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PART IIntroduction to Marketing Research
and Problem Definition
The Role of Marketing ResearchChapter 1
Chu
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ll B
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n S
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1. Characteristics of Market Orientation2. The Problem3. Environments Affecting Marketing4. Definition of Marketing Research (MR)5. What MR Can Answer6. Who Does MR7. Why Study MR
Gathering Marketing Intelligence: The
Systems Approach
Chapter 2
Chu
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1. MIS2. DSS
Gathering Marketing Intelligence: The Project
Approach
Chapter 3
Chu
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1. Sequence of Steps in Marketing Research2. MR Ethics
Problem Formation
Chapter 4
Chu
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Cen
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ly
acce
ssib
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ebsi
te, i
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ho
le o
r in
par
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Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret Data
Prepare Written/Verbal Report
Stages in the Research Process
The Problem Formulation Process-Meet with Clients- Clarify the Problem/Opportunity- State the Manager’s Decision Problem- Develop Full Range of Possible Research Problems- Select Research Problem(s)- Prepare and Submit Research Request Agreement
PART 2Research Design
Types of Research Design and Exploratory
ResearchChapter 5
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p
art.
Descriptive and Causal
Research DesignsChapter 6C
hu
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M
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Cen
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Rig
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. May
no
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e sc
ann
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up
licat
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acce
ssib
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ebsi
te, i
n w
ho
le o
r in
p
art.
Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret Data
Prepare Written/Verbal Report
Stages in the Research Process
Research Design1. Exploratory Research Uses of Exploratory Research Methods of Conducting Exploratory Research - Secondary Data Analysis - Experience Surveys - Case Analysis - Focus Groups
- Advantages and Disadvantages of Focus Groups Projective Techniques
2. Descriptive Research Classification - Cross-Sectional Studies - Longitudinal Studies
3. Causal (Experiments) - Independent Variable - Dependent Variable - Extraneous Variable - Pretest - Posttest
Types of Experiment - Laboratory - Field
PART 3Data Collection Methods
Secondary DataChapter 7C
hu
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M
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tin
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(c)
2010
Cen
gag
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R
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ved
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no
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ann
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up
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acce
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Standardized Marketing
Information ServicesChapter 8
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Collecting Primary Data
Chapter 9Ch
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Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret Data
Prepare Written/Verbal Report
Stages in the Research Process
Secondary DataAdvantages and Disadvantages of Secondary DataEvaluating Secondary Data
Primary DataAdvantages and Disadvantages of Primary DataTypes of Primary Data- Demographic/Socioeconomic characteristics- Personality/Lifestyle characteristics- Attitudes/Opinions- Awareness/Knowledge- Intentions- Motivation- Behavior
Types of Primary Data• Demographic/Socioeconomic
characteristics
• Personality/Lifestyle characteristics
• Attitudes/Opinions
• Awareness/Knowledge
• Intentions
• Motivation
• Behavior
Demographic/Socioeconomic Characteristics
• Often used to divide a population into groups (e.g., for market segmentation purposes)
• Commonly measured variables: • Age
• Education
• Income
• Gender
• Occupation
• Personality– Normal patterns of behavior exhibited by an
individual; the attributes, traits, and mannerisms that distinguish one individual from another
Personality/Lifestyle Characteristics
• Lifestyle Analysis (sometimes called psychographic analysis)– Suggests that a company will be more
successful at reaching its target market if it knows more about its customers’ way of life, what interests them, and what they like
Personality/Lifestyle Characteristics
• An attitude is an individual’s overall evaluation of something
• Marketers often measure people’s attitudes toward companies, products, and services
• Marketers also measure many “attitude-like” variables including value, quality, and satisfaction
Attitudes/Opinions
• Insight into, or understanding of facts about, some object or phenomenon
• Marketers often want to know what individuals know or believe about products, brands, companies, advertisements, and so on
Awareness/Knowledge
Measuring Awareness• Imagine that you wanted to assess the
ability of a magazine ad to create awareness for Dell Computers
Measuring Awareness• Unaided Recall
– “For what products and brands do you remember seeing ads?”
