brm ii session 5
TRANSCRIPT
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BRM 2
Session 5Questionnaires & Instruments
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Objectives
Link between Dilemma & Instrument
Influence of Communication Method
on Instrument Design
3 classes of information contributing
to Instrument Sources for Measurement Questions
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Objectives
Influencers on QuestionConstruction
Question content / Question wording /Response strategy / Analysis planning
Question design issues
Instrument quality / reliability / validity Importance of Pretesting
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BRM 2
Revisiting ResearchQuestion Hierarchy
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Instrument Design Flowchart
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Instrument Design : Phase 1
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Instrument Design : Phase 1
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Prominent Strategic Concerns
What type of scale is needed?
What communication approach will be used?
Should the questions be structured?
Should the questioning be disguised?
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Instrument Design : Phase 1
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Technology Affects
Questionnaire Development
Write questionnaires morequickly
Create visually driven
instruments
Eliminate manual data entry
Save time in data analysis
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Instrument Design : Phase 1
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Communication Approach
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Instrument Design : Phase 1
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Disguising Objective / Sponsor
Situations :
disguise
or dont disguise
Willingly shared,
Conscious-levelinformation
Reluctantly shared,
Conscious-levelinformation
Knowable,
Limited-conscious-
level information
Subconscious-level
information
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Instrument Design : Phase 1
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Willingly shared, Conscious-level
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Instrument Design : Phase 1
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Reluctantly shared, Conscious-level
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Instrument Design : Phase 1
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Knowable, Limited-conscious-level
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Instrument Design : Phase 1
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Subconscious-level
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Instrument Design : Phase 1
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Preliminary Analysis Plan
Age
Use of Convenience Foods
Always UseUse
FrequentlyUse
Sometimes Rarely Use Never Use
18-24
25-34
35-44
55-64
65+
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BRM 2
Constructing / RefiningMeasurement Question
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Instrument Design : Phase 2
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Instrument Design : Phase 2
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Question Categories and Structure
Administrative
Classification
Target
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Instrument Design : Phase 2
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Question Content
Should this question be asked?
Is the question of proper scope and coverage?
Can the participant adequately
answer this question as asked?
Will the participant willingly
answer this question as asked?
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Instrument Design : Phase 2
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Question Wording
Criteria
Shared
vocabulary Single
meaning
Misleading
assumptions
Adequate
alternatives
Personalized
Biased
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Instrument Design : Phase 2
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Response Strategy - factors
Factors
Objectives
of the study
Participants
level of
information
Degree to which
participants have
thought through topic
Ease and clarity with
which participant
communicates
Participants
motivation to
share
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Instrument Design : Phase 2
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Response Strategy types
Free-Response Strategy
Dichotomous Response Strategy
What factors influenced your enrollment in BBA, Rosary?____________________________________________
____________________________________________
Did you attend the A Day at College program for same?
Yes
No
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Instrument Design : Phase 2
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Response Strategy types
Checklist Response Strategy
Which of the following factors influenced
your decision to enroll in BBA, Rosary? (Check all that apply.)
Tuition cost
Specific program of study desired
Parents preferences Opinion of brother or sister
Many friends from home attend
High quality of faculty
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Instrument Design : Phase 2
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Response Strategy types
Rating Response Strategy
Stronglyinfluential Somewhatinfluential Not at allinfluential
Good academic reputation
Enjoyable campus life
Many friends
High quality faculty
Semester calendar
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Instrument Design : Phase 2
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Response Strategy types
Ranking Response Strategy
_____ Opportunity to play collegiate sports
_____ Closeness to home
_____ Enjoyable campus life
_____ Good academic reputation_____ High quality of faculty
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Instrument Design : Phase 2
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Sources of Existing Questions
Handbook of Marketing Scales
Measures of Personality and Social-Psychological Attitudes
Measures of Political Attitudes
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BRM 2
Drafting / Refining theInstrument
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Instrument Design : Phase 3
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Instrument Design : Phase 3
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Participant Screening /
Introduction
Question Sequencing Instructions
Conclusion Overcoming Instrument Problems
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Instrument Design : Phase 3
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Guidelines for Question Sequencing
Interesting topics early
Classification questions later
Sensitive questions later
Simple items early
Transition between topics
Reference changes limited
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Instrument Design : Phase 3
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Overcoming Instrument Problems
Build rapport
Redesign question process
Explore alternatives
Pretest
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Assignments
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Group 1 / 2 /3
Presentations on Case
Studies
Group 4 / 5 / 6 Individual Assignment 2