1. JAI SHREE GANESHAH NAMAH Very Good Evening

2. Well Discuss

What are we doing?

What is questionnaire?

What is the need of questionnaire?

Importance of questionnaire.

How should we design a questionnaire?

Steps for a good questionnaire.

3.

Marketing research:

The function that links an organization to its market through thegathering of information (DATA) . This information allows for the identification and definition of market-driven opportunities and problems.

The information allows for the generation, refinement and evaluation of marketing actions. It allows for the monitoring of marketing performance and improved understanding of marketing as a business process.

Data is a collection of facts or natural phenomena from which conclusions may be drawn

4. Research Process Phase I Determination of Research Problem Research Methodology Execution of Information Communication of The Result Phase IV Phase II Phase III

Understand clients requirements and problems

Proposal presentation to determine

objectives of research

Determine time line and frame research design

Evaluate the research design and data sources

Determine the sampling plan and sample size

Determine the measurement issues and scales

Control the data collection process

Coding and data entry

Data processing

Generate tables

Do Bivariate and multivariate analyses

Charting and presentation of findings

Comprehensive report including executive

summary and recommendations

Present final report to management

5. Structured Questionnaire FGDs In-depth interview Secondary dataQualitative or Subjective Research

Discussion Guide

Audio Transcription

Analysis

Executive Summary

Recommendations

Final Report

Formal ratingProcedureto gatherinformationContentanalysisFrom exitingData sources Data Collection There are six ways to gather information, literature search, talking withpeople, focus groups, personal interviews, telephone surveys, mail surveys 6. Basics of Questionnaire Design 7. Questionnaire design encompasses :

How to write questions

How to draft and organize a questionnaire

8. The Art of Asking Questions

We must ask the right question

Respondents must understand yourquestion

Respondents must know the answer

Respondents must be willing andable to tell you the answer

9. Three Simple Rules for Writing a Good Questionnaire

Think through your research questions and objectivesbeforeyou write questions

Prepare an analysis planbeforeyou write questions

Ask yourself, in relation to points #1 and #2 above, if each question on your list is necessary? Even if the data would be interesting it has to ultimately be used in analysis to make the cut!

10. Types of Survey Questions

1) Those that ask about behaviors or facts

• Non-threatening behavior questions

• Threatening behavior questions

• Demographics

2) Those that ask about psychological states or attitudes

3) Those that ask about knowledge

11. What Is A Good Question?

One that yields a truthful, accurate answer

One that asks for one answer on one dimension

One that accommodates all possible contingencies of response

One that uses specific, simple language

One that has mutually exclusive response options

One that produces variability in response

One that minimizes social desirability

One that is pre-tested

12. Ask questions one at a time

Bad question :

In the past 6 months, what major appliances has your household purchased new from the store?

Better question :

Now Im going to read a list of household appliances. As I read each one, please tell me whether or not your household has purchased this type of appliance new from the store during the past 6 months. How about

a refrigerator?

a kitchen range or oven?

a microwave?

13. Ask questions one at a time

Bad Question:

Compared to one year ago, are you paying more, less, or about the same for your auto and life insurance?

Better Question :

Compared to one year ago, are you now paying more, less, or about the same for

a. auto insurance?

b. life insurance?

14. Specify

Specify who, what, when, where and how .

For example, whose income?Whats included? Over what period of time? Example :

In 2002, what was your total household income? Please count income from all members of your household, including wages.

Specify through cues for Example

People drink beer in many places for example, at home, at restaurants, at bars, sporting events, at friends homes, etc. During the past 30 days, did you drink any beer?

15. Use words with singular meanings

Ambiguous:

How would you compare how close you are to family in your current neighborhood to how close you were in your old neighborhood? Would you say your family is closer here, further here, or the same?

More Clear:

Compared to your last neighborhood, do you now live closer to your family, are you further from your family, or are you about the same distance?

16. How to draft and organize your questionnaire 17. Ordering the Questions

Segment by topic

Ask about related topics together

Salient questions take precedence over less salient ones

Ask recall backwards in time

Use transitions when changing topics give a sense of progress through the questionnaire

Leave objectionable questions (e.g., income) for the end

Put demographic questions at the end

18. How to Start the Questionnaire

Start with easy questions that all respondents can answer with little effort

First questions should also be non-threatening

Dont start with knowledge or awareness questions

First questions should be directly related to the topic as described in the introduction or advance/cover letter

19. Survey Intro/Cover Letter

Introduction should indicate:

• who is conducting the survey

• the topics to be covered in the survey

• an assurance of confidentiality

• whether you offer how long it will take depends on mode, topic, population

20. Physical Format of the Self-Administered Questionnaire

Careful formatting is necessary to decrease errors and increase motivation

Respondents needs mustalwaystake priority, followed by interviewer and data processors

21. Physical Format Checklist

Number all questions sequentially

Use large, clear type;dont crowd

White space: Place more blank space between questions than between subcomponents of questions

List answer categories vertically instead of horizontally

Avoid double/triple banking of response choices

Be consistent withdirectionof response categories

Be consistent withplacementof response categories

22. Physical Format, Continued

Dont split questions across pages.If necessary (e.g., question requires 1.5 pages), restate question and response categories on next page

Put special instructions on questionnaire as needed, next to question

Distinguish directions from questions

Pre-code the questionnaire (vs. check boxes)

23. Questionnaire Design Steps

1.Decide what information is needed

2. Search for existing questions

3. Draft new questions/revise existing ones

4. Sequence the questions

5. Get peer evaluation

6. Revise and test on self/co-workers

7. Think-aloud interviews

8. Revise/eliminate questions

9. Prepare interviewer instructions for pilot test

24. Questionnaire Design Steps

10. Pilot test (10-20 cases)

11. Revise eliminate questions based on respondent and interviewer comments

12. Pilot test again, if necessary

13. Prepare final interviewer instructions

14. Be prepared to modify questionnaires if interviewer training raises problems

15. After interviewing is complete, debriefinterviewers for potential problems

16. Use experience from one study for future planning

25. Decide to lead Thank you