Lecture Marketing research (12th edition) - Chapter 12: Designing the questionnaire

Chapter 12 - Designing the questionnaire. In this chapter, the following content will be discussed: Designing the questionnaire, the process of questionnaire design, designing the questionnaire, closed response questions, range of response categories,...

1 Marketing Research Aaker, Kumar,  Leone and Day  Twelfth Edition Instructor’s  Chapter Twelve Designing the Questionnaire Marketing Research 12th Edition Designing the Questionnaire Questionnaire building  is an art! A questionnaire is always custom­built! Marketing Research 12th Edition The Process of Questionnaire Design PLANNING WHAT TO MEASURE Revisit the research objectives Decide on the research issue of your questionnaire Get additional information on the research issue from secondary data sources and exploratory research Decide on what is to be asked under the research issue Decide how you want to analyze the data collected FORMATTING THE QUESTIONNAIRE In each issue, determine the content of each question Decide on the format of each question Marketing Research 12th Edition The Process of Questionnaire Design (Contd.) QUESTION WORDING Determine how the question is worded Evaluate each research question on the basis of comprehensibility, knowledge and ability, willingness/inclination of a typical respondent to answer the question SEQUENCING AND LAYOUT DECISIONS Lay out the questions in a proper sequence Group all the questions in each subtopic to get a single questionnaire PRETESTING AND CORRECTING PROBLEMS Read through the whole questionnaire to check whether it makes sense and it measures what it is supposed to measure Check the questionnaire for error Pretest the questionnaire Correct the problems Marketing Research 12th Edition Designing the Questionnaire Marketing Research 12th Edition Designing the Questionnaire (Contd.) Formatting the Question Decide on the degree of freedom  Alternatives to be given to the respondents in     Open ended with no classification    Open ended where the interviewer uses pre­coded     answering the questions • •     classifications to record the response •    Close ended or structured format in which a question            or a supplementary card presents the responses to      be considered Marketing Research 12th Edition Open­Response Questions • • • • • For introduction to a survey or to a topic When it is important to measure the salience of an issue to a  respondent When there are too many responses to be listed, or they cannot be  foreseen When verbatim responses are desired to give the flavor of people's  answers or to cite examples When the behavior to be measured is sensitive or disapproved How you feel about the public transportation in downtown Hartford? Marketing Research 12th Edition Open Response Questions (Contd.) Marketing Research 12th Edition 10 Closed Response Questions Two Basic Formats for Closed Ended or  Structured Questions: Marketing Research 12th Edition 15 Using Both Open­Response & Closed­Response  Questions Probe: Using an open­response question to follow up a closed­ response question Two general purposes for the use of probes: • • Pinpoint questions that were particularly difficult for  respondents Aid researcher interpretation of respondent answers Marketing Research 12th Edition 16 Question Wording Marketing Research 12th Edition 17 Question Wording (contd.) • Avoid ambiguous words How many times per month do you visit a fast­food restaurant?     • Never Occasionally Sometimes Often Check if any of the questions are loaded Don’t you think, because it’s so greasy, fast­food is one of the worst types of food?  Do you prefer a hamburger that is grilled on a hot stainless­steel grill or cooked by  passing the raw meat through an open gas flame? Marketing Research 12th Edition 18 Question Wording (contd.) • Are any questions "double­barreled”? Are you satisfied with the price and the service of Taco Bell? • Is the question applicable to all respondents? Why do you like fast­food? Assumes that respondent likes fast­food! Marketing Research 12th Edition 19 Asking Sensitive Questions  Example: Consumption of Kellogg’s Frosted Flakes • The casual approach “Have you eaten ‘Frosted Flakes’ within the last week? • The numbered card “Would you please read off the number on this card that  corresponds to what you had eaten for breakfast in the last week?”  (Hand card to respondent) Pancakes Frosted Flakes Other (what)? Marketing Research 12th Edition 20 Asking Sensitive Questions (Cont.) • The everybody approach “As you know, many people have been eating Frosted Flakes for breakfast Do you eat Frosted Flakes?” • The “other people” approach “Do you know of any adult who eats Frosted Flakes?” “How about yourself?” Marketing Research 12th Edition 21 Asking Sensitive Questions (Contd.) The sealed ballot technique Explain that  the survey respects people’s right to anonymity with   respect to their eating habits and Respondents themselves are to fill out the answer to the question,  seal it in an envelope, and drop it in a box conspicuously labeled  “sealed ballet box” carried by the interviewer The Kinsey approach Look into respondent’s eyes and ask in simple clear­cut language  “Do you eat Frosted Flakes for breakfast?” Marketing Research 12th Edition 22 Asking Sensitive Questions (Contd.) • Randomized Response Technique ▫ • The respondent is asked to answer one or two randomly selected  questions without revealing which question has been answered Questions: Sensitive ▫ Innocuous ▫ Since the interviewer records a “yes” or “no” answer without knowing which  question has been answered, the respondent feels free to answer honestly Marketing Research 12th Edition 23 Randomized Response Technique P[Yes] = P[Yes|S.Q] * P[S.Q] + P[Yes|I.Q] *  P[I.Q] where S.Q = Sensitive Question I.Q  = Innocent Question Marketing Research 12th Edition 24 Sequence And Layout Decisions • • • • • • Open with an easy and non­threatening question Ensure that questionnaire has smooth and logical flow  from one topic to the next Proceed from broad general questions to more specific  ones Do not place sensitive or difficult questions dealing with  income status, ability etc at the beginning of the  questionnaire Use good quality of paper Make physical layout appealing and interesting Marketing Research 12th Edition Organization of a Typical Questionnaire 25 Marketing Research 12th Edition Order Bias: Does The Question Create The  Answer? 26 Marketing Research 12th Edition 27 Pretest Design Pretesting Specific  Questions For: Pretesting the  Questionnaire to: Test flow of the  questionnaire for  clarity and logic  Ensure that skip  patterns are clear and  well laid out  Time each section so  that questionnaire  does not appear very  Marketing Research 12th Edition 28 Considerations in Questionnaire Design for International Research • • • • • Open­ended questions avoid the imposition of cultural bias by the researcher since  they do not impose any structure or response categories.  If the topic is perceived as sensitive by the respondent, it is better to use an indirect  format than a direct one Where research is conducted in countries or cultures with high levels of illiteracy, it  is often desirable to use nonverbal stimuli such as show cards.  The wording of questions has to be changed according to the country in which the  questionnaire is being administered since categories, such as income, education,  occupation, or the dwelling unit, are not always exactly comparable from one  culture or country to another The most significant problems in drawing up questions in multi­country research  are likely to occur in relation to attitudinal, psychographic, and lifestyle data Marketing Research 12th Edition 29 End of Chapter Twelve ... Check the questionnaire for error Pretest the questionnaire Correct the problems Marketing Research 12th Edition Designing the Questionnaire Marketing Research 12th Edition Designing the Questionnaire (Contd.)...2 Chapter Twelve Designing the Questionnaire Marketing Research 12th Edition Designing the Questionnaire Questionnaire building  is an art! A questionnaire is always custom­built! Marketing Research. .. Edition The Process of Questionnaire Design PLANNING WHAT TO MEASURE Revisit the research objectives Decide on the research issue of your questionnaire Get additional information on the research