Beruflich Dokumente
Kultur Dokumente
14-1
Learning Objectives
Understand the link forged between the management dilemma and the communication instrument by the management-research question hierarchy Understand the influence of the communication method on instrument design Understand the three general classes of information and what each contributes to the instrument
14-2
Learning Objectives
Understand the influence of question content, question wording, response strategy, and preliminary analysis planning on question construction Understand each of the numerous question design issues influencing instrument quality, reliability, and validity Understand the sources for measurement questions Understand the importance of pretesting questions and instruments
14-3
14-4
14-5
Reluctantly shared, Conscious-level information Situations where disguise is unnecessary Knowable, Limited-consciouslevel information
Subconscious-level information
14-8
_______________________________________________
Age
18-24 25-34 35-44 55-64 65+
Always Use
Use Frequently
Use Sometimes
Rarely Use
Never Use
14-9
14-10
Administrative
Classification
Target
14-11
Question Content
Should this question be asked?
Is the question of proper scope and coverage? Can the participant adequately answer this question as asked?
14-12
Question Wording
Shared vocabulary
Adequate alternatives
Single meaning
Criteria
Personalized
Misleading assumptions
Biased
14-13
Response Strategy
Objectives of the study Participants motivation to share Participants level of information
Factors
Free-Response Strategy
What factors influenced your enrollment in MBA at Gardi Vidyapith? ____________________________________________ ____________________________________________
Researchers try to reduce the number of these questions as they are difficult to interpret and are costly to analyze.
14-15
Yes No
14-16
Which one of the following factors was most influential in your decision to select Gardi Vidyapith?
Good academic standing Specific program of study desired Enjoyable campus life Many friends from home High quality of faculty
14-17
14-18
Good academic reputation Enjoyable campus life Many friends High quality faculty
Semester calendar
14-19
Ranking
Please rank-order your top three factors From the following list based on their Influence in encouraging you to apply to Gardi Vidyapith. Use 1 to indicate the most encouraging factor, 2 the next most encouraging factor, etc. _____ Opportunity to play collegiate sports _____ Closeness to home _____ Enjoyable campus life _____ Good academic reputation _____ High quality of faculty
14-20
Usual Number of Answer Alternatives Provided Desired Number of Participant Answers Used to Provide...
10 or fewer
10 or fewer
None
10 or fewer
1 per item
7 or fewer
Classification
Classification
Order or distance
Order
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14-22
14-23
14-24
14-25
Interesting topics early Classification questions later Sensitive questions later Simple items early Transition between topics
14-28
Branching Question
14-30
14-31
Build rapport Redesign question process Explore alternatives Use other methods Pretest
14-32
Key Terms
Administrative question Branched question Buffer question Checklist Classification question Dichotomous question Disguised question Double-barreled question Free-response question Interview schedule Leading question Multiple-choice question
14-33
Key Terms
Pretesting Primacy effect Ranking question Rating question Recency effort Screen question Structured response Target question Structured Unstructured Unstructured response
14-34