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Welcome to Powerpoint slides
forChapter 4
Questionnaire Design:
A Customer-centricApproach
Marketing Research
e!t and Casesby
Rajendra Nargundkar
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Questionnaire design, to be effective, should be done withthe respondent in mind.
"anguage
The first and foremost uestion we have to ask ourselves
as a researcher is !
"hat language is the respondent going to understand andrespond in#
The uestionnaire must be designed such that it can beused in the language concerned. This does notnecessarily mean it has to be printed in each language in
which it has to be administered. $
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%or instance, a uestionnaire printed in &nglishcould be administered to the respondent in thelocal language he speaks, by a trained interviewerwho could translate each uestion on'line. Theanswers can be recorded in the given &nglishlanguage form if the interviewer is fluent in both
languages. This makes it easier to tabulate.
(lternatively, the numerical codes for the answerscan be in usual numbers, and the uestionnaire
could be translated into any language reuired forthe respondent to understand. )ut the translationmust be as consistent as possible with the original.
*
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Difficult# "e$el
(void marketing jargon or difficult words unless therespondent is a postgraduate or an e+periencede+ecutive. n other words, keep the language as simpleand straightforward as possible.
%atigue
(void unnecessary uestions. The golden rule is to keepthe uestionnaire as short as possible, and the idealma+imum interview time is probably about $- minutes
per interview.
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Cooperation with Researcher
&ncourage the respondent to respond.
n personal interviews, introduce thesubject of the research and the agencyrepresented, before starting the interview.
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n uestionnaires which are filled byrespondents themselves, there must be a two'three line introduction and reuest forrespondent0s cooperation at the top of theuestionnaire.
n mailed uestionnaires, a covering letterdetailing the purpose of the study ande+plaining what use its results will be put to,
along with a return pre'paidstampedenvelope, is likely to increase manifold theresponse rate.
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&ocial Desira'ilit# (ias
There is a tendency on the part of respondents to
give wrong, but 3socially acceptable4 answers to
even the most ordinary, innocuous uestions. %or
e+ample, the socially desirable answer to the
uestion 35o you read the daily newspaper#4 is
3yes4. t is as likely to be wrong as right.
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There are many ways to verify the accuracy
of responses and to deal with them. 7ome of
the techniues are !
8 Repeating the same or similar )uestion
in the )uestionnaire at different places*
8Asking indirect )uestions
8 Asking follow up )uestions to pro'e ifthe respondent is reall# truthful*
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%or e+ample, we could ask the respondent to
state one important headline, or describe one
important story he remembers, if he states that
he reads the daily newspaper. This could be
from the same day0s or previous day0s,newspaper.
.5eliberately introducing non'e+istent
periodicals, or advertisements, and asking therespondent if heshe has seen them.
:
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+ase of Recording
( uestionnaire, that it has to be carried on the field, and
data may be recorded on it while standing in awkward
postures. The uestionnaire design should ensure it is
easy to carry, visible in different kinds of light, and thedistance between different answer categories should be
sufficient so that there is no confusion or mistake while
placing a tick over the actual response for a given
uestion.
1-
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Coding
f the uestionnaire is coded before doing the field work
;as most uestionnaires are these dayso To0 statements,
such as 3f respondent is a non'user of )rand ?4, then
>o To Q./. f not, >o To Q.:.
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&e)uencing of Questions
Questions in a uestionnaire should appear in a seuence
starting from non'threatening or ice'breaking or
introductory uestions, and then proceed to the main body
of uestions.
>enerally, the age, income, occupation, education and
similar demographic uestions should appear at the end ofa uestionnaire, after an interviewer has established a
rapport or familiarity with the respondent. f these are
asked in the beginning, there is a high likelihood of
suspicion and non'cooperation resulting in a wasted effortin many cases.
(s far as possible, uestions should follow a logical
seuence, and must be phrased appropriately.1$
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(iased and "eading Questions
The uestions should be carefully worded to
avoid bias. t is not a good practice to ask
uestions such as 35on0t you thinkliberalisation is a good idea#4 @ou could be
better off getting an unbiased reply asking a
uestion like 37ome people think
liberalisation is a good thing, and some thinkit is bad. "hat do you think#4
1*
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Monoton#
Ane indicator that a uestionnaire is monotonousfor the respondent is if he answers 3(gree4 to every
uestion or 35isagree4 to every uestion, for four to
five uestions in a row.
f this happens, the researcher must find a way to
overcome the potential problem, by re'seuencing
the uestions which force the respondent to think
before he answers, or by changing the scale, or bysome other method.
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Anal#sis Re)uired
( uestionnaire design is dependent on the
analysis reuired from it. )ut the mostimportant effect of the analysis reuired is in
thescale of measurementthat must be used.
