MKTG 320 Chapter Notes - Chapter 10: Multiple Choice
Document Summary
Questionnaire: a set of questions designed to generate the data necessary to accomplish the objectives of a research project, also called an interview schedule or a survey instrument. Survey objectives: an outline of the decision-making info sought through a questionnaire. Open-ended question: a question which the respondent replies in her or his own words. Closes-ended question: a question that requires the respondent to choose from a list of answers. Dichotomous question: a close-ended question that asks the respondent to choose between two answers. Multiple choice question: closed ended question that asks responded to choose amount several answers also called multichotomous questions. Scaled-response question: closed-ended question in which the response choices are designed to capture the intensity of the respondent"s feelings. Clarity in wording: clarity achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group and asking only one question at a time. Respondent biasing: leading questions that give away the research goal or sponsor identity.
