问卷调查设计

DesigningandUsingQuestionnairescommonwaystogetinformationliteraturesearchestalkingwithpeoplefocusgroupspersonalinterviewstelephonesurveysandmailsurveys.AdvantagesofWrittenQuestionnairesQuestionnairesareverycosteffectiveQuestionnairesareeasytoanalyzeQuestionnairesarefamiliartomostpeopleQuestionnairesreducebiasQuestionnairesarelessintrusivethantelephoneorface-to-facesurveysDisadvantagesOfWrittenQuestionnairesthepossibilityoflowresponseratestheinabilitytoproberesponsesByallowingfrequentspaceforcomments,theresearchercanpartiallyovercomethisdisadvantageGesturesandothervisualcuesarenotavailablewithwrittenquestionnairestherespondentmaynotbewhoyouthinkitisquestionnairesaresimplynotsuitedforsomepeopleSelectingYourSampledecidewhatkindofpeopletointerview.AvoidaBiasedSample(English&non-Englishmajors)decidehowmanypeopleyouneedtointerviewQuotasAQuotaisasamplesizeforasub-group.Forexample,menandwomenhavesomewhatdifferentopinionsinmanyareas.QuestionnaireDesign-GeneralConsiderationsWell-definedgoalsarethebestwaytoassureagoodquestionnairedesignFormulateaplanfordoingthestatisticalanalysisduringthedesignstageoftheprojectIncludeotherexpertsandrelevantdecision-makersinthequestionnairedesignprocessUseprofessionalproductionmethodsforthequestionnaire--eitherdesktoppublishingortypesettingandkeyliningQuestionnaireDesign-GeneralConsiderationsMaketheenvelopeuniqueProvideawell-writtencoverletterProvideincentivesasamotivationforaproperlycompletedquestionnaire.GiveyourquestionnaireatitlethatisshortandmeaningfultotherespondentKeepyourquestionnaireshortIncludeclearandconciseinstructionsonhowtocompletethequestionnaireIfaquestionnaireismorethanafewpagesandisheldtogetherbyastaple,includesomeidentifyingdataoneachpageQuestionnaireDesign-GeneralConsiderationsUsesimpleanddirectlanguageMakeitconvenient.Alwaysconsiderthelayoutofyourquestionnaire.Leaveadequatespaceforrespondentstomakecomments.LeaveaspaceattheendofaquestionnaireentitledOtherComments.Trytokeepyouranswerspacesinastraightline,eitherhorizontallyorvertically..QuestionnaireDesign-GeneralConsiderationsBeginwithafewnon-threateningandinterestingitemsPlacethemostimportantitemsinthefirsthalfofthequestionnaireIfyouhaveusedaparticularscalebeforeandneedtocompareresults,usethesamescale.Alwayspresentagree-disagreechoicesinthatorder.Positivetonegativeandexcellenttopoorscalesshouldbepresentedinthoseorders.Whenusingnumericratingscaleshighernumbersshouldmeanamorepositiveormoreagreeinganswer.Thefinaltestofaquestionnaireistotryitonrepresentativesofthetargetaudience.QuestionTypesQualitiesofaGoodQuestion1.Evokesthetruth.Questionsmustbenon-threatening.2.Asksforananswerononlyonedimension.Wereyousatisfiedwiththequalityofourfoodandservice?3.Canaccommodateallpossibleanswers.Whatbrandofcomputerdoyouown?__A.IBMPCB.Apple3.Therearetwowaystocorrectthiskindofproblem.Thefirstwayistomakeeachresponseaseparatedichotomousitemonthequestionnaire.Forexample:DoyouownanIBMPC?(circle:YesorNo)DoyouownanApplecomputer?(circle:YesorNo)Anotherwaytocorrecttheproblemistoaddthenecessaryresponsecategoriesandallowmultipleresponses.Thisisthepreferablemethodbecauseitprovidesmoreinformationthanthepreviousmethod.Whatbrandofcomputerdoyouown?(Checkallthatapply)__Donotownacomputer__IBMPC__Apple__OtherQualitiesofaGoodQuestion4.Hasmutuallyexclusiveoptions.Wheredidyougrowup?__A.countryB.farmC.city5.Producesvariabilityofresponses.Whatdoyouthinkaboutthisreport?A.It'stheworstreportI'vereadB.It'ssomewherebetweentheworstandbestC.It'sthebestreportI'vereadAreyouagainstcampuslove?(circle:YesorNo)QualitiesofaGoodQuestion6.Followscomfortablyfromthepreviousquestion.Groupingquestionsthataresimilarwillmakethequestionnaireeasiertocomplete,andtherespondentwillfeelmorecomfortable.7.Doesnotpresupposeacertainstateofaffairs.Areyousatisfiedwithyourcurrentautoinsurance?(YesorNo)Oneofthemostcommonmistakenassumptionsisthattherespondentknowsthecorrectanswertothequestion.Whatpercentofyourbudgetdoyouspendondirectmailadvertising?____QualitiesofaGoodQuestion8.Doesnotimplyadesiredanswer.Wouldn'tyouliketoreceiveourfreebrochure?Don'tyouthinktheCongressisspendingtoomuchmoney?9.Doesnotuseemotionallyloadedorvaguelydefinedwords.Quantifyingadjectives(e.g.,many)10.Doesnotuseunfamiliarwordsorabbreviations.WhatwasyourAGIlastyear?______QualitiesofaGoodQuestion11.Isnotdependentonresponsestopreviousquestions.Anexampleofbranchingis:1.Doyoucurrentlyhavealifeinsurancepolicy?(YesorNo)Ifno,gotoquestion32.Howmuchisyourannuallifeinsurancepremium?_____Thesequestionscouldeasilyberewrittenasonequestionthatappliestoeveryone:1.Howmuchdidyouspendlastyearforlifeinsurance?______12.Doesnotasktherespondenttoorderorrankaseriesofmorethanfiveitems.Pre-notificationLetters1.Brieflydescribewhythestudyisbeingdoneandidentifythesponsors.2.Explainwhythepersonreceivingthepre-letterwaschosentoreceivethequestionnaire.3.Justifywhytherespondentshouldcompletethequestionnaire.4.Explainhowtheresultswillbeused.CoverLetters1.Desc