Questionnaire DesignZikmund,W.G.,Business research

methods,1997

報告人 : 范誠達指導教授 : 任維廉教授

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Introduction

• 姓名 : 范誠達

• 指導老師 : 張新立教授

• 偶像 : 伍佰

• 興趣 : 拍照、旅遊、聊天、聽音樂

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Outline• Overview• What should be asked?• Phrasing questions• The art of asking questions• What is the best question sequence?• What is the best layout?• Pretest and revising & Designing questionnaires

for global research• Summary

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Overview• A study need to have a good problem and clear

Objective• Basic criteria

– Relevance : no unnecessary information is collected– Accuracy : information is reliable and valid

• Typical questions– What should be asked?– How should each question be phrased?– In what sequence should the questions be arranged?– What questionnaire layout will best serve the research objective?– How should the questionnaire be pretested? Does the

questionnaire need to be revised?

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What should be asked?• Problem definition type of information

• Communication medium structure and content of the questionnaire

• Relevancy-no unnecessary information

• Accuracy-information is reliable and valid

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Phrasing questions• Open-ended response(without options)• Fixed-alternative(with options)– Simple-dichotomy question– Determinant-choice question(Attitude rating scale)– Frequency-determination question– Checklist question(multiple answers)

• Means of data collection– Mail(conversational manner)– Telephone(conversational manner)– Personal interview

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The art of asking questions• Avoiding complexity• Avoiding leading and loaded questions– split ball technique

• Unpopularity of change• Avoiding ambiguity• Using introductory statement• Avoiding making assumptions• Avoiding double barreled items• Avoiding burdensome questions

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What is the best question sequence?

• Warm up

• Order bias– Funnel technique

– Filter question

– Pivot question

– Anchoring effect

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What is the best layout?• Neat• Attractive• Easy to follow• Brief and small• Emphasize the confidential/interesting nature of

the study• Avoiding negative influences• Precoding question responses in advance• Self-administered questionnaires 、 long

questionnaires

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Pretest and revising & Designing questionnaires for global research

• Purpose of pretest– ruling out some invalid questions

– testing the sampling procedure

– estimation of the response rate

• Preliminary tabulation-tabulation of the result of the test

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Pretest and revising & Designing questionnaires for global research

• Questions about the questionnaire– Can the questionnaire format be followed by the

interviewers?

– Does the questionnaire flow naturally and conversationally?

– Can respondents answer the questions easily?

–Which alternative forms of questions work best?

• Back translation

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Summary• Good questionnaire is the key to obtaining

good survey results

• Relevance and accuracy are the basic criteria

• Knowing how each question should be phrased

• Question sequence can be important to the success of a survey

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Summary• Layout of a mail or self-administered

questionnaire can affect the response rate

• International questionnaire should be back translated

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Q&A

Thanks for listening

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