問卷調(diào)查設(shè)計權(quán)威樣板(英文版)課件

DesigningandUsingQuestionnairesDesigningandUsingQmonwaystogetinformation2AdvantagesofWrittenQuestionnairesQuestionnairesareverycosteffectiveQuestionnairesareeasytoanalyzeQuestionnairesarefamiliartomostpeopleQuestionnairesreducebiasQuestionnairesarelessintrusivethantelephoneorface-to-facesurveysAdvantagesofWrittenQuestion3DisadvantagesOfWrittenQuestionnairesthepossibilityoflowresponseratestheinabilitytoproberesponsesByallowingfrequentspaceforcomments,theresearchercanpartiallyovercomethisdisadvantageGesturesandothervisualcuesarenotavailablewithwrittenquestionnairestherespondentmaynotbewhoyouthinkitisquestionnairesaresimplynotsuitedforsomepeopleDisadvantagesOfWrittenQuest4SelectingYourSampledecidewhatkindofpeopletointerview.AvoidaBiasedSample(English&non-Englishmajors)decidehowmanypeopleyouneedtointerviewQuotasAQuotaisasamplesizeforasub-group.Forexample,menandwomenhavesomewhatdifferentopinionsinmanyareas.SelectingYourSampledecidew5QuestionnaireDesign-GeneralConsiderationsWell-definedgoalsarethebestwaytoassureagoodquestionnairedesignFormulateaplanfordoingthestatisticalanalysisduringthedesignstageoftheprojectIncludeotherexpertsandrelevantdecision-makersinthequestionnairedesignprocessUseprofessionalproductionmethodsforthequestionnaire--eitherdesktoppublishingortypesettingandkeyliningQuestionnaireDesign-General6QuestionnaireDesign-GeneralConsiderationsMaketheenvelopeuniqueProvideawell-writtencoverletterProvideincentivesasamotivationforaproperlycompletedquestionnaire.GiveyourquestionnaireatitlethatisshortandmeaningfultotherespondentKeepyourquestionnaireshortIncludeclearandconciseinstructionsonhowtocompletethequestionnaireIfaquestionnaireismorethanafewpagesandisheldtogetherbyastaple,includesomeidentifyingdataoneachpageQuestionnaireDesign-General7QuestionnaireDesign-GeneralConsiderationsUsesimpleanddirectlanguageMakeitconvenient.Alwaysconsiderthelayoutofyourquestionnaire.Leaveadequatespaceforrespondentstomakecomments.Leaveaspaceattheendofaquestionnaireentitled"OtherComments."Trytokeepyouranswerspacesinastraightline,eitherhorizontallyorvertically..QuestionnaireDesign-General8QuestionnaireDesign-GeneralConsiderationsBeginwithafewnon-threateningandinterestingitemsPlacethemostimportantitemsinthefirsthalfofthequestionnaireIfyouhaveusedaparticularscalebeforeandneedtocompareresults,usethesamescale.Alwayspresentagree-disagreechoicesinthatorder.Positivetonegativeandexcellenttopoorscalesshouldbepresentedinthoseorders.Whenusingnumericratingscaleshighernumbersshouldmeanamorepositiveormoreagreeinganswer.Thefinaltestofaquestionnaireistotryitonrepresentativesofthetargetaudience.QuestionnaireDesign-General9QuestionTypesQuestionTypes10問卷調(diào)查設(shè)計權(quán)威樣板(英文版)11QualitiesofaGoodQuestion1.Evokesthetruth.Questionsmustbenon-threatening.2.Asksforananswerononlyonedimension.Wereyousatisfiedwiththequalityofourfoodandservice?3.Canaccommodateallpossibleanswers.

Whatbrandofcomputerdoyouown?__A.IBMPCB.Apple

QualitiesofaGoodQuestion1123.Therearetwowaystocorrectthiskindofproblem.Thefirstwayistomakeeachresponseaseparatedichotomousitemonthequestionnaire.Forexample:

DoyouownanIBMPC?(circle:YesorNo)

DoyouownanApplecomputer?(circle:YesorNo)Anotherwaytocorrecttheproblemistoaddthenecessaryresponsecategoriesandallowmultipleresponses.Thisisthepreferablemethodbecauseitprovidesmoreinformationthanthepreviousmethod.

