mc 3018 constructing questionnaire

mc 3018 constructing questionnaire -...

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QUESTIONNAIRE CONSTRUCTION MC3018 Foundations of Media Research
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QUESTIONNAIRE CONSTRUCTION MC3018 Foundations of Media 2
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QUESTIONNAIRE CONSTRUCTION MC3018 Foundations of Media 3 The questionnaire is a measurement device . Questions can be used to measure variables at the nominal, ordinal, interval or ratio level. The questions or statements can be open-ended or closed-ended (fixed choice). The order in which questions appear can have a dramatic effect on respondents’ answers.
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RESPONSE FORMATS MC3018 Foundations of Media 4 There are two main methods for constructing response categories for a questionnaire: 1. Open-ended questions – used to licit a free response from the respondent rather than a response limited by the suggested choices 2. Close-ended (fixed choice) questions – respondent’s answers are limited to stated alternatives or choices Choices may be “yes” or “no” Choices may express a range of approval or disapproval Choices may provide a series of possibilities from which to
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OPEN-ENDED QUESTIONS MC3018 Foundations of Media 5 People look for different things in a job. What would you most prefer in a job? ___________________________________________ ___________________________________________ Why do you subscribe to the New York Times Sunday edition? __________________________________________ __________________________________________ What suggestions do you have to improve the student experience at Louisiana State University?
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RESPONSE FORMATS MC3018 Foundations of Media 6 Advantages/Disadvantages Open-ended questions: Ø May yield a wealth of information Ø Respondents not limited to predetermined answers Ø Difficult to administer; take much longer to analyze Ø May yield answers that are difficult to interpret
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MC3018 Foundations of Media 7 What is your gender? ___ Female
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This note was uploaded on 10/19/2011 for the course MC 3018 taught by Professor Jeong during the Spring '08 term at LSU.

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mc 3018 constructing questionnaire -...

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