RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN MKT525

QUESTIONNAIRE DESIGN Have to know vs. nice to know Delivery sets limits: mail, phone, internet, in-person Question content

QUESTION CONTENT Is question necessary? Are several questions needed rather than one? Do respondents have the necessary information to answer the question? Will respondents give the information?

FORM OF RESPONSE Open-ended Fixed alternative: multiple response Dichotomous question Scaled question Commonly used scales: Likert scale Semantic differential scale Faces Thermometer scales

QUESTION WORDING Simple words Avoid ambiguous words Avoid leading questions Avoid generalizations and estimates

QUESTIONNAIRE ORGANIZATION Introduction Screening questions Warm-up questions Transitions Complicated/difficult to answer questions Classification and demographic questions

OTHER CONSIDERATIONS Physical characteristics of questionnaire REVISE! PRE-TEST!!

MEASUREMENT Determining intensity of a characteristic Measure properties Use measurement scales: Often assign numbers to descriptors of the property

NUMBERS Four characteristics of number system: 1. Ten numbers and each is unique: 0 - 9 2.Numbers are in a certain order: 9>8>7>6>5>4>3>2>1 3.We can define equal differences: 3 - 2 = 7 - 6 and 5 - 3 = 9 - 7 4.We can define equal ratios; 10/5 = 6/3

SCALE TYPES Nominal Ordinal Interval Ratio

NOMINAL SCALE QUESTIONS Please indicate your gender. Check all brands you would consider purchasing: Sony Zenith RCA Curtis Mathes Do you agree or disagree that ‘Delta is ready when you are’? Agree Disagree

ORDINAL SCALE QUESTIONS Rank each brand in terms of your preference where ‘1’ indicates the brand you prefer most; Arrid Right Guard Mennen Ban For each pair of grocery stores, circle the one you would be more likely to patronize: Jewel Dominick’s Treasure Island Whole Foods Whole Foods Jewel

INTERVAL SCALE QUESTION(1) Rate the following brands of pens on overall performance: Very Poor Very good 1 2 3 4 5 Parker Cross Mt. Blanc

INTERVAL SCALE QUESTION(2) How much do you agree with the following statements: Strongly disagree Strongly agree 1 2 3 4 5 I always look for bargains. 1 2 3 4 5 I love to cook. 1 2 3 4 5 I enjoy being outdoors. 1 2 3 4 5

RATIO SCALE QUESTIONS Please indicate your age.___________ What is the probability that you will use a lawyer’s services when you are ready to make a will? _________per cent About how many times in the past month have you purchased anything over $5.00 in a 7-11 store? 0 1 2 3 4 5 more(specify)________

RELIABILITY AND VALIDITY Repeatability Consistency Validity Content or face validity Criterion validity construct validity