2. Understand the Basic Structure of Survey Items
2.0 Introduction
Now that you have a clear purpose for conducting your survey and understand whether you will involve a population or a sample, the next step in the survey design and data analysis process is to actually design your survey questionnaire.
This What step (Figure 13) involves identifying the specific information you need to collect and selecting appropriate response scales. These topics will be explored in this chapter (Chapter 2) and expanded upon in the next three chapters (Chapters 3, 4, and 5).
Figure 13 The What Step in the Survey Design and Data Analysis Process
Learning Objectives
After completing this chapter, you will be able to:
- Describe the survey anatomy
- Distinguish survey items that intend to capture facts and that intend to measure perceived quality/value
- Recognize a set of survey items that intend to measure constructs
- Recognize different levels of measurement scales (nominal, ordinal, interval, ratio)
