Marketing Research MBA-10 1. Marketing Research MBA-10 2 Questionnaire Design.

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Marketing Research

MBA-10

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Marketing Research

MBA-10

Questionnaire Design

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MBA-10Introduction

• Proper wordingAnswer to a question is function of question wording

Stock---- Livestock ----- Securities stock may clarify

Marketing Research

MBA-10

A QUESTIONNAIRE IS ONLY AS GOOD

AS THE QUESTIONS IT ASKS

Introduction

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Marketing Research

MBA-10Questionnaire

As easy to compose as a good poem

But, it is usually the result of long, painstaking work

Marketing Research

MBA-10

Basic Criteria in Questionnaire Design

Relevance

Accuracy

Marketing Research

MBA-10What Should Be Asked?

Questionnaire relevance• Only needed question should be asked

• Chances of omission prevails

Questionnaire accuracy• Should be simpler, understandable, unbiased,

unambiguous, non-irritating• No step by step process may be generalized

• Avoid lengthy, difficult to answer, ego threatening question

Questions should facilitate data analysis

Marketing Research

MBA-10

• What should be asked?

• How should each question be phrased?

• In what sequence should the questions be arranged?

• What questionnaire layout will best serve the research objectives?

• How should the questionnaire be pre-tested? Does the questionnaire need to be revised?

Decisions in Questionnaire Design

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MBA-10Phrasing Questions

Open-ended questions

What do you like most about your job?

Fixed-alternative questionsIn Management, is there a useful distinction

between what is legal and what is ethical?Yes_____ No_____

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MBA-10Phrasing Questions

Open-ended questionsCost is high

High interviewer bias

Improper recording

More response from educated

Marketing Research

MBA-10Phrasing Questions

Fixed Alternative Questions• Require less interviewer skill

• Take less time

• Easier for the respondent to answer

Simple Dichotomy: This or that like Yes, no,

Determinant Choice: choose only one - response

Frequency determination: Asks frequency of occurrence

Attitude rating: Such as the Likert scale

Check list: allows respondents to provide multiple answers

Dichotomous or Multiple choice questions must be mutually exclusive

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MBA-10Phrasing Questions

It differsSelf administered (Conversational style)

Telephone (Conversational style)

Personal interview

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MBA-10Rules for Questionnaire

• No hard and fast rules

• Only guidelines

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MBA-10

• Avoid Complexity: use simple, conversational language (Marital Status)

• Avoid leading and loaded questions: Loaded

indicate socially desirable

• Avoid ambiguity: be as specific as possible,

avoid often, usually, frequently

• Avoid double-barreled items

• Avoid making assumptions

• Avoid burdensome questions

Avoid in Questionnaire

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MBA-10Designing Questionnaire

• Question sequence– Order bias (Influence of earlier question or by an

answers position)

– Funnel technique (Asking general questions before specific questions)

– Filter bias (Filter & Pivot question)

• Anchoring Effect (First concept measured tends to

become reference point)

• Question layout

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MBA-10Pre-testing

Even after pretest, Researcher should remember

•Can the questionnaire format be followed by the interviewer?

•Does the questionnaire follow naturally or conversationally?

•Can respondents answer the questions easily?

•Which alternative form of questions work best?

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MBA-10

Internet Survey

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MBA-10

? Any Question?

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MBA-10

Thanks for your

contribution

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MBA-10Assignment

Assignment

Case-20: Canterbury Travels

Submission date is 16 Aug

Selected person from group will present

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Marketing Research

MBA-10Assignment

Assignment

Prepare a Questionnaire on your Individual Research Topic

Each student of the group will need to conduct survey with the question (each student 3-4 respondent)

Collective experience will have to be presented in the class

This survey will be considered as pretest of the questionnaire

Present your Experience along with Literature Review of your Topic on 23 Aug

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MBA-10

See You Next Week