Chapter 10 - Chapter 10: Questionnaire Design Questionnaire...

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Chapter 10: Questionnaire Design Questionnaire A set of questions designed to generate the data necessary for accomplishing a research project’s objectives. Complexity of questionnaire design Questionnaire’s impact on data accuracy o Amount of distortion, or “noise” o Effect of the interviewer Complexity of Questionnaire Design Consider the following question that appeared in a mail questionnaire from an presumably experienced researcher: Do you consider the many marketing research texts adequate for most of your business majors at the undergraduate level ? _____ Yes ____ No If no; briefly, why not? What do you think? Easy or difficult to answer? What exactly do the words many , adequate , and most refer to in this question? Exhibit 10.2 The Questionnaire Design Process Question Form Non-structured questions o Open ended responses Structured questions = fixed response Qs o Two forms: Dichotomous: offers just two answer choices (ex: yes or no) Multiple-category: more than two answer choices (ex: how many products did you buy today?) Question Form Response category sequence matters. o It can influence a respondent’s choice o Solution: sequence rotation Response category content matters too o Collectively exhaustive : taken together it should provide all possible answers o Mutually exclusive : answers should not over lap Number of response categories matters too o Look past studies and consider questionnaire administration method Question Relevance and Wording Can the respondents answer the question? Will the respondents answer the question? Question wording issues: o Double-barreled o Leading (loaded) o One-sided o Implicit assumptions
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o Complex o Sensitive Double-Barreled Questions Do you feel this catalog showroom offers good prices and convenience? _____ Yes _____ No _____ No opinion Break into 2 questions: Do you feel this catalog showroom offers good prices? ___ Yes ___ No ___ No opinion Do you feel this catalog showroom offers convenience? ___ Yes ___ No ___ No opinion Leading Questions (“Loaded”) Do you feel that limiting taxes by law is an effective way to stop the government from picking your pocket everyday? ___Yes
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Chapter 10 - Chapter 10: Questionnaire Design Questionnaire...

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