MARK 302 Lecture Notes - Lecture 7: Jargon, Multiple Choice
24 Sep 2017
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Document Summary
Questionnaire: a set of questions designed to generate the data necessary to accomplish the objective of the research project. Also called an interview schedule or survey instrument: standardized and uniform data gathering tool, tool for generating respondent information. Improper design can lead to incomplete information, inaccurate data, and higher costs. Questionnaire responses must be in a form that can be easily tabulated and translated into findings and recommendations that satisfy mgmt. "s information requirements. Skip patterns: the sequence in which questions are asked, based on respondents": branching takes the respondent to a different set of questions based on their answers answers, piping integrates responses from an earlier question into later questions. Editing: reviewing the question to ensure that skip patterns were followed and required questions were filled out. Coding: grouping and assigning numeric codes to the various responses to a question.
