Description
it includes scaling techniques, questionnaire design process.
Measurement, Scaling and Questionnaire Design
Levels of Data Measurement
Nominal Level
Ordinal Level
Interval Level Ratio Level Example: Consider a factory, which is in production of textile/fabric….. The factory has three departments – weaving, spinning & processing. The workers of each department are given yearly bonus as a percentage of their salary. Workers of spinning department get 5% bonus, weaving department gets 7%, and processing department gets 8%.
Factory 1.Weaving Nominal Level of Data Measurement: Simple 2.Spinning classification or 3.Processing categorization of data
Factory Ordinal Level of Data 1.Spinning 5% Measurement:In 2.Weaving 7% addition to classification, we put 3.Processing 8% the data in some order or rank. Here, it is put in order of bonus rate
Factory 1.Spinning – 5% bonus 2.Weaving – 7% bonus 3.Processing – 8% bonus Interval Level of Data Measurement: With all the properties of nominal and ordinal measurements, this method gives meaning to the distance between the consecutive numbers/ranks.
Spinning
Weaving Processing
1 unit
1 unit
1 unit
-1
0
1
2
3
4
5
6
7
8
Distance means ‘the difference between the consecutive numbers is equal’. Thus, interval data have equal intervals. Implication of ‘zero’ is….just a point on the scale
Factory 1.Spinning – 5% bonus
7/5
2.Weaving – 7% bonus 3.Processing – 8% bonus
8/7
Ratio Level of Data Measurement: Along with all the properties of nominal, ordinal and interval measurements, ratio level data measurement has additional property – zero has meaning and represents the absence of phenomenon being measured…. zero is not just a point on the scale.
The four levels are then combined into two types of data Qualitative Data: data of the Nominal nominal or ordinal level that classifies by a label or category. Ordinal The labels may be numeric or non-numeric.
Interval Ratio
Quantitative Data: data of the interval or ratio level that measures on a naturally occurring numeric scale.
Primary Scales of Measurement… A comparison
SCALE PROPERTIES EXAMPLES Nominal Numbers identify and classify objects
numbers of players, Brand numbers
OrdinalNumbers indicate the Rankings, market rel. position of objects position Interval Differences b/w objects can be compared Temp., altitude,
Ratio
Zero point is fixed, Length, weight, age, computation of scale income, costs, sales values possible market shares
Scaling Techniques
Comparative Scales Paired comparison
Non-comparative Scales
Rank order
Constant sum
Continuous rating scales
Itemized rating scales
Likert
Other techniques
Semantic differential Stapel
Comparison of Scales (cont…)
• Comparative Scales: Involve direct comparison of stimulus objects,
– E.g., Ask preference between coke & pepsi
• Noncomparative Scales: Each stimulus object is scaled independently of others
– E.g., Ask to evaluate coke on a preference scale of 1 – 7.
Comparative Scales
• Paired comparative scale: Respondent presented with two objects simultaneously and asked to select one. • Rank order scaling: Respondent presented with several objects simultaneously and asked to rank in order of preference. • Constant sum scaling: Respondent presented with several objects simultaneously and asked to allocate points, the sum of which is fixed.
Noncomparative Scales
• Continuous rating scale: A graphic rating scale where respondents rate objects by placing mark at a appropriate position
Worst 10 I 40 Best 50 60 70 80
20
30
• Itemized rating scale: Measurement scale having numbers with brief descriptions in each category Ex: Which of the following best describes your experience as a customer of SMRT buses:
Terrible ? Poor ? Fair ? Good ? Very good ? Excellent ?
