Chapter 13

授課教授：洪新原 教授第 23 組組員： 603556011 林家賢 603530033 張昱翔

Questionnaires and Instruments問卷調查與設計

Overall Flowchart for Instrument DesignPHASE 1

PHASE 2

PHASE 3

2

Flowchart for Instrument Design Phase 1PHASE 1

3

Strategic Concerns in Instrument Design

What type of scale is needed?題目的尺度為何

What communication approach will be used?調查方法為何

Should the questions be structured?問題是否採結構化

Should the questioning be disguised?問題是否要偽裝

4

Technology Affects Questionnaire Development

5

Write questionnaires more quickly

快速製作問卷Create visually driven instruments

視覺化工具增加參與Eliminate manual data entry

減少手動輸入Save time in data analysis

節省資料分析時間

Disguising Study Objectives

6

Whether disguise is necessary ?

Whether disguise is necessary ?

Willingly shared,Conscious-level

information

Reluctantly shared,Conscious-level

information

Knowable,Limited-conscious-level information

Subconscious-level information

Dummy Table for American Eating Habits

7

Age

Use of Convenience Foods

Always UseUse

FrequentlyUse

Sometimes Rarely Use Never Use

18-24

25-34

35-44

55-64

65+

Flowchart for Instrument Design Phase 2

8

Question Categories and Structure

9

Administrative行政程序問題

Target目標性問題

Classification分類性問題

Question Content

10

Should this question be asked?是否符合研究目的

Is the question of proper scope and coverage?問題範圍是否恰當

Can the participant adequately answer this question?

是否能正確回答問題

Will the participant willingly answer this question?

是否願意回答問題

參考 P.305 圖表 13-6

Criteria

Question Wording

11

Response Strategy

12

Factors Factors

Objectives of the study

Participant’s level of

information

Degree to which participants have

thought through topic

Ease and clarity with which participant communicates

Participant’s motivation to

share

Free-Response Strategy

13

What factors influenced your enrollment in Metro U?________________________________________________________________________________________

Dichotomous Response Strategy

Did you attend the “A Day at College” program at Metro U?

YesNo

14

Multiple Choice Response Strategy

單選題

Which one of the following factors was most influentialin your decision to attend Metro U?

Good academic standingSpecific program of study desiredEnjoyable campus lifeMany friends from homeHigh quality of faculty

Checklist Response Strategy

15

複選題

Which of the following factors influencedyour decision to enroll in Metro U? (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

Strongly influential

Somewhat influential

Not at allinfluential

Good academic reputation

Enjoyable campus life

Many friends

High quality faculty

Semester calendar

Checklist Response Strategy

16

Please rank-order your top three factors from the following list based on their influence in encouraging you to apply to Metro U.

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

Ranking

17

Type Restrictions Scale Items

Data Type

Rating Scales 評等量表

Simple Category Scale

• Needs mutually exclusive choices One or more

Nominal

Multiple Choice Single-Response

Scale

• Needs mutually exclusive choices• May use exhaustive list or ‘other’

Many Nominal

Multiple Choice Multiple-Response

Scale(checklist)

• Needs mutually exclusive choices• Needs exhaustive list or ‘other’

Many Nominal

Likert Scale • Needs definitive positive or negative statements with which to agree/disagree

One or more

Ordinal

Likert-type Scale •Needs definitive positive or negative statements with which to agree/disagree

One or more

Ordinal

18

Summary of Scale Types

Summary of Scale TypesType Restrictions Scale

ItemsData Type

Rating Scales 評等量表Numerical

Scale•Needs concepts with standardized meanings; •Needs number anchors of the scale or end-points•Score is a measurement of graphical space

One or many

Ordinal or Interval

Multiple Rating List

Scale

•Needs words that are opposites to anchor the end-points on the verbal scale

Up to 10

Ordinal

Fixed Sum Scale

•Participant needs ability to calculate total to some fixed number, often 100.

Two or more

Interval or Ratio

19

Summary of Scale TypesType Restrictions Scale

ItemsData Type

Rating Scales 評等量表

Stapel Scale

•Needs verbal labels that are operationally defined or standard.

One or

more

Ordinal or

Interval

Graphic Rating Scale

•Needs visual images that can be interpreted as positive or negative anchors•Score is a measurement of graphical space from one anchor.

One or

more

Ordinal (Interval, or Ratio)

20

Summary of Scale TypesType Restrictions Scale

ItemsData Type

Ranking Scales 排序量表

Paired Comparison

Scale

• Number is controlled by participant’s stamina and interest.

Up to 10 Ordinal

Forced Ranking Scale

• Needs mutually exclusive choices. Up to 10 Ordinal or Interval

Comparative Scale

• Can use verbal or graphical scale. Up to 10 Ordinal

21

Internet Survey Scale Options

22

Internet Survey Scale Options

23

Internet Survey Scale Options

24

13-25

Flowchart for Instrument Design Phase 3

25

Flowchart for Instrument Design Phase 3

Develop the participant-screening process

Arrange the measurement question sequence

A. Identify groups of target question by topic.

產品滿意度

服務滿意度

Flowchart for Instrument Design Phase 3

Develop the participant-screening process

Arrange the measurement question sequence

A. Identify groups of target question by topic.

B. Establish a logical sequence for the question groups and questions within groups.

C. Develop transitions between these questions groups.

產品滿意度

1

2

3

服務滿意度1

2

Flowchart for Instrument Design Phase 3

Prepare and insert instructions for the interviewer

Create and insert a conclusion

Pretest specific questions and the instrument as a whole

Introduction

Phone/personal interview.

你好 請問 我們可以與 OOO 先生進行訪談嗎

Online

Often delivered via E-mail

你好 xxx 先生 / 小姐我們是 OO 公司，您 OO 時間購買本公司產品，想請問您有關您對這次服務的看法

Introduction

Transition

接下來是針對 OO 主題的問題

Instructions for …

Terminating

Skip to ..

Participant discontinuation

Introduction

Disposition instructions

Mail & E-mail reply

Conclusion

Self-administered

Measurement Question Sequencing

Awaken Interest and Motivation

Sensitive and Ego-Involving Information

Simple to Complex

General to Specific

Question Groups and Transitions

Maximum Online Survey Length Prior to Abandonment

More than 20 minutes13.3%

16-20 minutes9%

11-15 minutes'15.7%

6-10 minutes28%

5 minutes or less33.9%

More than 20 minutes16-20 minutes11-15 minutes'6-10 minutes5 minutes or less

Instruction

Terminating an unqualified participant

Terminating a discontinued interview

Moving between questions on an instrument

Disposing of a completed questionnaire

Conclusion

Overcoming Instrument Problems

Build Rapport with the Participant

Redesign the Question Process

Explore Alternative Response Strategies

Use methods other than surveying to secure the data

The Value of Pretesting

Discovering ways to increase participant interest.

Increasing the likelihood that participants will remain engaged to the completion of the survey.

Discovering question content, wording, and sequencing problems.

The Value of Pretesting

Discovering target question groups where researcher training is needed.

Exploring ways to improve the overall quality of survey data.