Designing a Questionnaire

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來自 University of California, Davis 的課程

Quantitative Research

40 個評分

University of California, Davis

Quantitative Research

40 個評分

課程 3（共 4 門，Specialization Market Research）

In this course, you will obtain some insights about marketing to help determine whether there is an opportunity that actually exists in the marketplace and whether it is valuable and actionable for your organization or client. Week 1: Assess methods available for creating quantitative surveys, along with their advantages and disadvantages. Identify the type of questions that should be asked and avoid unambiguous survey questions. Week 2: Design, test, and implement a survey by identifying the target audience and maximizing response rates. You will have an opportunity to use Qualtrics, a survey software tool, to launch your own survey. Week 3: Analyze statistical models that can be applied to your marketing data, so that you can make data-driven decisions about your marketing mix. Week 4: Predict most likely outcomes from the marketing decisions and match the type of analysis needed for your business problem. Take Quantitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the second course in this specialization, Qualitative Research, before taking this course. By completing the third class in the Specialization, you will gain the skills needed to succeed in the full program.

從本節課中

Designing and Implementing a Quantitative Survey

In this module, you will be able to delineate the market segment and select your survey method. You will be able to identify the appropriate sample sources and determine appropriate sample size while maximizing your response rate. You will be able to design a questionnaire and appropriate response options. You will be able to perform quality control on survey questions and test and launch your survey.

Introduction to Designing and Implementing a Quantitative Survey1:19

Delineating the Market Segment6:50

Selecting the Survey Methods7:36

Maximizing Response Rates5:23

Maximizing Response Rates: Administering a Survey4:34

Maximizing Response Rates: Level of Trust4:32

Selecting Appropriate Sample Sources7:39

Determining Appropriate Sample Size5:20

Designing a Questionnaire5:54

Designing Appropriate Response Options5:35

Performing Quality Control8:29

Pre-Testing Your Survey4:18

與講師見面

Susan Berman
President, Impact Research
UC Davis Division of Continuing and Professional Education
Olivier Rubel, PhD
Associate Professor, Graduate School of Management
UC Davis

Hi there.

In this lesson, we will get into actually designing your questionnaire for

quantitative survey.

After this lesson,

you will be able to design an effective quantitative questionnaire.

You will be able to arrange your questions in a logical sequence and

write meaningful questions geared towards your demographic.

This is going to be fun, so let's get started.

Designing an effective questionnaire is both a science and an art.

However, there are certain criteria you can apply to make sure your questionnaire

is effective.

These criteria include is the survey logically sequenced?

Does it use screening criteria to make sure the respondent should be

answering the questionnaire?

Does it include demographic questions?

Includes substantive questions?

Include question types that are appropriate to the situation and

business question.

The first criteria is logically sequenced screening,

at the beginning of your questionnaire, if you are approaching people randomly and

want to make sure that they meet the criteria for answering the survey.

So for instance,

if you want to do a random survey of residents who are smokers in Davis,

you would start off with an introductory paragraph stating that you are looking for

people to answer a very important questionnaire about tobacco products.

Do you or anyone in your household smoke cigarettes?

If the answer is yes, you would tell the person to continue with the interview.

If not, you could simply thank them for their time and move on to the next person.

This relates to the next criteria, which is to include demographic questions that

serve to screen for how the respondent meets the criteria for the study.

What is their sex, age, income, place of birth, and ethnicity?

An example of this is which age bracket do you fit?

18 to 24, 25 to 34, 35 to 44,

45 to 54, 55 to 64, or 65 and above?

So for example, before going into the question about diapers,

you might include a question about the ages of children in their home.

This allows you to screen for your target market segment.

The next criteria is including substantive questions.

By this, we mean asking questions that will have

meaning to the person who is reading them.

If the respondent isn't in your target market or interested in the topic,

they won't be interested in filling out the questionnaire.

And example of this is I recently received a request to fill out a survey on diapers.

Since it has been a long while since I gave birth to my son,

the topic did not really interest me.

But when I was asked to fill out a survey on travel destination gift boxes,

that topic interests me, so I completed the entire questionnaire.

So the questions about diapers was not a question for

someone in my age group, but questions on travel were important to me,

because they had significance or meaning to me.

The next criteria is to include question types

that are appropriate to the situation in business question.

In the rest of this video, we're going to cover some of the standard question types

used in most online survey tools, like Qualtrics and SurveyMonkey.

Most of these survey tools will feature all of the question types we're going to

go over but sometimes names them somewhat differently.

So just be aware of that.

First of all, the most common types of questions are multiple choice questions.

These are simple and easy for both the survey creator and taker.

There are variations, such as multiple correct answers or single correct answer.

Rating scale questions allow respondents to rate something at a defined

level within a stated range, such as 1 dissatisfied,

2 somewhat dissatisfied, 3 neither satisfied or dissatisfied,

4 somewhat satisfied, or 5 extremely satisfied.

The most common of these types of rating questions is the Likert scale,

named after its inventor.

Matrix table questions allow you to

collect more information with one question than other types and

condense similar questions into one by arranging them in a table.

Supposed you want to compare satisfaction ratings for several business services.

On a matrix, you can list the services in a column

with each listed service having the same rating scale going across the row.

Slighter questions are the more interactive way to indicate a rating

scale, which instead of just indicating a scale point,

respondents drag a bar to show their preference level.

Rank order questions gather numeric data when respondents rank a list of items.

So you might use this to ask respondents to ranks cell phone features in order

of importance to them, from least important to most important.

Text entry questions let you ask for open-ended text feedback.

Answers to such questions are not quantifiable, but

you can add them sparingly to a quantitative survey.

Text entry questions give respondents a place to express something freely

that may not fit into a quantifiable question and answer.

Overall, you will need to check your survey to make sure it's easy to navigate.

It helps to organize it by putting similar topics and

types of questions together in blocks.

You might put all the rating scale questions together, open-entry

text questions together, multiple-choice questions together, and so on.

You might also organize blocks by topic.

Some survey tools allow you to title these blocks for easier navigation.

So we have covered a lot of ground in this lesson in beginning to design your

expert questionnaire, that incorporates sequencing questions,

getting demographics, and choosing question types.

Now that you've completed this lesson, you should be able to

design an effective quantitative questionnaire by meeting criteria and

choosing from a variety of question types.

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