MARKETING RESEARCH PART 11 pps

Designing the Questionnaire What is a Questionnaire? • A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer Ch 11 Questionnaire Design • Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout Ch 11 The Functions of a Questionnaire • Translates the research objectives into specific questions • Standardizes those questions and the response categories • Fosters cooperation and motivation • Serves as permanent records of the research Ch 11 The Functions of a Questionnaire • Can speed up the process of data analysis • Can serve as the basis for reliability and validity measures Ch 11 Steps in the Questionnaire Development Process (Figure 11.1) Ch 11 Developing Questions • Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased Ch 11 Developing Questions • Marketing research questions measure – Attitudes – Beliefs – Behaviors – Demographics Ch 11 How wording affects answers Did you see… Which generates more agreement? A broken headlight? The broken headlight? Ch 11 Words to Avoid in Questionnaire Development • • • • • • • Ch 11 All Always Any Anybody Ever Every Never 10 Questionnaire Organization Ch 11 22 Incentives • Incentives are offers to something for the respondent to increase the probability that the respondent will participate in the survey Ch 11 23 Incentives • Incentives may be monetary or nonmonetary – Anonymity: respondent assured name not identified – Confidentiality: respondent’s name is known by the researcher but not divulged to a third party – Both are used as non-monetary incentives to increase participation Ch 11 24 Screening Questions • Screening questions are used to ferret out respondents who not meet research study qualifications • Research objectives should specify who should and should not be included in the research study Ch 11 25 Screening Questions • Example: If you were conducting research on factors consumers use in selecting a new car, wouldn’t you only want to talk to persons who have recently selected a new car? • If you were doing a study to determine the potential for an e-zine targeting college students, wouldn’t you only want to talk to college students? • Screening or qualifying questions are asked to ensure you are talking to your Ch 11 target population 26 Question Flow • Question flow pertains to the sequencing of questions or blocks of questions – Warm-up questions – Transitions – Skip questions – Classification and demographic questions Ch 11 27 Question Flow in a Questionnaire • First Questions – Screens/Qualifiers – Have you shopped at Winn-Dixie in the last month? • Immediately following screens Warm-ups – How many major grocery shopping trips you in a month? Ch 11 28 Question Flow in a Questionnaire • Prior to major sections - Transitions – Did you purchase any cereal on your last trip? – Do you use coupons for groceries? • Middle of questionnaire Complicated & Difficult-to-Answer – Rate each of the following aspects of Winn-Dixie on how satisfactory it is for you Ch 11 29 Question Flow in a Questionnaire • Last Section - Classification – What is the highest level of education you have earned? Ch 11 30 Computer-Assisted Questionnaire Design • Computer-assisted questionnaire design: software programs allow users to use computer technology to develop and disseminate questionnaires • Advantages: – Easier – Faster – Friendlier Ch 11 – More flexibility 31 Ch 11 32 Ch 11 33 Ch 11 34 Coding the Questionnaire • Coding: use of numbers associated with question responses • Numbers are preferred for two reasons: – Numbers are easier and faster to keystroke into a computer file – Computer tabulation programs are more efficient when they process numbers Ch 11 35 Performing the Pretest of the Questionnaire • A pretest involves conducting a dry run of the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched • It is important to pretest on respondents that are representative of the target population to be studied Ch 11 36 ... research study qualifications • Research objectives should specify who should and should not be included in the research study Ch 11 25 Screening Questions • Example: If you were conducting research. .. Confidentiality: respondent’s name is known by the researcher but not divulged to a third party – Both are used as non-monetary incentives to increase participation Ch 11 24 Screening Questions • Screening... understandable, unambiguous, and unbiased Ch 11 Developing Questions • Marketing research questions measure – Attitudes – Beliefs – Behaviors – Demographics Ch 11 How wording affects answers Did you