1. ©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Donald Cooper Pamela Schindler Chapter 12 Business Research Methods

2. ©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Chapter 12 Instruments for Respondent Communication

3.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Instrument Design Process äPhase 1: Developing the instrument design strategy äPhase 2: Constructing and refining the measurement questions äPhase 3: Drafting and refining the instrument Slide 12 - 1

4.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Developing the Instrument Design Strategy Management-Research Question Hierarchy: äThe management problem/question äResearch question(s) äInvestigative questions äMeasurement questions Slide 12 - 2

5.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Strategic Concerns of Instrument Design äWhat type of data is needed to answer the management question? äWhat communication approach will be used? Should the questions be structured, unstructured, or some combination? Should the questions be disguised or undisguised? Slide 12 - 3

6.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Ways to Interact with the Respondent äPersonal interview äTelephone äMail äComputer Slide 12 - 4

7.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Slide 12 - 5 Types of Measurement Questions? Target Classification Administrative

8.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Appropriate Question Content äShould this question be asked? äIs the question of proper scope and coverage? äCan the respondent adequately answer this question, as asked? äWill the respondent willingly answer this question, as asked? Slide 12 - 6

9.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style How to Test a Respondent’s Appropriateness Filter questions Screen questions Slide 12 - 7

10.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Question Wording Criteria äIs the question stated in terms of a shared vocabulary? äDoes the question contain vocabulary with a single meaning? äDoes the question contain unsupported assumptions? äIs the question correctly personalized? äAre adequate alternatives presented within the question? Slide 12 - 8

11.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style What Dictates Your Response Strategy? äCharacteristics of respondents äNature of the topic(s) being studied äType of data needed äYour analysis plan Slide 12 - 9

12.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Types of Response Questions Free-response Dichotomous Multiple-choice Checklist Rating Ranking Slide 12 - 10

13.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Guidelines to Refining the Instrument äAwaken the respondent's interest Use buffer questions as a guide to request sensitive information Use the funnel approach to move to more specific questions Slide 12 - 11

14.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Improving Survey Results Pretesting is an established practice for discovering errors and useful for training the research team Slide 12 - 12