1. The Survey CHAPTER CHAPTER 8

2. Questionnaires Determining objectives Ranking -Starting with open-ended questions -Developing closed questions Delimiting the sample Constructing the questionnaire Scales (strongly agree, agree, undecided, disagree, strongly disagree) Categorical responses (yes/no)

3. Rules for Constructing a Questionnaire Clearly worded items (e.g., avoid usually, most) Short questions Only one idea (concept) per question Avoid negatively worded items Avoid technical language and jargon Avoid leading questions (cues to answers) Length

4. Pay Attention: Little Things Matter Appearance and design Pilot study—most important thing Cover letters When to send the questionnaire Follow-ups Return rates Plan analysis for the beginning

5. Questionnaire Validation 1) Judgmental Analysis 2) Protocol Analysis 3) Validation Analyses –compare for convergent and divergent validity –compare known populations

6. Other Forms of Surveys The Dephi method The personal interview -Procedures for reaching consensus -Using experts -Conducting rounds -More adaptable -More versatile -Observing responses leads to insights -Better return rates (continued)

7. Other Forms of Surveys Telephone interviews Normative surveys -Less expensive -Work from central location (use computer) -Easier to reach people -More candid responses possible -Growth charts -Fitness norms