MKT 500 Study Guide - Leading Question, Precoding, Institute For Operations Research And The Management Sciences

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27 Mar 2013
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Questionnaire: used to pose the questions that the researcher wants respondents to answer: translates research objectives into specific questions that are asked of the respondent. Standardizes those questions and the response categories so that every participant responds to identical stimuli. Questionnaire design: systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, composes the various questions carefully, and organizes the questionnaire"s layout. Question bias: ability of a questions" wording or format to influence respondents" answers. Designing a universal language questionnaire is unsatisfactory because there are many opportunities for miscommunication: use the following approach when attempting to do across-the-globe research: Have independent translators translate it back into the native lanuage to check if first translation was accurate. Revise questionnaire based on the back translation . Make sure words and characteristics are accurate for local lanuage. Carefully pretest revised questionnaire using individuals whose native tongueis the other lanuage.

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