The Situation Richard Anderson was the chief executive officer of Delta Air Lines. Under his leadership, on April 14, 2008, Delta Air Lines Inc. and Northwest Airlines Corporation announced an agreement in which the two carriers will combine in an all-stock transaction with a combined enterprise value of $17.7 billion, creating America’s premier global airline. Since 2000. the Global…
Pretesting refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems. Even the best questionnaire can be improved by pretesting. As a general rule, a questionnaire should not be used in the field su vey without adequate pretesting. A pretest should be extensive, as illustrated by the Census 2000…
Many qucs.ions. particularly those measuring attitudes and lifestyles, arc worded as statements to \\ hich respondents indicate their degree of agreement or disagreement. Evidence indicates that the response obtained is influenced by the directionality of the statements: whether they are stated positively or negatively. In these cases. it is better to use dual statements, some…
Question wording is the translation of the desired question content and structure into words that respondents can clearly and easily understand, Deciding on question wording is perhaps the most critical and difficult task in developing a questionnaire, as illustrated by the Census 2000 questionnaire in the opening example, If a question is worded poorly, respondents may refuse to answer…
A question may be unstructured or structured. In the following sections, we define unstructured questions and discuss their relative advantages and disadvantages and then consider the major types of structured questions: multiple choice, dichotomous, and scales.” Unstructured Questions Unstructured questions are open-ended questions that respondents answer in their own words, They are also referred to as free-response or…
Even if respondents are able to answer a particular question, they may be unwilling to do so, either because too much effort is required, the situation or context may not seem appropriate for disclosure. no legitimate purpose or need for the information requested is apparent, or the ,A information requested is sensitive. Effort Required of the Respondents Most…
Researchers should not assume that respondents can provide accurate or reasonable answers to all questions, The researcher should attempt to over Come the respondents’ inability to answer, Certain factors limit the respondents’ ability to provide the desired information. The respondents may not. be informed, may not remember, or may be unable to articulate certain types of responses. Is…
Sprite is the third most popular soft drink brand, behind Coke and Pepsi. College students are heavy users of soft drinks. 1. As the brand manager for Sprite, what information do you need to target this segment? 2. Search the Internet, as well as your library’s online databases, to obtain information that will assist the brand manager…
Overview Questionnaire or form design is an important step in formulating a research design. Once the researcher has specified the nature of the research design and determined the scaling procedures a questionnaire or an observational form can be developed, This chapter discusses the importance of questionnaires and observational forms. Next, we describe the objectives of a questionnaire and the…
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