[经管营销]Lecture week 22 Structured Interviewing and Design of Questionnaires.pdfVIP

Structured Interviewing and Design of Questionnaires Which survey strategy would you select? • A project in a small company with 25 staff to assess views of employees on introducing charged for car parking Face to face interviews Which survey strategy would you select? • A worldwide survey in a multinational company of staff attitudes to HRM practices Web-based survey Questionnaire Research Chart Design Methodology Determine Feasibility Develop Instruments Select Sample Conduct Pilot Test Revise Instruments Conduct Research Analyze Data Prepare Report Types of instruments • Written question sets, structured questions with limited response opportunities • Structured interview to be conducted by researcher(s) Types of questionnaire Structured questionnaires • Binary - yes/no only • Rating - ask respondent to rank characteristics, views, strength of opinions, etc. • Likert - scale of agreement to set of statements Difficult to construct to ensure a spread of responses Easy to code Types of Data • Demographic (age group; income group; gender) • Behavioural (actions taken) • Attitudinal (opinions which may predict future behaviour) Written questionnaires: if Open • Free response - respondent answers question in own words • Essay - may involve coding types of responses, phrases or implied meanings Written questionnaires: if Open • Difficult to establish coding frame • Problems of reliability of coding du