9 designing the questionnaire
Download
1 / 14

9: Designing the Questionnaire - PowerPoint PPT Presentation


  • 102 Views
  • Uploaded on

9: Designing the Questionnaire. Value of Questionnaires in Marketing Research. A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' 9: Designing the Questionnaire' - lanza


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Value of questionnaires in marketing research
Value of Questionnaires in Marketing Research

  • A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data

  • Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument


Steps in questionnaire design
Steps in Questionnaire Design

  • 1: Confirm research objectives

  • 2: Select appropriate data collection method

  • 3: Develop questions and scaling

  • 4: Determine layout and evaluate questionnaire

  • 5: Obtain initial client approval

  • 6: Pretest, revise, and finalize questionnaire

  • 7: Implement survey


Questions and scaling
Questions and Scaling

  • Type of Question Format

  • Unstructured Questions

    • Open-ended format where

    • respondent replies in their

    • own words.

  • Structured Questions

    • Closed-ended format where

    • respondent responds from a

    • set of possible responses.

  • Quality of Question

  • Bad Questions

    • Unanswerable.

    • Leading or loaded.

    • Double-barreled questions.


Guidelines for evaluating the adequacy of questions
Guidelines for Evaluating the Adequacy of Questions

  • Use simple words; avoid technical words

  • Get the verbiage out

  • Avoid qualifying phrases (always, sometimes, never, etc.)

  • Ensure response categories are mutually exclusive

  • Ensure question and scale statements are meaningful to the respondents

  • Avoid arranging response categories in a manner that may bias responses

  • Do not double-barrel questions or response items


Questionnaire design
Questionnaire Design

  • Confirm the research objectives and data needs before designing the questionnaire

  • Include a general description of the study in the introduction section *

  • Ensure instructions are clear

  • Arrange questions in a logical order

  • Be mindful of coding needs when choosing response formats

  • The data amount vs. survey length tradeoff


Questionnaire design1
Questionnaire Design

  • Begin with simple questions and progress to more difficult ones

  • Ask personal / sensitive / demographic questions at the end

  • Avoid asking questions using different measurement formats in the same section of the questionnaire

  • End with a thank-you statement


Role of cover letters intros
Role of Cover Letters / Intros

Initial Contacting Device

Encourage Participation

Provide Study Information

Communicate Study’s

Legitimacy

Improve Response Rates


Cover letters intros
Cover Letters/ Intros

  • Personalize letter

  • Identify sponsoring organization

  • State purpose and importance clearly

  • Promise anonymity or confidentiality

  • Clarify the general time frame of doing study


Cover letters intros1
Cover Letters/ Intros

  • Acknowledge reasons for nonparticipation

  • Provide time requirements and any compensation

  • Explain completion date and where and how to return survey

  • Offer advance thank you statement


Other documents used in collecting data

Supervisor instructions

Interviewer instructions

Screening forms

Quota sheets

Rating cards

Call record sheets

Other Documents Used in Collecting Data


Sample screening quota sheet
Sample Screening-Quota Sheet




ad