1 / 14

Principles of Questionnaire Writing

Principles of Questionnaire Writing. Principles of Questionnaire Writing. Be clear and precise. 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)

diamond
Download Presentation

Principles of Questionnaire Writing

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. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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

More Related