Donald Cooper Pamela Schindler

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Presentation transcript:

Donald Cooper Pamela Schindler Chapter 12 Business Research Methods DMS 502 Donald Cooper Pamela Schindler Irwin/McGraw-Hill

Instruments for Respondent Communication Chapter 12 Instruments for Respondent Communication (The Questionaire)

Instrument Design Process Slide 12 - 1 Phase 1: Developing the instrument design strategy Phase 2: Constructing and refining the measurement questions Phase 3: Drafting and refining the instrument

Developing the Instrument Design Strategy Slide 12 - 2 Management-Research Question Hierarchy: The management problem/question Research question(s) Measurement questions

Strategic Concerns of Instrument Design Slide 12 - 3 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?

Ways to Interact with the Respondent Slide 12 - 4 Personal interview Telephone Mail Computer

Types of Measurement Questions? Slide 12 - 5 Target Classification Administrative

Appropriate Question Content Slide 12 - 6 Should this question be asked? Is the question of proper scope and coverage? Can the respondent adequately answer this question, as asked? Will the respondent willingly answer this question, as asked?

How to Test a Respondent’s Appropriateness Slide 12 - 7 Filter questions Screen questions

Question Wording Criteria Slide 12 - 8 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?

What Dictates Your Response Strategy? Slide 12 - 9 Characteristics of respondents Nature of the topic(s) being studied Type of data needed Your analysis plan

Types of Response Questions Slide 12 - 10 Free-response Dichotomous Multiple-choice Checklist Rating Ranking

Guidelines to Refining the Instrument Slide 12 - 11 Awaken the respondent's interest Use buffer questions as a guide to request sensitive information Use the funnel approach to move to more specific questions

Improving Survey Results Slide 12 - 12 Pretesting is an established practice for discovering errors and useful for training the research team