Download - 7 : Designing the Questionnaire
7: Designing the Questionnaire
ESSENTIALSESSENTIALS OF MARKETING RESEARCHOF MARKETING RESEARCHHair/Wolfinbarger/Ortinau/BushHair/Wolfinbarger/Ortinau/Bush
9-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Learning Objectives
Describe the steps in questionnaire design
Discuss the questionnaire development process
Summarize the characteristics of good questionnaires
Understand the role of cover lettersExplain the importance of other
documents used with questionnaires
9-3Copyright © 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
9-4Copyright © 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: Pretest, revise, and finalize questionnaire6: Implement survey
9-5Copyright © 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
9-6Copyright © 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, avoiding technical words
Avoid qualifying phrasesEnsure 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
9-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Considerations in Questionnaire Design_1
Confirm the research objectives before designing the questionnaire
Determine data requirements to complete each research objective
Include a general description of the study in the introduction section
Ensure instructions are clearArrange questions in a logical order
9-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Considerations in Questionnaire Design_2
Begin with simple questions and then progress to more difficult ones
Ask person questions at the end Place sensitive questions towards the end Avoid asking questions using a different
measurement format in the same section of the questionnaire
End with a thank-you statement
9-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Nominal ScalesNominal Scales
Ordinal ScalesOrdinal Scales
Interval ScalesInterval Scales
Ratio ScalesRatio Scales
Four Basic Scale Levels
9-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Nominal Scales
Nominal scales focus on only requiring arespondent to provide some type of
descriptor as the raw response
Nominal scales focus on only requiring arespondent to provide some type of
descriptor as the raw response
Example.
Please indicate your current martial status.
__Married __ Single __ Single, never married __ Widowed
9-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Ordinal Scales
Ordinal scales allow the respondent to express “relative magnitude” between the raw
responses to a question
Ordinal scales allow the respondent to express “relative magnitude” between the raw
responses to a question
Example.
Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMD’s PC processor__ About the same as AMD’s PC processor __ Lower than AMD’s PC processor
9-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Interval Scales
Interval scales demonstrate the absolute differences between each scale point
Interval scales demonstrate the absolute differences between each scale point
Example.
How likely are you to recommend the Santa Fe Grill to a friend?
Definitely will not Definitely will
1 2 3 4 5 6 7
9-13Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Ratio Scales
Ratio scales allow for the identification of absolute differences between each scale point,
and absolute comparisons between raw responses
Ratio scales allow for the identification of absolute differences between each scale point,
and absolute comparisons between raw responses
Example 1.
Please circle the number of children under 18 years of age currently living in your household.
0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)
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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 a Cover Letter
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Guidelines for Developing Cover Letters_1
Personalize letterIdentify sponsoring organizationState purpose and importance clearlyPromise anonymity or confidentialityClarify the general time frame of doing
study
9-16Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Guidelines for Developing Cover Letters_2
Reinforce importance of participationAcknowledge reasons for nonparticipationProvide time requirements and any
compensationExplain completion date and where and how
to return surveyOffer advance thank you statement
9-17Copyright © 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 instructionsInterviewer instructionsScreening forms Quota sheetsRating cardsCall record sheets
9-18Copyright © 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