MARKETING RESEARCH
ESSENTIALS
WITH DATA ANALYSIS IN EXCEL AND SPAA
McDaniel │ Gates │ Sivaramakrishnan │ Main
Chapter Seven:
Questionnaire Design
LEARNING OBJECTIVES
Chapter Seven: Questionnaire Design
• Understand the role of the questionnaire in the data-
collection process
• Describe the criteria for a good questionnaire
• Explain the process for questionnaire design
• Understand the three basic forms of questions
• Explain the necessary procedures for successful
implementation of a survey
• Describe how the Internet and survey software are
influencing questionnaire design
• Understand the impact of the questionnaire on data-
collection costs
Role of a Questionnaire
Survey
SurveyPurpose
Purpose
&&Objectives
Objectives
The
TheQuestionnaire
QuestionnaireApproach
Approach
Level
LevelofofData
DataAnalysis
Analysis
Issues continually Customer
Customer Research
ResearchFindings
Findings
Survey
Survey
Timetable
Needs
Needs Timetable
addressed Conclusions
Conclusionsand
andRecommendations
Recommendations
throughout process Managerial
ManagerialAction
Action
Researcher
ResearcherFollow-up
Follow-up
Respondent
Respondent
Information
Information
Criteria for a Good Questionnaire
Should provide decision-making information for
management
Should consider the respondent
Should meet editing and coding requirements
Key Questionnaire Mechanics
• Reviewing the questionnaire to ensure
skip patterns were followed and required
questions were filled out
• The sequence in which questions are
asked, based on a respondent’s answer
• Grouping and assigning numeric codes
to the various responses to a question
The Questionnaire Design Process
Key Questionnaire Mechanics
As directed by management
Determine Survey Objectives, Resources, and Constraints
Shaped by time & budget
Determine the Data-Collection Method
Knowledge of respondent key Determine the Question Response Format
Remember do’s and don’ts Decide on the Question Wording
Questions should flow logically Establish Questionnaire Flow and Layout
Key Questionnaire Mechanics
For length, missing, and
unnecessary questions, etc.
Evaluate the Questionnaire
Ensure management buy-in
Obtain Approval from all Relevant Parties
Test and revise questions
Pretest and Revise the Questionnaire
Decide on format/layout
Prepare Final Questionnaire Copy
Mail, telephone, etc. Implement the Survey
The Response Format
Respondent replies in his/her own words
Response is recorded verbatim
Probing is helpful to achieve deeper understanding
Respondents choose from a list of potential responses
Dichotomous
Multiple-Choice / Multichotomous
Scaled Responses
Questionnaire Do’s
• Be brief
• Be grammatically simple
• Be focused
• Use the respondent’s core
vocabulary
• Use white space
• Number the questions
• Use consistent scales
• State all instructions clearly
Questionnaire Don'ts
• Biasing respondent
• Using loaded / leading phrasing
• Using words that overstate a condition
• Assuming criteria that are not obvious
• Using a specific example for a general case
• Requiring the respondent to guess
• Asking for specifics when only generalities
will be recalled
Questionnaire Flow
• Screeners
– Establish if the respondent is an ideal respondent
– Those who don’t qualify should be thanked and excused
– Example:“Have you shopped for groceries in the past week?”
• Warm-ups
– Get the respondent thinking about the topic, develop rapport
– Example: “How often do you go shopping?”
• Transitions
– Set the tone for the more difficult questions to come in the main section
– Example: “Now I’m going to ask you some more difficult questions”
• Complicated Questions / Main Section of the Questionnaire
– Use of rating scales for behaviours, attitudes, beliefs, opinions, etc.
– Tackling controversial issues
• Classification
– Personal and demographic questions
– Example: “What is your total annual household income?”
Incidence rate
Time and budget issues
Purpose of the information
Questionnaire Quality of information desired
Considerations
Getting a representative sample
Willingness of respondents
Availability of respondents
Design Considerations
Start with opening script: Use plenty of white space Ensure the format, font, State the instructions
between the questions layout, and appearance is clearly
consistent
Who you are, why you are doing
the survey,
how long it will take, etc.
Design Considerations
Clarify questions as they Allow enough space for Ensure questions are Include a closing:
are asked if necessary: open-ended questions interrelated; no “stand
alone” questions
Clarify one, pick two, etc. Thank you, your opinion
counts!
The Impact of the Internet
Advantages:
• Questionnaire appearance is consistent and is easier to achieve
• Can check for typos easily
• Can be created quickly
• Skip patterns can be efficiently established
• The survey can be distributed quickly for expert review and input
Disadvantages:
• Overreliance on electronic survey construction
• The researcher might feel less connected to the process
• Multiple versions of the survey might get circulated / distributed
The Impact of the Internet
Internet Impact
on Questionnaire Development
Email
Internet
Surveys
Surveys
Cost &
Profitability Software
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