Designing+Questionnaire+7.11

Designing+Questionnaire+7.11 - Marketing Research...

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Marketing Research 1 Questionnaire Design “It matters as much how you ask ‘em as what you ask ‘em”
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2 Here are two questions that were asked at about the same point in 1969 concerning the president’s plans for withdrawal of troops from Vietnam. The Gallup Poll (June 1969): “President Nixon has ordered the withdrawal of 25,000 United States troops from Vietnam in the next three months. How do you feel about this—do you think troops should be withdrawn at a faster rate? Responses : Faster, 42 percent; same as now, 29; slower, 16; no opinion, 13. The Harris Poll (September—October 1 969): “in general, do you feel the pace at which the president is withdrawing troops is too fast, too slow, or about right?” Responses : Too fast, 6 percent; about right, 49; too slow, 28; no opinion, 18.
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Class Outline 3 Critiquing a questionnaire Process of questionnaire design Designing a questionnaire
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Process of Questionnaire Design 4 Planning What to Measure Formatting The Question Question Wording: A Problem of Communication Sequence and Layout Decisions Pre-testing and Correcting Problems
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Process of Questionnaire Design 5 Survey Objectives, Resources and other Limitations 1. Detailed listing of ‘bits’ of information 2. Data collection method 3. Questionnaire format 4. Questions 5. Flow and Layout 6. Evaluate / Pilot Test / Redraft 7. Approval from all parties 8. Pilot Test / Redraft 9. Final copy / Implementation
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Planning What to Measure 6 Translating research objectives into information requirements Question relevancy Use “backward approach”- What would you do with the answer if you knew it?
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Formatting the Question 7 Open-response questions Useful for exploratory purposes People develop coding sheets to quantify responses to these questions Closed-response questions Choose from a list of fixed options Most appropriate when looking for a single-choice
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Response Formats – Open-Ended 8 The respondent can choose any response he or she deems appropriate.
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Designing+Questionnaire+7.11 - Marketing Research...

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