1、Questionnaire Design,John Wiley & Son, Inc,2,1. To understand the role of the questionnaire in the data collection process. 2. To become familiar with the criteria for a good questionnaire. 3. To learn the process for questionnaire design. 4. To become knowledgeable about the three basic forms of qu
2、estions,Learning Objectives,John Wiley & Son, Inc,3,5. To learn the necessary procedures for successful implementation of a survey. 6. To understand how software and the Internet are impacting questionnaire design. 7. To understand the impact of the questionnaire on data collection costs,Learning Ob
3、jectives,John Wiley & Son, Inc,4,To understand the role of the questionnaire in the data collection process.,The Role of a Questionnaire,Questionnaire Defined A set of questions designed to generate the data necessary for accomplishing the objectives of the research project.The Pivotal Role See Figu
4、re 9.1-next slide Positioned between the survey objectives and the respondents information. Translates the objectives into specific questions to solicit information.,John Wiley & Son, Inc,5,Exhibit 9.1 The Questionnaires Pivotal Role in the Research Process,Questionnaire,Data Analysis,Findings,Recom
5、mendations,Managerial Action,John Wiley & Son, Inc,6,To become familiar with the criteria for a good questionnaire.,Criteria For a Good Questionnaire,Does it Provide the Necessary Decision-Making Information? If the questionnaire fails to provide insights, then discard or revise. Questionnaire must
6、be approved by management Does it Consider the Respondent? Design of questionnaire Intended respondents,John Wiley & Son, Inc,7,Does it meet Editing, Coding and Data Processing Requirements? Editing Skip patterns Coding Questionnaire serves many masters Accommodate research objectives “Speak” to the
7、 respondent in an understandable language Convenient for interviewer Easy to check Translatable to findings,Criteria For a Good Questionnaire,To become familiar with the criteria for a good questionnaire.,John Wiley & Son, Inc,8,(1) Survey Objectives,(2) Data Collection Methods,(3) Question Response
8、 Format,(4) Question Wording,(5) Flow and Layout,(6) Evaluate Layout,(7) Obtain Approval,(8) Pretest and Revise,(9) Final Copy,(10) Implementation,Exhibit 9.4 Questionnaire Design Process,John Wiley & Son, Inc,9,To learn the process forquestionnaire design.,The Questionnaire Design Process,Step One:
9、 Determine Survey Objectives, Resources, and Constraints What data are needed? Step Two: Determine the Data Collection Method Internet, telephone, mail, self-administration limitation,John Wiley & Son, Inc,10,Step Three: Determine the Question Response Format Open-ended Questions Advantages Disadvan
10、tages Close-ended Questions Advantages,Types of Closed-ended questions Dichotomous question Multiple-choice questions Disadvantage of Closed-ended Questions Scaled-response Questions Advantages Disadvantages,To learn the process forquestionnaire design,The Questionnaire Design Process,John Wiley & S
11、on, Inc,11,To learn the process forquestionnaire design,Step Four: Decide the Question Wording The wording must be clear. Avoid biasing the respondent. Consider the respondents ability to answer the question Consider the respondents willingness to answer the question,The Questionnaire Design Process
12、,John Wiley & Son, Inc,12,To learn the process forquestionnaire design,Step Five: Establish Questionnaire Flow and Layout Screener questions 2. Begin with a question that obtains a respondents interest 3. Ask general questions first. 4. Ask questions that require “work” in the middle 5. Insert “Prom
13、pters” at strategic points,6. Position sensitive, threatening, and demographic questions at the end. 7. Allow plenty of space for Open-ended responses. Put instructions in capital letters. Use a proper introduction and closing Model opening Model closing,The Questionnaire Design Process,John Wiley &
14、 Son, Inc,13,To learn the process forquestionnaire design,Step Six: Evaluate the Questionnaire and Layout Is the Question Necessary? Is the Questionnaire Too Long? Will the Questions Provide the Information Needed to Accomplish the Research Objectives?,The Questionnaire Design Process,John Wiley & S
15、on, Inc,14,To learn the process forquestionnaire design,Step Seven: Obtain Approval of All Relevant Parties Distribute copies to all parties with authority Obtain managerial approval Step Eight: Pretest and Revise Pretesttrial run of questionnaire Revisedo a second pretest Managerial approvalreobtai
16、n,The Questionnaire Design Process,John Wiley & Son, Inc,15,To learn the necessary procedures for successful implementation of a survey,Step Nine: Prepare Final Questionnaire Copy Precise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread. Step Ten: Impl
