MARKETING RESEARCH PART 11 pps

Ch 11 3Questionnaire Design process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the v

Designing the Questionnaire

What is a Questionnaire?

pose the questions that the

researcher wants respondents to

answer

Ch 11 3

Questionnaire Design

process in which the researcher

contemplates various question

formats, considers a number of

factors characterizing the survey at hand, ultimately words the various

questions very carefully, and

organizes the questionnaire’s layout

The Functions of a

Questionnaire

• Translates the research objectives

into specific questions

• Standardizes those questions and the response categories

• Fosters cooperation and motivation

• Serves as permanent records of the research

Steps in the Questionnaire Development Process (Figure 11.1)

Ch 11 7

Developing Questions

of selecting appropriate response

formats and wording questions so

that they are understandable,

unambiguous, and unbiased

Ch 11 9

How wording affects answers

Did you see…

A broken headlight?

The broken headlight?

Which generates more agreement?

Words to Avoid in Questionnaire Development

Ch 11 11

Why Avoid These Words?

• These words: all, any, anybody, best,

– Do you always observe traffic signs?

– Would you say all cats have four

legs?

Four “Do’s” of Questionnaire

Wording

scrutinizing the wording of a question

to ensure the question is not biased and is worded such that respondents understand it and can respond to it

with relative ease

hotel do you stay in on a trip?”

Pleasure or business trip? En route

or final destination?

2.The question should be brief

3.The question should be

grammatically simple, if possible

4.The question should be crystal clear

Four “Do Not’s” of Questionnaire Wording

1.The question should not “lead” the

respondent to a particular answer

“Don’t you see any problem with

using credit cards for online

purchases?”

2.The question should not have

“loaded” wording or phrasing Use

universal beliefs…Since our

sunglasses that protect your eyes

from harmful ultraviolent rays that

cause blindness?”

What is wrong with each question?

How do you feel about Sears?

When some gasoline or electric-powered product

in your house breaks, do you call the Sears repair service?

If the Sears repair service schedule was not convenient for you, would you consider or not consider calling a competing repair organization

to fix the problem you have?

How much do you think you would have to pay to have Sears fix something that needs to be

repaired?

Shouldn’t concerned parents use car seats?

Should car seats be used for our loved ones?

Do good parents and responsible citizens use car

Ch 11 17

Individual Question Wording

• “Do’s” for all questions

– Keep it focused on a single topic

– Keep it brief

– Keep it grammatically simple

– Keep it crystal clear

How do you feel about Sears?

When some gasoline or electric-powered product in your house breaks, do you call the Sears repair service?

If the Sears repair service schedule was not convenient for you, would you consider of not consider calling a competing repair organization to fix the problem you have?

How much do you think you would have to pay to have Sears fix something that needs to be repaired?

Please rate each aspect of Sears…

When you need it, do you call Sears repair service?

If you did not use Sears repair service, would you use another repair service?

How much do you think Sears charges for a repair service call?

Individual Question Wording

•

• “Do not’s” ” for all questions

– Don’t ask leading questions

– Don’t ask loaded questions

– Don’t ask double-barreled questions

– Don’t use overstated questions

Should car seats be used for our loved ones?

Shouldn’t concerned parents use car seats?

Do good parents and responsible citizens use car seats?

Do you think infant car seats are useful?

Do you think car seats are useful for family members?

Do you think parents who use car seats are responsible?

Ch 11 19

Questionnaire Organization

sequence of statements and

questions that make up the

questionnaire

• It is important because the

questionnaire appearance and ease

of flow affect the quality of the

information gathered

Questionnaire Organization

• The introduction is called a “cover

letter” if the introduction is written to accompany a mail survey or online

survey

Ch 11 21

Questionnaire Organization

• Five functions:

– Identifies the surveyor/sponsor

– Indicates the purpose of the survey

– Explains how the respondent was selected

– Requests for/provides incentive for participation

– Determines if respondent is

suitable

Questionnaire Organization

Ch 11 23

Incentives

for the respondent to increase the

probability that the respondent will

participate in the survey

• Incentives may be monetary or non- monetary

– Anonymity: respondent assured

name not identified

– Confidentiality: respondent’s name

is known by the researcher but not divulged to a third party

Ch 11 25

Screening Questions

ferret out respondents who do not

meet research study qualifications

• Research objectives should specify who should and should not be

included in the research study

Screening Questions

• Example: If you were conducting

research on factors consumers use in

selecting a new car, wouldn’t you only want to talk to persons who have

recently selected a new car?

• If you were doing a study to determine the potential for an e-zine targeting

college students, wouldn’t you only want

to talk to college students?

• Screening or qualifying questions are

Ch 11 27

Question Flow

sequencing of questions or blocks of questions

Question Flow in a

Questionnaire

• First Questions – Screens/Qualifiers

– Have you shopped at Winn-Dixie in the last month?

• Immediately following screens -

Warm-ups

– How many major grocery shopping trips do you do in a month?

Ch 11 29

Question Flow in a

Questionnaire

• Prior to major sections - Transitions

– Did you purchase any cereal on

your last trip?

– Do you use coupons for groceries?

• Middle of questionnaire -

Complicated & Difficult-to-Answer

– Rate each of the following aspects

of Winn-Dixie on how satisfactory it

is for you

Question Flow in a

Questionnaire

• Last Section - Classification

– What is the highest level of

education you have earned?

Ch 11 31

Computer-Assisted Questionnaire Design

users to use computer technology to develop and disseminate

Ch 11 33

Ch 11 35

Coding the Questionnaire

with question responses

• Numbers are preferred for two

Performing the Pretest of the

Questionnaire

run of the survey on a small,

representative set of respondents in order to reveal questionnaire errors before the survey is launched

• It is important to pretest on

respondents that are representative

of the target population to be studied