RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN MKT 525 QUESTIONNAIRE

RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN MKT 525

QUESTIONNAIRE DESIGN 4 Have to know vs. nice to know 4 Delivery sets limits: – mail, phone, internet, in-person 4 Question content

QUESTION CONTENT 4 Is question necessary? 4 Are several questions needed rather than one? 4 Do respondents have the necessary information to answer the question? 4 Will respondents give the information?

FORM OF RESPONSE 4 Open-ended 4 Fixed alternative: multiple response 4 Dichotomous question 4 Scaled question 4 Commonly used scales: – – Likert scale Semantic differential scale Faces Thermometer scales

QUESTION WORDING 4 Simple words 4 Avoid ambiguous words 4 Avoid leading questions 4 Avoid generalizations and estimates

QUESTIONNAIRE ORGANIZATION 4 Introduction 4 Screening questions 4 Warm-up questions 4 Transitions 4 Complicated/difficult to answer questions 4 Classification and demographic questions

OTHER CONSIDERATIONS 4 Physical characteristics of questionnaire 4 REVISE! 4 PRE-TEST!!

MEASUREMENT 4 Determining intensity of a characteristic 4 Measure properties 4 Use measurement scales: Often assign numbers to descriptors of the property

NUMBERS 4 Four characteristics of number system: 1. Ten numbers and each is unique: 0 - 9 2. Numbers are in a certain order: 9>8>7>6>5>4>3>2>1 3. We can define equal differences: 3 - 2 = 7 - 6 and 5 - 3 = 9 - 7 4. We can define equal ratios; 10/5 = 6/3

SCALE TYPES 4 Nominal 4 Ordinal 4 Interval 4 Ratio

NOMINAL SCALE QUESTIONS 4 Please indicate your gender. 4 Check all brands you would consider purchasing: Sony Zenith RCA Curtis Mathes 4 Do you agree or disagree that ‘Delta is ready when you are’? Agree Disagree

ORDINAL SCALE QUESTIONS 4 Rank each brand in terms of your preference where ‘ 1’ indicates the brand you prefer most; Arrid Right Guard Mennen Ban 4 For each pair of grocery stores, circle the one you would be more likely to patronize: Jewel Dominick’s Treasure Island Whole Foods Jewel

INTERVAL SCALE QUESTION(1) 4 Rate the following brands of pens on overall performance: Very Poor 1 2 Parker Cross Mt. Blanc 3 Very good 4 5

INTERVAL SCALE QUESTION(2) 4 How much do you agree with the following statements: Strongly disagree 1 2 3 I always look for bargains. 1 2 3 I love to cook. I enjoy being outdoors. Strongly agree 4 5 1 2 3 4 5

RATIO SCALE QUESTIONS 4 Please indicate your age. ______ 4 What is the probability that you will use a lawyer’s services when you are ready to make a will? _____per cent 4 About how many times in the past month have you purchased anything over $5. 00 in a 7 -11 store? 0 1 2 3 4 5 more(specify)____

RELIABILITY AND VALIDITY 4 Reliability: Repeatability Consistency 4 Validity Content or face validity Criterion validity construct validity