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review questionnaire - 2 MC3018 Foundations of Media The...

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QUESTIONNAIRE CONSTRUCTION Copyright 2010 Margaret DeFleur
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QUESTIONNAIRE CONSTRUCTION MC3018 Foundations of Media Research 2
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QUESTIONNAIRE CONSTRUCTION MC3018 Foundations of Media Research 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 Research 4 There are two main methods for constructing response categories for a questionnaire: 1. Open-ended questions – used to elicit 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 select
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OPEN-ENDED QUESTIONS MC3018 Foundations of Media Research 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 Research 6 Advantages/Disadvantages Open-ended questions: May yield a wealth of information Respondents not limited to predetermined answers Difficult to administer; take much longer to analyze May yield answers that are difficult to interpret
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CLOSE-ENDED QUESTIONS  MC3018 Foundations of Media Research 7 What is your gender? ___ Female ___ Male
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CLOSED-ENDED QUESTIONS  Likert Scale There are too many commercials on TV. ___ Strongly Agree ___ Agree ___ Don’t Know/No Opinion ___ Disagree ___ Strongly Disagree 8M C 3 0 1 8 F o u n d a i s M e di a R s
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CLOSED-ENDED QUESTIONS  Semantic Differential Scale Evaluate the following student  newspaper: LSU’s  The Reveille
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