MKT 473 Lecture Notes - Lecture 9: Double Negative, Multiple Choice
Document Summary
Set of questions designed to generate the data necessary to accomplish the objectives of the research project. Provide standardization and uniformity in data collection. Gives a bias to compare responses: pivotal role of questionnaire: Respo(cid:374)ses (cid:374)eed to (cid:271)e i(cid:374) a fo(cid:396)(cid:373) that"s easil(cid:455) ta(cid:271)ulated a(cid:374)d t(cid:396)a(cid:374)slated i(cid:374)to recommendation. Editing: going through each question to ensure that skip patterns were followed and the required questions were filled out. If (cid:455)ou a(cid:374)s(cid:449)e(cid:396)ed (cid:862)(cid:374)o(cid:863), please skip to (cid:395)uestio(cid:374) #x. If using an online tool, this process is automatic. Skip patterns: sequence in which questions are asked, (cid:271)ased o(cid:374) a (cid:396)espo(cid:374)de(cid:374)t"s a(cid:374)s(cid:449)e(cid:396, emphasize that instructions to the fieldworker are needed, skip patterns are also called branching, piping: integrates responses from an earlier question in a later question. 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: re(cid:373)e(cid:373)(cid:271)e(cid:396) do"s a(cid:374)d do(cid:374)"ts:
