Ch 11 Questionnaire Design PDF

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Ch 11 Questionnaire Design...

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Chapter 11: Questionnaire Design The questionnaire is the primary tool for addressing research questions. 1. Double Barreled Question: Ask two things at once. a. EX: Do you feel welcomed by the staff and the youth at the community center? 2. Biased/Leading Question: Takes away from a neutral question. Subjective. a. Community organizing is hard…..? 3. Double Negative: confounds the issue a. EX: Do you agree that boys who play football is not uncommon? 4. Simpler is Better a. Words used in questionnaires should be readily understandable b. Technical jargon and acronyms should be avoided c. EX: segment, B2B 5. Leading/ Loaded Questions a. Contain bias, unneutral b. Most Americans prefer to...Do you prefer to…? c. Should Americans buy imported automobiles that take away american jobs? 6. Avoid ambiguity a. What media do you rely on the most? i. Better: What media do you use the most? 7. Avoid double barreled a. Cars should be faster and safer. 8. Avoid making assumptions a. Do you thin Jack in the Box restaurants should consider consider changing their name? - assumes that the respondent has the say is this huge corporate decision 9. Avoid taking respondents’ memory a. Recollection Bias: forces people to go back in their memory, avoid it by being closer to the time of service b. Unaided Recall: leaving it up to them recall c. Aided Recall: gives them suggestions d. Telescoping: collapsed history into a different time frame e. Squishing: expanding history into a different time frame 10. Order Bias: you want overall experience upfront before the survey changes their mind 11. Randomized Presentations: a. Reduces anchoring effect b. Reduce pick in the middle c. In personal interviews, reduce “pick the last option” 12. Survey Flow: a breakoff means the respondent stops answering, a filter question can serve as a branching mechanism a. EX: Did you have a problem about your stay:

13. Keep Questionnaires as short as possible a. Create matrixes by grouping data sets 14. Survey Technology: survey software programs like Qualtrics allow several special features that facilitate design a. SPEEDERS: take relatively little time to move through a survey - so little that the honesty of their response is questionable. b. PIPING: allows responses to a previous question to be inserted into later questions i. More personalized, and professional 15....