7o we will deal with this topic ! the scale of
measurement ! ne+t.
1/
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&cales of Measurement .sed in Marketing
Research
Barketing research uses the following four major
types of scales !Nominal, Ardinal, nterval and Ratio.
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ominal &cale
( nominal scale uses numbers as labels, withno numerical sanctity. %or e+ample, if we
want to categorise male and female
respondents, we could use a nominal scale of 1
for male and $ for female.
)ut 1 and $ in this case do not represent any
order or distance. They are simply used as
labels. %or instance, we could easily label
females as =10 and males as =$0, and it could
still be a valid nominal scale.
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"e can use the nominal scale to indicatecategories of any variable which is not to be
given a numerical significance. %or e+ample,
demographic variables such as religion,
education level, languages spoken, and othervariables like magaCines read, T.D. shows
watched, user or non'user of a brand, brands
bought, etc. can be nominally scaled.
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Nominally scaled variables cannot be used to
perform many of the statistical computations such
as mean, standard deviation etc., because suchstatistics do not have any meaning when used with
nominal scale variables.
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Eowever, counting of number of responses in
each category and computation of percentagesafter division by the sample siCe is allowed.
(lso, nominal scale variables can be used to do
cross tabulations, one of the most popular
methods of routine analysis. The chi'suared
test can be performed on a cross tabulation of
nominal scale data.
To repeat, simple tabulations ;also calledfreuency tables< and cross tabulations can be
done with nominal scale variables.
$-
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/rdinal &cale
Ardinal scale variables are ones which have ameaningful order to them. ( typical marketingvariable is ranks given to brands by respondents.
These ranks are not interchangeable, as nominalscale labels are. This is because rank 1 means it isranked higher than rank $. 7imilarly, rank $ is
higher than rank *, and so on.
$1
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nstead of 1, $ and *, however, we could use
any other numbers which preserve the sameorder. %or e+ample, *, 1-, 1/ could denote thesame ranking order instead of 1, $ and *. This is
because we do not know for sure what the
distance between 1 and $ is, or what the distancebetween $ and * is. Ranking simply denotes that1 is higher than $, and $ higher than *, buthigher by how much is unknown. %or one
respondent, 1 and $ may be close togetherF foranother, they could be far from each other.
$$
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The statistics which can be used with theordinal scale are the median, various
percentiles such as the uartile, and the;7pearman< Rank Gorrelation. This is inaddition to the freuency tables and crosstabulations, which can also be used.
(rithmetic mean ;or average< should not beused on the ordinal scale variables. %ore+ample, the average rankof a set of rankings
does not have any meaning. &ven thoughweighted inde+es are calculated in practicefrom rank order data, it is, strictly speaking,not allowed.
$*
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,nter$al &cale
(n interval scale variable can be used to compute the
commonly used statistical measures such as the average
;arithmetic mean
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f a consumer is asked for his satisfaction level
with a product or service or any other attribute
related to it, on a scale of 1 to 1-, it is an interval'scaled rating. "e could use it to compute the
average rating given by all respondents in the
sample. 7tandard deviation can also be computed.
The difference between interval scale and ordinal
scale variables is that the distance between 1 and $
is the same as the distance between $ and *, and *and in an interval scale. That is, the difference
between two successive numerical measures is
fi+ed, whereas in rank'ordered data, it is not fi+ed.
$/
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Ratio &cale
(ll arithmetic operations are possible on a ratio'scaledvariable. These include computation of geometric
mean, harmonic mean, and all other statistics like the
average, standard deviation and Herson Gorrelation,
and also the tests such as the =t0 test and the =%0 test.
n a ratio type scale, there is a uniue Cero or
beginning point. (n interval scale does not have a
uniue Cero ;t is an arbitrary Cero
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%or e+ample, distance is a ratio scaled variable.
t has a Cero which is uniue. $ metres is to 1metre as $ kilometres is to 1 kilometre. (lso,
metres to 1 metre, and *- metres to 6./ metres.
The ratios can be measured at any two points,
and they would correctly denote therelationship.
Not many ratio'scaled variables e+ist in
marketing. 7ome of them are length, height,weight, age ;in years< and income ;measured in
rupees, not as an income category
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&tructured and .nstructured Questionnaires
7tructured uestionnaires are those where the
uestions to be asked are standardised, and no
variation is permitted in terms of the wording
of the uestions between different interviewers.7tandardisation in a structured uestionnaire
usually e+tends to the answers also. n effect,
then, we can standardise either ;1< uestions
only, or ;$< both uestions and answers.
$9
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&tructured Questions
7tructured uestions improve the reliability of
the study, by ensuring that every respondent is
asked the same uestion, word for word.
