20 marketing_research_questionnaires

20 marketing_research_questionnaires - understand it the...

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tutor2u GCSE Business Studies Market research – questionnaires Questionnaires are one the main tools in the use of field research. A questionnaire contains a series of questions which gather primary marketing research data for the business. Questionnaires need to be designed carefully. The design of the questionnaire depends on the following: f Objectives of the questionnaire – what information is needed, at a minimum, from customers who complete the questions? f The type of person who is going to be asked – questions need be easy to understand and also easy to answer depending on the person who is answering. f How the questionnaire is going to be taken? – A face-to-face questionnaire might include different questions to an emailed questionnaire. An interviewer will be filling in a face-to-face questionnaire and the person may be able to ask for the question to be rephrased if they do not
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Unformatted text preview: understand it the first time. The types of questions that can be asked can be split into three groups: f Simple yes/no answers e.g. have you seen the new advert for cornflakes f Multiple choice a number of options are available to the answer f Sliding scale a value is placed on an answer e.g. how do rate the performance of this product less than satisfactory, satisfactory, excellent (or could use a scale of 1-10 with 10 being excellent and 1 being dreadful!). Once the questionnaires are complete, the data is collated and analysed. Key Links for GCSE Business Studies http://www.tutor2u.net/ Discussion Board for GCSE Business Studies Other GCSE Business Studies Revision Notes and Resources from tutor2u Tutor2u GCSE Business Online Store...
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This note was uploaded on 05/20/2010 for the course MARKETING Marketing taught by Professor N/a during the Spring '10 term at Open Uni..

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