Measuring Awareness• Aided Recall
– “Do you remember seeing ads for personal computers?”
Measuring Awareness• Recognition
– “Do you remember seeing this ad for Dell Computers?”• Ad, at right, shown to respondents
• Anticipated or planned future behavior– Marketers often need this type of information
to assess demand for a good or service– Estimating demand for products and services
accurately is one of the most difficult tasks a marketing researcher faces
Intentions
• A need, a want, a drive, a wish, a desire, an impulse, or any inner state that energizes, activates, or moves and that directs or channels behavior toward goals
Motivation
• If we understand motivation, we are in better position to anticipate consumer needs and offer products and services that satisfy those needs
Motivation
• Researchers are interested in people’s motives for two primary reasons– Determining why people behave as they do– Understanding what drives a person’s
behavior makes it easier to understand the behavior itself
Motivation
Obtaining Primary Data• Communication
– Ask respondents for the information– Advantages: Versatility, speed, and cost
• Observation– Observe/Watch a situation to obtain the
information– Advantages: Objectivity and accuracy
Collecting Information by
CommunicationChapter 10
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Collecting Information by
ObservationChapter 11
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Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret Data
Prepare Written/Verbal Report
Stages in the Research Process
CommunicationUndisguisedDisguised
StructuredUnstructured
Personal Interview
Telephone Interview
Mail Questionnaire
Internet-Based Questionnaire
Key Issues for Collecting Information by Communication
Structure• The degree of standardization used with
the data collection instrument
• The degree of structure can range from high (e.g., fixed-alternative questions) to low (e.g., open-ended questions)
Fixed-alternative questions• Questions in which the responses are
limited to stated alternatives
Considering all aspects, what is your overall evaluation of the Microsoft Corporation?
Extremely unfavorable
Unfavorable
Neither favorable nor unfavorable
Favorable
Extremely favorable
Open-ended Questions• A question for which respondents are free
to reply in their own words rather than being limited to choosing from among a set of alternatives
Overall, how do you feel about the Microsoft Corporation? Please write your answer in the space provided.
________________________________________________________
• Advantages– Easier
administration, coding, and analysis
– Greater reliability– Provides identical
frame of reference for responses
– Clarifies question
• Disadvantages– May force answers
to questions for which respondent really has no opinion
– Omitted response categories
Advantages and Disadvantages of High Structure
Advantages and Disadvantages of Low Structure
• Advantages– Allows more accurate
expression of opinion, knowledge on topic
– Allows respondent to use their own words and expressions
– Researcher can tell whether or not respondent really knows anything about topic
• Disadvantages– Very difficult to
interpret and code responses
– Costly to analyze– Requires greater effort
from respondents– More open to
researcher bias in interpretation
• The amount of knowledge about the purpose or sponsor of a study communicated to the respondent
• Disguise is especially useful or desirable when– Knowing the purpose or sponsor is likely to bias
respondents’ answers– Recreating the natural environment is
necessary, particularly in experimental research
Disguise
Ethics of Disguise• Under the rights approach of ethical reasoning, the use
of disguise amounts to a violation of the respondent’s right to know
• Benefit of accurate information > Cost of deception via disguise?
