RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN

MKT525

QUESTIONNAIRE DESIGN

Have to know vs. nice to know Delivery sets limits:

– mail, phone, internet, in-person Question content

QUESTION CONTENT

Is question necessary?

Are several questions needed rather than one?

Do respondents have the necessary information to answer the question?

Will respondents give the information?

FORM OF RESPONSE

Open-ended Fixed alternative: multiple response Dichotomous question Scaled question Commonly used scales:

– Likert scale– Semantic differential scale– Faces– Thermometer scales

QUESTION WORDING

Simple words Avoid ambiguous words Avoid leading questions Avoid generalizations and estimates

QUESTIONNAIRE ORGANIZATION

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

OTHER CONSIDERATIONS

Physical characteristics of questionnaire

REVISE!

PRE-TEST!!

MEASUREMENT

Determining intensity of a characteristic

Measure properties

Use measurement scales:

Often assign numbers to descriptors of the property

NUMBERS

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

Nominal Ordinal Interval Ratio

NOMINAL SCALE QUESTIONS

Please indicate your gender.

Check all brands you would consider purchasing:

Sony Zenith RCA Curtis Mathes

Do you agree or disagree that ‘Delta is ready when you are’?

Agree Disagree

ORDINAL SCALE QUESTIONS

Rank each brand in terms of your preference where ‘1’ indicates the brand you prefer most;

Arrid Right Guard Mennen Ban

For each pair of grocery stores, circle the one you would be more likely to patronize:

Jewel Dominick’s

Treasure Island Whole Foods

Whole Foods Jewel

INTERVAL SCALE QUESTION(1)

Rate the following brands of pens on overall performance:

Very Poor Very good

1 2 3 4 5

Parker

Cross

Mt. Blanc

INTERVAL SCALE QUESTION(2)

How much do you agree with the following statements:

Strongly disagree Strongly agree

1 2 3 4 5

I always look

for bargains. 1 2 3 4 5

I love to cook. 1 2 3 4 5

I enjoy being

outdoors. 1 2 3 4 5

RATIO SCALE QUESTIONS

Please indicate your age.___________

What is the probability that you will use a lawyer’s services when you are ready to make a will?

_________per cent

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

Reliability:

Repeatability

Consistency

Validity

Content or face validity

Criterion validity

construct validity