%or e+ample, the uestion I 5o you live in
5elhi#I may be construed differently from the
uestion I (re you a resident of 5elhi#I by
some respondents, even though it appears that
both uestions are asking for the same
information.
$:
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( person who is normally not resident in 5elhi
but is living there at present on a short visit
may answer IyesI to the first uestion but
InoI to the second one. t is best to keep theuestion e+actly the same ;either version 1 or
version $
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&tructured Answers
7tructuring or standardising answers which arespondent can choose from in a uestionnaire
also achieves consistency of form.
(dditionally, it makes the interpretation of
answers, analysis and tabulation, easier than inthe case of unstructured answers.
Jnstructured answers become difficult to
categorise after the study, and differentanalysts may interpret them differently ' so
they may lend themselves to subjective
interpretations.*1
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7ubjectivity by itself is not bad, but it becomes
difficult to defend it if the sponsors ;clients< of
the study are uantitatively oriented. Bost large
scale studies in marketing research therefore,choose the less risky, and easier to manage,
structured'answer approach.
*$
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/pen ended and Closed ended Questions
Questions which permit any answer from the respondent
in his own words are called open'ended uestions.
Questions which structure the possible answers
beforehand are known as closed'ended uestions.
(n e+ample of an open'ended uestion is I "hat do you
like about 7urf
detergent#IKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
**
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The respondent can say whatever he wants to, in
response to this uestion.
An the other hand, a closed'ended uestion which elicits
similar information could be I"hat do you like about
7urf detergent#I8ts cleaning power8ts Hrice8ts fragrance8That it dissolves easily8ts stain'removing ability
8(ny other, ;pleasespecify
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Disguised 0ersus .ndisguised Questions
7ometimes uestions that are disguised ;ratherthan direct< can elicit more accurate replies. %ore+ample, we may ask a person if heshe is a good
parent. This is a direct uestion.
Ar, we may ask for the respondentLs opinion onthe deficiencies they have observed in how others
bring up their children' say, their neighbours,
relatives or friends. This is an indirect uestion,and a ualified analyst can interpret the answersto gauge how good a parent the respondent might
be, from the responses given.
*/
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The problem with the direct uestion in this case
is that most people will not admit to being a badparent. )ut they may come out freely with otherpeopleLs deficiencies, some of which couldreflect their own shortcomings.
There are other reasons why disguised uestionsare sometimes needed. t is often found thatrespondents are biased when they know who isthe sponsor of the study. To get true, unbiasedopinions regarding attitudes towards brands,researchers sometimes do not let on the name ofthe sponsor.
*2
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%or e+ample, a well known multinationalcompany making electrical switches for industrialapplication once did an anonymous survey inBumbai among its customers ;a study done by theauthor< and found many deficiencies in its
products and service which they otherwise maynot have found out. f it results in more accuratedata without doing any harm to the respondent, itmay be a legitimate way to do the study.
*6
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Gompletely disguised or indirect uestions probing
into the psyche of a person are usually used forualitative research, as part of projectivetechniues, etc.
To summarise, market researchers usually askstructured, undisguised uestions in a typical studydone on a large sample. Bost studies also tend to
be of the IuantitativeI type, where numbers
;freuencies
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&ven if a study is primarily based on structured responses,a couple of open'ended uestions may still be included init if they are the best suited for the task on hand. Ane such
category of uestions is called IHrobingI uestions inmarketing research terminology. These are used as afollow up after a structured response uestion. (ne+ample of this use of open'ended uestion following a
structured uestion is"hich brand of mosuito mats do you use#8>ood Mnight8Bortein8et
"hy do you use this particular brand#KKKKKKKKKKKKKKKKKKKKKKKKK
n this uestion, the second part is open'ended, while thefirst part is closed'ended.
*:
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#pes of Questions
The si+ major types of uestions that most
uestionnaires would generally use are'
8/pen-ended
8Dichotomous 12 choices38Multiple Choice8Ratings or Rankings8Paired Comparisons
8&emantic Differential or other special t#pes ofscales*
-
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(n open-ended question is one which
leaves it to the respondent to answer it as
he chooses. (n e+ample is 3"hat do you
think of the taste of )rand ? of Gola#4
No alternatives are suggested. The
answer can be in the respondent0s own
words.
1
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Dichotomous )uestions
These are those which ask the respondent to choosebetween two given alternatives.
The most common e+ample of this is the yes or no
type of uestions 3(re you a user of )rand ? toilet
soap#4 @es or No are the alternatives given.
( third choice is sometimes added to dichotomous
uestions such as 35o you like )rand ? of potato
chips#4 The choices given are 3@es4, 3no4, and3neither like nor dislike4.