Itemized Rating Scale
• Likert Scale: Measurement scale with 5response categories:
1 ? Strongly disagree; 2 ? Disagree; 3 ? Neither agree or disagree; 4 ? Agree; 5 ? Strongly agree
• Semantic differential: 7-point rating scale
Powerful -----:-----:-----:-----:-----:---X-:----- Weak Cold -----:--X--:-----:-----:-----:-----:----- Warm
Likert Scale Items
Instructions: For each of the following statements, check one of the five categories depending on how strongly the statement applies to Vivo City. If you strongly agree that the statement is descriptive of Vivo City, tick the right-most category. If you strongly disagree that the statement is descriptive of Vivo City, tick the left-most category. If your feelings are less strong tick a category between the two extremes that best reflects your feelings. Strongly disagree Disagree Neither Agree Agree or disagree Strongly agree
Vivo City contains abundance of items
Vivo City’s customers’ satisfaction is very high
_____
_____
_____
_____
_____
_____
____
____
______
______
Vivo City charges very reasonable prices
Bur Vivo City staff is very cooperative to customers
_____
_____
_____
____
______
_____
_____
_____
____
______
Itemized Rating Scale (cont…)
• Stapel Scale: Scale for measuring attitudes consisting of a single adjective and a unipolar rating scale with 10 categories (without a neutral point). High quality Poor Service Instructions (for ‘High quality’): In the following items select a plus +5 +5 number for words that you think describe Annalakshmi Restaurant’s (at … … Amoy Street) service quality accurately. The more accurately you +1 +1 think the number describes Annalakshmi the larger the plus number you should -1 -1 choose. Select a minus number for numbers you think badly describe … … Annalakshmi’s service quality. The less accurately you think the word describes -5 -5
Annalakshmi the larger the minus number you should choose. Therefore, you can select any number from +5 for numbers you think are very accurate, to – 5, for numbers you think are very inaccurate.
Questionnaire Design
A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS
• Definition:
– set of questions for obtaining information from respondents
• Objectives:
– Information needed must be translated to questions – It must be upright, motivating, encouraging to the respondent – Should minimize response error
Questionnaire Design Process
• Remember, no rule can guarantee a flawless Questionnaire.
• Step I: Specify the information needed
• Step II: Type of interviewing method • Step III: Individual question content (what is to be included)
• Step IV: Overcoming inability to answer
• Step V: Overcoming unwillingness to answer
Questionnaire Design (cont…)
• Step VI: Choosing question structure:
– Nonstructured questions: Open-ended questions
• What is good about being an MBA _______________
– Structured questions: Questions that pre-specify response alternatives ? dichotomous ? multi-category
• Step VII: Choosing question wording:
– Use of right words and language
• Step VIII: Sequencing the questions • Step IX: Form and layout
Questionnaire Design (cont…)
• Layout of the questionnaire
• Significance of a Pilot Survey • Significance of a Literature Review • Ethics in research
Things to avoid
• Avoid Complexity: use simple, conversational language
• Avoid leading and loaded (complex) questions
• Avoid ambiguity: be as specific as possible
• Avoid double-barreled items
• Avoid making assumptions
• Avoid burdensome questions
2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? Yes No Undecided
1a. How many years have you been playing tennis on a regular basis? Number of years: __________ b. What is your level of play? Novice . . . . . . . . . . . . . . . Lower Intermediate . . . . . Upper Intermediate . . . . . -1 -2 -3 Advanced . . . . . . . Expert . . . . . . . . . Teaching Pro . . . . -4 -5 -6
c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved. . . . . . . . . . . . . . Remained the same . . . . . -1 -2 Decreased. . . . . . . -3
2a. Do you belong to a club with tennis facilities?
Yes . . . . . . . No . . . . . . .
-1 -2
b. How many people in your household - including yourself - play tennis? Number who play tennis ___________ 3a. Why do you play tennis? (Please “X” all that apply.) To have fun . . . . . . . . . . To stay fit. . . . . . . . . . . . To be with friends. . . . . . To improve my game . . . To compete. . . . . . . . . . . To win. . . . . . . . . . . . . . . -1 -2 -3 -4 -5 -6
b. In the past 12 months, have you purchased any tennis instructional books or video tapes? Yes . . . . . . . -1 No . . . . . . . -2
Dear Passenger: American Airlines is pleased to have you on board today. To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire.
Your flight attendant will pick up your completed questionnaire shortly.
Thank you.
1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American . . . . 1 Yes, from Other Airline . . 2 No . . . . . . . . . . . . . . . . . . 3 b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop? Boarded here . . . . . . . . . . Through passenger. . . . . . 1 2
3. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good 1 2 Fair 3 Poor 4
Overall Service . . . . . . . . . .
4. Please rate each of the following with regard to this flight, if applicable. Excellent Good
Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . . Your Meal or Snack. . . . . . . . . . . . . Beverage Service . . . . . . . . . . . . . . Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . . Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . . On-Time Departure . . . . . . . . . . . .
Fair
Poor
1
2
3
4
Layout for Internet Questionnaires
• Graphical User Interface (GUI) • Paging layout going from screen to screen • Scrolling layout gives the respondent the ability to scroll down • Push buttons • Status bar
4 Common Question Displays on a Computer Screen
• • • • Radio button Drop-down box Check box Open-ended boxes
doc_355071855.pptx
it includes scaling techniques, questionnaire design process.
