MARK312 Lecture Notes - Lecture 6: Leading Question, Jargon, List Of Fables Characters

• School: University of Alberta
• Department: Marketing
• Course: MARK312
• Professor: Webb Dussome

Document Summary

Chapter 7 - questionnaire design a questionnaire is a set of questions designed to generate the data necessary for accomplishing the objectives of the research project. Step 1: specify objectives(s): what information will be sought? need to determine objectives resources, constraints, scope. Step 2: determine type of questionnaire and method of administration (collection) think about time limitations, level of verbal description does it t the respondents requirements, provide the necessary information. Step 3: determine form of response to each question: open ended questions require more thinking by respondent respondent replies in his/ her own words. Step 7: secure acceptance of questionnaire reaf rms collection of needed info how we try our best not to bias responses. Step 8: reexamine steps 1 though 7 and revise if necessary formal vs. informal pre-testing test using actual interviewers, members of actual population. Step 9: prepare final questionnaire copy precise instructions must be followed. Step 10: implementing the survey requires formalized processes.