Week 3 Assignment: Numeric Or Scaled Response Questions
Your response should be at least 200 words in length. You are required to use your textbook plus one outside source as sources material for your response (Burns, A. C., & Bush, R. F. (2012). Basic marketing research (3rd ed.). Upper Saddle River, NJ: Prentice Hall).
1. List and explain each of the three basic question-response formats. Indicate and describe the two variations for each one, and provide an example of each.
2. What is coding and why is it used? What are the basic rules for questionnaire coding? Relate the special coding needed with “all that apply” questions.
3. What are the four “do’s” and four “don’ts” as described in our textbook in regards to “question wording”? Describe and provide an example of each.
4. What is meant by the statement that questionnaire design is a systematic process? What are steps in the process? Briefly explain each of them. .
5. Describe computer-assisted questionnaire design and its basic functions. List and explain at least three features of computer-assisted questionnaire design programs that are more advantageous to a questionnaire designer than the use of a word processor program.
Week 3 Assignment
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Subject & Section
Professor’s name
August 17, 2019
1 List and explain each of the three-basic question-response formats. Indicate and describe the two variations for each one, and provide an example of each.
The three basic question-response formats include open-ended, numeric or scaled-response questions (Burns & Bush, 2012). An open-ended question is questions that are not answerable by yes or no. Its format uses questions that will stimulate the interviewee’s logic and abstract reasoning by giving his/her opinion on the subject matter. Its two (2) formats are probed and unprobed. In the probed format, the interviewer seeks answers that require the interviewee to give additional information by giving follow-up questions. For example, “Have you watched Oceans 11? What do you think of their technique in the robbery? Why do you think so?”. The unprobed format does not require the interviewee to give additional information. An example of this is “What do you think of the administrative skills of our current president?” (Pew Research Center, n.d.).
In closed-ended questions, there is a list of pre-coded responses or the interviewer provides choices. It can be further classified into dichotomous which can be answerable by two choices only or multiple categories which can be answered by more than two choices. An example of dichotomous questions is “Are you feeling alright?” while an example of a multiple category question is “If you were given a chance to work abroad, will it be in Spain, United Kingdom or Australia?” (Pew Research Center, n.d.).
Scaled-response question formats use a scale to measure points, features, and/or elements. It can further be classified into labelled where the questions can be answered by all the scales available such as “strongly agree, agree, neutral, disagree or strongly disagree” while an unlabeled scaled-response has an end-to-end point such as “Can you rate your pain from 0-10, zero being the lowest, and 10 being the highest?” (Pew Research Center, n.d.).
2 What is coding and why is it used? What are the basic rules for questionnaire coding? Relate the special coding needed with “all that apply” questions.
In coding, numbers are used to associate the questions for the survey to be organized. Although this could be tedious at first, the process can expedite and increase the preciseness of the whole research process particularly when compiling voluminous data that needs to be analyzed. For example, when present online the whole process can be done automatically so that the researcher can pull up the needed results at a faster pace. In line of all this, it could be seen that its main purpose is to assign a unique number to represent each of the possible answer and the use of programs, such as SPSS, convenient in interpreting the data (Burns & Bush, 2012).
The following are the basic rules in coding: A code number shall be given to all the possible answers in a closed-ended question; A single-digit code number must be used beginning with number 1 and with increments of 1; The coding system must be used with all the identical selections irrespective of their position in the questionnaire; and if “check all that apply” question is present, it is treated as another case of “yes” or “no” question, so use a 1 (= yes) and 0 (= no) coding system for each response option (Burns & Bush, 2012).
3 What are the four “do’s” and four “don’ts” as described in our textbook in regards to “question-wording”? Describe and provide an example of each.
Based on the references provided, the questions used in the “question-wording” processes must be (1) focused, (2) simple, (3) brief, and (4) crystal clear (Burns & Bush, 2012). The questions must be driven by a single topic and must be very specific. For example, instead of asking, “Which restaurant do you prefer?”, ask “Which of the restaurants do you prefer to eat dinner when celebrating the anniversary with your girlfriend?”. The question must also be grammatically plain and simple and brief. This means that the sentence must follow the different rules of grammar and construction such as being comprised of a subject and a predicate. Do not use idioms, flowery words and/or abstract ideas.
A brief question must also be concise despite being short. For example, instead of asking, “When you are on a vacation with your lovely wife, who is the light and breadwin...
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