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Lecture 10

MKT 473 Lecture 10: MKT 473 Chapter 10 Notes

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University of Alabama
MKT 473

MKT 473 Chapter 10 Notes The Role of the Questionnaire • A questionnaire: set of questions deigned to generate the data necessary to accomplish the objectives of the research project • Questionnaires: ➢ Provide standardization and uniformity in data collection ➢ Gives a basis to compare responses • Pivotal role of questionnaire: ➢ Responses need to be in a form that’s easily tabulated and translated into recommendation ➢ Need to meet the manager’s requirements Criteria for a Good Questionnaire • Does it provide decision-making information? ➢ Needs to provide insights • Does it consider the respondent? ➢ Designed explicitly for the intended respondents ➢ Fit the questions to the respondent ➢ Don’t use business and/or marketing lingo • Does it meet editing and coding requirements? Editing • Going through each question to ensure that skip patterns were followed and the required questions were filled out • If you answered “no”, please skip to question #X • If using an online tool, this process if automatic Skip Patterns • Sequence in which questions are asked, based on a respondent’s answer • Emphasize that instruction to the fieldworker are needed • Skip patterns are also called branching • Piping: ➢ Integrates responses from an earlier question into a later question. “Your Toyota Camry…” Tips for Online Surveys 1. Make sure you would enjoy taking the survey (and that it makes sense to you) 2. Make attribute ratings easy to read 3. Keep the survey as short as possible 4. Appeal to special audiences’ needs or preferences 5. Ensure privacy of answers, especially for sensitive topics 6. Use appropriate incentives 7. Keep dropout trigger questions for the end of the survey 8. Supplement online surveys with phone or interactive surveys The Questionnaire Design Process • Steps: 1. Determine survey objectives, resources, and constraints 2. Determine the data-collection method 3. Determine the question response format 4. Decide on the question wording 5. Establish questionnaire flow and layout 6. Evaluate the questionnaire 7. Obtain approval of all relevant parties 8. Pretest and revise 9. Prepare final copy 10. Implement the survey Key Questionnaire Issues • As directed by management: determine survey objectives, resources and constraints • Shaped by time and budget: determine the data collection method • Knowledge of respondent: determine the question response format • Remember dos and don’ts: decide on the question wording • Questions should flow logically: establish questionnaire flow and layout • For length, missing & unnecessary questions, etc.: evaluate the questionnaire • Ensure manager buy-in: obtain approval of all relevant parties • Test & revise questions: pretest and revise the questionnaire • Decide on format/layout: prepare the final copy • Mail, telephone, etc.: implement the survey 1. Survey Objectives, Resources, and Constraints • Objectives: ➢ Outline of the decision-making information required • Resources: ➢ Budget in terms of money, time, and personnel • Constraints: ➢ The budget, also and other requirements • The process starts when a manager decides he needs answers that aren’t available internally or from secondary sources • Once you have the survey objectives thoroughly defined, the rest is downhill 2. Data Collection Method • The data collection method will have a major impact on the questionnaire design and the project’s time and money budget • Examples: ➢ In-person: such as mall intercept ➢ Telephone ➢ Mail or other self-administered ➢ Internet • All of the things from step 1 come into play when choosing how to collect the data ➢ Mail interviews have time limitations
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