商业分析基础week 3 lecture slides13周讲座.pptx

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商业分析基础week 3 lecture slides13周讲座.pptx

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GSBS6002

FoundationsofBusinessAnalysis

Trimester3,2015Week3–QuestionnaireDesignandMeasurementandScalingConceptsChapters15and13MdLutfurRahmanCourseCoordinator1

Chapter15

QuestionnaireDesign2

ExplainthesignificanceofdecisionsaboutquestionnairedesignandwordingDefinealternativesforwordingopen-endedandfixed-alternativequestionsSummarizeguidelinesforquestionsthatavoidmistakesinquestionnairedesignDescribehowthepropersequenceofquestionsmayimproveaquestionnaireDiscusshowtodesignaquestionnairelayoutDescribecriteriaforpretestingandrevisingaquestionnaireandforadaptingittoglobalmarkets15-3

15–4Questionnairedesignisoneofthemostcriticalstagesinthesurveyresearchprocess.Aquestionnaire(survey)isonlyasgoodasthequestionsitasks—askabadquestion,getbadresults.Composingagoodquestionnaireappearseasy,butitisusuallytheresultoflong,painstakingwork.Thequestionsmustmeetthebasiccriteriaofrelevanceandaccuracy.QuestionnaireQualityandDesign:

BasicConsiderations

15–5DecisionsinQuestionnaireDesignWhatshouldbeasked?Howshouldquestionsbephrased?Inwhatsequenceshouldthequestionsbearranged?Whatquestionnairelayoutwillbestservetheresearchobjectives?Howshouldthequestionnairebepretested?Doesthequestionnaireneedtoberevised?

15–6WhatShouldBeAsked?QuestionnaireRelevancyAllinformationcollectedshouldaddressaresearchquestioninhelpingthedecisionmakerinsolvingthecurrentbusinessproblem.QuestionnaireAccuracyIncreasingthereliabilityandvalidityofrespondentinformationrequiresthat:Questionnairesshouldusesimple,understandable,unbiased,unambiguous,andnonirritatingwords.Questionnairedesignshouldfacilitaterecallandmotivaterespondentstocooperate.Properquestionwordingandsequencingtoavoidconfusionandbiasedanswers.

15–7WordingQuestionsOpen-endedResponseQuestionsPosesomeproblemandaskrespondents