Survey method and questionnaire design

Question 1

Survey method definition

Answer 1

Research procedures for collection large amounts of raw data using question and answer formats

Question 2

Survey method main goal

Answer 2

Provide fact and estimate to accurately to accurately understand the market phenomena and identify possible relationships between market and behavior

Question 3

Advantages of survey method

Answer 3

Sample size and generalization
Small difference
Standardized data
Analysis
Administration and recording
Latent factors and relationships
Time frames

Question 4

Disadvantages of survey methods

Answer 4

Dev survey design
Data
Timeliness
Response rate
Untruthful responses
Analysis

Question 5

Type of survey method

Answer 5

Person, Telephone, Self administered, online

Question 6

Choose survey method

Answer 6

Situational, task, respondent factors

Question 7

Situational factors

Answer 7

Budget
Time
Quality required: completeness of data, generalizability, precision

Question 8

Task factors

Answer 8

Difficulty
Stimuli needed to elicit a response
Amount of data needed
Research topic sensitivity

Question 9

Questionnaire definition

Answer 9

Formalized framework consisting of a set of questions and s cale designed to generate primary raw data

Question 10

Hypothesis definition

Answer 10

Formalized statement of a testable relationship between two or more constructs or variables

Question 11

type of hypothesis

Answer 11

Null
Non
Inverse
Direct directional

Question 12

Step 1 in questionnaire design

Answer 12

Transform research objective into information objectives

Question 13

Step 2 in questionnaire design

Answer 13

Determine the appropriate data collection method

TPSOC

Question 14

Step 3 in questionnaire design

Answer 14

Determine information requirements for each objective

Question 15

Step 4 in questionnaire design

Answer 15

Develop specific questions

Consider respondents' inability
- not well informed
- don't remember
- can't articulate response
Consider respondents' unwillingness
- too much effort
- inappropriate
- research objective not legitimate
- sensitive data
Question format
- unstructured (open-ended): consider articulation, type of survey
- structured
dichotomous: easy, not a lot of data
multiple-choice: effort, response bias alternative/rank, pages, appearance
Question in scale measurement format

Question 16

Step 5 in questionnaire design

Answer 16

Evaluate question

• Definite issues
• Ordinary, unambiguous words
• Positive, negative
• Leading
• Implicit alternative, assumptions
• Generalization and estimates

Question 17

Step 6 in questionnaire design

Answer 17

Establish flowerpot

• Question and scale in logical order
• Introduction and instructions
• Stabilise by building base

Question 18

Step 7 in questionnaire design

Answer 18

Evaluate the questionnaire and layout

• questionnaire meets info needed
• data are what research desires
• section general to specific
• numbering, branching, crowding of questions

Question 19

Step 8 in questionnaire design

Answer 19

Obtain client’s approach

Question 20

Step 9 in questionnaire design

Answer 20

Pretest and revise the questionnaire

- pilot fieldwork and questionnaire

Question 21

Step 10 in questionnaire design

Answer 21

Finalize the questionnaire format

• support materials
• appearance
• grouping
• colour

Question 22

Step 11 in questionnaire design

Answer 22

Implement the survey

Question 23

Purpose of pretesting (step 9)

Answer 23

Validity
Reliability
question wording, sequencing
completion time
Instructions
Cover letter
Research design
Problem identification

Question 24

Rules of pretesting

Answer 24

Respondent, context similar
Personal interview
Old and new interviewers
Further pilot testing
Protocol analysis
Debriefing
Pilot testing analysis

Question 25

Type of errors in survey design

Answer 25

``` Sampling error Non sampling Respondent Non respondent Response bias ```