Transcript Hair_09 - Homestead

9: Designing the Questionnaire
Value of Questionnaires in
Marketing Research
A questionnaire is a formal framework
consisting of a set of questions/scales
designed to generate primary data
Questionnaire construction involves using a
process that takes established sets of
question/scale measurements and formats
them into a complete instrument
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Steps in
Questionnaire Design
1: Confirm research objectives
2: Select appropriate data collection method
3: Develop questions and scaling
4: Determine layout and evaluate questionnaire
5: Obtain initial client approval
6: Pretest, revise, and finalize questionnaire
7: Implement survey
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Questions and Scaling
Type of Question Format
 Unstructured Questions
Open-ended format where
respondent replies in their
own words.
Quality of Question
Bad Questions
 Unanswerable.
 Leading or loaded.
 Double-barreled questions.
 Structured Questions
Closed-ended format where
respondent responds from a
set of possible responses.
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Guidelines for Evaluating
the Adequacy of Questions
Use simple words; avoid technical words
Get the verbiage out
Avoid qualifying phrases (always, sometimes, never, etc.)
Ensure response categories are mutually exclusive
Ensure question and scale statements are meaningful to
the respondents
Avoid arranging response categories in a manner that
may bias responses
Do not double-barrel questions or response items
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Questionnaire Design
Confirm the research objectives and data
needs before designing the questionnaire
Include a general description of the study
in the introduction section *
Ensure instructions are clear
Arrange questions in a logical order
Be mindful of coding needs when choosing
response formats
The data amount vs. survey length tradeoff
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Questionnaire Design
Begin with simple questions and progress
to more difficult ones
Ask personal / sensitive / demographic
questions at the end
Avoid asking questions using different
measurement formats in the same section
of the questionnaire
End with a thank-you statement
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Role of Cover Letters / Intros
Initial Contacting Device
Encourage Participation
Provide Study Information
Communicate Study’s
Legitimacy
Improve Response Rates
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Cover Letters / Intros
Personalize letter
Identify sponsoring organization
State purpose and importance clearly
Promise anonymity or confidentiality
Clarify the general time frame of doing
study
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
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Cover Letters / Intros
Acknowledge reasons for nonparticipation
Provide time requirements and any
compensation
Explain completion date and where and how
to return survey
Offer advance thank you statement
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 9-10
Other Documents Used in
Collecting Data
Supervisor instructions
Interviewer instructions
Screening forms
Quota sheets
Rating cards
Call record sheets
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 9-11
Sample
Screening-Quota Sheet
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 9-12
Sample Rating Card
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 9-13
Call Record Sheet Sample
Hair/Wolfinbarger/Ortinau/Bush, Essentials of
Marketing Research 1e © McGraw-Hill/Irwin2008
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. 9-14