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Глава 26. Анализ на въпроси с повече от един отговор
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1. Age Restriction Условие (1), Geo, Септември, Роберт Чалдини - Влиянието - Психология на убеждаването, Архитектура и планиране
| Глава 26. Анализ на въпроси с повече от един отговор Multiple Response Analysis Two procedures are available for analyzing multiple dichotomy and multiple category sets. The Multiple Response Frequencies procedure displays frequency tables. The Multiple Response Crosstabs procedure displays two- and three-dimensional crosstabulations. Before using either procedure, you must define multiple response sets. Example. This example illustrates the use of multiple response items in a market research survey. The data are fictitious and should not be interpreted as real. An airline might survey passengers flying a particular route to evaluate competing carriers. In this example, American Airlines wants to know about its passengers’ use of other airlines on the Chicago-New York route and the relative importance of schedule and service in selecting an airline. The flight attendant hands each passenger a brief questionnaire upon boarding. The first question reads: Circle all airlines you have flown at least once in the last six months on this route—American, United, TWA, USAir, Other. This is a multiple response question, since the passenger can circle more than one response. However, this question cannot be coded directly because a variable can have only one value for each case. You must use several variables to map responses to each question. There are two ways to do this. One is to define a variable corresponding to each of the choices (for example, American, United, TWA, USAir, and Other). If the passenger circles United, the variable united is assigned a code of 1, otherwise 0. This is a multiple dichotomy method of mapping variables. The other way to map responses is the multiple category method, in which you estimate the maximum number of possible responses to the question and set up the same number of variables, with codes used to specify the airline flown. By perusing a sample of questionnaires, you might discover that no user has flown more than three different airlines on this route in the last six months. Further, you find that due to the deregulation of airlines, 10 other airlines are named in the Other category. Using the multiple response method, you would define three variables, each coded as 1 = american, 2 = united, 3 = twa, 4 = usair, 5 = delta, and so on. If a given passenger circles American and TWA, the first variable has a code of 1, the second has a code of 3, and the third has a missing-value code. Another passenger might have circled American and entered Delta. Thus, the first variable has a code of 1, the second has a code of 5, and the third a missing-value code. If you use the multiple dichotomy method, on the other hand, you end up with 14 separate variables. Although either method of mapping is feasible for this survey, the method you choose depends on the distribution of responses. Изтегляне 3.14 Mb. Сподели с приятели:
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