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Chapter 6 Using Questionnaires Systems Analysis and Design Kendall and Kendall Fifth Edition

Questionnaires Techniques

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Page 1: Questionnaires Techniques

Chapter 6Using Questionnaires

Systems Analysis and DesignKendall and Kendall

Fifth Edition

Page 2: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-2

Major TopicsQuestion typesScalesValidity and reliabilityFormatting the questionnaireAdministering the questionnaireWeb questionnaires

Page 3: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-3

QuestionnairesQuestionnaires are useful in

gathering information from key organization members aboutAttitudesBeliefsBehaviorsCharacteristics

Page 4: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-4

When to Use QuestionnairesQuestionnaires are valuable if

Organization members are widely dispersed

Many members are involved with the project

Exploratory work is neededProblem solving prior to interviews is

necessary

Page 5: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-5

Question TypesQuestions are designed as either

Open-endedTry to anticipate the response you will getWell suited for getting opinionsUseful in explanatory situations

ClosedUse when all the options may be listedWhen the options are mutually exclusive

Page 6: Questionnaires Techniques

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Open-Ended and Closed Questions

Open-ended ClosedSlow Speed of completion FastHigh Exploratory nature LowHigh Breadth and depth LowEasy Ease of preparation DifficultDifficult Ease of analysis Easy

Page 7: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-7

Questionnaire LanguageQuestionnaire language should be

SimpleSpecificFree of biasNot patronizingTechnically accurateAddressed to those who are knowledgeableAppropriate for the reading level of the

respondent

Page 8: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-8

ScalesScales are devised to

Measure the attitudes or characteristics of respondents

Have respondents act as judges for the subject of the questionnaire

Page 9: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-9

Measurement ScalesThere are four different forms of

measurement scales:NominalOrdinalIntervalRatio

Page 10: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-10

Nominal ScalesNominal scales are used to classify

things into categoriesIt is the weakest form of

measurementData may be totaledWhat type of software do you use the most?

1 = Word Processor2 = Spreadsheet3 = Database4 = An Email Program

Page 11: Questionnaires Techniques

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Ordinal ScalesAllow classificationOrdinal scales also imply rank

orderingThere is no difference between the

importance of the choicesThe support staff of the Technical Support Group is:1. Extremely Helpful2. Very Helpful3. Moderately Helpful4. Not Very Helpful5. Not Helpful At All

Page 12: Questionnaires Techniques

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Interval ScalesAn interval scale is used when the

intervals are equalThere is no absolute zeroExamples of interval scales include

the Fahrenheit or centigrade scaleHow useful is the support given by the Technical Support Group?NOT USEFUL EXTREMELY AT ALL USEFUL 1 2 3 4 5

Page 13: Questionnaires Techniques

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Ratio ScalesThe intervals between numbers

are equalRatio scales have an absolute zero

Approximately how many hours do you spend on the Internet daily?0 2 4 6 8

Page 14: Questionnaires Techniques

Kendall & Kendall Copyright © 2002 by Prentice Hall, Inc. 6-14

Guidelines for Using ScalesUse a ratio scale when intervals are

equal and there is an absolute zeroUse an interval scale when intervals are

equal but there is no absolute zeroUse an ordinal scale when the intervals

are not equal but classes can be rankedUse a nominal scale when classifying

but not ranking

Page 15: Questionnaires Techniques

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Validity and Reliability Questionnaires must be valid and

reliableReliability of scales refers to consistency in

responseGetting the same results if the same

questionnaire was administered again under the same conditions

Validity is the degree to which the question measures what the analyst intends to measure

Page 16: Questionnaires Techniques

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Problems With Scales There are three problems

associated with poorly constructed scales:LeniencyCentral tendencyHalo effect

Page 17: Questionnaires Techniques

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LeniencyCaused by easy ratersA solution is to move the

“average” category to the left or right of center

Page 18: Questionnaires Techniques

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Central TendencyCentral tendency occurs when

respondents rate everything as average

Improve by making the differences smaller at the two ends

Adjusting the strength of the descriptors

Creating a scale with more points

Page 19: Questionnaires Techniques

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Halo EffectWhen the impression formed in

one question carries into the next question

Solution is to place one trait and several items on each page

Page 20: Questionnaires Techniques

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Formatting the QuestionnaireGood response rates can be

achieved with consistent control of questionnaireFormatStyleMeaningful orderingClustering of questions

Page 21: Questionnaires Techniques

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Questionnaire FormatWhen designing questionnaires

Allow ample white spaceAllow enough space for responses to be

typed for open-ended questionsAsk respondents to clearly mark their

answersUse objectives to help determine formatBe consistent in style

Page 22: Questionnaires Techniques

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Order of QuestionsMost important questions go firstSimilar topics should be clustered

togetherRandomization of questions tries the

patience of respondentsControversial questions should be

positioned after less controversial questions

Page 23: Questionnaires Techniques

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Web Form QuestionnairesControls (fields) used on Web forms

Single line text boxScrolling text box, used for one or more

paragraphs of textCheck box for yes-no or true-false answersRadio button for mutually exclusive yes-no

or true-false answersDrop-down menu for selection from a listSubmit or Clear buttons

Page 24: Questionnaires Techniques

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Methods of Administering the QuestionnaireMethods of administering the

questionnaire includeConvening All concerned respondents

together at one timePersonally administering the questionnaireAllowing respondents to self-administer

the questionnaireMailing questionnairesAdministering over the Web or via email

Page 25: Questionnaires Techniques

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Electronically Submitting QuestionnairesAdministering a questionnaire

electronically has many benefitsReduced costsCollecting and storing the results

electronically