MKF2121 Week 05 moodle.pdf - Lecture 5 Questionnaire Design Measurement and Scaling Dr JunzhaoMa MKF2121 Marketing Research Methods Agenda Basics of

1 Lecture 5 Questionnaire Design, Measurement and Scaling Department of Marketing Dr. Junzhao Ma MKF2121 Marketing Research Methods Department of Marketing Agenda • Basics of Questionnaire Design • Scale and scaling • Two commonly used scales: Likert and Semantic Differential Scale Department of Marketing Some key concepts • Categorical vs. metric • Scale, scaling, and the four types of primary scales • Likert scale and semantic differential scale

2 Department of Marketing Basics of Questionnaire Design Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report 5 6 Type of Research Design Exploratory Research Design Conclusive Research Design Research Design Descriptive Research Causal Research Secondary Data Qualitative Research Survey Observation

3 • Answer specified questions concerning who, what, when, where, why and how about the target population • Identify relationships between marketing variables When to use descriptive research? 8/23/2017 7 Recall that most research questions are about variables and their relationships 8/23/2017 8 To test these relationships, you need to first measure these variables • Relational – RQs that are about the relationship between two different constructs/variables – Example 1 – Does a member’s age affect her frequency of using the fitness center? – Example 2 – Is there an association between awareness of the fitness center’s free classes and member’s frequency of usage? • Comparative – RQs that compare two different constructs or measures of the same construct across different groups or scenarios (often between 2 groups) – Example 1 – Does customer’s satisfaction with Crown’s black jack games differ from that with roulettes? – Example 2 – do men and women differ in their perception of Crown casino staff’s friendliness? – Example 3 - does satisfaction with casino staff differ across customer income groups? Survey via questionnaires is an important instrument to obtain measures of different variables 8/23/2017 9

4 • Short opening statement describing the purpose of the study • Questions for information collection – Fixed-alternative questions – Open-ended response questions • Short concluding statement thanking the respondent Basic structure of questionnaire Minimize the number of open‐ended questions you use because they are hard to analyse and code Most of your questions should be fixed‐ alternative ones • Categorical questions that classify people into groups • Metric questions that quantify the strength of feelings, emotions, attitude and beliefs For the purpose of the unit, there are mainly two types of fixed-alternative questions • Demographics – age, income, marital status, education level, ethnicity, nationality, etc • Consumption behaviour – frequency, recency, spending, type of product/services purchased, channel usage, etc • Other types?