構念位置於問卷設計的重要性

The Importance of Construct Position in Survey Design

薛秀麗(Hsiu-Li Hsueh)

指導教授 ： 雷松亞

國立清華大學/科技管理學院/服務科學研究所/碩士(2019年)

摘要

實驗問卷是社會科學領域中量測人類心理與行為的重要工具，通常以評估構念的多個項目組成。早先研究顯示，答者的作答對於項目的上下文與其排序十分敏感。本文針對問卷調查提出了相同的質疑，惟專注於檢驗以多項目分群的構念結構問卷，試圖釐清此類型問卷中，構念間是否也存在單項目結構問卷中的脈絡效應。具體而言，本研究意於探究問卷中的構念排序以及相關構念之間距是否會影響構念間相關性。我們發佈了多組內容相同的構念結構問卷僅調整其構念排序，藉此檢驗三種不同構念排序的影響——依序、逆序與混序。結果發現脈絡效應亦存在於構念間，不同構念排序會影響構念間相關性，逆序傾向於強化構念間的正相關性，而混序傾向於減弱其正相關性；然而，相關構念間相隔的遠或近並無發現影響構念間相關性。依據這些初步結果，我們認為依序是現階段最穩定且保守的構念排序方法。

關鍵字

問卷設計 ； 脈絡效應 ； 構念 ； 排序效應 ； 距離 ； 反應偏差

並列摘要

Empirical surveys in social sciences, usually composed of measurement items that measure constructs, are an essential tool for the assessment of the human mind and behavior. Prior research has warned that respondents’ responses are sensitive to the context and order of items. This study takes up the same question about surveys but asks if there are also context effects of item-groupings as constructs as well. Specifically, we investigate if construct order and the distance between constructs on survey instruments alter correlations between constructs. Three types of construct-ordering approaches were examined—forward, reversed, and mixed—by launching the same construct-based survey with different construct orders. The results suggest that reversed-order tends to make correlations of hypothesized relationships more positive and that mixed-order makes correlations more negative. However, the distance between constructs did not show effects on inter-construct correlations. From these preliminary results, we suggest that the forward order is relatively stable and the most conservative approach for now.

並列關鍵字

survey design ； context effect ； construct ； order effect ； distance ； response bias

參考文獻

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations.

Ajzen, I. (2006). Constructing a theory of planned behavior questionnaire.

Ajzen, I. (2013). Theory of planned behaviour questionnaire. Measurement instrument database for the social science.