• Debriefing– The process of providing appropriate information to
respondents after data have been collected using disguise
Primary Methods of Administration
• Personal Interviews
– Direct, face-to-face conversation
• Telephone Interviews
– Direct, telephone conversation
• Mail Questionnaires
– Indirect, questionnaire sent and returned by mail
• Internet-based Questionnaires
– Indirect, E-mail or Web used for delivery and receipt of questionnaire
• E-mail questionnaires are highly similar to mail questionnaires
• Web questionnaires are designed for easy point-and-click completion
Controlling Methods of Administration
• Sampling Control– Concerns the ability to identify, reach, and receive
answers from population members
• Information Control– Involves the amount, type, and quality of
information that can be retrieved from respondents
• Administrative Control– Concerned with the degree of quality control
possible and time and cost requirements
Sampling Control: Telephone Interviews
• Researchers wishing to conduct telephone interviews have two significant challenges– Incompleteness and inaccuracy of telephone directories– Consumer shift from landline telephones to wireless telephones
• Researchers can overcome these challenges with the use of two techniques– Random-digit dialing (RDD)
• Telephone numbers are randomly generated– Plus-one Sampling
• A single, randomly determined digit is added to numbers drawn from a telephone directory
SURVEY COLLECTION METHODS
• Person-administered surveys
• Computer-assisted surveys
• Self-administered surveys
• Mixed-mode or hybrid surveys
PERSON-ADMINISTERED SURVEYS
One in which an interviewer reads questions, either face-to-face or
over the telephone, to the respondent and records his or her
answers
ADVANTAGES
• Feedback
• Rapport
• Quality control
• Adaptability
DISADVANTAGES
• Humans make errors
• Slow speed
• High cost
• Interview evaluation
COMPUTER-ADMINISTERED SURVEYS
One in which computer technology plays an essential role in the
interview work, either with the computer assisting an interview, or
interacts directly with the respondent
ADVANTAGES
• Speed
• Error-free interviews
• Use of pictures, videos, and graphics
• Real-time capture of data
• Reduction of interview evaluation concern in respondents
DISADVANTAGES
• Technical skills required
• High set-up costs
SELF-ADMINISTERED SURVEYS
One in which the respondent completes the survey on his or her
own
ADVANTAGES
• Reduced cost
• Respondent control
• No interview evaluation apprehension
DISADVANTAGES
• Respondent control• Lack of monitoring• High questionnaire requirements
MIXED-MODE OR HYBRID SURVEYS
Surveys that use multiple data collection methods
ADVANTAGE
• Multiple advantages to achieve data collection goal
DISADVANTAGES
• Mode may affect response
• Additional complexity
Degree of Structure
Setting
Degree of Disguise
Method of Administration HumanElectrical/Mechanical
NaturalContrived
UndisguisedDisguised
StructuredUnstructured
Observation
Key Issues for Collecting Information by Observation
• The problem has been defined precisely enough so that behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation
Structure
• The problem has not been specifically defined, so a great deal of flexibility is allowed the observers in terms of what they note and record
Unstructured
Disguised versus Undisguised Observation
• With undisguised observation, subjects know that they are being observed
• With disguised observation, subjects are not aware that they are being observed (e.g., mystery shoppers)– As with communication
methods, disguise brings ethical considerations which brings the need for debriefing
The main reason researchers may choose to disguise the presence of an observer is to control the tendency of people to behave differently when they know their actions are being watched
Natural versus Contrived Setting
• Contrived Setting– Subjects are observed
in an environment that has been specially designed for recording behavior• Lab/”Fake” store• Computer simulation
• Natural Setting– Subjects are observed
in the environment where the behavior normally takes place• Shopping in a store• Using a product at home
Advantages and Disadvantages of a Laboratory Setting for
Observation• Disadvantages
– Contrived setting may cause differences in behavior
– Threaten the external validity of the findings
• Advantages– Control outside
influences– Speeds data collection– Lower cost– Allows the use of
objective measurement
(
Human versus Mechanical Observation
• Mechanical Observation– A mechanical device
observes the phenomenon and records the events that take place
– Examples include• Video cameras• Bar code scanners• Galvanometer• Response latency• Voice-pitch analysis• Eye camera
• Human Observation– Individuals are trained
to systematically observe a phenomenon and to record, on the observational form, the specific events that take place
• Response latency
– The amount of time a respondent deliberates before answering a question
– Because response time seems to be directly related to the respondent’s uncertainty, it assists in assessing the individual’s strength of preference when choosing among alternatives
