Business Research Methods Chap012
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Transcript of Business Research Methods Chap012
12-1
12-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights
Reserved.
Part ThreeSOURCES AND
COLLECTION OF DATA
12-3
Chapter TwelveINSTRUMENTS OF
PARTICIPANT COMMUNICATION
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Instrument Design Process
• Phase 1: Developing the instrument design strategy
• Phase 2: Constructing and refining the measurement questions
• Phase 3: Drafting and refining the instrument
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Developing the Instrument Design Strategy
• Management-Research Question Hierarchy:
– The management problem/question
– Research question(s)
– Investigative questions
– Measurement questions
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Strategic Concerns of Instrument Design
• What type of data is needed to answer the management question?
• What communication approach will be used?
• Should the questions be structured, unstructured, or some combination?
• Should the questions be disguised or undisguised?
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Ways to Interact with the Participant
• Personal interview
• Telephone
• Computer
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Types of Measurement Questions?
• Target
• Classification
• Administrative
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Appropriate 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?
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How to Test a Respondent’s Appropriateness
• Filter questions
• Screen questions
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Question Wording Criteria
• Is the question stated in terms of a shared vocabulary?
• Does the question contain vocabulary with a single meaning?
• Does the question contain unsupported assumptions?
• Is the question correctly personalized?• Are adequate alternatives presented within the
question?
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What Dictates Your Response Strategy?
• Characteristics of participants
• Nature of the topic(s) being studied
• Type of data needed
• Your analysis plan
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Types of Response Questions
• Free-response
• Dichotomous
• Multiple-choice
• Checklist
• Rating
• Ranking
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Guidelines to Refining the Instrument
• Awaken the participant's interest
• Use buffer questions as a guide to request sensitive information
• Use the funnel approach to move to more specific questions
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Improving Survey Results
• Pretesting is an established practice for discovering errors and useful for training the research team