs?
To understand the advantages of computer-assisted questionnaire design software
To learn how to use Web surveyor
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肖翔 - 湖南师范大学商学院 2010
Questionnaire design
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肖翔 - 湖南师范大学商学院 2010
The Functions of a Questionnaire
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• Translates the research objectives into specific questions • Standardizes those questions and the response categories • Fosters cooperation and motivation • Serves as permanent records of the research • Can speed up the process of data analysis
• Questionnaire 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 questionnaire’s layout.
Developing Questions
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• Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased. • Marketing research questions measure