Lecture Marketing research - Chapter 9: Questionnaire design

After completing this unit, you should be able to: Understand the role of the questionnaire in the data collection process, become familiar with the criteria for a good questionnaire, learn the process for questionnaire design, become knowledgeable about the three basic forms of questions,...

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Learning Objectives

Questionnaire

Design

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Learning Objectives

1 To understand the role of the questionnaire

in the data collection process.

2 To become familiar with the criteria for a good

questionnaire.

3 To learn the process for questionnaire design.

4 To become knowledgeable about the three

basic forms of questions.

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Learning Objectives

5 To learn the necessary procedures for

successful implementation of a survey.

6 To understand how software and the Internet

are impacting questionnaire design.

7 To understand the impact of the

questionnaire on data collection costs.

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Learning Objectives

Questionnaire Defined

A set of questions designed to generate the data

necessary for accomplishing the objectives of the

research project

The Pivotal Role

See Figure 9.1

Positioned between the survey objectives and the

respondent’s information

Translates the objectives into specific questions to solicit information

To understand the role of the questionnaire in the data collection process.

The Role of a

Questionnaire

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Learning Objectives

Figure 9.1 The Questionnaire’s Pivotal Role in the Research Process

Questionnaire

Data Analysis Findings

Recommendations

Managerial Action

Survey Objectives

Respondent Information

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Learning Objectives

Does it Provide the Necessary Decision-Making

Information?

If the questionnaire fails to provide insights, then

discard or revise

Does it Consider the Respondent?

• Topic

• Type of respondent

• The interviewing environment

• The questionnaire

To become familiar with the criteria for a good questionnaire.

Criteria For a Good

Questionnaire

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Learning Objectives

Does it meet Editing, Coding and Data Processing

Requirements?

Editing

Skip patterns (Fig 9.2)

Coding (Table 9-1)

A Questionnaire Serves Many Masters

• Accommodate research objectives

• “Speak” to the respondent in an understandable

language

• Convenient for interviewer

• Easy to check

• Translatable to findings

To become familiar with the criteria for a good questionnaire.

Criteria For a Good

Questionnaire

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Learning Objectives

(1) Survey Objectives

(2) Data Collection Methods

(3) Question Response Format

(4) Question Wording

(5) Flow and Layout

(6) Evaluate Layout

(7) Obtain Approval

(8) Pretest and

Revise

Figure 9.2

(9) Final Copy

(10) Implementatio

n The Questionnaire Design Process

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Learning Objectives

The Questionnaire Design Process:

Step One: Determine Survey Objectives, Resources, and Constraints

What data are needed?

Step Two: Determine the Data Collection Method

Internet, telephone, mail, self-administration

Step Three: Determine the Question Response Format

•Open-ended Questions

•Close-ended Questions

To learn the process for questionnaire design.

The Questionnaire

Development Process

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Learning Objectives

Step Four: Decide the Question Wording

1 The wording must be clear

2 Select words so as to avoid biasing the respondent

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Learning Objectives

3 Consider the ability of the respondent to answer the question

4 Consider the willingness of the respondent to answer the question

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Learning Objectives

Step Five: Establish Questionnaire Flow and Layout

1 Use the screener questions to identify qualified

respondents

2 After obtaining a qualified respondent, begin with a question that obtains a respondent’s interest

3 Ask general questions first

4 Ask questions that require “work” in the middle of the questionnaire

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Learning Objectives

5 Insert “prompters” or strategic points

6 Position sensitive, threatening, and demographic

questions at the end

7 Allow plenty of space of Open-ended responses

8 Put instructions in capital letters

Step Six: Evaluate the Questionnaire and Layout

• Is the Question Necessary?

• Is the Questionnaire Too Long?

• Will the Questions Provide the Desired Information to Accomplish the Research Objective?

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Learning Objectives

Step Seven: Obtain Approval of All Relevant Parties

Distribute copies to all parties with authority

Step Eight: Pretest and Revise

Use the best interviewers

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Learning Objectives

Step Nine: Prepare Final Questionnaire Copy

Precise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread

Step Ten: Implementing the Survey

Supervisor’s Instructions

Call record sheet

Field Management Companies

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Learning Objectives

Software for Questionnaire Development

Senses Multimedia

• sounds

• images

• animations

• movie clips

• earlier responses

Survey Said

• PC based surveys

• Internet based surveys

How software and the Internet are influencing questionnaire design.

Software and the Internet on

Questionnaire Development

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Learning Objectives

Understanding Questionnaire Costs:

• Adding a security screener can add seven percent to cost

• Termination during an interview

• subject matter

• redundant or difficult

• questionnaire length

• changing the subject

Understanding the impact of the questionnaire on data collection costs.

Costs and Profitability

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Learning Objectives

Figure 9.3 Actual Respondent Termination Patterns in Three Categories

Gum Mouth Leisure

10

8

6

4

2

0

1 4.9 9.7 14.6 19.4 24.3

Minutes

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Learning Objectives

• The Role of a Questionnaire

• Criteria For a Good Questionnaire

• The Questionnaire Development Process

• Software and the Internet on Questionnaire Development

• Internet Self-Service Questionnaire Builders

• Costs and Profitability

SUMMARY

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Learning Objectives

The End

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