business research method，chapter14.ppt

Chapter 14 Questionnaires and Instruments Learning Objectives Understand the link forged between the management dilemma and the communication instrument by the management-research question hierarchy Understand the influence of the communication method on instrument design Understand the three general classes of information and what each contributes to the instrument Learning Objectives Understand the influence of question content, question wording, response strategy, and preliminary analysis planning on question construction Understand each of the numerous question design issues influencing instrument quality, reliability, and validity Understand the sources for measurement questions Understand the importance of pretesting questions and instruments Exhibit 14-1 Overall Flowchart for Instrument Design Exhibit 14-2 Phase 1 Strategic Concerns in Instrument Design Technology Affects Questionnaire Development Write questionnaires more quickly Create visually driven instruments Eliminate manual data entry Save time in data analysis Disguising Study Objectives Exhibit 14-3 Dummy Table for American Eating Habits Exhibit 14-4 Phase 2 Question Categories and Structure Question Content Question Wording Response Strategy Free-Response Strategy Dichotomous Response Strategy Multiple Choice Response Strategy Checklist Response Strategy Rating Response Strategy Ranking Exhibit 14-7 Characteristics of Response Strategies Exhibit 14-6 Internet Survey Response Options Exhibit 14-6 continued Exhibit 14-6 continued Exhibit 14-8 Sources of Questions Handbook of Marketing Scales The Gallup Poll Cumulative Index Measures of Personality and Social-Psychological Attitudes Measures of Political Attitudes Index to International Public Opinion Sourcebook of Harris National Surveys Marketing Scales Handbook American Social Attitudes Data Sourcebook Exhibit 14-8 Web Sources of Questions Interuniversity Consortium for Political and Social Research iPoll Online Survey Research/ Public Opin