Business Research Methods：Questionnaires and Instruments

Measurement Scales
In this chapter, we are most interested in asking each question in the right way and in the right order to collect the appropriate data for desired analysis.
9
DISGUISED VS. UNDISGUISED
• A disguised question is designed to conceal the question’s true purpose. • Identifying four situations where disguising the study objective is, or is not, an issue: – Willingly shared, conscious-level information. – Reluctantly shared, conscious-level information. – Knowable, limited-conscious-level information. – Subconscious-level information.
12
PHASE 2 CONSTRUCTING AND REFINING THE MEASUREMENT QUESTIONS
13
• Generate specific measurement questions
– Subject content – The wording of each question (influenced by the degree of disguise and the need to provide operational definitions for constructs and concepts) – Response strategy (each producing a different level of data, as needed for your preliminary analysis plan).
10
Preliminary Analysis Plan
• The preliminary analysis plan serves as a check on whether the planned measurement questions meet the data needs of the research question. • Each dummy table is a cross-tabulation between two or more variables.
2
Learning Objectives
Understand . . . • The influence of question content, question wording, response strategy, and preliminary analysis planning on question construction. • Each of the numerous question design issues influencing instrument quality, reliability, and validity. • The sources for measurement questions • The importance of pretesting questions and instruments. 3
5
Overall Flowchart for Instrument Design
6
Flowchart for Instrument Design 1 revisiting the research question hierarchy
8
Strategic Concerns in Instrument Design
4
Technology Affects Questionnaire Development
• • • • Write questionnaires more quickly Create visually driven instruments Eliminate manual data entry Save time in data analysis
Questionnaires and Instruments
1
Learning Objectives
Understand... • The link forged between the management dilemma and the communication instrument by the management-research question hierarchy. • The influence of the communication method on instrument design. • The three general classes of information and what each contributes to the instrument.
What type of scale is needed? (nominal, ordinal, interval, ratio)
What communication approach will be used?
Should the questions be structured?
Should the questioning be disguised?
11
Dummy Table for American Eating Habits
Use of Convenience Foods
Use Frequently Use Sometimes
Age 18-24 25-34
Always Use
Rarely Use
Never Use
35-44 55-64 65+