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Transcript of Chap06
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Chapter 6Using Questionnaires
Systems Analysis and DesignKendall and Kendall
Fifth Edition
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-2
Major Topics
Question types Scales Validity and reliability Formatting the questionnaire Administering the questionnaire Web questionnaires
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-3
Questionnaires
Questionnaires are useful in gathering information from key organization members about Attitudes Beliefs Behaviors Characteristics
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-4
When to Use Questionnaires
Questionnaires are valuable if Organization members are widely
dispersed Many members are involved with the
project Exploratory work is needed Problem solving prior to interviews is
necessary
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-5
Question Types
Questions are designed as either Open-ended
Try to anticipate the response you will get
Well suited for getting opinions Useful in explanatory situations
Closed Use when all the options may be listed When the options are mutually exclusive
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-6
Open-Ended and Closed Questions
Open-ended ClosedSlow Speed of completion Fast
High Exploratory nature Low
High Breadth and depth Low
Easy Ease of preparation Difficult
Difficult Ease of analysis Easy
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-7
Questionnaire Language
Questionnaire language should be Simple Specific Free of bias Not patronizing Technically accurate Addressed to those who are knowledgeable Appropriate for the reading level of the
respondent
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-8
Scales
Scales are devised to Measure the attitudes or
characteristics of respondents Have respondents act as judges for
the subject of the questionnaire
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-9
Measurement Scales
There are four different forms of measurement scales: Nominal Ordinal Interval Ratio
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-10
Nominal Scales
Nominal scales are used to classify things into categories
It is the weakest form of measurement
Data may be totaledWhat type of software do you use the most?
1 = Word Processor
2 = Spreadsheet
3 = Database
4 = An Email Program
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-11
Ordinal Scales
Allow classification Ordinal scales also imply rank
ordering There is no difference between the
importance of the choicesThe support staff of the Technical Support Group is:
1. Extremely Helpful
2. Very Helpful
3. Moderately Helpful
4. Not Very Helpful
5. Not Helpful At All
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-12
Interval Scales
An interval scale is used when the intervals are equal
There is no absolute zero Examples of interval scales include
the Fahrenheit or centigrade scaleHow useful is the support given by the Technical Support Group?
NOT USEFUL EXTREMELY
AT ALL USEFUL
1 2 3 4 5
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-13
Ratio Scales
The intervals between numbers are equal
Ratio scales have an absolute zero
Approximately how many hours do you spend on the Internet daily?
0 2 4 6 8
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-14
Guidelines for Using Scales
Use a ratio scale when intervals are equal and there is an absolute zero
Use an interval scale when intervals are equal but there is no absolute zero
Use an ordinal scale when the intervals are not equal but classes can be ranked
Use a nominal scale when classifying but not ranking
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-15
Validity and Reliability Questionnaires must be valid and
reliable Reliability of scales refers to consistency in
response Getting the same results if the same
questionnaire was administered again under the same conditions
Validity is the degree to which the question measures what the analyst intends to measure
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-16
Problems With Scales
There are three problems associated with poorly constructed scales: Leniency Central tendency Halo effect
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-17
Leniency
Caused by easy raters A solution is to move the
“average” category to the left or right of center
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-18
Central Tendency
Central tendency occurs when respondents rate everything as average
Improve by making the differences smaller at the two ends
Adjusting the strength of the descriptors
Creating a scale with more points
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-19
Halo Effect
When the impression formed in one question carries into the next question
Solution is to place one trait and several items on each page
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-20
Formatting the Questionnaire
Good response rates can be achieved with consistent control of questionnaire Format Style Meaningful ordering Clustering of questions
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-21
Questionnaire Format
When designing questionnaires Allow ample white space Allow enough space for responses to be
typed for open-ended questions Ask respondents to clearly mark their
answers Use objectives to help determine
format Be consistent in style
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-22
Order of Questions
Most important questions go first Similar topics should be clustered
together Randomization of questions tries
the patience of respondents Controversial questions should be
positioned after less controversial questions
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-23
Web Form Questionnaires
Controls (fields) used on Web forms Single line text box Scrolling text box, used for one or more
paragraphs of text Check box for yes-no or true-false answers Radio button for mutually exclusive yes-
no or true-false answers Drop-down menu for selection from a list Submit or Clear buttons
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-24
Methods of Administering the Questionnaire
Methods of administering the questionnaire include Convening All concerned respondents
together at one time Personally administering the questionnaire Allowing respondents to self-administer
the questionnaire Mailing questionnaires Administering over the Web or via email
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Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-25
Electronically Submitting Questionnaires
Administering a questionnaire electronically has many benefits Reduced costs Collecting and storing the results
electronically