量表设计-中央大学管理学院.pptVIP

Questionnaires and Instruments量表設計 中央大學.資訊管理系 范錚強 mailto: ckfarn@mgt.ncu.edu.tw 2013.05 updated Overall Flowchart for Instrument Design Flowchart for Instrument Design Phase 1 Strategic Concerns in Instrument Design Technology Affects Questionnaire Development Write questionnaires more quickly Create visually driven instruments Eliminate manual data entry Save time in data analysis Disguising Study Objectives Dummy Table for American Eating Habits Flowchart for Instrument Design Phase 2 Question Categories and Structure Question Content Question Wording Response Strategy Free-Response Strategy Dichotomous Response Strategy Multiple Choice Response Strategy Checklist Response Strategy Rating Response Strategy Ranking Summary of Scale Types Summary of Scale Types Summary of Scale Types Internet Survey Scale Options Internet Survey Scale Options Internet Survey Scale Options Sources of Questions Handbook of Marketing Scales The Gallup Poll Cumulative Index Measures of Personality and Social-Psychological Attitudes Measures of Political Attitudes Index to International Public Opinion Sourcebook of Harris National Surveys Marketing Scales Handbook American Social Attitudes Data Sourcebook Flowchart for Instrument Design: Phase 3 Branching Question Components of Questionnaires 量表的編排 美觀清楚 排列整齊 分行清晰 用線條、陰影等 用適當的字體大小 層次感 避免字意混淆 量表翻譯 注意語意──不只是字意 英 (a) 翻中 (b) 之後，中翻英 (c) 檢查 a 與 c 的語意差異 前測 是否讀得懂？ Overcoming Instrument Problems 萬一要衡量的變數是有「社會正確」答案的 社會正確？ 你會不會照顧團體利益？ 你會不會非法 copy 軟體？ 你會不會不顧一切，堅持己見？ 得到的結果嚴重偏誤 如何能使得偏誤能降低 用兩端有張力的故事情節，挑選角色和看法 Exhibit 13-1 is a suggested flowchart for instrument design. The procedures followed in developing an instrument vary from study to study, but the flowchart suggests three phases. Each phase is discussed in this chapter. Exhibit 13-2: By this stage in a research project, the process of moving from the general management dilemma to specific measurement question has traveled through the first three question levels: Management question –the d