tailieunhanh - Lecture Business research methods (12/e): Chapter 13 - Donald R. Cooper, Pamela S. Schindler

Chapter 13 - Questionnaires and instruments. After studying this chapter you will be able to understand: The link forged between the management dilemma and the communication instrument by the management-research question hierarchy, the influence of the communication method on instrument design, the three general classes of information and what each contributes to the instrument,. | Questionnaires and Instruments Chapter 13 1 Learning Objectives Understand. The link forged between the management dilemma and the communication instrument by the management-research question hierarchy. The influence of the communication method on instrument design. The three general classes of information and what each contributes to the instrument. 2 Learning Objectives Understand . . . The influence of question content, question wording, response strategy, and preliminary analysis planning on question construction. Each of the numerous question design issues influencing instrument quality, reliability, and validity. The sources for measurement questions The importance of pretesting questions and instruments. 3 Research Thought Leader “WAP (mobile browser–based) surveys offer full survey functionality (including multimedia) and can be accessed from any phone with a web browser (which is roughly 90 percent of all mobile devices). As an industry we need to get comfortable with . | Questionnaires and Instruments Chapter 13 1 Learning Objectives Understand. The link forged between the management dilemma and the communication instrument by the management-research question hierarchy. The influence of the communication method on instrument design. The three general classes of information and what each contributes to the instrument. 2 Learning Objectives Understand . . . The influence of question content, question wording, response strategy, and preliminary analysis planning on question construction. Each of the numerous question design issues influencing instrument quality, reliability, and validity. The sources for measurement questions The importance of pretesting questions and instruments. 3 Research Thought Leader “WAP (mobile browser–based) surveys offer full survey functionality (including multimedia) and can be accessed from any phone with a web browser (which is roughly 90 percent of all mobile devices). As an industry we need to get comfortable with mobile survey formats because there are fundamental differences in survey design and we also need to be focused on building our mobile capabilities as part of our sampling practice.” Kristin Luck, president, Decipher 4 Overall Flowchart for Instrument Design 5 Flowchart for Instrument Design Phase 1 6 Strategic Concerns in Instrument Design What type of scale is needed? What communication approach will be used? Should the questions be structured? Should the questioning be disguised? 7 Technology Affects Questionnaire Development Write questionnaires more quickly Create visually driven instruments Eliminate manual data entry Save time in data analysis 8 Disguising Study Objectives Situations where disguise is unnecessary Willingly shared, Conscious-level information Reluctantly shared, Conscious-level information Knowable, Limited-conscious-level information Subconscious-level information 9 Factors Affecting Respondent Honesty 10 Dummy Table: American Eating Habits Age Use of Convenience .

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