Transcript order

Discussion

What is development?

Why are some people poor?
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How to develop?
2
Debate
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Human rights or sovereignty?
• One chair
• Two teams with four main debaters per
team
• Participation of the audience is
encouraged
3
Questionnaire Design
Learning Objectives
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Concept of questionnaire
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Purpose of questionnaire
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Process of designing questionnaire
5
Concept of Questionnaire
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Formalized set of questions
Obtain information from respondents
• Schedule
• Interview form
• Measuring instrument
6
Purpose of Questionnaire
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Translate information needed into
questions
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Motivate respondent to cooperate
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Minimize response error
7
Questionnaire Design Process
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Specify information needed
Specify type of interviewing method
Determine content of individual
questions
Design question to overcome inability
and unwillingness to answer
Decide on question structure
8
Questionnaire Design Process
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Determine question wording
Arrange questions in proper order
Identify form and layout
Reproduce questionnaire
Eliminate bugs by pretesting
9
Type of Interviewing Method
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Personal interview
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Telephone interview
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Mail interview
10
Individual Question Content
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Is the question necessary?
Are several questions needed instead
of one?
• Double-barrelled question
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Do you think Coca-Cola is a tasty and refreshing soft
drink?
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Do you think Coca-Cola is a tasty soft drink?
Do you think Coca-Cola is a refreshing soft drink?
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11
Overcoming Inability to
Answer
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Is the respondent informed?
• Filter questions
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Can the respondent remember?
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Can the respondent articulate?
12
Errors Resulted from Inability
to Remember
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Omission
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Telescoping
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Creation
13
Overcoming Unwillingness to
Answer
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Effort required of respondents
Context
Legitimate purpose
Sensitive information
14
Legitimate Purpose
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Why should a firm marketing cereals
want to know their age, income, and
occupation?
Explain why the data are needed
• To determine how the consumption of cereal and
preferences for cereal brands vary among people
of different ages, incomes and occupations, we
need information on …
15
Increasing Willingness of
Respondents
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Place sensitive topics at the end
Preface question with statement that
the behaviour of interest is common
Ask question using third-person
technique
Hide question in other questions
Provide response categories
Use randomized techniques
16
Use Randomized Techniques
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Present respondents two questions
Ask them to select one question
randomly
Respondents answer the selected
question yes or no
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Choosing Question Structure
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Unstructured questions
• What is your occupation?
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Structured questions
• Multiple-choice questions
• Dichotomous questions
• Scales
18
Unstructured Questions
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Advantages
• Enable respondents to express general
attitudes and opinions
• Have less biasing influence
• Provide researcher with rich insights
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Disadvantages
• Potential for interviewer bias is high
• Coding of response is costly and timeconsuming
19
Multiple-choice Questions
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Alternatives should include the set of
all possible choices
Avoid order or position bias
20
Choosing Question Wording
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Do
• Define issue
• Use ordinary words
• Use unambiguous
words
• Use positive and
negative
statements
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Avoid
• Leading or biasing
questions
• Implicit alternatives
• Implicit
assumptions
• Generalization and
estimates
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Avoid Leading or Biasing
Questions
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Leading question clues respondent to
what the answer should be
• Do you think that patriotic Americans should buy
imported automobiles when that would put
American labour out of work?
Yes
 No
 Don’t know

22
Avoid Implicit Alternatives
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Instead of this
• Do you like to fly when travelling short distances?
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Use this
• Do you like to fly when travelling short distances,
or would you rather drive?
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Avoid Implicit Assumptions
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Instead of this
• Are you in favour of a balanced budget?
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Use this
• Are you in favour of a balanced budget if it would
result in an increase in the personal income tax?
24
Avoid Generalization and
Estimates
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Instead of this
• What is the annual per capita expenditure on
groceries in your household?
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Use these
• What is the monthly expenditure on groceries in
your household?
• How many members are there in your household?
25
Determining Order of
Questions
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Opening questions
Type of information
Difficult questions
Effect on subsequent questions
Logical order
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Opening Questions
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To begin with, I’d like to know, how much do
you like living in this (town/city)? Would you
say you like it a lot, a little, or not too much?
•
•
•
•
A lot
____
A little
____
Not too much ____
Don’t know ____
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Type of Information
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Basic information
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Classification information
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Identification information
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Effect on Subsequent
Questions
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Funnel approach
• What consideration are important to you in
selecting a department store?
• In selecting a department store, how important is
convenience of location?
29
Q&A