文档介绍：Designing the Questionnaire
Xiao Xiang
Business School, Hunan Normal University
xiaoxiang100@
Chapter 11
LEARNING OBJECTIVES
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 anization
prehend coding of questionnaires
To understand the advantages puter-assisted questionnaire design software
To learn how to use Web surveyor
Questionnaire design
A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.
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, anizes the questionnaire’s layout.
The Functions of a Questionnaire
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
Can serve as the basis for reliability and validity measures
Developing Questions
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
Attitudes
Beliefs
Behaviors
Demographics
Words to Avoid in Questionnaire Development
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 pletely disagree with the extreme position in the question.
Do you always observe traffic signs?
Would you say all cats have four legs?
The Five “Shoulds” of Question Wording
should be focused on a single issue or topic.
should be brief
should be interpreted the same way by all respondents
should use the respondent's core vocabulary
should be a grammatically simpl