Lecture Marketing research - Chapter 9: Questionnaire design

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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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Nội dung Text: Lecture Marketing research - Chapter 9: Questionnaire design

Learning Objectives CHAPTER Nine Questionnaire Design Copyright © 2004 John Wiley & Sons, Inc.
Learning Objectives Learning Objectives 1. 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 Objectives 5. 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.
Learning Figure 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-Making Information? 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 Processing Requirements? 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 findings
Figure 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 for Development Process questionnaire design. The Questionnaire Design Process: Step One: Determine Survey Objectives, Resources, and Constraints What data are needed? Step Two: Determine the Data Collection Method Internet, telephone, mail, self-administration Step Three: Determine the Question Response Format •Open-ended Questions •Close-ended Questions
Learning Objectives The Questionnaire To learn the process for Development Process questionnaire design. • Dichotomous Questions • Multiple Choice Questions • Disadvantages of Closed-Ended Questions • Scaled-Response Questions Step 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 for Development 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 for Development 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.
Learning Objectives The Questionnaire To learn the process for Development Process questionnaire design. 5. Insert “prompters” or strategic points. 6. Position sensitive, threatening, and demographic questions at the end. 7. Allow plenty of space of Open-ended responses. 8. Put instructions in capital letters. Step Six: Evaluate the Questionnaire and Layout • Is the Question Necessary? • Is the Questionnaire Too Long? • Will the Questions Provide the Desired Information to Accomplish the Research Objective?
Learning Objectives The Questionnaire To learn the process for Development Process questionnaire design. Step Seven: Obtain Approval of All Relevant Parties Distribute copies to all parties with authority Step Eight: Pretest and Revise Use the best interviewers
Learning Objectives The Questionnaire To learn the process for Development Process questionnaire design. Step Nine: Prepare Final Questionnaire Copy Precise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread. Step Ten: Implementing the Survey Supervisor’s Instructions Call record sheet Field Management Companies
Learning Objectives Software and the Internet on How software and the Internet are Questionnaire Development influencing questionnaire design. Software for Questionnaire Development Senses Multimedia • sounds • images • animations • movie clips • earlier responses Survey Said • PC based surveys • Internet based surveys
Learning Objectives Understanding the impact of the Costs and Profitability questionnaire on data collection costs. Understanding Questionnaire Costs: • Adding a security screener can add seven percent to cost • Termination during an interview • subject matter • redundant or difficult • questionnaire length • changing the subject
Figure 9.3 Actual Respondent TerminationLearning PatternsObjectives in Three Categories Minutes 1 4.9 9.7 14.6 19.4 24.3 Gum 10 Mouth Leisure 8 6 4 2 0
Learning Objectives SUMMARY • The Role of a Questionnaire • Criteria For a Good Questionnaire • The Questionnaire Development Process • Software and the Internet on Questionnaire Development • Internet Self-Service Questionnaire Builders • Costs and Profitability
Learning Objectives The End Copyright © 2004, John Wiley & Sons, Inc.