GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 11 ppsx

Designing the Questionnaire Ch 11 2 What is a Questionnaire? • A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer. Ch 11 3 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 4 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 5 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 6 Steps in the Questionnaire Development Process (Figure 11.1) Ch 11 7 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 8 Developing Questions • Marketing research questions measure – Attitudes – Beliefs – Behaviors – Demographics Ch 11 9 How wording affects answers Did you see… A broken headlight? The broken headlight? Which generates more agreement? Ch 11 10 Words to Avoid in Questionnaire Development • All • Always • Any • Anybody • Ever • Every • Never [...]... Winn-Dixie in the last month? • Immediately following screens Warm-ups – How many major grocery shopping trips do you do 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... 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... 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... Do you always observe traffic signs? – Would you say all cats have four Ch 11 11 legs? Four “Do’s” of Questionnaire Wording • Question evaluation refers to scrutinizing the wording of a question to ensure the question is not biased and is worded such that respondents understand it and can respond to it with relative ease Ch 11 12 Four “Do’s” of Questionnaire Wording 1.The question should be focused... selected – Requests for/provides incentive for participation – Determines if respondent is suitable Ch 11 21 Questionnaire Organization Ch 11 22 Incentives • Incentives are offers to do 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... 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 do 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... 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... overstate the condition…do not use “dramatics.” “Would you buy sunglasses that protect your eyes from harmful ultraviolent rays that cause blindness?” Ch 11 15 What is wrong with each question? How do you feel about Sears? When some gasoline or electric-powered product in your house breaks, do you call the Sears repair service? If the Sears repair service schedule was not convenient for you, would you... responsible citizens use car seats? Ch 11 Do you believe infant car seats can protect riders from being maimed? 16 Individual Question Wording • “Do’s” for all questions – Keep it focused on a single topic Please rate feel aspect of Sears… How do youeach about Sears? – Keep it brief If you did not use Sears repair service, product in your house When some gasoline or electric-poweredwould you use another repair... Do you think car seats for our loved family – Don’t ask double-barreled questions Do good parents and responsible citizens use car seats? you think parents who use car seats are responsible? – Don’t use overstated questions Do you believechildren’s car seats are useful? from being maimed? you think infant car sears can protect riders Ch 11 18 Questionnaire Organization • Questionnaire organization . understandable, unambiguous, and unbiased. Ch 11 8 Developing Questions • Marketing research questions measure – Attitudes – Beliefs – Behaviors – Demographics Ch 11 9 How wording affects answers Did. headlight? Which generates more agreement? Ch 11 10 Words to Avoid in Questionnaire Development • All • Always • Any • Anybody • Ever • Every • Never Ch 11 11 Why Avoid These Words? • These words:. reliability and validity measures Ch 11 6 Steps in the Questionnaire Development Process (Figure 11. 1) Ch 11 7 Developing Questions • Question development is the practice of selecting appropriate