7/24/2019 Measurement Scale Questionnaire

1/2

A new graduate hired by the marketing research department of a major telephone company is

asked to prepare a questionnaire to determine household preferences for telephone calling cards.

The questionnaire is to be administered in mall-intercept interviews. Using the principles ofquestionnaire design, critically evaluate this questionnaire and comment, which follows

Household Telephone Calling Card Survey

HOUSEHOLD TELEPHONE CALLING CARD SURE!

! "our name# $$$$$$$$$$$$$$$

% Age $$$$$$$$$$

& 'artial status $$$$$$$$$$$$

( )ncome $$$$$$$$$$$$$

* +hich, if , any, of the following telephone calling cards do you have#

a. $$$$$$$$ AT T b. $$$$$$$$$$$$$ ')

c. $$$$$$$$ U print d. $$$$$$$$$$$$$ /thers

0 1ow frequently do you use a telephone calling card#

)nfrequently 2ery frequently

! % & ( * 0 3

3. +hat do you think of the telephone calling card offered by ATT#

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

4. uppose your household were to select a telephone calling card. 5lease rate the

importance of the following factors in selecting a card.

6ot important 2ery important

a ost per call ! % & ( *

b 7ase of use ! % & ( *

c 8ocal and long-distance ! % & ( *

harges included in the

ame bill

d 9ebates and discounts on calls ! % & ( *

e :uality of telephone service ! % & ( *

f :uality of customer service ! % & ( *

; 1ow important is it for a telephone company to offer a calling card#

6ot important 2ery important

! % & ( * 0 3

7/24/2019 Measurement Scale Questionnaire

2/2

!nominal, ordinal, interval, or ratio? being used in each of the

following. 5lease e@plain your reasoning >% marks each?

a. ) like to solve crossword pules

=isagree Agree

! % & ( *

". 1ow old are you# $$$$$$$$$$$$$$$$$$$$$$$$$$$$

#$5lease rank the following activities in terms of your preference by assigning ranks ! >mostpreferred? to * > least preferred?.

i. 9eading magaines $$$$$$$$$$$$$$

ii. +atching television $$$$$$$$$$$$$$iii. =ating $$$$$$$$$$$$$$$

iv. hopping $$$$$$$$$$$$

v. 7ating out $$$$$$$$$$$$

d$ +hat is your ocial ecurity number# $$$$$$$$$$$$

e$ /n an average week day, how much time do you spend doing your homework and class

assignments#i. 8ess than !* minutes $$$$$$$$$$$

ii. !* to &< minutes $$$$$$$$$$iii. &! to 0< minutes $$$$$$$$$$

iv. 0! to !%< minutes $$$$$$$$$$

v. 'ore than !%< minutes $$$$$$$$$$$$