GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 11 ppsx

Designing the
Questionnaire
Ch 11 2
What is a Questionnaire?
•
A questionnaire is the vehicle used to
pose the questions that the
researcher wants respondents to
answer.
Ch 11 3
Questionnaire Design
•
Questionnaire design is a systematic
process in which the researcher
contemplates various question
formats, considers a number of
factors characterizing the survey at
hand, ultimately words the various
questions very carefully, and
organizes the questionnaire’s layout.
Ch 11 4
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
Ch 11 5
The Functions of a
Questionnaire
•
Can speed up the process of data
analysis
•
Can serve as the basis for reliability
and validity measures
Ch 11 6
Steps in the Questionnaire
Development Process (Figure 11.1)
Ch 11 7
Developing Questions
•
Question development is the practice
of selecting appropriate response
formats and wording questions so
that they are understandable,
unambiguous, and unbiased.
Ch 11 8
Developing Questions
•
Marketing research questions
measure
–

Attitudes
–
Beliefs
–
Behaviors
–
Demographics
Ch 11 9
How wording affects answers
Did you see…
A broken headlight?
The broken headlight?
Which generates
more agreement?
Ch 11 10
Words to Avoid in
Questionnaire Development
•
All
•
Always
•
Any
•
Anybody
•
Ever
•
Every
•

Never
Ch 11 11
Why Avoid These Words?
•
These words: all, any, anybody, best,
ever, every, never, etc. are all
EXTREME ABSOLUTES…
•
They place respondents in a situation
where they must either fully agree or
they must completely disagree with the
extreme position in the question.
–
Do you always observe traffic signs?
–
Would you say all cats have four
legs?
Ch 11 12
Four “Do’s” of Questionnaire
Wording
•
Question evaluation refers to
scrutinizing the wording of a question
to ensure the question is not biased
and is worded such that respondents
understand it and can respond to it
with relative ease.
Ch 11 13
Four “Do’s” of Questionnaire
Wording

1.The question should be focused on a
single issue or topic. “What type of
hotel do you stay in on a trip?”
Pleasure or business trip? En route
or final destination?
2.The question should be brief.
3.The question should be
grammatically simple, if possible.
4.The question should be crystal clear.
Ch 11 14
Four “Do Not’s” of
Questionnaire Wording
1.The question should not “lead” the
respondent to a particular answer.
“Don’t you see any problem with
using credit cards for online
purchases?”
2.The question should not have
“loaded” wording or phrasing. Use
universal beliefs…Since our
Founding Fathers gave us the right to
bear arms…
Ch 11 15
Four “Do Not’s” of
Questionnaire Wording
3.The question should not be “double-
barreled.”
4.The question should not use words
that overstate the condition…do not
use “dramatics.” “Would you buy

sunglasses that protect your eyes
from harmful ultraviolent rays that
cause blindness?”
Ch 11 16
What is wrong with each question?
How do you feel about Sears?
When some gasoline or electric-powered product
in your house breaks, do you call the Sears repair
service?
If the Sears repair service schedule was not
convenient for you, would you consider or not
consider calling a competing repair organization
to fix the problem you have?
How much do you think you would have to pay to
have Sears fix something that needs to be
repaired?
Shouldn’t concerned parents use car seats?
Should car seats be used for our loved ones?
Do good parents and responsible citizens use car
seats?
Do you believe infant car seats can protect riders
from being maimed?
Ch 11 17
Individual Question Wording
•
“Do’s” for all questions
–
Keep it focused on a single topic
–
Keep it brief

–
Keep it grammatically simple
–
Keep it crystal clear
How do you feel about Sears?
When some gasoline or electric-powered product in your house
breaks, do you call the Sears repair service?
If the Sears repair service schedule was not convenient for you,
would you consider of not consider calling a competing repair
organization to fix the problem you have?
How much do you think you would have to pay to have Sears fix
something that needs to be repaired?
Please rate each aspect of Sears…
When you need it, do you call Sears repair service?
If you did not use Sears repair service, would you use another
repair service?
How much do you think Sears charges for a repair service
call?
Ch 11 18
Do you believe infant car sears can protect riders from being maimed?
Individual Question Wording
•
“
“
Do not’s
Do not’s
” for all questions
” for all questions
–
Don’t ask leading questions

–
Don’t ask loaded questions
–
Don’t ask double-barreled questions
–
Don’t use overstated questions
Do you think children’s car seats are useful?
Should car seats be used for our loved ones?
Shouldn’t concerned parents use car seats?
Do good parents and responsible citizens use car seats?
Do you think infant car seats are useful?
Do you think car seats are useful for family members?
Do you think parents who use car seats are responsible?
Ch 11 19
Questionnaire Organization
•
Questionnaire organization is the
sequence of statements and
questions that make up the
questionnaire.
•
It is important because the
questionnaire appearance and ease
of flow affect the quality of the
information gathered.
Ch 11 20
Questionnaire Organization
•
The introduction is called a “cover
letter” if the introduction is written to

accompany a mail survey or online
survey.
Ch 11 21
Questionnaire Organization
•
Five functions:
–
Identifies the surveyor/sponsor
–
Indicates the purpose of the survey
–
Explains how the respondent was
selected
–
Requests for/provides incentive for
participation
–
Determines if respondent is
suitable
Ch 11 22
Questionnaire Organization
Ch 11 23
Incentives
•
Incentives are offers to do something
for the respondent to increase the
probability that the respondent will
participate in the survey.
Ch 11 24
Incentives

•
Incentives may be monetary or non-
monetary.
–
Anonymity: respondent assured
name not identified
–
Confidentiality: respondent’s name
is known by the researcher but not
divulged to a third party
–
Both are used as non-monetary
incentives to increase participation
Ch 11 25
Screening Questions
•
Screening questions are used to
ferret out respondents who do not
meet research study qualifications.
•
Research objectives should specify
who should and should not be
included in the research study.