Chapter 12 outline

Chapter 12 outline - Manager ial action Recommendations...

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Unformatted text preview: Manager ial action Recommendations Findings Data analysis Respondent infor mation Questionnaire Sur vey 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. I I) Criteria for a Good Questionnaire A) Does I t Provide the Necessary Decision-Making Information? 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 I t 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 I t 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. I I I) Questionnaire Design Process A) Step One: Determine Survey Objectives, Resources, & Constraints 1. The research process often begins when a marketing manager, brand manager, or new product development spet 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....
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This note was uploaded on 08/30/2011 for the course MGM 403 taught by Professor Trivedi during the Spring '11 term at SUNY Buffalo.

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Chapter 12 outline - Manager ial action Recommendations...

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