1 / 22

Questionnaire Design (re. Zikmund Chapter 11)

Questionnaire Design (re. Zikmund Chapter 11). Major Decisions What to ask How questions are phrased Sequence of questions Layout Pretesting. What Questions? … will be determined by Type of Marketing Decision Problem definition Primary research objectives.

cecilia-anthony
Download Presentation

Questionnaire Design (re. Zikmund Chapter 11)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Questionnaire Design (re. Zikmund Chapter 11)

  2. Major Decisions • What to ask • How questions are phrased • Sequence of questions • Layout • Pretesting

  3. What Questions? … will be determined by • Type of Marketing Decision • Problem definition • Primary research objectives

  4. Two Main Types of Question: • Closed • Open

  5. Closed-ended questions can be: Dichotomous Multiple Likert scale Semantic differential Rank order Numeric

  6. Dichotomous Description: Question offering two choices Example: Did you watch television at all yesterday? Yes / No

  7. Multiple Description: Question offering three or more choices Example: Which of these shops do you prefer? Next / River Island / Gap Top Shop/ Top Man

  8. Likert scale Description: Statement with which respondent shows the amount of agreement / disagreement Example: Assessment by course-work is easier than assessment by examination

  9. Semantic differential Description: Scale is inscribed between two bipolar words and respondent selects the point that most represents the direction and intensity of his / her feelings Example: The course I am taking is............. Interesting :_____:_____:_____:_____:_____: Boring Useful :_____:_____:_____:_____:_____: Useless Easy :_____:_____:_____:_____:_____: Difficult

  10. Rank order Description: Respondent is asked to rate or rank each option that applies. This allows the researcher to obtain information on relative preferences, importance etc. Example: Please indicate, in rank order, your preferred chocolate bar, putting 1 next to your favourite through to 5 for your least favourite. Snickers Bar Dove bar Wispa Mars Bar Creme Egg

  11. Numeric Description: Respondent specifies a particular value (can include decimal places) Example: How far (to the nearest kilometre) did you travel today to reach this College? ________km

  12. Advantages of Closed-Ended Questions Quick to answer • Easy to code • No difference between articulate and inarticulate respondents Disadvantages of Closed-Ended Questions • Can draw misleading conclusions because of limited range of options • Researcher / interviewer cannot deal with qualifications to responses e.g. "Yes, but….." or "It depends" where only Yes/No are given as options

  13. Open-ended questions Unstructured Word Association Sentence completion Story completion

  14. Unstructured Description: Question that respondents can answer in an unlimited number of ways? Example: Why did you enrol for this course at Huang Huai? ……………………………………………………………………………… ………………………………….. …………………………………………………………

  15. Word Association Description: Words are presented one at a time and respondents give the first word that comes to mind Example: What is the first thing that comes to mind when you hear the following?

  16. Sentence completion Description: Incomplete sentences are presented, one at a time, and respondents are asked to complete the sentence Example: My worst shopping experience while visiting Zhumadian happened when……………….

  17. Story completion Description: An incomplete story is presented and respondents asked to complete it Example: I sat down at the kitchen table, picked up a spoon, then looked at the Chicken and Mushroom flavour Instant Noodles in front of me……. NOW COMPLETE THE STORY

  18. Advantages of Open-Ended Questions • Greater freedom of expression • No bias due to limited response ranges • Respondent can qualify their answers Disadvantages of Open-Ended Questions • Time consuming to code • Researcher / interviewer may misinterpret and therefore misclassify) a response

  19. Questionnaire Layout (see Zikmund – page 265) • Always Introduce questionnaire • Move from general to specific • Use “filter” questions

  20. Checklist for Questionnaires 1. Have you avoided all leading questions? 2. Is the question as specific as possible? . 3. Are the questions going to be understood by all respondents? 4. Is each question applicable to all respondents? 5. Are any of your questions double - barreled? .

  21. PILOTING QUESTIONNAIRE Any questionnaire, should be "piloted" (i.e. test it) to check that it is going to function effectively. There are a number of reasons why it is important to pilot a questionnaire: • To test how long it takes to complete • To check that the questions are not ambiguous • To check that the instructions are clear • To eliminate questions that do not yield usable data

  22. Pilot on a group similar to the one that will form the population of the research study. It is difficult to give an exact number for the pilot group , generally, pilot on about 5-10% of final sample number. The results from the pilot study should not be included with final results.

More Related