MKT 3413 Lecture 9: MKT 3413 Lecutre 9- Questionnaire Design Notes- Chp 8 (2.15.17)
Document Summary
Wording of questions- remember do"s and do not"s. Never use these words in a survey: ever, always, any, never, anything : words are too extreme/absolute. 4 do"s: keep focused on single topic. Too broad/vague, lots of functions of sears. Better version: please rate each aspect of sears. : keep it brief. Good example: when you need it, do you call sears service? : keep grammatically simple. Avoid using lots of clauses: keep crystal clear. Make sure everyone sees the question the same way. 4 do not"s: don"t ask leading questions. Leads you to a certain answer: don"t ask loaded questions, don"t ask double-barreled questions. What"s your opinion on cats and dogs: don"t use overstated questions. Question flow: make sure you"re questionnaire is following 4 do"s and 4 do not"s, questionnaires are respondents first impression. Important to make them comfortable as quickly as possible. Have you ever shopped at this location before? .