7ometimes, any other, please specify 3KKKKKK4 is
used instead of neither like nor dislike.$
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Multiple choice )uestions
These are e+tensions of dichotomous uestions,e+cept that the alternatives listed number morethan two. ( common e+ample is as follows !
Hlease tick against the factors which made youbuy this brand of car O
* Reasona'le Price* 5reat "ooks 1Appearance3* %uel +conom#* +as# A$aila'ilit# of &er$ice* An# /ther please specif#*
*
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n the above uestion, more than one category canbe chosen. n some multiple choice uestions,only one category is to be chosen. %or e+ample,
look at the uestion below'
Hlease specify your age group'
* (elow 67* 68-27* 28-49* A'o$e 49
Anly one of the above is to be chosen. t must beclear to the respondent and the interviewerwhether only one choice is allowed, or more thanone are allowed for a multiple choice uestion.
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Ratings or Rankings : This is a uestion of the type,
=Hlease rate the following detergent brands on a scale of
1 to 6 in their ability to clean clothes0.
)rand ( 1 $ * / 2 6
)rand ) 1 $ * / 2 6
)rand ? 1 $ * / 2 6
This is an e+ample of rating. Ranking would have
looked as follows O
Hlease rank ;1P)est, $Pne+t best, etc.< the followingdetergent brands on their ability to clean clothes.
)rand ( '''''
)rand ) '''''
)rand ? ''''' /
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Paired Comparisons
( special type of uestion is the paired
comparison.
This reuires the respondent to choose between
pairs of choices at a time. %or e+ample, therecould be si+ brands of colour TDs, )rands (, ),
G, 5, &, %. ( respondent may be asked to do a
paired comparison to say which )rand is better,
but for only two )rands at a time.
2
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Ee is given a table or a card with two brands
written on it, and has to choose the better brand,
each time. This process has to repeat for as many
pairs as e+ist in the given set of objects or brands.
7ome special techniues such as
Bultidimensional 7caling need data from paired
comparisons. This techniue is e+plained later in
Hart of this book.
6
&emantic Differential
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&emantic Differential
(nother scale commonly used by marketing researchers is
called the semantic differential. This type of uestion issimilar to the rating scale. The only additional
feature is that a set of two adjectives forms the two e+treme
points of the scale. %or e+ample, a product is
+as# to .se ---------------------- Difficult to .se
+!pensi$e ---------------------- ,ne!pensi$e
+asil# A$aila'le---------------------- ot +asil#
A$aila'le
Con$enient -------------------- ,ncon$enient
9
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There may be several intermediate points
between the two e+treme values of the scale.
These could be coded 1 to / or 1 to 6 or
whatever the number of points is. ( commonly
used / point scale is from Gompletely (gree to
Gompletely 5isagree.
There may be uestions based on other scales
which are standard or specially constructed.
7ome scales like the ikert 7cale or Thurston7cale are named after people who invented them.
:
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;ow to Choose a &cale and Question #pe
The researcher must decide on the scale and typeof uestion based on the following factors.8,nformation eed8/utput format desired8+ase of ta'ulation8+ase of interpretation8+ase of statistical anal#sis
8Reduction of $arious errors in understandingor use '# respondents and field workers
/-
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"e will now illustrate by developing a completeuestionnaire for a given set of information needs.
Example of Information Needs : ( soft drinkconcentrate manufacturer ;such as Rasna0smanufacturer, for e+ample< wants to know thefollowing O
5emographic profile of users versus non'users ofsoft drink concentrates.
ransforming ,nformation eeds ,nto A Questionnaire
/1
Among users
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Among users
8the preference for liuid concentrate versus powder.8preference for powder with sugar added, versus
powder with no added sugar.8occasions of use by self8whether served to guests8rating on convenience, taste, price and availability
8brand preferred among soft drink concentrates.Among non-users
8Reasons for not using soft drink concentrate
87ubstitute product usage, if any, and reasons for using
or consuming them
et us attempt to develop a uestionnaire for the
above information needs. ( possible uestionnaire is
shown in the ne+t slide !/$
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Questionnaire for &oft Drink Concentrate &tud#
Q. No. KKKKKKK 5ate ''''''''''
Gentre KKKKKKK
5ear 7ir Badam,
"e are doing a brief survey to find out more about
consumer preferences regarding soft drink concentrate.
"e would be grateful if you could spare a few minutes
to participate in it. Thank you for your cooperation.
/*
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85o you use soft drink concentrate to make your
own soft drinks at home #@es No
f yes, continue with Q.$. f No, >o To Q.:.
85o you use liuid or powdered concentrate #
;Tick only one
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1Questionnaire contd*3
8"hich type of concentrate do you prefer out of thefollowing #
Goncentrate with sugar added
Goncentrate without sugar added
8"hat are the occasions when you use soft drink
concentrate to make soft drinks # ;Tick only one