Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Chapter
Chapter 13
13
Questionnaire
Questionnaire Design:
Design:
Concepts
Concepts and
and Issues
Issues
Learning Objectives
13-3
Questionnaire
.... ..aaformalized
formalized
framework
frameworkconsisting
consistingofof
aaset
set of ofquestions
questionsand
and
scales
scalesdesigned
designedto to
generate
generateprimary
primary data.
data.
Questionnaire
Questionnaire construction
construction .. .. .. involves
involves taking
taking
established
establishedsets
setsof
of measurement
measurement scales scalesand
and
formatting
formatting them
them into
intoan
aninstrument
instrumentfor forcollecting
collecting data.
data.
Good
Goodquestionnaires
questionnairesfacilitate
facilitatereliable
reliableand andvalid
validdata.
data.
13-4
Questionnaire
Questionnaire –– Theoretical
Theoretical
Components
Components
Words
Words
Questions
Questions Formats
Formats
Hypotheses
Hypotheses
Questionnaire
Questionnaireformat
format––layout
layoutof
ofquestions
questions//
measurement
measurementscales
scalesinto
intoaasystematic
systematicinstrument.
instrument.
13-5
Theoretical Principles
of Questionnaire Design
13-6
Questions / Setups
Question
Question Format
Format
•• Structured
Structured
Question •• Unstructured
Unstructured
Phrasing
Issues
Question
Question Quality
Quality
•• Good
Good
•• Bad
Bad 7
13-7
Theoretical Principles
of Questionnaire Design
13-10
Structured
Structured questions
questions
(closed-ended
(closed-endedformat)
format)
Respondent
Respondentchooses
choosesaaresponse
responsefrom
fromaapre-
pre-
determined
determinedset
setof
ofalternatives.
alternatives.
Popular
Popularformat
formatin
inmost
mostself-administered
self-administered
questionnaires.
questionnaires.
More
Moreopportunities
opportunities to
tocontrol
controlthe
thethinking
thinking
respondents
respondentsdo
dowhen
whenanswering
answeringquestions.
questions.
Interviewer
Interviewerbias
biaseliminated.
eliminated.
13-11
Examples of Structured
Question/Setup Designs
13-12
Incomprehensible
Incomprehensible
Bad
Bad
questions
questions .. .. .. Unanswerable
Unanswerable
prevent
prevent oror
distort
distort
communication
communication
between
between Leading
researcher Leading // loaded
loaded
researcher andand
respondent.
respondent.
Double-barreled
Double-barreled
13-13
Question quality – bad questions
defined . . .
• Incomprehensible – wording, concept or both
cannot be understood.
• Unanswerable – respondent does not have the
information needed, or none of the answer choices
apply to the respondent.
• Leading or loaded – respondent is forced or
directed into a response that would not ordinarily
be given if all possible response categories or
concepts were provided.
• Double-barreled questions – address more than
one issue at a time.
13-14
Hypotheses relate to . . .
Nature
Nature of
of respondent.
respondent.
Relationship
Relationship between
between expressed
expressed attitudes
attitudes and
and
behavior
behavior ofof the
the respondent.
respondent.
Sociological
Sociological structures
structures and
and their
their influences
influences on on
the
the respondent.
respondent.
Meaning
Meaning of of words
words and
and respondent’s
respondent’s grasp
grasp ofof
language
language and/or
and/or concepts.
concepts.
Relationships
Relationships among
among respondent’s
respondent’s knowledge,
knowledge,
attitudes,
attitudes, and
and marketplace
marketplace behaviors.
behaviors.
Descriptive
Descriptive andand predictive
predictive capabilities
capabilities ofof the
the
constructs.
constructs.
13-15
Examples of Different Types of
Hypotheses Used in Information
Research
13-16
Flowerpot
Flowerpot approach
approach
.. .. .. framework
framework for
for integrating
integratingsets
setsofof
question/scale
question/scale measurements
measurementsinto intoaalogical,
logical,
smooth-flowing
smooth-flowing questionnaire
questionnaire
Identifies
Identifiesrules-of-thumb
rules-of-thumband
anddecision
decisionfactors
factors
regarding
regarding ......
•• Construct
Constructdevelopment
development
•• Attributes
Attributesororobjects
objects
•• Question/measurement
Question/measurementscale
scaleformats
formats
•• Wording
Wordingof ofquestions
questions
•• Scale
Scalepoints
points
13-17
Questionnaires –
Flowerpot
Approach
Reduces biased data Question Layout
13-18
Steps in the Development of
Survey Instruments
13-19
The Flowerpot Approach
13-20
Flowerpot Approach
Construct
Construct development
development
Object
Object attributes
attributes
Helps
Helps
researchers
researchers Question/scale
Question/scale formats
formats
decide
decide .. .. ..
Question
Question wording
wording
Number
Number of
of scale
scale points
points
13-21
Flowerpot Approach
Guidelines . . .
Questionnaires begin with an introduction
section.
Researchers must decide how many research
objectives are to be examined.
Specific information is then collected for each
of the objectives.
Questionnaires end with demographic and
socioeconomic questions.
13-22
Flowerpot Approach to Questionnaire
Development
Developing a Flowerpot-Designed
Questionnaire . . .
Step 1 – Transform research objectives into
information objectives
Step 2 – Determine appropriate data collection
method
Step 3 – Determine information requirements
for each objective
13-23
Flowerpot Approach to Questionnaire
Development
13-24
Develop Specific Question/Scale
Measurement Formats
13-25
Develop Specific
Question/Scale Measurement
Formats (continued)
13-26
Develop Specific Question/Scale
Measurement Formats (continued)
13-27
Develop Specific Question/Scale
Measurement Formats (continued)
13-28
Guidelines for Evaluating the
Adequacy of Questions
13-29
Flowerpot Approach to Questionnaire
Development
13-32
Role of a Cover Letter
Initial
Initial Contacting
Contacting Device
Device
Encourages
Encourages Participation
Participation
Provides
Provides Study
Study Information
Information
Communicates
Communicates Study’s
Study’s
Legitimacy
Legitimacy
Improves
Improves Response
Response Rates
Rates
13-33
Guidelines for Developing Cover
Letters
13-34
Supplemental Documents
Associated with Survey
Instruments
Supervisor
Supervisor instructions
instructions
Interviewer
Interviewer instructions
instructions
Screening
Screening forms
forms
Quota
Quota sheets
sheets
Data
Data sheets
sheets
Rating
Rating cards
cards
Call
Call record
record sheets
sheets
13-35
Example of Supervisor Instructions
for a Retail Bank Study Using
Personal Interviews
13-36
Example of Interviewer Instructions
for a Retail Bank Study Using
Personal Interviews
13-37
Example of the Question/Scale
Format and Rating Card Used in
Collecting Data in a Retail Banking
Survey
13-38