Whatbrandofcomputerdoyouown?(Checkallthatapply)__Donotownacomputer __IBMPC__Apple__Other3.Therearetwowaystocorre13QualitiesofaGoodQuestion4.Hasmutuallyexclusiveoptions.Wheredidyougrowup?__

A.countryB.farmC.city5.Producesvariabilityofresponses.

Whatdoyouthinkaboutthisreport?

A.It'stheworstreportI'vereadB.It'ssomewherebetweentheworstandbestC.It'sthebestreportI'vereadAreyouagainstcampuslove?(circle:YesorNo)

QualitiesofaGoodQuestion4.14QualitiesofaGoodQuestion6.Followscomfortablyfromthepreviousquestion.Groupingquestionsthataresimilarwillmakethequestionnaireeasiertocomplete,andtherespondentwillfeelmorecomfortable.7.Doesnotpresupposeacertainstateofaffairs.Areyousatisfiedwithyourcurrentautoinsurance?(YesorNo)

Oneofthemostcommonmistakenassumptionsisthattherespondentknowsthecorrectanswertothequestion.

Whatpercentofyourbudgetdoyouspendondirectmailadvertising

?____QualitiesofaGoodQuestion6.15QualitiesofaGoodQuestion8.Doesnotimplyadesiredanswer.Wouldn'tyouliketoreceiveourfreebrochure?Don'tyouthinktheCongressisspendingtoomuchmoney?

9.Doesnotuseemotionallyloadedorvaguelydefinedwords.

Quantifyingadjectives(e.g.,many)10.Doesnotuseunfamiliarwordsorabbreviations.WhatwasyourAGIlastyear?______QualitiesofaGoodQuestion8.16QualitiesofaGoodQuestion11.Isnotdependentonresponsestopreviousquestions.Anexampleofbranchingis:1.Doyoucurrentlyhavealifeinsurancepolicy?(YesorNo)Ifno,gotoquestion32.Howmuchisyourannuallifeinsurancepremium?_____Thesequestionscouldeasilyberewrittenasonequestionthatappliestoeveryone:1.Howmuchdidyouspendlastyearforlifeinsurance?______

12.Doesnotasktherespondenttoorderorrankaseriesofmorethanfiveitems.QualitiesofaGoodQuestion1117Pre-notificationLetters1.Brieflydescribewhythestudyisbeingdoneandidentifythesponsors.2.Explainwhythepersonreceivingthepre-letterwaschosentoreceivethequestionnaire.3.Justifywhytherespondentshouldcompletethequestionnaire.4.Explainhowtheresultswillbeused.Pre-notificationLetters1.Bri18CoverLetters1.Describewhythestudyisbeingdone(briefly)andidentifythesponsors.2.Mentiontheincentive.(Agoodincentiveisacopyoftheresults).3.Mentioninclusionofastamped,self-addressedreturnenvelope.4.Encouragepromptresponsewithoutusingdeadlines.5.Describeyour"confidentiality/anonymity"policy.6.Givethenameandphonenumberofsomeonetheycancallwithquestions.CoverLetters1.Describewhyt19ThanksforYourAttentionThanksforYourAttention20DesigningandUsingQuestionnairesDesigningandUsingQmonwaystogetinformation22AdvantagesofWrittenQuestionnairesQuestionnairesareverycosteffectiveQuestionnairesareeasytoanalyzeQuestionnairesarefamiliartomostpeopleQuestionnairesreducebiasQuestionnairesarelessintrusivethantelephoneorface-to-facesurveysAdvantagesofWrittenQuestion23DisadvantagesOfWrittenQuestionnairesthepossibilityoflowresponseratestheinabilitytoproberesponsesByallowingfrequentspaceforcomments,theresearchercanpartiallyovercomethisdisadvantageGesturesandothervisualcuesarenotavailablewithwrittenquestionnairestherespondentmaynotbewhoyouthinkitisquestionnairesaresimplynotsuitedforsomepeopleDisadvantagesOfWrittenQuest24SelectingYourSampledecidewhatkindofpeopletointerview.AvoidaBiasedSample(English&non-Englishmajors)decidehowmanypeopleyouneedtointerviewQuotasAQuotaisasamplesizeforasub-group.Forexample,menandwomenhavesomewhatdifferentopinionsinmanyareas.SelectingYourSampledecidew25QuestionnaireDesign-GeneralConsiderationsWell-definedgoalsarethebestwaytoassureagoodquestionnairedesignFormulateaplanfordoingthestatisticalanalysisduringthedesignstageoftheprojectIncludeotherexpertsandrelevantdecision-makersinthequestionnairedesignprocessUseprofessionalproductionmethodsforthequestionnaire--eitherdesktoppublishingortypesettingandkeyliningQuestionnaireDesign-General26QuestionnaireDesign-GeneralConsiderationsMaketheenvelopeuniqueProvideawell-writtencoverletterProvideincentivesasamotivationforaproperlycompletedquestionnaire.GiveyourquestionnaireatitlethatisshortandmeaningfultotherespondentKeepyourquestionnaireshortIncludeclearandconciseinstructionsonhowtocompletethequestionnaireIfaquestionnaireismorethanafewpagesandisheldtogetherbyastaple,includesomeidentifyingdataoneachpageQuestionnaireDesign-General27QuestionnaireDesign-GeneralConsiderationsUsesimpleanddirectlanguageMakeitconvenient.Alwaysconsiderthelayoutofyourquestionnaire.Leaveadequatespaceforrespondentstomakecomments.Leaveaspaceattheendofaquestionnaireentitled"OtherComments."Trytokeepyouranswerspacesinastraightline,eitherhorizontallyorvertically..QuestionnaireDesign-General28QuestionnaireDesign-GeneralConsiderationsBeginwithafewnon-threateningandinterestingitemsPlacethemostimportantitemsinthefirsthalfofthequestionnaireIfyouhaveusedaparticularscalebeforeandneedtocompareresults,usethesamescale.Alwayspresentagree-disagreechoicesinthatorder.Positivetonegativeandexcellenttopoorscalesshouldbepresentedinthoseorders.Whenusingnumericratingscaleshighernumbersshouldmeanamorepositiveormoreagreeinganswer.Thefinaltestofaquestionnaireistotryitonrepresentativesofthetargetaudience.QuestionnaireDesign-General29QuestionTypesQuestionTypes30問卷調(diào)查設(shè)計權(quán)威樣板(英文版)31QualitiesofaGoodQuestion1.Evokesthetruth.Questionsmustbenon-threatening.2.Asksforananswerononlyonedimension.Wereyousatisfiedwiththequalityofourfoodandservice?3.Canaccommodateallpossibleanswers.

