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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Designing and Using Questionnaires,commonwaystogetinformation,literaturesearches,talkingwithpeople,focusgroups,personalinterviews,telephonesurveys,andmailsurveys.,AdvantagesofWrittenQuestionnaires,Questionnaires are verycosteffective,Questionnaires are easyto analyze,Questionnaires are familiarto mostpeople,Questionnaires reduce bias,Questionnaires are lessintrusive than telephoneorface-to-facesurveys,Disadvantages OfWrittenQuestionnaires,thepossibilityof low responserates,theinability toprobe responses,By allowingfrequentspace for comments,theresearchercanpartially overcome thisdisadvantage,Gesturesandother visual cues are not availablewith written questionnaires,therespondent may not be who you thinkit is,questionnaires are simply not suitedforsome people,Selecting Your Sample,decide whatkindofpeople to interview.,Avoid aBiased Sample(English&non-Englishmajors),decide how manypeople you needto interview,Quotas,A,Quota,is asamplesizefora sub-group.,Forexample,menandwomen havesomewhatdifferent opinionsin manyareas.,Questionnaire Design-General Considerations,Well-definedgoals are the bestwayto assure agoodquestionnaire design,Formulate aplanfordoing the statistical analysisduring the design stageof the project,Includeother experts and relevant decision-makers in the questionnairedesign process,Useprofessionalproductionmethodsforthequestionnaire-either desktop publishingortypesettingandkeylining,Questionnaire Design-General Considerations,Maketheenvelope unique,Providea well-written coverletter,Provideincentives as amotivation for aproperly completedquestionnaire.,Giveyour questionnairea titlethatisshort and meaningfultotherespondent,Keepyour questionnaireshort,Includeclear and concise instructions on how tocomplete the questionnaire,If aquestionnaire is more thana few pagesandis heldtogetherbya staple,include some identifying dataon eachpage,Questionnaire Design-General Considerations,Use simple and direct language,Make it convenient.,Alwaysconsider the layout ofyour questionnaire.,Leaveadequate space forrespondentsto make comments.,Leavea space at the endof aquestionnaire entitled OtherComments.,Try tokeepyour answerspacesin astraight line,either horizontally or vertically.,.,Questionnaire Design-GeneralConsiderations,Beginwith afew non-threatening andinterestingitems,Placethe most importantitemsin the first halfof the questionnaire,If youhaveused aparticularscalebeforeand need tocompare results,use the samescale.,Alwayspresent agree-disagreechoices in that order.,Positive tonegative andexcellent to poorscales should bepresented inthoseorders.,When using numericrating scales higher numbersshouldmeana morepositive ormoreagreeing answer.,The final test ofa questionnaire isto try it on representativesof thetarget audience.,Question Types,Qualities ofa Good Question,1.Evokes the truth.,Questions must benon-threatening.,2.Asks foran answer ononlyone dimension.,Were you satisfiedwiththe qualityof ourfoodand service?,3.Canaccommodateall possible answers.,What brand of computer do youown?,_,A.IBMPC,B.Apple,3.There aretwo ways tocorrect this kindof problem.,The first way is to makeeachresponse a separate dichotomous itemon the questionnaire.For example:,Do youown an IBMPC?(circle:Yesor No),Do youown an Apple computer?(circle:Yes or No),Another wayto correct the problem is to add thenecessary response categoriesand allow multiple responses.Thisis thepreferablemethodbecause itprovides more information thanthe previous method.,What brand of computer do youown?,(Checkall that apply),_,Do notown acomputer,_,IBM PC,_,Apple,_,Other,Qualities ofa Good Question,4.Hasmutually exclusive options.,Wheredid you growup?,_,A.country,B.farm,C.city,5.Producesvariabilityof responses.,What do youthinkaboutthis report?,A.Its theworstreportIveread,B.Its somewherebetween theworstand best,C.Its thebest reportIve read,Are you against campus love?(circle:Yesor No),Qualities ofa Good Question,6.Follows comfortably from the previous question.,Grouping questionsthatare similarwill make the questionnaire easier to complete,and the respondentwillfeel more comfortable.,7.Does notpresuppose acertain state ofaffairs.,Are you satisfiedwith your currentauto insurance?(Yes orNo),One ofthe most common mistaken assumptions is that the respondentknowsthe correctanswer to the question.,What percentof your budget doyou spend on,directmailadvertising,?,_,Qualities ofa Good Question,8.Does notimplya desired answer.,Wouldnt youliketo receive our free brochure?,Dontyou think the Congress is spending too much money?,9.Does notuse emotionally loaded or vaguely definedwords.,Quantifyingadjectives(e.g.,many),10.Does notuse unfamiliar words orabbreviations.,What was your AGIlast year?,_,Qualitiesof aGoodQuestion,11.Is notdependenton responses to previousquestions.,An exampleof branching is:,1.Doyoucurrentlyhavea life insurance policy?(Yesor No)Ifno,go toquestion3,2.How much isyourannual life insurance premium?_,Thesequest
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