Transcript Chapter 12

Chapter Twelve
Questionnaires and
Supplements
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-1
Learning Objectives
 Identify and discuss the critical factors
that can contribute to directly improving
the accuracy of surveys and explain
why questionnaire development is not a
simple process.
 Discuss the theoretical principles of
questionnaire design and explain why a
questionnaire is more than just asking a
respondent some questions.
 Identify and explain the communication
roles of questionnaires in the data
collection process.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-2
Learning Objectives
Explain why the type of information
needed to address a decision maker’s
questions and problems will substantially
influence the structure and content of
questionnaires.
List and discuss the steps in the
questionnaire development process.
Discuss the importance of cover letters
and explain the guidelines to help
eliminate common mistakes in cover
letter designs.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-3
Introduction
Measurement of consumers’ attitudes and
feelings also requires that researchers ask
people questions and record their
responses in a consistent and
recognisable fashion.
How researchers develop the survey
instrument becomes a critical component
in the overall process of creating new
information to solve business problems.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-4
The Value of a Good
Questionnaire
 A good questionnaire
 Captures true thoughts and feelings
about different issues or objects.
 Can collect data to understand the
truth about predetermined elements
of a defined problem situation.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-5
A Bad Questionnaire…
Can be costly.
Produces ‘garbage’ data.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-6
Value of Questionnaires in
Information Research
 A questionnaire is a formalised
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.
 Formatting becomes a formal
standardised tool for communicating with
and collecting data from respondents.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-7
Principles of Questionnaire Design
A questionnaire is:
 A formalised framework consisting of a set
of questions and scales designed to
generate primary data.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-8
Four Theoretical Components
of a Questionnaire
1.
2.
3.
4.
Words
Questions/setups
Questionnaire format
Hypothesis development
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-9
Theoretical Components of a
Questionnaire
 Words
 Need to carefully consider the
use of words.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-10
Theoretical Components of a
Questionnaire (continued)
Questions/setups
 Structured questions
 Closed ended questions
 Unstructured questions
 Open ended questions
 Problems include incomprehensible, unanswerable,
leading, or double-barrelled
questions.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-11
Examples of Structured
Question/Set-up Designs
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-12
Theoretical Components of a
Questionnaire (continued)
 The questionnaire format:
 Should allow for clear
communication.
 Relates to the integrated layout
of scales into a systematic
instrument.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-13
Hypothesis Development
 A hypothesis is…
 An unproven statement in a testable format.
 The opposite of the null hypothesis.
 Questionnaires are designed to collect data
to test hypotheses.
 Hypotheses can relate to:






The predictive capability of attributes.
Knowledge, attitudes and behaviours.
Meaning of words.
The nature of the respondent.
The relationship between attitudes and behaviour.
Sociological structures and their influence.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-14
Types of Hypotheses in
Marketing Research
Null
Hypothesis
Nondirectional
hypothesis
There is no significant difference between the
preferences towards specific banking methods
exhibited by white-collar customers and blue-collar
customers.
No significant differences will be found to exist in the
requests for specific medical treatments from
emergency medical walk-in clinics between users and
non-users of annual physical preventive health care
products.
Significant differences do exist in the sexual
behaviour profiles of academically strong and weak
male and female students.
There is a significant difference in the satisfaction
levels among Mercedes Benz A-Class owners
according to how much they have driven the car.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-15
Types of Hypotheses in
Marketing Research
Inverse
(negative)
directional
hypothesis
Those students who exhibit high levels of selfconfidence and knowledge towards the topic and
positive overall study habits will demonstrate low
profiles of introverted social behaviour.
The greater the amount of outside-classroom studying
done by marketing majors, the less chance there is
that they will turn to cheating to improve their grades.
Positive study habits are related positively to high
marks.
Direct
(positive)
directional
hypothesis
College students who tend to worry a lot about what
other students think of them will tend to be more
conservative in their overall classroom and social
behaviour than those students who don’t worry much
about their self-image.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-16
Description versus Prediction
All good questionnaire designs are
systematically structured and are either
a:
 Descriptive design:
 Raw data that can be turned into facts.
OR
 Predictive design:
 Collects data that can be used to predict
changes in attitudes and behaviours and
test hypotheses.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-17
Developing Surveys
 Collection of data will flow from a
general information level to a more
specific information level, ending with
identification data.
 Begin with an introduction section.
 Include general instructions.
 Decide how many research objectives to
explore.