17、ementing the Survey Supervisors Instructions Call record sheet Field Management Companies Advantages Disadvantages,The Questionnaire Design Process,John Wiley & Son, Inc,16,Internets Effect on Questionnaire Development Questionnaires developed by a research company can be sent as email attachments f
18、or approval After approval placed on clients server Or researcher can use Internet company like Perseus to develop a survey on the Internet All operations are automatedthis includes Survey design Respondent invitation Data collection Analysis Results reporting,Impact of the Internet on Questionnaire
19、 Development,To understand how software and the Internet are impacting questionnaire design,John Wiley & Son, Inc,17,To understand how software and the Internet are impacting questionnaire design,Software for Questionnaire Development,Software for Questionnaire Development Senses Multimedia sounds i
20、mages animations movie clips earlier responses calculations Survey Said PC based surveys Internet based surveys,John Wiley & Son, Inc,18,Understanding the impact of the questionnaire on data collection costs.,Costs, Profitability, and Questionnaires,Understanding Questionnaire Costs: 30% asking the
21、questions 70% to reach a qualified respondent Adding a security screener can add 7% to cost Major Costtermination during an interview Reasons subject matter redundant or difficult to understand questions questionnaire length changing the subject during the interview,John Wiley & Son, Inc,19,The Role
22、 of a Questionnaire Criteria for a Good Questionnaire The Questionnaire Development Process The Impact of the Internet on Questionnaire Development Software for Questionnaire Development Costs, Profitability, and Questionnaires,SUMMARY,Basic Sampling Issues,John Wiley & Son, Inc,21,1. To understand
23、the concept of sampling. 2. To learn the steps in developing a sampling plan. 3. To understand the concepts of sampling error and nonsampling error. 4. To understand the differences between probability samples, and nonprobability samples. 5. To understand sampling implications of surveying over the
24、Internet.,Learning Objectives,John Wiley & Son, Inc,22,To understand the concept of sampling.,The Concept of Sampling,Sampling Defined: The process of obtaining information from a subset of a larger group. A market researcher takes the results from the sample to make estimates of the larger group. S
25、ampling a small percentage of a population can result in very accurate estimates. The sample must be selected in a scientific manner to ensure that it is representative of the population from which it was selected,John Wiley & Son, Inc,23,Population or Universe The population or population of intere
26、st is the total group of people from whom information is needed. Based on the characteristics of current or target customer Defining the population of interest is the first step in the sampling process Requires good logic and judgment,To understand the concept of sampling,The Concept of Sampling,Joh
27、n Wiley & Son, Inc,24,To understand the concept of sampling,Sample versus Census Census: Data about every member of the population. Sample: A subset of the population,The Concept of Sampling,John Wiley & Son, Inc,25,Step1. Define the Population of Interest,Step 2. Choose Data Collection Method,Step
28、3. Choose Sampling Frame,Step 4.Select a Sampling Method,Step 5. Determine Sample Size,Step 6. Develop Operational Plan,Step 7. Execute Operational Plan,Exhibit 10.1 Developing a Sample Plan,John Wiley & Son, Inc,26,To learn the steps in developing a sample plan.,Developing A Sampling Plan,Step One:
29、 Defining the Population of Interest Specify some combination of the following Geography characteristics Demographic characteristics Product or service use characteristics Awareness measures Create Screening questions to eliminate individuals who do not belong in the population of interest Also defi
30、ne the characteristics of those that should be excluded.,John Wiley & Son, Inc,27,To learn the steps in developing a sample plan.,Step Two: Choose Data Collection Method Data collection methods have implications for the sampling processStep Three: Choosing Sampling Frame A list of elements or member
31、s from which the units to be sampled are selected Identify the sampling frametelephone book or random-digit dialing.,Developing A Sampling Plan,John Wiley & Son, Inc,28,Step Four: Select a Sampling Method The selection will depend on: The objectives of the study The financial resources available Tim
32、e limitations The nature of the problem,Developing A Sampling Plan,To learn the steps in developing a sample plan.,John Wiley & Son, Inc,29,Sampling methods,Probability samples,Systematic,Cluster,Stratified,Simple random,Nonprobability samples,Convenience,Judgment,Snowball,Quota,Exhibit 10-5 Classif
33、ication of Sampling Methods,John Wiley & Son, Inc,30,Probability Samples A known, nonzero probability of selection Simple random sample Every member of the population has a known and equal chance of being selected The laws of probability are in effect Allows sampling error to be calculated,To unders
