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9: Designing the Questionnaire
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9-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Value of Questionnaires in Marketing Research
A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data
Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument
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9-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Steps in Questionnaire Design
1: Confirm research objectives2: Select appropriate data collection method3: Develop questions and scaling4: Determine layout and evaluate questionnaire5: Obtain initial client approval6: Pretest, revise, and finalize questionnaire7: Implement survey
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9-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Quality of Question Bad Questions Unanswerable. Leading or loaded. Double-barreled questions.
Quality of Question Bad Questions Unanswerable. Leading or loaded. Double-barreled questions.
Type of Question Format
Unstructured QuestionsOpen-ended format where respondent replies in their own words.
Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.
Type of Question Format
Unstructured QuestionsOpen-ended format where respondent replies in their own words.
Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.
Questions and Scaling
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9-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Guidelines for Evaluating the Adequacy of Questions
Use simple words; avoid technical wordsGet the verbiage outAvoid qualifying phrases (always, sometimes, never, etc.)Ensure response categories are mutually exclusiveEnsure question and scale statements are meaningful to
the respondentsAvoid arranging response categories in a manner that
may bias responsesDo not double-barrel questions or response items
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9-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Questionnaire Design
Confirm the research objectives and data needs before designing the questionnaire
Include a general description of the study in the introduction section *
Ensure instructions are clearArrange questions in a logical orderBe mindful of coding needs when choosing
response formatsThe data amount vs. survey length tradeoff
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9-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Questionnaire Design
Begin with simple questions and progress to more difficult ones
Ask personal / sensitive / demographic questions at the end
Avoid asking questions using different measurement formats in the same section of the questionnaire
End with a thank-you statement
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9-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Encourage ParticipationEncourage Participation
Improve Response RatesImprove Response Rates
Initial Contacting Device Initial Contacting Device
Provide Study InformationProvide Study Information
Communicate Study’s Legitimacy
Communicate Study’s Legitimacy
Role of Cover Letters / Intros
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9-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Cover Letters / Intros
Personalize letterIdentify sponsoring organizationState purpose and importance clearlyPromise anonymity or confidentialityClarify the general time frame of doing
study
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9-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Cover Letters / Intros
Acknowledge reasons for nonparticipationProvide time requirements and any
compensationExplain completion date and where and how
to return surveyOffer advance thank you statement
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9-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Other Documents Used in Collecting Data
Supervisor instructions
Interviewer instructions
Screening forms Quota sheetsRating cardsCall record sheets
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9-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Sample Screening-Quota Sheet
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9-13Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Sample Rating Card
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9-14Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Call Record Sheet Sample