Essentials of Marketing Research Kumar, Aaker, Day Chapter Ten Designing the Questionnaire.

Essentials of Marketing Research Kumar, Aaker, Day

Chapter Ten

Designing the QuestionnaireDesigning the Questionnaire


Designing the Questionnaire

Logical Steps to Develop a Good Questionnaire

• Recall the research objective, the research questions and hypotheses

• Identify the variables to be measured• Formulate questions (items in the questionnaire)• Order and wording of questions and the layout of the

questionnaire• Test for omissions and ambiguity• Correct the problems (pretest again, if necessary)


Exercise – Identify the variables


Questions must meet 4 requirements

You must ask the right questions

Respondents must understand the questions

Respondents must know the answers

Respondents must be willing to tell you those answers.


From Variables to Survey questions


Types of Questions1. Open-response question:

People look for different things in a job. What would you prefer most in a job?

2. Closed-response question:People look for different things in a job. What would you prefer most in a job?– Work that pays well– Work that gives a sense of accomplishment– Work where you make most decisions by yourself– Work that is steady with little chance of being laid off.


Open Ended Questions• Advantages

– Gain insight into the problem– Too many options to list– When verbatim responses are desired to give the flavor of the problem– When behavior to be measured is sensitive or disapproved– Interviewer / questionnaire structure influence can be minimal

• Disadvantages– Inarticulate respondents– Interviewer’s skill in recording quickly and summarizing accurately– Time consuming, subjective judgments while tabulating, adds to cost


Closed-response Questions

Two Basic Formats for Closed Ended or Structured Questions

• Choice from a list of responses

• Appropriate single-choice rating on a scale



What type of fast-food restaurant do you visit most often?

Burger MexicanChicken PizzaSeafood ChineseDon’t know Other (please specify)



What is your overall satisfaction with McDonalds Hamburgers?

Very satisfied Quite Satisfied Somewhat satisfied Not at all satisfied

Very satisfied 7 6 5 4 3 2 1 Not at all satisfied


Closed-response Questions• Advantages

– Easy to understand, quick responses possible

– Micro-differences in responses can be captured

– Easier tabulation and analysis

– Answers are directly comparable from respondent to respondent

• Disadvantages– Neutral category may attract more responses than warranted

– Information between categories may be lost (extreme case – dichotomous categories)


Issues in Questionnaire Design

• Mutually exclusive choices



• Order of response categories



• Meanings of response labels



• Range of response categories



• Respondent uncertainty

– Should respondents be provided with aDon’t know or No opinion option?

– When it is important to differentiate between ambivalence and ignorance, both options should be provided



• Question Wording - Vocabulary– Simple, easy to understand, commonly

used language– Avoid technical words and jargon

(unless sample is technically qualified)– Words meaning something else in

different languages and cultures (e.g. Nova meaning “no go” in Spanish; “mist stick’ meaning manure in German, etc.)


Question Wording

• Ambiguity


Question Wording

• Are any questions "double-barreled”?


Question Wording• Are any questions loaded or leading?

• Both skew responses in the desired direction• Questions which threaten respondent self-

esteem e.g. occupation question produces more “executives”



• Question Wording– vocabulary – “double-barreled” questions– leading or loaded questions– Instructions

• Complicated or lengthy instructions confuse and bias respondents


Question Wording

• Is the question applicable to all respondents?

Why do you like fast-food?

Assumes respondents like fast foodsBetter strategy would be to ask a filter

question first.


Question Wording

• Question length– Should be short– Longer questions confuse and fatigue respondents

• Sensitive questions– Questions on information perceived to be

embarrassing, like personal income, criminal activities, alcoholism, smoking, drugs habits, social desirability issues, etc.

– Creativity rules (assurances of confidentiality, anonymity, slipping it in sideways, open-ended questions, asking in third person, etc.)


Sequence And Layout Decisions

• Opening questions – easy and non-threatening• Flow – smooth and logical – avoid jumps• Broad to specific• Critical questions – placed in the middle • Appealing and interesting• Order bias – the possibility that subsequent responses are

influenced by preceding responses e.g. fewer people will say that their taxes are too high after being asked whether govt. spending should be increased in certain areas.

• Demographic questions - last


Pretesting and Correcting Problems

• Pretesting Specific Questions For• Meaning• Task difficulty• Respondent interest and attention

• Pretesting the overall Questionnaire• Flow of the questionnaire• Skip patterns• Length

• Put yourself in the respondent’s shoes and answer the questionnaire.


Examples – spot the problems in the questions


Examples – spot the problems in the questions


Examples


Examples


Examples

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Essentials of Marketing Research Kumar, Aaker, Day Chapter Ten Designing the Questionnaire.

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