34、tand the differences between probability samples and nonprobability samples,Developing A Sampling Plan,John Wiley & Son, Inc,31,Nonprobability Samples Elements selected in a nonrandom manner. Nonrandomnessselected on the basis of convenience Purposeful nonrandomnesssystematically excludes or overrep
35、resents certain subsets of the population,To understand the differences between probability samples and nonprobability samples,Developing A Sampling Plan,John Wiley & Son, Inc,32,Advantages Of Probability Samples Information from a representative cross-section Sampling error can be computed Results
36、are projectable to the total population.Disadvantages Of Probability Samples More expansive than nonprobabiity samples Take more time to design and execute.,Developing A Sampling Plan,To understand the differences between probability samples and nonprobability samples,John Wiley & Son, Inc,33,Disadv
37、antages of Nonprobability Samples Sampling error cannot be computed Representativeness of the sample is not known Results cannot be projected to the population.Advantages of Nonprobability Samples Cost less than probability Can be conducted more quickly Produces samples that are reasonably represent
38、ative.,Developing A Sampling Plan,To understand the differences between probability samples and nonprobability samples,John Wiley & Son, Inc,34,Steps In Developing A Sampling Plan,To learn the steps in developing a sample plan.,Step Five: Determine Sample Size Discussed more in depth in Chapter 11 N
39、onprobability Samples available budgetrules of thumb number of subgroups to be analyzed in their determination of sample sizeProbability Samples Acceptable error Levels of confidenceThe ability to make statistical inferences about population values,John Wiley & Son, Inc,35,Steps In Developing A Samp
40、ling Plan,To learn the steps in developing a sample plan,Step Six: Develop of Operational Procedures for Selecting Sample Elements Specify whether a probability or nonprobability sample is being used Proceduresdetailed, clear, and unambiguous Failure to do so can jeopardize the entire sampling proce
41、ss Step Seven: Execute the Sampling Plan Requires adequate checking to ensure that specified procedures are done.,John Wiley & Son, Inc,36,To understand the concepts of sampling error and nonsampling error.,Sampling And Nonsampling Errors,Sampling Error The error that results when the same sample is
42、 not perfectly representative of the population. Two types of sampling error:,John Wiley & Son, Inc,37,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,Simple Random Sampling Purest form of probability sampling Known and equal probability
43、is computed as follows: Probability of selection = Using sampling frame the researcher can select a simple random sample Assign a number to each element of the population Using a table of random numbers begin at some arbitrary point and move up, down, or across,Sample Size,Population Size,John Wiley
44、 & Son, Inc,38,Systematic Sampling Uses a fixed skip interval to draw elements from a numbered population.Skip Interval =Obtain a listing of the population and the entire population Determine a skip interval Select names based on skip interval, using a random starting point,Sample Size,Population Si
45、ze,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc,39,Stratified Samples Probability samples that are distinguished by the following steps: The original population is divided into two or more mutually exclusive and e
46、xhaustive subsets Simple random samples of elements from the two or more subsets are chosen independently from each other. Subsets Reasons not to use stratified samples,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc
47、,40,Three steps: In implementing a properly stratified sample:Identify salient demographic or classification factors correlated with the behavior of interest. Determine what proportions of the population fall into various sub subgroups under each stratum. proportional allocation disproportional or o
48、ptimal allocation Select separate simple random samples from each stratum,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc,41,Cluster Samples Two basic steps in cluster sampling The population of interest is divided i
49、nto mutually exclusive and exhaustive subsets. A random sample of the subsets is selected. One-stage clusterall elements in subset selected Two-stage clusterelements selected in some probabilistic manner from the selected subsets Not individual elements Area samplethe clusters are units of geography Main assumptionelements in cluster are heterogeneous Clusters samples generally less statistically efficient than other types of probability samples,To understand differences between probability samples and nonprobability samples,
