BRM II Session 5

7/31/2019 BRM II Session 5

1/34

8/01/2012 1


2/34

BRM 2

Session 5Questionnaires & Instruments

11/1/2012 2


3/34

Objectives

Link between Dilemma & Instrument

Influence of Communication Method

on Instrument Design

3 classes of information contributing

to Instrument Sources for Measurement Questions

11/1/2012 3


4/34

Objectives

Influencers on QuestionConstruction

Question content / Question wording /Response strategy / Analysis planning

Question design issues

Instrument quality / reliability / validity Importance of Pretesting

11/1/2012 4


5/34

BRM 2

Revisiting ResearchQuestion Hierarchy

11/1/2012 5


6/34

Instrument Design Flowchart

11/1/2012 6


7/34

Instrument Design : Phase 1

11/1/2012 7


8/34


11/1/2012 8

Prominent Strategic Concerns

What type of scale is needed?

What communication approach will be used?

Should the questions be structured?

Should the questioning be disguised?


9/34


11/1/2012 9

Technology Affects

Questionnaire Development

Write questionnaires morequickly

Create visually driven

instruments

Eliminate manual data entry

Save time in data analysis


10/34


11/1/2012 10

Communication Approach


11/34


11/1/2012 11

Disguising Objective / Sponsor

Situations :

disguise

or dont disguise

Willingly shared,

Conscious-levelinformation

Reluctantly shared,

Conscious-levelinformation

Knowable,

Limited-conscious-

level information

Subconscious-level

information


12/34


11/1/2012 12

Willingly shared, Conscious-level


13/34


11/1/2012 13

Reluctantly shared, Conscious-level


14/34


11/1/2012 14

Knowable, Limited-conscious-level


15/34


11/1/2012 15

Subconscious-level


16/34


11/1/2012 16

Preliminary Analysis Plan

Age

Use of Convenience Foods

Always UseUse

FrequentlyUse

Sometimes Rarely Use Never Use

18-24

25-34

35-44

55-64

65+


17/34

BRM 2

Constructing / RefiningMeasurement Question

11/1/2012 17


18/34


11/1/2012 18


19/34


11/1/2012 19

Question Categories and Structure

Administrative

Classification

Target


20/34


11/1/2012 20

Question Content

Should this question be asked?

Is the question of proper scope and coverage?

Can the participant adequately

answer this question as asked?

Will the participant willingly

answer this question as asked?


21/34


11/1/2012 21

Question Wording

Criteria

Shared

vocabulary Single

meaning

Misleading

assumptions

Adequate

alternatives

Personalized

Biased


22/34


11/1/2012 22

Response Strategy - factors

Factors

Objectives

of the study

Participants

level of

information

Degree to which

participants have

thought through topic

Ease and clarity with

which participant

communicates

Participants

motivation to

share


23/34


11/1/2012 23

Response Strategy types

Free-Response Strategy

Dichotomous Response Strategy

What factors influenced your enrollment in BBA, Rosary?____________________________________________

____________________________________________

Did you attend the A Day at College program for same?

Yes

No


24/34


25/34


11/1/2012 25


Checklist Response Strategy

Which of the following factors influenced

your decision to enroll in BBA, Rosary? (Check all that apply.)

Tuition cost

Specific program of study desired

Parents preferences Opinion of brother or sister

Many friends from home attend

High quality of faculty


26/34


11/1/2012 26


Rating Response Strategy

Stronglyinfluential Somewhatinfluential Not at allinfluential

Good academic reputation

Enjoyable campus life

Many friends

High quality faculty

Semester calendar


27/34


11/1/2012 27


Ranking Response Strategy

_____ Opportunity to play collegiate sports

_____ Closeness to home

_____ Enjoyable campus life

_____ Good academic reputation_____ High quality of faculty


28/34


11/1/2012 28

Sources of Existing Questions

Handbook of Marketing Scales

Measures of Personality and Social-Psychological Attitudes

Measures of Political Attitudes


29/34

BRM 2

Drafting / Refining theInstrument

11/1/2012 29


30/34


11/1/2012 30


31/34


11/1/2012 31

Participant Screening /

Introduction

Question Sequencing Instructions

Conclusion Overcoming Instrument Problems


32/34


11/1/2012 32

Guidelines for Question Sequencing

Interesting topics early

Classification questions later

Sensitive questions later

Simple items early

Transition between topics

Reference changes limited


33/34


11/1/2012 33

Overcoming Instrument Problems

Build rapport

Redesign question process

Explore alternatives

Pretest


34/34

Assignments

11/1/2012 34

Group 1 / 2 /3

Presentations on Case

Studies

Group 4 / 5 / 6 Individual Assignment 2

Documents

BRM II Session 5