8/01/2012

BRM 2

Session 5
Questionnaires & Instruments

11/1/2012

Objectives Link between Dilemma & Instrument Influence of Communication Method on Instrument Design 3 classes of information contributing to Instrument Sources for Measurement Questions
11/1/2012 3

Objectives

Influencers on Question Construction

Question content / Question wording / Response strategy / Analysis planning

Question design issues

Instrument quality / reliability / validity

Importance of Pretesting
11/1/2012 4

BRM 2

Revisiting Research Question Hierarchy

11/1/2012 5

Instrument Design Flowchart

11/1/2012

Instrument Design : Phase 1

11/1/2012

Instrument Design : Phase 1

Prominent Strategic Concerns

What type of scale is needed? What communication approach will be used?

Should the questions be structured?

Should the questioning be disguised?
11/1/2012 8

Instrument Design : Phase 1 Technology Affects Questionnaire Development

Write questionnaires more quickly Create visually driven instruments Eliminate manual data entry Save time in data analysis
11/1/2012 9

Instrument Design : Phase 1

Communication Approach

11/1/2012

10

Instrument Design : Phase 1 Disguising Objective / Sponsor

Reluctantly shared, Conscious-level information Situations : disguise or dont disguise Knowable, Limited-consciouslevel information
11/1/2012

Willingly shared, Conscious-level information

Subconscious-level information
11

Instrument Design : Phase 1 Willingly shared, Conscious-level

11/1/2012

12

Instrument Design : Phase 1 Reluctantly shared, Conscious-level

11/1/2012

13

Instrument Design : Phase 1 Knowable, Limited-conscious-level

11/1/2012

14

Instrument Design : Phase 1 Subconscious-level

11/1/2012

15

Instrument Design : Phase 1 Preliminary Analysis Plan

Use of Convenience Foods Use Frequently Use Sometimes

Age 18-24 25-34 35-44 55-64 65+

11/1/2012

Always Use

Rarely Use

Never Use

16

BRM 2

Constructing / Refining Measurement Question

11/1/2012 17

Instrument Design : Phase 2

11/1/2012

18

Instrument Design : Phase 2

Question Categories and Structure

Administrative

Classification

Target
11/1/2012 19

Instrument Design : Phase 2

Question Content
Should this question be asked?

Is the question of proper scope and coverage?

Can the participant adequately answer this question as asked? Will the participant willingly answer this question as asked?
11/1/2012 20

Instrument Design : Phase 2

Question Wording
Adequate alternatives Shared vocabulary Single meaning Misleading assumptions

Criteria Personalized Biased

11/1/2012

21

Instrument Design : Phase 2

Response Strategy - factors

Objectives of the study Participants motivation to share Participants level of information

Factors

Ease and clarity with which participant communicates

11/1/2012

Degree to which participants have thought through topic

22

Instrument Design : Phase 2

Response Strategy types

Free-Response Strategy
What factors influenced your enrollment in BBA, Rosary? ____________________________________________ ____________________________________________

Dichotomous Response Strategy

Did you attend the A Day at College program for same? Yes No
11/1/2012 23

Instrument Design : Phase 2

Response Strategy types

Multiple Choice Response Strategy
Which one of the following factors was most influential in your decision to attend BBA, Rosary?

Good academic standing Specific program of study desired Enjoyable campus life Many friends from home High quality of faculty
11/1/2012 24

Instrument Design : Phase 2

Response Strategy types

Checklist Response Strategy
Which of the following factors influenced your decision to enroll in BBA, Rosary? (Check all that apply.) Tuition cost Specific program of study desired Parents preferences Opinion of brother or sister Many friends from home attend High quality of faculty
11/1/2012 25

Instrument Design : Phase 2

Response Strategy types

Rating Response Strategy
Strongly influential Somewhat influential Not at all influential

Good academic reputation Enjoyable campus life Many friends High quality faculty Semester calendar
11/1/2012

26

Instrument Design : Phase 2

Response Strategy types

Ranking Response Strategy
_____ Opportunity to play collegiate sports _____ Closeness to home _____ Enjoyable campus life _____ Good academic reputation _____ High quality of faculty
11/1/2012 27

Instrument Design : Phase 2

Sources of Existing Questions

Handbook of Marketing Scales Measures of Personality and SocialPsychological Attitudes Measures of Political Attitudes

11/1/2012

28

BRM 2

Drafting / Refining the Instrument

11/1/2012 29

Instrument Design : Phase 3

11/1/2012

30

Instrument Design : Phase 3

Participant Screening / Introduction Question Sequencing Instructions Conclusion Overcoming Instrument Problems
11/1/2012 31

Instrument Design : Phase 3

Guidelines for Question Sequencing
Interesting topics early Classification questions later Sensitive questions later Simple items early Transition between topics Reference changes limited
11/1/2012 32

Instrument Design : Phase 3

Overcoming Instrument Problems

Build rapport Redesign question process Explore alternatives

Pretest
11/1/2012 33

Assignments

Group 1 / 2 /3
Presentations on Case Studies

Group 4 / 5 / 6
Individual Assignment 2
11/1/2012 34