 Obtain specific information within each
objective.
 Questionnaire should have identification
base for classifying respondents
(demographic/ socioeconomic questions).
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-18
Steps in Questionnaires Design
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-19
Steps in Questionnaire Design
Step 1
Confirm the research objectives
• Establish the order of the objectives.
• Establish research hypotheses within each objective.
Step 2
Select the appropriate data collection method
• Determine who the sampled respondents are
and how they will be reached.
Step 3
Develop questions and scaling
• Unstructured vs. structured questions.
• Think like a researcher and the respondent.
• Present questions and scales in a logical order.
• Easy, general questions first, then specific questions.
• Demographic and classification questions at the end.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-20
Guidelines for Developing Questions
1.
2.
3.
4.
5.
Use familiar language.
A question should focus on a single
issue or topic.
A question should be grammatically
simple.
A question should be interpreted in
the same way by all respondents.
A question should be brief.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-21
What NOT to do….
The question should NOT (be):
1.
Unclear
2.
Ambiguous
3.
Loaded
4.
Beyond the respondent's knowledge.
5.
Leading
6.
Require the respondent to guess.
7.
Exaggerate the circumstances.
8.
Double barrelled.
9.
Centred on a specific example to assess a general
case.
10. Require respondent to recall specific details or
events when only general issues are likely to be
remembered.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-22
Steps in Questionnaire Design
Step 4
Determine layout and evaluate the questionnaire
• Decide type of data needed:
•General to specific.
•End with a thank you.
• Decide question/scale format.
• Decide question and scale point wording needed.
• Decide what type of data analysis is desired.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-23
Important Considerations in
Questionnaire Design
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-24
Steps in Questionnaire Design
Step 5
Step 6
Step
7
Obtain initial client approval
Pretest, revise and finalise the questionnaire
•Check for specific ambiguity of words, phrases, instructions.
• Check for completion time and difficulties of answering the
questions
Implement the survey
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-25
Cover letters
A separate written
communication to a
prospective respondent
designed to enhance that
person’s willingness to
complete and return the survey
in a timely manner.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-26
Development of Cover Letters
Factors
1. Personalization
2. Identification of
the organisation
doing the study
Description
Cover letter should be addressed to the specific
prospective respondent; use research firm’s
professional letterhead stationery.
Clear identification of the name of the research firm
conducting the survey or interview; decide on
disguised or undisguised approach of revealing the
actual client (or sponsor) of the study.
3. Clear statement of
the study’s
purpose and
importance
Describe the general topic of the research and
emphasise its importance to the prospective
respondent.
4. Anonymity and
confidentiality
Give assurances that the prospective respondent’s
name will not be revealed. Explain how the
respondent was chosen, and stress that his or her
meaningful input is important to the study’s success.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-27
Development of Cover Letters
Factors
Description
5.
General time frame Communicate the overall time frame of the survey or
of doing the study interview.
6.
Reinforcement of
the importance of
the respondent’s
participation
Where appropriate, communicate the importance of
prospective respondents’ participation.
7.
Acknowledgment
of reasons for not
participating in
survey or
interview
Time requirements
and compensation
Point out ‘lack of leisure time’, ‘surveys classified as
junk mail’ and ‘forgetting about survey’ reasons for
not participating, and defuse them.
8.
Clearly communicate the approximate time required
to complete the survey; discuss incentive program,
if any.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-28
Development of Cover Letters
Factors
Description
9. Completion date
and where and
how to return
the survey
Communicate to the prospective respondent all
instructions for returning the completed
questionnaire.
10. Advance thankyou statement
for willingness
to participate
Thank the prospective respondent for his or her
cooperation.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-29
Cover Letter Used with the Hypothetical
Consumer Banking Option Survey
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-30
Questionnaire Supplement
Documents
Document
Description
1. Supervisor
instructions
Serves as a training blueprint so that interviewing
takes places in a standardised fashion.
2. Interviewer
instructions
Training the interviewer to select and screen
prospective respondents, and conduct the interview.
3. Screening forms
Set of preliminary questions to determine the
eligibility of a prospective respondent.
4. Quota sheets
Tracking form that supports interviewer in collecting
data from the right type of respondent.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-31
Questionnaire Supplement
Documents
Document
Description
5.
Rating cards
Cards that represent the actual scale points used to
respond to the question.
6.
Call record sheets
Document that gathers basic summary information
about interviewer’s performance efficiency.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
12-32