Survey Design student version

Survey Design student version - Questionnaire Design...

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© 2011 Robert H. Smith School of Business University of Maryland Questionnaire Design Professor Whitney Professor Whitney Chapter 12
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© 2011 Robert H. Smith School of Business University of Maryland Good Questionnaires 1. Ask the questions necessary to achieve the research objectives and test the hypotheses Relevancy Issue Involve the manager who initiated the research 2. Ask questions that are high in validity and reliability Accuracy Issue Well phrased Appropriate sequence Unambiguous Unbiased 3. Consider Respondents Ability Issues Ability to understand questions Ability to answer questions (knowledge and willingness) 4. Have been pre-tested
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© 2011 Robert H. Smith School of Business University of Maryland (1) Identify Questions (2) Survey Collection Method (3) Question Response Format (4) Question Wording (5) Flow and Layout (6) Pre-test & Revise (7) Final Copy (8) Implement Questionnaire Design Process
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© 2011 Robert H. Smith School of Business University of Maryland Survey Design Process: Step 1 Identify Questions to Ask Sample Research Objective: Evaluate business traveler’s perceptions of various hotel chains. Open Ended Question: At what type of hotel do you stay when on a trip? Multi-Item Concept vs. Single Item Attitudes toward Brands, Brand Image, Brand Loyalty Filler Questions
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© 2011 Robert H. Smith School of Business University of Maryland Survey Design Process: Step 2 Choose the Survey Method Effect of method on question format Mail, E-mail, or Website Survey : Please rank order the following luxury cars in terms of preference (where most preferred is assigned a 1) Cadillac ___ Infiniti ___ Lexus ___ Mercedes ___ Lincoln ___ BMW ___ Phone Survey: I will read you the names of 6 luxury cars. Using a 6-point scale where 6 represents greatly preferred and 1 represents low preference, please rate each brand. INTERVIEWER THEN READS EACH BRAND INDIVIDUALLY AND WAITS FOR SUBJECTS RATING. Discussed in more detail next class.
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© 2011 Robert H. Smith School of Business University of Maryland Sample Online Survey Design Firms Survey Monkey www.surveymonkey.com Inquisite Free 30 day trial www.inquisite.com Custom Insight www.custominsight.com Gives an online survey demo with sample questions
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© 2011 Robert H. Smith School of Business University of Maryland Survey Design Process: Step 3 Choose the Form of Question Responses Form of Question Open ended Close ended What are the advantages and disadvantages of each? Issues to Consider:
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Survey Design student version - Questionnaire Design...

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