Using Questionnaires and Observations Chapter 13

Chapter Objectives Learn:Learn: –When and how questionnaires can be used. –How to develop a questionnaire. –How scales apply to questionnaires. –Questionnaire design concepts. –How to use observation.

Purpose of Questionnaires Questionnaires are one tool you can use to gather information. They allow you to study:Questionnaires are one tool you can use to gather information. They allow you to study: –Attitudes What people say they wantWhat people say they want –Beliefs What people think is actually trueWhat people think is actually true –Behaviors What the organizational members doWhat the organizational members do –Characteristics Properties of people or thingsProperties of people or things

Planning for Questionnaire Use Questionnaires can collect vast amounts of data.Questionnaires can collect vast amounts of data. To make most efficient use of a questionnaire, consider the following:To make most efficient use of a questionnaire, consider the following: –Are the individuals who you need to interview widely dispersed geographically? –Are there a large number of people involved in the project and you need information about a smaller segment of the group? –Are you in an exploratory phase for a project? –Do you need to know all the problems with the current system so you can follow-up in interviews?

Writing Questions Effective questions and questionnaires should:Effective questions and questionnaires should: –Be transparently clear –Have an appropriate flow of questions –Have an understanding of potential respondent answers –Have well planned details on how to administer the questionnaire

Writing Questions Open-ended questions on a questionnaire:Open-ended questions on a questionnaire: –Should be written narrow enough to guide responses in a certain direction of optional answers. –Can provide additional information for exploratory situations. Closed questionsClosed questions –Should be used when The list of possible answers can be identifiedThe list of possible answers can be identified The potential answers are all mutually exclusive.The potential answers are all mutually exclusive. Choice of wordsChoice of words –Should use the language of the respondents as possible. –Reflect the business’s terminology for easier understanding.

Scales Scales are used to provide a measurement or judgement.Scales are used to provide a measurement or judgement. Measurements can take the form of:Measurements can take the form of: –Nominal –Ordinal –Interval –Ratio There are two performance measures in scales:There are two performance measures in scales: –Validity –Reliability

Scale Problems Scales may experience some problems.Scales may experience some problems. –Leniency Occurs when respondents are easy raters.Occurs when respondents are easy raters. –Central tendency Occurs when respondents rate everything averageOccurs when respondents rate everything average –Halo effect Occurs when one question influences the answer to the next question.Occurs when one question influences the answer to the next question.

Design Concepts A well-designed questionnaire should:A well-designed questionnaire should: –Provide plenty of white space. –Allow appropriate space for responses. –Ask respondents to circle their answers. –Use the questionnaire objectives to help determine the format. –Be consistent with the questionnaire style. More...

Design Concepts A well-designed questionnaire should order questions:A well-designed questionnaire should order questions: –So the most important questions are listed first. –To cluster similar content questions together. –Anticipate the kinds of associations the respondents may make on the questions. –To list less controversial questions before divisive or inflammatory items.

Questionnaire Administration Once the questionnaire is designed, the next steps are:Once the questionnaire is designed, the next steps are: –Identify the respondents –Determine how to distribute the questionnaire Bring all respondents together at once.Bring all respondents together at once. Hand out questionnaires and take back completed forms.Hand out questionnaires and take back completed forms. Self-administration with a centrally-located drop-off.Self-administration with a centrally-located drop-off. Mail questionnaires with a stated deadline, instructions, and return postage.Mail questionnaires with a stated deadline, instructions, and return postage. Administer electronicallyAdminister electronically

Observation Observation can provide insight into additional analysis information.Observation can provide insight into additional analysis information. –It can confirm or negate information found from interviews, questionnaires, or other data gathering methods. –The process must be structured with a systematic approach to provide interpretable results. To perform an observation:To perform an observation: –The purpose of the observation activity must be clearly defined. –The level of observation details must be established. –Categories can be used to capture key activities. –Use appropriate scales, checklists, and other observation materials. –Decide when to observe.

Time and Event Sampling Time SamplingTime Sampling –Allows for specific observation intervals to occur at various times. –Biases can be reduced from “just anytime” observations –It also provides a sample of representative view of activities. Event SamplingEvent Sampling –Allows for observation of an event in its entirety. –Reduces concerns of piecemeal data collection. CombinationCombination –A combination of both time and event sampling may provide the best observation data.

Summary Questionnaires are a tool for information gathering.Questionnaires are a tool for information gathering. The questionnaire design should consider:The questionnaire design should consider: –Question development concepts –How scales can be used on the questionnaire –How to minimize or eliminate problems when constructing scales –Good formatting guidelines Questionnaire administration allows for several alternatives.Questionnaire administration allows for several alternatives. Observation is another tool to gather additional data possibly not available through other methods.Observation is another tool to gather additional data possibly not available through other methods.