Discuss wording and layout considerations of the

This preview shows page 12 - 14 out of 22 pages.

Discuss wording and layout considerations of the questionnaire design process; and -Evaluate measurement scales by conducting and interpreting reliability analysis in SPSS. Scale Management: The process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct. Categorical -Nominal (categories with no scale or ranking) e.g. colours, gender -Ordinal (category with a ranking scale) e.g. grades, days of the week Scale (Numerical) -Interval (numbers used to rate objects e.g. temperature) e.g. strongly agree to strongly disagree, temperature -Ratio (Have all the properties of interval scales, with the additional attribute of representing absolute quantities) e.g. height, sales Scales are the ‘rulers’ that measure consumer attitudes, behaviours and intentions. Most common scales include: -Likert Scales: Asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object. -Semantic Differential Scales: A unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object. -Behavioural Intention Scales: A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame. Others include: -Noncomparative rating scales: A scale format that requires a judgment without reference to another object, person, or concept. -Comparative rating scales: A scale format that requires a judgment comparing one object, person, or concept against another on the scale. -Rank-order scales: These allow respondents to compare their own responses by indicating their first, second, third, and fourth preferences, and so forth.
Questionnaire: A formal framework consisting of a set of questions and scales designed to generate primary raw data. Questionnaire design steps: 1.Confirm Research Objectives 2.Select Data Collection Method (person, email, telephone) 3.Develop questions and scaling (structured, unstructured include sensitive, bad, unanswerable, leading and double-barrelled questions) 4.Determine layout and evaluate (Introductory section, Screening questions, Research questions section) 5.Obtain initial client approval (allow client to ask questions and provide answers) 6.Pre-test, revise and finalise 7.Implement the Survey Evaluating Measurement Scales All multi-item scales should be evaluated for reliability and validity. Reliability - the extent to which a scale can reproduce the same or similar measurement results in repeated trials. Validity - whether a scales measures what it is supposed to measure. A multi-item scale is normally a construct. A construct is something that can’t be directly measured, that is, it is measured by combining multiple items (questions).

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture