chapter10 - 0Chapter Outline I0.Questionnaire Design A...

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0Chapter Outline I0.Questionnaire Design A questionnaire is simply a set of questions designed to generate the data necessary for accomplishing a research project’s objectives.0 A0.Complexity of Questionnaire Design Designing questionnaires may appear to be simple, especially to those who have not designed one. Experienced researchers will quickly point out that nothing is further from the truth. No rules can guarantee a flawless questionnaire. Even questionnaires constructed by skilled researchers may have drawbacks. Even seasoned researchers may discover questionnaire flaws only after data collection occurs. B0.Questionnaire’s Impact on Data Accuracy The questionnaire is the main channel through which data are obtained from respondents and transferred to researchers in conclusive research projects employing personal interviews, mail surveys, or telephone surveys. This channel has a dual communication role: (1) it must communicate to the respondent what the researcher is asking for, and (2) it must communicate to the researcher what the respondent has to say. The accuracy of data gathered through questionnaires will be greatly influenced by the amount of distortion, or “noise,” that occurs in the two types of communication. An additional source of potential distortion in questionnaire studies using face-to-face or telephone interviews is the entry of an intermediary—the interviewer—into the communication channel between researcher and respondent. A poorly designed questionnaire is an open invitation for the interviewer to bias the data being collected. II0.Questionnaire Design Process0 A0.The process of drawing up a questionnaire is a sequence of interrelated tasks. The logical starting point for constructing a questionnaire is to translate the data requirements of a project into a set of rough questions. An important prerequisite for identifying the appropriate types of data to be collected is a clear and correct definition of the research problem, objectives, or hypotheses. Next, certain critical checks of the rough draft have to be made: Does each question have the most appropriate form (e.g., structured versus nonstructured )? Is each question relevant and properly worded to obtain meaningful, valid responses? Is the sequencing of the questions likely to introduce any bias? Are the layout and appearance of the questionnaire conducive to accurate and easy data collection? Questionnaire design is an iterative process. Numerous loops through the various checks may be needed before a suitable draft of the questionnaire is available for pretesting, which is another critical task. Depending on the number and the magnitude of changes resulting from pretesting, the task may have to be repeated before a final draft of the questionnaire is ready. III0.Question Form0
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This note was uploaded on 04/21/2008 for the course MKTG 442 taught by Professor Hill during the Spring '08 term at Montclair.

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chapter10 - 0Chapter Outline I0.Questionnaire Design A...

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