Whatbrandofcomputerdoyouown?__A.IBMPCB.Apple

QualitiesofaGoodQuestion1323.Therearetwowaystocorrectthiskindofproblem.Thefirstwayistomakeeachresponseaseparatedichotomousitemonthequestionnaire.Forexample:

DoyouownanIBMPC?(circle:YesorNo)

DoyouownanApplecomputer?(circle:YesorNo)Anotherwaytocorrecttheproblemistoaddthenecessaryresponsecategoriesandallowmultipleresponses.Thisisthepreferablemethodbecauseitprovidesmoreinformationthanthepreviousmethod.

Whatbrandofcomputerdoyouown?(Checkallthatapply)__Donotownacomputer __IBMPC__Apple__Other3.Therearetwowaystocorre33QualitiesofaGoodQuestion4.Hasmutuallyexclusiveoptions.Wheredidyougrowup?__

A.countryB.farmC.city5.Producesvariabilityofresponses.

Whatdoyouthinkaboutthisreport?

A.It'stheworstreportI'vereadB.It'ssomewherebetweentheworstandbestC.It'sthebestreportI'vereadAreyouagainstcampuslove?(circle:YesorNo)

QualitiesofaGoodQuestion4.34QualitiesofaGoodQuestion6.Followscomfortablyfromthepreviousquestion.Groupingquestionsthataresimilarwillmakethequestionnaireeasiertocomplete,andtherespondentwillfeelmorecomfortable.7.Doesnotpresupposeacertainstateofaffairs.Areyousatisfiedwithyourcurrentautoinsurance?(YesorNo)

Oneofthemostcommonmistakenassumptionsisthattherespondentknowsthecorrectanswertothequestion.

Whatpercentofyourbudgetdoyouspendondirectmailadvertising

?____QualitiesofaGoodQuestion6.35QualitiesofaGoodQuestion8.Doesnotimplyadesiredanswer.Wouldn'tyouliketoreceiveourfreebrochure?Don'tyouthinktheCongressisspendingtoomuchmoney?

9.Doesnotuseemotionallyloadedorvaguelydefinedwords.

Quantifyingadjectives(e.g.,many)10.Doesnotuseunfamiliarwordsorabbreviati