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10
Questionnaires and Instruments
量表設計
中央大學.資訊管理系
范錚強
mailto: ckfarn@mgt.ncu.edu.tw
2011.04 updated
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.
中央資管：范錚強 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.
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Overall Flowchart for Instrument
Design
Instrument
Ready for Data
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Flowchart for Instrument Design
Phase 1
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Strategic Concerns in Instrument
Design
What type of scale is needed?
What communication approach will be used?
Should the questions be structured?
Should the questioning be disguised?
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Technology Affects
Questionnaire Development
Write questionnaires more
quickly
Create visually driven
instruments
Eliminate manual data
entry
Save time in data analysis
WebSurveyor used to write an instrument.
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Disguising Study Objectives
Reluctantly shared, Willingly shared,
Conscious-level Conscious-level
information information
Situations
where
disguise is
unnecessary
Knowable,
Subconscious-level
Limited-conscious-level
information
information
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Dummy Table for
American Eating Habits
Use of Convenience Foods
Use Use
Age Always Use Frequently Sometimes Rarely Use Never Use
18-24
25-34
35-44
55-64
65+
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Flowchart for Instrument Design
Phase 2
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Question Categories
and Structure
Administrative
Classification
Target
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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?
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Question Wording
Shared
Adequate vocabulary Single
alternatives meaning
Criteria
Misleading
Personalized assumptions
Biased
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Response Strategy
Objectives
of the study
Participant’s Participant’s
motivation to level of
share information
Factors
Ease and clarity with Degree to which
which participant participants have thought
communicates through topic
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Free-Response Strategy
What factors influenced your enrollment in Metro U?
____________________________________________
____________________________________________
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Dichotomous Response Strategy
Did you attend the “A Day at College” program at Metro U?
Yes
No
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Multiple Choice Response
Strategy
Which one of the following factors was most influential
in your decision to attend Metro U?
Good academic standing
Specific program of study desired
Enjoyable campus life
Many friends from home
High quality of faculty 中央資管：范錚強 17
Checklist Response Strategy
Which of the following factors influenced
your decision to enroll in Metro U? (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 中央資管：范錚強 18
Rating Response Strategy
Strongly Somewhat Not at all
influential influential influential
Good academic reputation
Enjoyable campus life
Many friends
High quality faculty
Semester calendar
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Ranking
Please rank-order your top three factors from the following list based on their influence in
encouraging you to apply to Metro U. Use 1 to indicate the most encouraging factor, 2 the
next most encouraging factor, etc.
_____ Opportunity to play collegiate sports
_____ Closeness to home
_____ Enjoyable campus life
_____ Good academic reputation
_____ High quality of faculty
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Summary of Scale Types
Type Restrictions Scale Scale Data Type
Items points
Rating Scales
Simple Category Needs mutually exclusive choices One or 2 Nominal
Scale more
Multiple Choice Needs mutually exclusive choices; may use many 2 Nominal
Single-Response exhaustive list or ‘other’
Scale
Multiple Choice Needs mutually exclusive choices; needs many 2 Nominal
Multiple-Response exhaustive list or ‘other’
Scale
(checklist)
Likert Scale Needs definitive positive or negative One or 5 Ordinal
statements with which to agree/disagree more
Likert-type Scale Needs definitive positive or negative One or 7 or 9 Ordinal
statements with which to agree/disagree more
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Type
Summary of Scale Types
Restrictions Scale Scale Data Type
Items points
Semantic Needs words that are opposites to anchor the One or 7 Ordinal
Differential Scale graphic space. more
Numerical Scale Needs concepts with standardized or defined One or 3-10 Ordinal or
meanings; needs numbers anchor the end- many Interval
points or points along the scale; score is a
measurement of graphical space from one
anchor.
Multiple Rating Needs words that are opposites to anchor the Up to 10 5-7 Ordinal
List Scale end-points on the verbal scale
Fixed Sum Scale Participant needs ability to calculate total to Two or none Interval or
some fixed number, often 100. more Ratio
Stapel Scale Needs verbal labels that are operationally One or 10 Ordinal or
defined or standard. more Interval
Graphic Rating Needs visual images that can be interpreted as One or none Ordinal
Scale positive or negative anchors; score is a more (Interval, or
measurement of graphical space from one Ratio)
anchor. 中央資管：范錚強 22
Summary of Scale Types
Type Restrictions Scale Scale Data Type
Items points
Ranking Scales
Paired Number is controlled by participant’s Up to 10 2 Ordinal
Comparison stamina and interest.
Scale
Forced Needs mutually exclusive choices. Up to 10 many Ordinal or
Ranking Scale Interval
Comparative Can use verbal or graphical scale. Up to 10 Ordinal
Scale
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Internet Survey Scale Options
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Internet Survey Scale Options
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Internet Survey Scale Options
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Sources of Questions
Handbook of Marketing Index to International
Scales Public Opinion
The Gallup Poll Sourcebook of Harris
Cumulative Index National Surveys
Measures of Personality Marketing Scales
and Social-Psychological Handbook
Attitudes American Social
Measures of Political Attitudes Data
Attitudes Sourcebook
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Flowchart for Instrument Design: Phase 3
Instrument
Ready for Data
Collection
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Illustrating the Funnel Approach
How do you think this country is getting along in its
relations with other countries?
How do you think we are doing in our relations with Iran?
Do you think we ought to be dealing with Iran differently
than we are now?
(If yes) What should we be doing differently?
Some people say we should get tougher with Iran and others
think we are too tough as it is; how do you feel about it?
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Branching Question
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Components of Questionnaires
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量表的編排
美觀清楚
排列整齊
分行清晰
用線條、陰影等
用適當的字體大小
層次感
避免字意混淆
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量表翻譯
注意語意──不只是字意
英 (a) 翻中 (b) 之後，中翻英 (c)
檢查 a 與 c 的語意差異
前測
是否讀得懂？
中央資管：范錚強 33
MindWriter Survey
中央資管：范錚強 34
Overcoming Instrument Problems
Build rapport
Redesign question process
Explore alternatives
Use other methods
Pretest
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