• Voice-pitch analysis
– Examines changes in the relative vibration frequency of the human voice that accompany emotional arousal
– Differences in normal and abnormal frequencies indicate the amount an individual is impacted by the stimulus question
Examples of Mechanical Observation
• Eye camera– Used by researchers to study a subject’s eye
movements while he or she is reading advertising copy
– The visual record produced can allow researchers to• Determine the part of the ad the subject noticed first• How long his or her eyes lingered on a particular item• Whether the subject read all the copy or only part of it
Examples of Mechanical Observation
DATA COLLECTION METHODSMETHOD DESCRIPTION
PERSON-ADMINISTERED INTERVIEWS
In-home interview The interviewer conducts the interview in the respondent’s home. Appointments may be made ahead by telephone
Mall-intercept interview Shoppers in a mall are approached to take part in the survey. Questions may be asked in the mall or in the mall-intercept company’s facilities located in the mall
In-office interview The interviewer makes an appointment with business executives or managers to conduct the interview at the respondent’s place of work
Traditional telephone interview Interviewers work out of their homes to conduct telephone interviews with households or business representatives
Central location telephone interview Interviewers work in a data collection company’s office using cubicles or work areas for each interviewer. Often the supervisor has the ability to listen in to interviews and to check that they are being conducted correctly
METHOD DESCRIPTIONCOMPUTER-ADMINISTERED INTERVIEWS
Computer-assisted telephone interview
The questions are programmed for a computer screen and the interviewer then reads them off. Responses are entered directly into the computer program by the interviewer
Fully computerized interview A computer is programmed to administer the questions. Respondents interact with the computer and enter in their own answers by using a keyboard, by touching the screen, or by using some other means
Online or other internet-based survey Respondents fill out a questionnaire that resides in the internet, or otherwise accesses it via the internet such as receiving an e-mail attachment or downloading the file online
SELF-ADMINISTERED SURVEYS
Group self-administered survey Respondents take the survey in a group context. Each respondent works individually, but they meet as a group that allows the researcher to economize
Drop-off survey Questionnaires are left with the respondent to fill out. The administrator may return at a later time to pick up the completed questionnaire, or it may be mailed in
Mail survey Questionnaires are mailed to the prospective respondents who are asked to fill them out and return them by mail
PART 4 Data Collection Forms
Asking Good Questions:
Measurement BasicsChapter 12C
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Measuring Attitudes and Other Variables
Chapter 13
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Designing the Questionnaire or
Observation FormChapter 14C
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Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret Data
Prepare Written/Verbal Report
Stages in the Research Process
FORMAT CAN BE
OPEN-ENDED
CATEGORICAL
METRIC
UNAIDED
AIDED
DUAL-CHOICE
MULTIPLE-CHOICE
NATURAL
SYNTHETIC
“What ads do you recall …”
“Do you recall the ad of Purefoods?”
“What is your age?”
“From the following list, which brand …”
“Do you watch TV?”
LEVEL OF MEASUREMENT
RESPONSE FORMAT EXAMPLE
“Was the product good, fair, or
poor?”
THE SURVEY QUESTIONNAIRE DEVELOPMENT PROCESS
DETERMINE SURVEY
OBJECTIVES
DECIDE DATA COLLECTION
METHOD
QUESTIONNAIRE DEVELOPMENT
QUESTIONNAIRE EVALUATION
SECURE CLIENT
APPROVALPRETEST
REVISE AS NEEDED
FINALIZE AND DUPLICATE GATHER DATA
TABULATION AND FINAL
REPORT
A. Symmetric1. Likert2. Semantic Differential Scale3. Staple Scale
B. Non-Symmetric Synthetic1. One Way-Labeled Case2. 5-Point Anchored Scale3. Graphic Rating Scale
1. Functions of Survey Questionnaire2. Guidelines in Questionnaire Wordings3. Questionnaire Organization4. Parts of a Questionnaire5. Types of Affiliation6. Respondent Privacy7. Screening Questions8. Skip Questions9. Classification Questions10.Questionnaire Precoding
Designing Questionnaire
Step 1: Specify What Information Will Be Sought
• The first step should be relatively easy, assuming that the researchers have done a good job at earlier stages in the research process
• Hypotheses, dummy tables, etc., make it clear what information is needed
Step 2: Determine Method of Administration
• The degree of structure and disguise influence this decision, as does the specific research situation– Personal Interview– Telephone Interview– Mail Questionnaire– Internet-based Questionnaire
Step 3: Determine Content of Individual Questions
• Driven mostly by decisions in Steps 1-2
• Some key issues– Is the question necessary?– Are several questions needed instead of one?– Do respondents have the necessary information?– Will respondents give the information?
