Principles of Questionnaire Writing

1. Principles of Questionnaire Writing 264a Marketing Research

2. Principles of Questionnaire Writing • Be clear and precise. 264a Marketing Research

3. Principles of Questionnaire Writing • Be clear and precise. • Bad: “Tell me what you think about this product?” • Good “On a scale from 1 to 10 how fresh is this bagel?” • (circle one) • Very Stale 1 2 3 4 5 6 7 8 9 10 Very Fresh 264a Marketing Research

4. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. 264a Marketing Research

5. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Bad: What is your income level? • $0 - $10,000 • $10,000 - $20,000 • $20,000 - $30,000 • $30,000 or more. 264a Marketing Research

6. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. 264a Marketing Research

7. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Bad: “Moribund 1 2 3 4 5 6 7 8 9 10 Lively” 264a Marketing Research

8. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. 264a Marketing Research

9. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. • Bad: “Why isn’t this brand better liked?” • Good: “What is it that you like least about this brand?” 264a Marketing Research

10. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. • Avoid double-barreled questions. 264a Marketing Research

11. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. • Avoid double-barreled questions. • Bad: “Do you like the taste and the feel of this brand?” 264a Marketing Research

12. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. • Avoid double-barreled questions. • State explicit alternatives. 264a Marketing Research

13. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. • Avoid double-barreled questions. • State explicit alternatives. • “Does it seem possible or does it seem impossible to you that the Nazi extermination of the Jews never happened?” 264a Marketing Research

14. Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Do not use words or phrases that show bias. • Avoid double-barreled questions. • State explicit alternatives. • Questions should be reliable and valid. 264a Marketing Research