帕梅拉-欣德勒-管理研究方法（英文版·第13版）Schindler_CH_11_Accessible.pptxVIP

Business Research MethodsThirteenth EditionPamela S. SchindlerSTAGE 3: MEASUREMENT QUESTIONSChapter 11?2019 McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education. Learning ObjectivesUnderstand… The role of a preliminary analysis plan in developing measurement questions. The critical decisions involved in selecting an appropriate measurement scale for a measurement question. The characteristics and use of various questions based on the categories of scales: rating, ranking, sorting, and other scales.The factors that influence a specific measurement question. Research Thought Leader“We increase measurement error when we ask the wrong questions. The questions we ask need to be answerable, clear, unbiased, and easy to answer.”David F. Harrispresident, Insight and Measurementauthor, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions Relationship of Questions to ScalesMeasurement QuestionMeasurement ScaleData Level Instrument Design in the Research ProcessJump to long description Instrument Design: Phase 1 (1 of 7)Jump to long description Instrument Design: Phase 1 (2 of 7) Jump to long description Instrument Design: Phase 1 (3 of 7)Jump to long description Instrument Design: Phase 1 (4 of 7)Jump to long description Instrument Design: Phase 1 (5 of 7)Jump to long description Instrument Design: Phase 1 (6 of 7) Jump to long description Instrument Design: Phase 1 (7 of 7)Jump to long description Communication ApproachPersonal InterviewComputerPhoneMail/Fax/Courier Instrument Structure IssuesQuestion StructureUnstructuredStructuredObjective of the StudyParticipant’s Level of InformationLevel of Thought on TopicCommunication EaseMotivation to Share Factors Affecting Concealment of Purpose SponsorPurpose ConcealmentDisguised QuestionsUndisguised QuestionsSponsor ConcealmentDisg