Measurement, Scaling and Questionnaire Design
Levels of Data Measurement
Nominal Level
Ordinal Level
Interval Level Ratio Level Example: Consider a factory, which is in production of textile/fabric….. The factory has three departments – weaving, spinning & processing. The workers of each department are given yearly bonus as a percentage of their salary. Workers of spinning department get 5% bonus, weaving department gets 7%, and processing department gets 8%.
Factory 1.Weaving Nominal Level of Data Measurement: Simple 2.Spinning classification or 3.Processing categorization of data
Factory Ordinal Level of Data 1.Spinning 5% Measurement:In 2.Weaving 7% addition to classification, we put 3.Processing 8% the data in some order or rank. Here, it is put in order of bonus rate
Factory 1.Spinning – 5% bonus 2.Weaving – 7% bonus 3.Processing – 8% bonus Interval Level of Data Measurement: With all the properties of nominal and ordinal measurements, this method gives meaning to the distance between the consecutive numbers/ranks.
Spinning
Weaving Processing
1 unit
1 unit
1 unit
-1
0
1
2
3
4
5
6
7
8
Distance means ‘the difference between the consecutive numbers is equal’. Thus, interval data have equal intervals. Implication of ‘zero’ is….just a point on the scale
Factory 1.Spinning – 5% bonus
7/5
2.Weaving – 7% bonus 3.Processing – 8% bonus
8/7
Ratio Level of Data Measurement: Along with all the properties of nominal, ordinal and interval measurements, ratio level data measurement has additional property – zero has meaning and represents the absence of phenomenon being measured…. zero is not just a point on the scale.
The four levels are then combined into two types of data Qualitative Data: data of the Nominal nominal or ordinal level that classifies by a label or category. Ordinal The labels may be numeric or non-numeric.
Interval Ratio
Quantitative Data: data of the interval or ratio level that measures on a naturally occurring numeric scale.
Primary Scales of Measurement… A comparison
SCALE PROPERTIES EXAMPLES Nominal Numbers identify and classify objects
numbers of players, Brand numbers
OrdinalNumbers indicate the Rankings, market rel. position of objects position Interval Differences b/w objects can be compared Temp., altitude,
Ratio
Zero point is fixed, Length, weight, age, computation of scale income, costs, sales values possible market shares
Scaling Techniques
Comparative Scales Paired comparison
Non-comparative Scales
Rank order
Constant sum
Continuous rating scales
Itemized rating scales
Likert
Other techniques
Semantic differential Stapel
Comparison of Scales (cont…)
• Comparative Scales: Involve direct comparison of stimulus objects,
– E.g., Ask preference between coke & pepsi
• Noncomparative Scales: Each stimulus object is scaled independently of others
– E.g., Ask to evaluate coke on a preference scale of 1 – 7.
Comparative Scales
• Paired comparative scale: Respondent presented with two objects simultaneously and asked to select one. • Rank order scaling: Respondent presented with several objects simultaneously and asked to rank in order of preference. • Constant sum scaling: Respondent presented with several objects simultaneously and asked to allocate points, the sum of which is fixed.
Noncomparative Scales
• Continuous rating scale: A graphic rating scale where respondents rate objects by placing mark at a appropriate position
Worst 10 I 40 Best 50 60 70 80
20
30
• Itemized rating scale: Measurement scale having numbers with brief descriptions in each category Ex: Which of the following best describes your experience as a customer of SMRT buses:
Terrible ? Poor ? Fair ? Good ? Very good ? Excellent ?
