Pertemuan Keenam Designing the Questionnaire or Observation Form

1. Pertemuan KeenamDesigning the Questionnaire or Observation Form Matakuliah : MN J0412/ Riset Pemasaran Tahun : 2007 Versi :

2. Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : • Mahasiswa dapat menghasilkan kuesioner

3. Outline Materi • Materi : Questionnaire Design : Steps 1 -9

4. Procedure for Developing a Questionnaire Step 1: Specify What Information Will be Sought Step 2: Determine Type of Questionnaire and Method of Administration Step 3: Determine Content of Individual Questions Step 4: Determine Form of Response to Each Question

5. Step 5: Wording of Each Question continued Step 6: Sequence of Questions Step 7: Physical Characteristics of Questionnaire Step 8: Re-examine Steps 1-7 and Revise if Necessary Step 9: PRE-TEST the Survey, Revise where Needed

6. Guidelines for Question Wording * Use simple words and questions * Avoid ambiguous words and questions * Avoid leading questions * Avoid implicit alternatives * Avoid implicit assumptions *Avoid generalizations and estimates *Avoid double-barreled questions

7. Guidelines for Question Sequencing * Use simple, interesting opening questions * Use the funnel approach, asking broad questions first * Carefully design branching questions * Ask for classification information last * Place difficult or sensitive questions near the end

8. Sample Cover Letter for Mail Questionnaire Panel A: Contents • Personal communication • Asking a favor • Importance of the research project and its purpose • Importance of the recipient, how recipient was selected • How the recipient may benefit from this research • Completing the questionnaire will take only a short time • The questionnaire can be answered easily • A stamped reply envelope is enclosed • Answers are anonymous or confidential • Offer to send report on results of survey • Appreciation of sender • Importance of sender or sender’s organization • Description and purpose of incentive • Style, format and appearance • Brevity

9. Panel B: Sample 12 Professional Mail Surveys Company 7432 East Court Avenue Elveron, CA 90101 (213) 991-5550 Dear Mr. Smythe: Will you do us a favor? We are conducting a nationwide survey among executives and managers in the metalworking industry. The purpose of this research is to find out the opinion of experts like you on the advantages and disadvantages of using three new steel products. Your answers will enable steel manufacturers to be aware of the requirements of the users and the opinions of the nonusers of these products, and this in turn will help them design the products you need. Your name appeared in a scientifically selected random sample. Your answers are very important to the accuracy of our research, whether or not your company is a user of one or more of the products described. It will take only a short time to answer the simple questions on the enclosed questionnaire and to return it in the stamped reply envelope. Of course all answers are confidential and will be used only in combination with those of other metalworking executives and managers. If you are interested in receiving a report on the findings of this research, just write your name and address at the end of this questionnaire, or if you prefer, request the results of the Survey on Steel Products in a separate letter. We will be glad to send you a complimentary report when it is ready. Please return the completed questionnaire at your earliest convenience. Thank you for your help! Sincerely, James B. Jones James B. Jones Director P.S. The enclosed dollar bill is just a token of appreciation. 1 2 3 4 3 5 3 6 7 9 10 8 11 13 12