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
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.
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