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

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

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

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

6. Strategic Concerns of Instrument Design
Slide
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?

7. Ways to Interact with the Respondent
Slide
Personal interview
Telephone
Mail
Computer

8. Types of Measurement Questions?
Slide
Target
Classification
Administrative

9. Appropriate Question Content
Slide
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?

10. How to Test a Respondent’s Appropriateness
Slide
Filter questions Screen questions

11. Question Wording Criteria
Slide
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?

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

13. Types of Response Questions
Slide
Free-response Dichotomous Multiple-choice Checklist Rating Ranking

14. Guidelines to Refining the Instrument
Slide
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

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