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Lecture 9

MKT 473 Lecture 9: MKT 473 Chapter 9 Notes

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MKT 473

MKT 473 Chapter 9 Notes The Role of the Questionnaire • Questionnaire: ➢ 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: ➢ 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 is automatic Skip Patterns • Sequence in which questions are asked, based on a respondent’s answer • 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 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, epically 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 1. Determine survey objectives, resources, and constraints 2. Determine the data-collection method 3. Determine the question response format 4. Decided 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 a 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 do’s 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 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 one come into play when choosing how to collect the data ➢ Mail interviews have time limitations ➢ Self-administered need to be short with few skip patterns ➢ Phone interviewers need to be short with few skip patterns ➢ Obviously taste tests have to be in person ➢ Internet allows for more visual 3. The Response Format • Open-ended: ➢ Questions to which the respondent replies in his or her words ➢ Pros: o Gauges general reactions o Better array of information o Helps interpret close-ended answers o May suggest additional alternatives not listed ➢ Cons: o Interviewer bias o Takes more resources o Interpretation processing error o May not be good for a self-administered questionnaire ➢ Open-ended questions allow more free-form response  best for qualitative ➢ Probing questions typical follow a respondent’s previous answer: o What else? o Why do you feel that way? o Anything to get them to expand on their initial thoughts, etc. ➢ Remember: the first answer is usually just the first layer. If you want more in-depth answers, you need to have probing questions o Examples: ▪ Is there anything else you would like to tell us
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