Telescoping and Recall Error• Telescoping Error
– Type of error resulting from people remembering an event as having occurred more recently than it did
• Recall Error– Type of error caused by a respondent’s forgetting that an
event happened at all• The impact of these two types of error depends on the length
of the time period in question.– Longer periods = Smaller telescoping error; larger recall
error– Shorter periods = Larger telescoping error; smaller recall
error(
• Don’t ask unless absolutely necessary!
• Guarantee anonymity
• Place sensitive questions near end
• Include a counterbiasing statement
• Ask about how others might feel
• Ask for general, rather than specific, information (e.g., categories for answers)
• Use randomized response model
Handling Sensitive Questions
(
Recent studies show that one of every four households has trouble meeting its monthly financial obligations. Is your household currently experiencing financial difficulties?
____ Yes ____ No
Using a Counterbiasing Statement
Randomized Response TechniqueInitial, “benchmark” study with nonsensitive question: “Is your birthday in January?” (5% say “yes.”)
Second survey, involving 200 respondents.Each respondent flips coin, with flip result not revealed to researcher.
Heads Tails
Respondent answers question 1:“Is your birthday in January?”
Respondent answers question 2:“Have you ever shoplifted?”
40 “yes” responses160 “no” responses
40 “yes” responses160 “no” responses
5(.05x100)
95(.95x100)
100 (.5x200)
35 (40-5)
65(160-95)
100
Birthday
Shoplifting
“Yes” “No”
40 160
Conclusion: Estimate that 35 / 100, or 35% of population has shoplifted
Question:
Randomized Response Technique
• Closed-Ended Questions– How old are you?
____ Less than 20____ 20-29____ 30-39____ 40-49____ 50-59____ 60 or over
– How would you feel about laws requiring motorcycle riders to wear helmets?
____ Definitely needed____ Probably needed____ Probably not needed____ Definitely not needed____ No opinion
Step 4: Determine Form of Response to Each Question
• Open-Ended Questions– How old are you? ____ years– How would you feel about
laws requiring motorcycle riders to wear helmets?__________________________________________________________________________________________
(
Step 4: Determine Form of Response to Each Question
• Key Issues with Using Closed-ended questions– Multichotomous questions
• Respondents are asked to choose the alternative that most closely reflects their position on a subject
– With closed-ended questions, the response categories must be exhaustive; all reasonable responses must be included
– Response categories must be mutually-exclusive, except in special cases where more than one answer is acceptable (e.g., check all that apply)
Version A: Do you think gasoline will bemore expensive or less expensive nextyear than it is now?____ More expensive____ Less expensive
Version B: Do you think gasoline will beless expensive or more expensive nextyear than it is now?____ More expensive____ Less expensive
Step 4: Determine Form of Response to Each Question
• Response Order Bias Can Occur When Using Closed-ended questions– An error that occurs when the response to a question is
influenced by the order in which the alternatives are presented• Split-ballot Technique is One Means of Avoiding Response Order
Bias– A technique in which one phrasing is used for a question in half
of the questionnaires while an alternate phrasing is used in the other half
• Use Simple Words– Language used should be driven by the ability level
of the population; err on the side of simplicity
• Avoid Ambiguous Words and Questions– Examples include never, occasionally, sometimes,
often, regularly, always
• Avoid Leading Questions– Example
Step 5: Determine Wording of Each Question
Do you feel that limiting taxes by law is an effective way to stop the government from picking your pocket every payday?
