Questionnaire Design Zikmund,W.G.,Business research methods,1997 報告人 : 范誠達 指導教授 : 任維廉教授 2015/9/9 國立交通大學運管系碩班一年級 范誠達 1

Introduction 姓名 : 范誠達 指導老師 : 張新立教授 偶像 : 伍佰 興趣 : 拍照、旅遊、聊天、聽音樂 2015/9/9 國立交通大學運管系碩班一年級 范誠達 2

Outline Overview What should be asked? Phrasing questions The art of asking questions What is the best question sequence? What is the best layout? Pretest and revising & Designing questionnaires for global research Summary 2015/9/9 國立交通大學運管系碩班一年級 范誠達 3

Overview A study need to have a good problem and clear Objective Basic criteria – Relevance : no unnecessary information is collected – Accuracy : information is reliable and valid Typical questions – What should be asked? – How should each question be phrased? – In what sequence should the questions be arranged? – What questionnaire layout will best serve the research objective? – How should the questionnaire be pretested? Does the questionnaire need to be revised? 2015/9/9 國立交通大學運管系碩班一年級 范誠達 4

What should be asked? Problem definition  type of information Communication medium  structure and content of the questionnaire Relevancy-no unnecessary information Accuracy-information is reliable and valid 2015/9/9 國立交通大學運管系碩班一年級 范誠達 5

Phrasing questions Open-ended response(without options) Fixed-alternative(with options) – Simple-dichotomy question – Determinant-choice question(Attitude rating scale) – Frequency-determination question – Checklist question(multiple answers) Means of data collection – Mail(conversational manner) – Telephone(conversational manner) – Personal interview 2015/9/9 國立交通大學運管系碩班一年級 范誠達 6

The art of asking questions Avoiding complexity Avoiding leading and loaded questions – split ball technique Unpopularity of change Avoiding ambiguity Using introductory statement Avoiding making assumptions Avoiding double barreled items Avoiding burdensome questions 2015/9/97 國立交通大學運管系碩班一年級 范誠達

What is the best question sequence? Warm up Order bias – Funnel technique – Filter question – Pivot question – Anchoring effect 2015/9/9 國立交通大學運管系碩班一年級 范誠達 8

What is the best layout? Neat Attractive Easy to follow Brief and small Emphasize the confidential/interesting nature of the study Avoiding negative influences Precoding question responses in advance Self-administered questionnaires 、 long questionnaires 2015/9/9 國立交通大學運管系碩班一年級 范誠達 9

Pretest and revising & Designing questionnaires for global research Purpose of pretest – ruling out some invalid questions – testing the sampling procedure – estimation of the response rate Preliminary tabulation-tabulation of the result of the test 2015/9/9 國立交通大學運管系碩班一年級 范誠達 10

Pretest and revising & Designing questionnaires for global research Questions about the questionnaire – Can the questionnaire format be followed by the interviewers? – Does the questionnaire flow naturally and conversationally? – Can respondents answer the questions easily? – Which alternative forms of questions work best? Back translation 2015/9/9 國立交通大學運管系碩班一年級 范誠達 11

Summary Good questionnaire is the key to obtaining good survey results Relevance and accuracy are the basic criteria Knowing how each question should be phrased Question sequence can be important to the success of a survey 2015/9/9 國立交通大學運管系碩班一年級 范誠達 12

Summary Layout of a mail or self-administered questionnaire can affect the response rate International questionnaire should be back translated 2015/9/9 國立交通大學運管系碩班一年級 范誠達 13

Q&A Thanks for listening 2015/9/9 國立交通大學運管系碩班一年級 范誠達 14