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Questionnarie Design
Different from offline research, online survey is
self administered, and therefore, needs to be created in a more sophisticated
way.
In this section you will learn how thoughtfully and
delicately online questionnaire can be designed to prevent potential errors
in every step of online survey process.
* For further details, please click
below.
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Techniques for reducing response bias
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Multiple
dichotomous questions
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times a simple dichotomous question can lead the
respondents to pick what it expects from them
to continue the survey. Especially professional
respondents can easily predict the intention of
the question. Therefore, by suggesting similar
product categories to the respondents the bias
can be reduced.
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Q1.
Do you currently own a PMP? |
1)
Yes 2) No |
Q1.
Do you currently own any of the following products?
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DMB
mobile phone
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1)
Yes 2) No |
PMP |
1)
Yes 2) No |
MP3
Player
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1)
Yes 2) No |
Portable
Game Player
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1)
Yes 2) No |
Electronic
Dictionary
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1)
Yes 2) No |
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Contracting
the wording
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is used to prevent a consistent tendency (answering
same scale) to respond to scale questions in table
by suggesting two contradictive statements. For
example, the attribute 2) and 4) are contradicting
to each other and for respondents to maintain
the consistency in their response, two positive
or negative responses can not be chosen at the
same time on both statements.
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| Q1.
Which of the followings best describes your attitude
in Internet Ads? |
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Strongly
Disagree |
Disagree |
Neutral |
Agree |
Strongly
Agree |
1)
Internet ads are useful |
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4 |
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| 2)
Internet ads are fun |
1 |
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3)
Internet ads are more informative than TV
ads |
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2 |
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| 4)
Internet ads are not fun |
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Quiz
| In a concept test, it
is important for respondents to understand the concept while
taking a survey.
Respondents cannot be passed to next question if a respondent
gets their answer wrong. The concept is presented to them
until they get the correct answer.
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Multimedia features- Graphical image
| Graphical images can help
respondents understand the question. Especially in consumer
product study or Ad test, a 'product image' with its brand
name assists respondents with providing their precise response.
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Q1.
Which of the following is the cup coffee brand
that you have drunk in past one month? Please
select all that apply. |
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| 1) Starbucks |
2) Cafe Latte
Baristar
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3) French Cafe |
4) French Cafe
Gold Label
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5) Cafe Latte |
6) Other(_________) |
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Q1. Which
of the followings is the cup coffee brand that
you have experienced in past one month? Please
select all that apply.
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1)
Starbucks |
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2)
Cafe Latte Baristar |
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3)
French Cafe |
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4)
French Cafe Gold Label |
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5)
Cafe Latte |
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Ēš Multimedia
features- Audio sound
| Respondents Environment
Test: Multimedia features can be used as a tool to identify
respondent's multimedia environment. The following example
is to check if the audio sound system of respondent's computer
is on during the online survey.
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Multimedia features-Video clip / moving image
| In TV Ad test, for example,
a video footage can expect a more reliable response than sound
or graphical image.
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Numeric Data Input Control
| It often happens that
a respondent overlooks the range of numeric value in the box
and enters a one-digit number for a three digit number. For
instance, 3 KRW instead of 3000 KRW in the box. To reduce
the bias, an alert message pops up to request a number within
a correct numeric range.
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