____ Yes ____ No ____ Undecided
• Avoid Unstated Alternatives– An alternative answer that is not expressed in a question’s
options– Thorough exploratory research and questionnaire pretesting are
key• Avoid Assumed Consequences
– When a question is not framed to clearly state the consequences and this generates different responses from individuals who assume different consequences
– Example
Step 5: Determine Wording of Each Question
Would you like to double the number ofjob offers you receive as a senior?____ Yes ____ No
Would you like to double the number ofjob offers you receive as a senior if thatmeans devoting an additional 10 hoursper week to studying so as to raise yourgrade point average?____ Yes ____ No
Step 5: Determine Wording of Each Question
• Avoid Generalizations and Estimates– Questions should always be asked in specific, rather than
general, terms– When asking about the frequency of behaviors (e.g., shopping,
purchase), use an appropriate time frame that doesn’t force respondents to make estimates
• Avoid Double-Barreled Questions– Carefully use and and or
Think back to the last meal you purchased at a fast-food restaurant. How satisfied were you with the price and the quality of service that you received?____ Very Dissatisfied ____ Somewhat Satisfied____ Dissatisfied ____ Satisfied____ Somewhat Dissatisfied ____ Very Satisfied
Step 6: Determine Question Sequence
• Use simple and interesting opening questions• Use the funnel approach
– Start with broad, general questions and progressively narrow the scope to more specific questions
• Design branching questions with care– Branching questions direct respondents to different
places in a questionnaire, based on their responses to the question at hand
• Ask for classification information last• Place difficult or sensitive questions late in the
questionnaire
1. Did you, personally, give money to Canopy of Care last year? No (go to question #2)
Yes (go to question #3)
2. We are interested in why people do not contribute. The following is a list of answers others have given. (Please check all that apply to you)
___ Someone else in my household had already contributed. ___ I did not have the money at the time. ___ I gave to other charities. ___ I volunteered my services to Canopy of Care instead of money. ___ I volunteered my services to other charities instead of to Canopy of Care. ___ I did not give because Canopy of Care spends its money inefficiently. ___ Other: ___________________________
3. To how many different charities do you think Canopy of Care gives money? ___ 0-20 ___ 81-100 ___ 21-40 ___ More than 100 ___ 41-80 ___ Don’t know.
Step 6: Determine Question Sequence (Branching Example)
Step 6: Determine Question Sequence
• Basic Information– Data that is the
subject of the study– Obtained first– Example: Attitudes,
Purchase Intentions
• Classification Information– Other data we collect
to classify respondents
– Obtained last– Example:
Demographics
Step 7: Determine Physical Characteristics of Questionnaire
• Use good-quality paper and printing• No clutter!• Keep it as short as possible• Use care with branching questions• Use graphics as needed to improve appearance• Number questions within sections (e.g., 1-1, 1-2, 1-3, 1-
4, 2-1, 2-2)• Include an organization name (sometimes fictitious) and
project title• Go easy on instructions, unless they are absolutely
necessary
Step 8: Develop Recruiting Message or Script
• Good cover letters and scripts are NOT written in a hurry
• The usual things to include are– Who you are– Why you are contacting them– The request for help– How long it will take– Promise of anonymity or confidentiality– Any incentives
Step 9: Reexamine Steps 1-8 and Revise If Necessary
• Developing a questionnaire is a very difficult process
• It normally requires several revisions of the data collection form
Step 10: Pretest Questionnaire and Revise If Necessary
• The real test of a questionnaire is how it performs under actual conditions of data collection
• Data collection should never begin until you have pretested – and probably revised again – the questionnaire
• It is the last chance that the researcher has to ensure that the data collection form is working properly
Observation Forms• Decisions about
– Who should be observed?– What aspects should be reported?– Where should the observation be made?– When should the observation be made?
Churchill Brown Suter/Basic Marketing Research
Observation Forms
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