MCS 3030 Chapter Notes - Chapter 11: Institute For Operations Research And The Management Sciences, Heat Map, Randomized Response

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Vinay Kanetkar

Document Summary

What should be asked: different types of questions may be better at measuring certain things than others (depends on your evaluation, medium of communication is also important, questionnaire wording is also important. Simple-dichotomy question: a xed alternative that requires the respondent. Multiple-choice question: a xed alternative question that requires the respondent to choose one response from among multiple alternatives. Frequency-determination question: asks for answer about general frequency of occurrence. Checklist question: allows respondent to provide multiple answers to a single question by checking off items: the way your phrase the questions is important, means of data collection will in uence the best question format and phrasing. Simpler is better: words used in questionnaires should be readily understandable to all respondents. Leading question: a question that suggests or implies certain answers. Loaded question: a question that suggests a social desirable answer or is emotionally charged.