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22 Cards in this Set
- Front
- Back
Question Response Formats
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1. open-ended
2. closed-ended 3. scaled-response |
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Open-ended Questions
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-presents no response options to the respondents
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Open-ended: Unprobed
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-format seeks no additional information
-advantages: allows respondent to use own words -disadvantage: difficult to code and interpret |
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Open-ended: Probed
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-included a response probe instructing the interview to ask for additional info (can you think of anymore?)
-advantages: elicits complete answers -disadvantages: difficult to code and intepret |
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Closed-ended Questions
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-provides options on the questionnaire that can be answered quickly and easily
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Closed-ended: Dichotomous
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-response has only two options such as yes or no
-advantage: simple to administer -disadvantage: may oversimplify response options |
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Closed-ended: Multiple Category
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-has more than two options for the response
-advantages: allows for broader range of responses and is simple -disadvantages: must distinguish "pick one" from "pick all that apply" |
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Scaled-response Questions
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-uses a scale developed by the researcher to measure attributes
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Scaled Response: Unlabeled
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-uses a scale that may be numerical or only the endpoints of the scale are identified
-advantages: allows for degree of intensity and is simple -disadvantage: may not relate well to scale |
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Scaled Response: Labeled
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-uses a scale in which all of the scale positions are identified with some description
-advantages: allows for degree of intensity, simple, respondents can relate to scale -disadvantages: scale may be forced or overly detailed |
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Considerations in Choosing Format
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-nature of the property being measured
-previous research studies (if you want to compare results) -data collection mode -ability of respondents -scale level desired |
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Measurement
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-determining how much of a property is possessed by an object
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Properties
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-specific feature of characteristic of an object that can be used to distinguish
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Scale Characteristics
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1. description (male/female)
2. order (greater/less than) 3. distance ($5-$4=$1) 4. origin (natural zero) |
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Nominal Scales
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-those that only use labels (labeling someone by their occupation-doctor, teacher, lawyer)
-possesses description only |
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Ordinal Scales
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-researcher can rank/order the respondents or responses (ranking choices of brands, how often)
-possesses description and order |
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Interval Scales
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-the distance between each descriptor is equal (very friendly, somewhat friendly, somewhat unfriendly, very unfriendly)
-possesses description, order and distance |
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Ratio Scales
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-where a true zero exists (dollars spent, children in household)
-possesses description, order, distance and origin |
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Measuring Objective Properties
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-physically verifiable characteristics such as age, genders, sales
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Measuring Subjective Properties
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-cannot be directly observed because they are mental constructs such as attitudes
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Reliability
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-respondent responds in the same or similar manner to an identical or nearly identical measure
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Validity
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-accuracy of responses to a measure
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