Marketing Research MBA-10 1. Marketing Research MBA-10 2 Questionnaire Design.
-
Upload
brooke-daugherty -
Category
Documents
-
view
233 -
download
8
Transcript of Marketing Research MBA-10 1. Marketing Research MBA-10 2 Questionnaire Design.
1
Marketing Research
MBA-10
2
Marketing Research
MBA-10
Questionnaire Design
3
Marketing Research
MBA-10Introduction
• Proper wordingAnswer to a question is function of question wording
Stock---- Livestock ----- Securities stock may clarify
Marketing Research
MBA-10
A QUESTIONNAIRE IS ONLY AS GOOD
AS THE QUESTIONS IT ASKS
Introduction
5
Marketing Research
MBA-10Questionnaire
As easy to compose as a good poem
But, it is usually the result of long, painstaking work
Marketing Research
MBA-10
Basic Criteria in Questionnaire Design
Relevance
Accuracy
Marketing Research
MBA-10What Should Be Asked?
Questionnaire relevance• Only needed question should be asked
• Chances of omission prevails
Questionnaire accuracy• Should be simpler, understandable, unbiased,
unambiguous, non-irritating• No step by step process may be generalized
• Avoid lengthy, difficult to answer, ego threatening question
Questions should facilitate data analysis
Marketing Research
MBA-10
• What should be asked?
• How should each question be phrased?
• In what sequence should the questions be arranged?
• What questionnaire layout will best serve the research objectives?
• How should the questionnaire be pre-tested? Does the questionnaire need to be revised?
Decisions in Questionnaire Design
Marketing Research
MBA-10Phrasing Questions
Open-ended questions
What do you like most about your job?
Fixed-alternative questionsIn Management, is there a useful distinction
between what is legal and what is ethical?Yes_____ No_____
Marketing Research
MBA-10Phrasing Questions
Open-ended questionsCost is high
High interviewer bias
Improper recording
More response from educated
Marketing Research
MBA-10Phrasing Questions
Fixed Alternative Questions• Require less interviewer skill
• Take less time
• Easier for the respondent to answer
Simple Dichotomy: This or that like Yes, no,
Determinant Choice: choose only one - response
Frequency determination: Asks frequency of occurrence
Attitude rating: Such as the Likert scale
Check list: allows respondents to provide multiple answers
Dichotomous or Multiple choice questions must be mutually exclusive
Marketing Research
MBA-10Phrasing Questions
It differsSelf administered (Conversational style)
Telephone (Conversational style)
Personal interview
Marketing Research
MBA-10Rules for Questionnaire
• No hard and fast rules
• Only guidelines
Marketing Research
MBA-10
• Avoid Complexity: use simple, conversational language (Marital Status)
• Avoid leading and loaded questions: Loaded
indicate socially desirable
• Avoid ambiguity: be as specific as possible,
avoid often, usually, frequently
• Avoid double-barreled items
• Avoid making assumptions
• Avoid burdensome questions
Avoid in Questionnaire
Marketing Research
MBA-10Designing Questionnaire
• Question sequence– Order bias (Influence of earlier question or by an
answers position)
– Funnel technique (Asking general questions before specific questions)
– Filter bias (Filter & Pivot question)
• Anchoring Effect (First concept measured tends to
become reference point)
• Question layout
Marketing Research
MBA-10Pre-testing
Even after pretest, Researcher should remember
•Can the questionnaire format be followed by the interviewer?
•Does the questionnaire follow naturally or conversationally?
•Can respondents answer the questions easily?
•Which alternative form of questions work best?
17
Marketing Research
MBA-10
Internet Survey
18
Marketing Research
MBA-10
? Any Question?
19
Marketing Research
MBA-10
Thanks for your
contribution
20
Marketing Research
MBA-10Assignment
Assignment
Case-20: Canterbury Travels
Submission date is 16 Aug
Selected person from group will present
21
Marketing Research
MBA-10Assignment
Assignment
Prepare a Questionnaire on your Individual Research Topic
Each student of the group will need to conduct survey with the question (each student 3-4 respondent)
Collective experience will have to be presented in the class
This survey will be considered as pretest of the questionnaire
Present your Experience along with Literature Review of your Topic on 23 Aug
22
Marketing Research
MBA-10
See You Next Week