requires a mark along a continuous 100 mm line anchored with descriptions at

Requires a mark along a continuous 100 mm line

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requires a mark along a continuous 100 mm line anchored with descriptions at each end; ruler is used to obtain score on a scale from 0-100 - Semantic differential scale: a way to measure the meaning people ascribe to concepts; respondents rate any concept on a series of bipolar adjectives using 7-point scales o Concepts rated using these scales are rated along three dimensions: evaluation (good-bad), activity (active-passive), and potency (weak-strong) - Non-verbal scales offer images instead of words or numbers Finalizing the questionnaire Roberon and Sundstrom (1990) obtained the highest return rates in an employee attitude survey when important questions were presented first and demographic questions were asked last The final questionnaire should appear attractive and professional
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Use a format consistently Have a few questions appear on many pages Use radio buttons rather than drop-down menus for response options Shorter questionnaires produce the highest responses Before administering the survey, you can give a small group of people the questions and have them “think aloud” while answering them – will need to ask the individuals to tell you how they interpret each question and how they respond to the response alternatives Administering surveys There are two ways to administer surveys: questionnaires and an interview format Questionnaires: questions are presented in written format and the respondents write or type their answers Can be in person to groups/individuals, through the mail, on the internet, and with other technologies Less costly than interviews and allow respondents to be anonymous and long as no identifying information is asked Require that respondents be able to read and understand the questions May be problems of motivation and attention – find it boring to sit by themselves reading questions and providing answers Interviews: involves an interaction between people Response rates tend to be higher when interviews rather than questionnaires are used because good interviewers become quite skilled in convincing people to participate People are more likely to leave questions unanswered on a written questionnaire than in an interview Interviewer can clarify any problems the person might have in understanding questions Can ask follow-up questions if needed to help clarify answers Interview bias: describes all of the biases that can arise from the fact that the interviewer is a unique human being interacting with another human o Interviewer could subtly bias the respondent’s answers by inadvertently showing approval or disapproval of certain answers o If there are several interviewers, each could possess different characteristics that might influence respondent’s answers o Interviewers may have expectations that could lead them to “see what they are looking for” in the respondent’s answers Could bias their interpretations of responses or lead them to probe further for an answer from certain respondents There are three methods of conducting interviews: 1. Face-to-face interviews : require that the interviewer and respondent meet to conduct the interview; tend
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  • Fall '15
  • Dr. Ostovich
  • researcher

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