8 - Click to edit Master subtitle style 9/13/11 Designing...

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Unformatted text preview: Click to edit Master subtitle style 9/13/11 Designing the questionnaire Chapter 8 The Role & Value of Marketing Research Information Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Reviews, & Hypotheses Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Data Preparation, Analysis, & Reporting of Results Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings organizing Framework 9/13/11 Learning Objectives Describe steps in questionnaire design Summarize characteristics of good questions & questionnaires Understand the role of cover letters Explain the importance of other documents used with questionnaires 9/13/11 Introduction Questionnaire Questionnaire construction Process that takes established sets of question/scale measurements and formats them 9/13/11 The Functions of a Questionnaire Translates the research objectives into specific questions Standardizes those questions and the response categories Fosters cooperation and motivation Serves as permanent records of the research 9/13/11 Steps in Questionnaire Design 1: Confirm research objectives 2: Select appropriate data collection method 3: Develop questions and scaling 4: Determine layout and evaluate questionnaire 5: Obtain initial client approval 6: Pretest, revise, and finalize questionnaire 7: Implement survey 9/13/11 Questions and Scaling Types of question formats Unstructured Open-ended Consumers respond in their own words Structured Closed-ended Consumers choose from set of possible responses 71-...
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8 - Click to edit Master subtitle style 9/13/11 Designing...

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