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Lecture 2

MKT 3413 Lecture Notes - Lecture 2: Infielder, Derek Jeter, Demographic Profile


Department
Marketing
Course Code
MKT 3413
Professor
M.Lastner
Lecture
2

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Questionnaire Design
Learning Module Objectives
Learn how to word questions so they are not biased
Understand how to organize the questions on a questionnaire
Become familiar with what should go in the introduction
Examine a complete questionnaire
Questionnaire Design Process
Wording affects answers (aka “bias”)
Table 8.1 “Bad” words to never use in questionnaires
“Do’s” for all questions
Do or Don’t
Bad wording
Good wording
Do: Keep it
focused on a
single topic
How do you feel about Sears?
Do: Keep it
When some gasoline or electric-
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brief
powered product in your house
breaks, do you call the Sears repair
service?
Do: Keep it
grammatically
simple
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?
Do: Keep it
crystal clear
How much do you think you would
have to pay to have Sears fix
something that needs to be repaired?
Don’t: ask
leading
questions
Shouldn’t concerned parents use car
seats?
Don’t: ask
loaded
questions
Should car seats be used for our
loved ones?
Don’t: ask
double barrel
questions
Do good parents and responsible
citizens use car seats?
Don’t: use
overstated
questions
Do you believe infant car seats can
protect riders from being maimed?
Interactive Class Quiz: Name that question error
Question
Error?
When was the last time you upgraded your computer and
printer?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
Don’t you agree that our tacos are the best?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
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How is the taste and appearance of our pancakes?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
What do you like to do for fun?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
How satisfied are you with our service?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
When did you last see a movie?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
I found the web site to be horribly complex.
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
How would you rate the career of the legendary infielder
Derek Jeter?
____ Lacks focus/vague
____ Not brief
____ Not crystal clear
____ Leading
____ Loaded
____ Double barrel
____ Overstated
find more resources at oneclass.com
find more resources at oneclass.com
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