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Chapter 12 outline

Chapter 12 outline - MGG 300 Respondentanalysis ion Sur Dat...

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Managerial action Recommendations Findings Data analysis Respondent information Questionnaire Survey objectives MGG 300 Chapter 12 QUESTIONNAIRE DESIGN I) Role of a Questionnaire A) Every form of survey relies on the use of a questionnaire, the common thread in almost all data-collection methods. 1. A questionnaire is a set of questions designed to generate the data necessary to accomplish the objectives of the research project; it is a formalized schedule for collecting information from respondents. 2. A questionnaire standardizes the wording & sequencing of questions & imposes uniformity on the datagathering process. II) Criteria for a Good Questionnaire A) Does It Provide the Necessary Decision-Making Information?
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1. Any questionnaire that fails to provide important insights for management or decision-making information should be discarded or revised. 2. Therefore, the managers who will be using the data should always approve the questionnaire. B) Does It Consider the Respondent? 1. The researcher designing a questionnaire must consider not only the topic & the type of respondent, but the interviewing environment & questionnaire length as well. 2. A questionnaire should be designed explicitly for the intended respondents. C) Does It Meet Editing & Coding Requirements? 1. Editing refers to going through each questionnaire to make certain that skip patterns were followed & required questions were filled out. 2. The skip patter is the sequence in which questions are asked, based on a respondent’s answer. 3. Most marketing research data analysis software automatically catches coding errors. 4. Flexibility is programmed into a questionnaire in 2 ways: Branching takes the participant to a different set of questions based on the answer that is given to a prior question. Piping integrates responses from a question into later questions. 5. Sometimes the responses are then coded by listing the answers from a number of randomly selected completed questionnaires; however, if at all possible, responses to open-ended questions should be precoded. III) Questionnaire Design Process A) Step One: Determine Survey Objectives, Resources, & Constraints
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1. The research process often begins when a marketing manager, brand manager, or new product development specialist has a need for decision- making information that is not available. 2. Although a brand manager may initiate the research request, everyone affected by the project – including the assistant brand manager, the group product manager, & even the marketing manager – should provide input into exactly what data are needed. 3. Survey objectives (outlining the decision-making information required) should be spelled out as clearly & precisely as possible. B) Step Two: Determine the Data-Collection Method 1. Given the variety of ways in which survey data can be gathered, such as via the Internet, telephone, mail, or self-administration, the research method will have an impact on questionnaire design.
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