Itemized Rating Scale
• Likert Scale: Measurement scale with 5response categories:
1 ? Strongly disagree; 2 ? Disagree; 3 ? Neither agree or disagree; 4 ? Agree; 5 ? Strongly agree
• Semantic differential: 7-point rating scale
Powerful -----:-----:-----:-----:-----:---X-:----- Weak Cold -----:--X--:-----:-----:-----:-----:----- Warm
Likert Scale Items
Instructions: For each of the following statements, check one of the five categories depending on how strongly the statement applies to Vivo City. If you strongly agree that the statement is descriptive of Vivo City, tick the right-most category. If you strongly disagree that the statement is descriptive of Vivo City, tick the left-most category. If your feelings are less strong tick a category between the two extremes that best reflects your feelings. Strongly disagree Disagree Neither Agree Agree or disagree Strongly agree
Vivo City contains abundance of items
Vivo City’s customers’ satisfaction is very high
_____
_____
_____
_____
_____
_____
____
____
______
______
Vivo City charges very reasonable prices
Bur Vivo City staff is very cooperative to customers
_____
_____
_____
____
______
_____
_____
_____
____
______
Itemized Rating Scale (cont…)
• Stapel Scale: Scale for measuring attitudes consisting of a single adjective and a unipolar rating scale with 10 categories (without a neutral point). High quality Poor Service Instructions (for ‘High quality’): In the following items select a plus +5 +5 number for words that you think describe Annalakshmi Restaurant’s (at … … Amoy Street) service quality accurately. The more accurately you +1 +1 think the number describes Annalakshmi the larger the plus number you should -1 -1 choose. Select a minus number for numbers you think badly describe … … Annalakshmi’s service quality. The less accurately you think the word describes -5 -5
Annalakshmi the larger the minus number you should choose. Therefore, you can select any number from +5 for numbers you think are very accurate, to – 5, for numbers you think are very inaccurate.
Questionnaire Design
A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS
• Definition:
– set of questions for obtaining information from respondents
• Objectives:
– Information needed must be translated to questions – It must be upright, motivating, encouraging to the respondent – Should minimize response error
Questionnaire Design Process
• Remember, no rule can guarantee a flawless Questionnaire.
• Step I: Specify the information needed
• Step II: Type of interviewing method • Step III: Individual question content (what is to be included)
• Step IV: Overcoming inability to answer
• Step V: Overcoming unwillingness to answer
Questionnaire Design (cont…)
• Step VI: Choosing question structure:
– Nonstructured questions: Open-ended questions
• What is good about being an MBA _______________
– Structured questions: Questions that pre-specify response alternatives ? dichotomous ? multi-category
• Step VII: Choosing question wording:
– Use of right words and language
• Step VIII: Sequencing the questions • Step IX: Form and layout
Questionnaire Design (cont…)
• Layout of the questionnaire
• Significance of a Pilot Survey • Significance of a Literature Review • Ethics in research
Things to avoid
• Avoid Complexity: use simple, conversational language
• Avoid leading and loaded (complex) questions
• Avoid ambiguity: be as specific as possible
• Avoid double-barreled items
• Avoid making assumptions
• Avoid burdensome questions
2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? Yes No Undecided
1a. How many years have you been playing tennis on a regular basis? Number of years: __________ b. What is your level of play? Novice . . . . . . . . . . . . . . . Lower Intermediate . . . . . Upper Intermediate . . . . . -1 -2 -3 Advanced . . . . . . . Expert . . . . . . . . . Teaching Pro . . . . -4 -5 -6
c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved. . . . . . . . . . . . . . Remained the same . . . . . -1 -2 Decreased. . . . . . . -3
2a. Do you belong to a club with tennis facilities?
Yes . . . . . . . No . . . . . . .
-1 -2
b. How many people in your household - including yourself - play tennis? Number who play tennis ___________ 3a. Why do you play tennis? (Please “X” all that apply.) To have fun . . . . . . . . . . To stay fit. . . . . . . . . . . . To be with friends. . . . . . To improve my game . . . To compete. . . . . . . . . . . To win. . . . . . . . . . . . . . . -1 -2 -3 -4 -5 -6
b. In the past 12 months, have you purchased any tennis instructional books or video tapes? Yes . . . . . . . -1 No . . . . . . . -2
Dear Passenger: American Airlines is pleased to have you on board today. To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire.
Your flight attendant will pick up your completed questionnaire shortly.
Thank you.
1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American . . . . 1 Yes, from Other Airline . . 2 No . . . . . . . . . . . . . . . . . . 3 b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop? Boarded here . . . . . . . . . . Through passenger. . . . . . 1 2
3. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good 1 2 Fair 3 Poor 4
Overall Service . . . . . . . . . .
4. Please rate each of the following with regard to this flight, if applicable. Excellent Good
Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . . Your Meal or Snack. . . . . . . . . . . . . Beverage Service . . . . . . . . . . . . . . Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . . Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . . On-Time Departure . . . . . . . . . . . .
Fair
Poor
1
2
3
4
Layout for Internet Questionnaires
• Graphical User Interface (GUI) • Paging layout going from screen to screen • Scrolling layout gives the respondent the ability to scroll down • Push buttons • Status bar
4 Common Question Displays on a Computer Screen
• • • • Radio button Drop-down box Check box Open-ended boxes
doc_355071855.pptx