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Lecture 11

MK 370 Lecture 11: Designing the Questionnaire

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MK 370

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Anisha Manglani MK 370 03 Chapter 11: Designing the Questionnaire October 9, 2014 Questionnaire (vehicle used to pose the questions that the researcher wants respondents to answer). • Survey  H1: Consumer attitude leads to purchase intention. o IV: consumer attitude. o DV: purchase intention. o *Asks both IV and DV. • Experiment  H2: Recent 2014 Pepsi ad increased brand awareness. o IV: Pepsi ad. o DV: brand awareness. o *Only asks DV. The Functions of a Questionnaire • Translates research objectives into specific questions. • Standardizes questions and response categories. • Fosters cooperation and motivation. • Can speed up the process of data analysis. • Can serve as the basis for reliability and validity measures. Do’s and Don’ts of Questionnaire Wording • DON’T o Use extreme absolutes: all, always, any, anybody, ever, every, never. o Use ambiguous words that could mean different things: frequently, regularly, occasionally, sometimes, often, normally. o Lead respondent to a particular answer. o Loaded wording or phrasing. o Use double-barreled questions (two questions posed as one). o Overstate the condition. • DO o Focus on a single topic. o Be brief. o Be grammatically simple. o Be clear. Sources of Response Bias • Telescoping (compressing time frame). • Creating (remembering something that didn’t happen). o Omitting (forgetting). • Yea-Nay-Saying (tendency to answer positively or negatively). • Image Effect (image or opinion of sponsor dictates the answer). • Order Effect (sequence in which questions or responses to a question is listed affects what responses are chosen). Question Flow: Sequenci
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