Introduction
- Obtaining the best answers
- Data we collect rarely completely accurate
o Ask to recall events that are often trivial, such as breakfast cereals they bought
o Analyse and report their emotions and feelings about issues they have never consciously considered, such as feelings about different brands of paint.
o Even if they can recognise their feelings, can they articulate them.
o Our own instruments are often blunt and rarely capable of assessing what is true & accurate.
- Why do we need a questionnaire
- Questionnaire – medium of remote conversation between researcher and respondent.
- Remoteness
o Lack of interaction
Objectives in writing a questionnaire
- Questionnaires in the survey process
o Bra example
- Stakeholders in the questionnaire
- Objectives of the study
- Relating research objectives to business objectives
- Relating the questionnaire to the research objectives
o Eg paired comparison à will require questions to compare preference between products
- Recruitment questionnaires
- Collecting unbiased and accurate data
o Problems within questionnaire
§ Ambiguity
§ Order effect between questions
§ Order effect within questions
§ Inadequate response codes
· Do you like pizza : yes / no
o Respondent may wish to qualify answer : homemade or purchased.
· How often do you visit cinema
§ More than once a week
§ Once a week
§ Once a month
§ Once every three months
o What about respondent who went twice last week, and not at all in the three prior months.
§ Wrong question asked due to poor routing
o Problems with interview
§ Questions asked inaccurately by interviewer
· Ie paraphrase
· Poorly written, eg too many sub clauses
§ Misunderstanding
· vocab
§ Inaccurate record
· Précis to keep conversation flowing
§ Boredom / fatigue
· Lots of rating questions
o Pattern of responses that bears no/little relationship to their actual answers
· On-line drop out p18
§ Inaccuracy of memory
· Diary
· Minority behaviour tends to be unreported
· Time / telescoping
§ Asking respondents to describe attitudes on subjects which they hold no conscious attitude
· Studies have shown data reported are more stable where respondents are not given time to think about their attitudes
§ Lying
§ Impress
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