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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Lecture Marketing research - Chapter 9: Questionnaire design Learning ObjectivesCHAPTER Nine Questionnaire Design Copyright © 2004 John Wiley & Sons, Inc. Learning Objectives Learning Objectives1. 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. Learning Objectives Learning Objectives5. 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. Learning Objectives The Role of a To understand the role of the Questionnaire questionnaire in the data collection process.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. LearningFigure 9.1 The Questionnaire’s Pivotal Role in the Objectives Research Process Survey Respondent Objectives Information Questionnaire Data Analysis Findings Recommendations Managerial Action Learning Objectives Criteria For a Good To become familiar with the criteria Questionnaire for a good questionnaire.Does it Provide the Necessary Decision-MakingInformation? 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 Learning Objectives Criteria For a Good To become familiar with the criteria Questionnaire for a good questionnaire.Does it meet Editing, Coding and Data ProcessingRequirements? 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 findingsFigure 9.2 Learning Design The Questionnaire Objectives Process (10) Implementatio (2) (9) n Data Final Copy Collection Methods (3) (8) (1) Question Pretest and Survey Response Revise Objectives Format (4) (7) Question Obtain Wording Approval (6) (5) Evaluate Flow and Layout Layout Learning Objectives The Questionnaire To learn the process forDevelopment Process questionnaire design.The Questionnaire Design Process:Step One: Determine Survey Objectives, Resources, andConstraints What data are needed?Step Two: Determine the Data Collection Method Internet, telephone, mail, self-administrationStep Three: Determine the Question Response Format •Open-ended Questions •Close-ended Questions Learning Objectives The Questionnaire To learn the process forDevelopment Process questionnaire design. • Dichotomous Questions • Multiple Choice Questions • Disadvantages of Closed-Ended Questions • Scaled-Response QuestionsStep Four: Decide the Question Wording 1. The wording must be clear. 2. Select words so as to avoid biasing the respondent. Learning Objectives The Questionnaire To learn the process forDevelopment Process questionnaire design. 3. Consider the ability of the respondent to answer the question. 4. Consider the willingness of the respondent to answer the question. Learning Objectives The Questionnaire To learn the process forDevelopment Process questionnaire design.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. ...