Research methodology- attitude measurement

7/29/2019 Research methodology- attitude measurement

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Dr.Md.Mamun Habib

Assistant Professor

Questionnaire Design


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Copyright 2000 by Harcourt, Inc. All rights reserved.

The Major Decisions in Questionnaire Design

1. What should be asked?

2. How should each question be phrased?

3. In what sequence should the questions be arranged?

4. What questionnaire layout will best serve the research

objectives?

5. How should the questionnaire be pre-tested? Does

the questionnaire need to be revised?


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1. WHAT SHOULD BE ASKED?

QUESTIONNAIRE RELEVANCE

QUESTIONNAIRE ACCURACY


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2. PHRASING QUESTIONS

OPEN-ENDED RESPONSES

FIXED-ALTERNATIVE QUESTIONS

(Closed-Ended Questionnaire)


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QUESTIONNAIRE DESIGN

3. QUESTION SEQUENCE

ORDER BIAS

FUNNEL (DIRECT) TECHNIQUE

FILTER BIAS

4. QUESTION LAYOUT


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PRE-TESTING IS IMPORTANT

Revise, if it is required

5. Pre-test


7/14Copyright 2000 by Harcourt, Inc. All rights reserved.

Structured

Unstructured

Undisguised

Disguised

Example:

Typical descriptive survey

with straight-

forward,structured questions.

Example:

Survey with open-ended

questions to discovernew answers or focus

group interview.

Example:

Survey interview tomeasure brand As image

versus competitive

brands images or brand

recall (unaided recall).

Example:

Projection techniquesused mostly for

exploratory research.

Classifying Surveys by Degree of Structure andDegree of Disguise (To modify the manner or appearance of in order to prevent recognition)



Avoid complexity -use simple, conversational

language

Avoid leading and loaded questions

Avoid ambiguity -be as specific as possible

Avoid double-barreled items

Avoid making assumptions

Avoid burdensome questions

DEVELOPING A QUESTIONNAIRE



1. Do you believe that private citizens have the right to

own firearms to defend themselves, their families, andproperty from violent criminal attack?

Yes No Undecided


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1a. How many years have you been playing tennis on a regular basis?

Number of years:__________

b. What is your level of play?

Novice . . . . . . . . . . . . . . . -1 Advanced . . . . . . . -4

Lower Intermediate . . . . . -2 Expert . . . . . . . . . -5

Upper Intermediate . . . . . -3 Teaching Pro . . . . -6

c. In the last 12 months, has your level of play improved, remained the

same or decreased?

Improved. . . . . . . . . . . . . . -1 Decreased. . . . . . . -3

Remained the same . . . . . -2


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2a. Do you belong to a club with tennis facilities? Yes . . . . . . . -1

No . . . . . . . -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 . . . . . . . . . . -1

To stay fit. . . . . . . . . . . . -2

To be with friends. . . . . . -3

To improve my game . . . -4

To compete. . . . . . . . . . . -5

To win. . . . . . . . . . . . . . .

-6

b. In the past 12 months, have you purchased any tennis instructional

books or video tapes? Yes . . . . . . . -1

No . . . . . . . -2


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Dear Passenger:

American Airlines is pleased to have you on board today.

To help us provide the best service possible, we need to knowmore about you and your opinions of our service. If you are over

11 years old, we would appreciate it if you would complete thisquestionnaire.

Your flight attendant will pick up your completed questionnaireshortly.

Thank you.


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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 . . . . . . . . . . 1

Through passenger. . . . . . 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 Fair Poor

Overall Service . . . . . . . . . . 1 2 3 4


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4. Please rate each of the following with regard to this flight, if applicable.

Excellent Good Fair Poor1 2 3 4

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 Storage Space. . . . . . . .

Cabin Cleanliness . . . . . . . . . . . . .Video/Stereo Entertainment . . . . . .

On-Time Departure . . . . . . . . . . . .

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Research methodology- attitude measurement