MARK5811 Week 9 (T2-2019) – 2 slides per page.pdf

MARK5811 Week 9 (T2-2019) – 2 slides per page.pdf -...

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16/07/2019 1 MARK5811 AMR8 Survey (2) (T2-2019) Lecture structure for this week Course issues and questions Last topic: AMR7: Survey (1) Questionnaire layout Question content and answer Pilot testing questionnaires Advantages and disadvantages of using questionnaires Next topic: AMR9: Analysing Quantitative Data, Report Writing, and Wrap up Lecture summary 1 2
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16/07/2019 2 Last Topic: AMR7 Survey (1) Surveys: Overview, types, and process Types of questionnaire Questionnaires are research tools through which people are asked to respond to the same set of questions in a pre-determined order . 3 4
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16/07/2019 3 Designing questionnaires Questionnaires reflect the designer’s view of the world, ... Furthermore, what we choose not to ask about, may just as easily reflect our world view as what we include in the questionnaire. It is important, then, that, as a researcher, you are aware of this and try, as far as possible, to be objective . Questionnaires One of the most widely used primary data gathering techniques. Questionnaires should be used when they fit the objectives of the research . Hence, in a case study that involves seeking the in-depth opinions and perspectives of a small number of respondents, a highly structured questionnaire might be inappropriate. Where the audience is relatively large , and where standardized questions are needed , the questionnaire is ideal, and will allow an analytical approach exploring relationships between variables. 5 6
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16/07/2019 4 Questionnaire layout Making questionnaire as attractive as possible may improve the response rate. Factors such as the general layout, choice of paper, line spacing and answering directions should be considered. The way of answering multiple-choice questions should be consistent throughout for example, ticking boxes or circling numbers. Boxes or lines should be provided for open question responses. It is best to avoid making the questionnaire too cramped as this can be off-putting to respondents. Writing a set of instructions (1) General instructions, dealing with the purpose of the questionnaire, assurances of confidentiality, how and when to return the questionnaire. Do not assume the respondents know everything, e.g. tick only one choice for each question. One of the problems with instructions is that they are either not read or are misread. Be careful and creative when writing and designing instructions. 7 8
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16/07/2019 5 General instructions An example (Title of survey) This survey is being undertaken by [your name] as part of MARK5811 research project at the University of New South Wales to [state purpose]. It will take approximately x minutes to complete. All information provided is completely confidential.
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