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Lecture Marketing research - Chapter 9: Questionnaire design

After completing this unit, you should be able to: Understand the role of the questionnaire in the data collection process, become familiar with the criteria for a good questionnaire, learn the process for questionnaire design, become knowledgeable about the three basic forms of questions,. | Copyright © 2004 John Wiley & Sons, Inc. Questionnaire Design CHAPTER Nine Learning Objectives 1. To understand the role of the questionnaire in the data collection process. 2. To become familiar with the criteria for a good questionnaire. 3. To learn the process for questionnaire design. 4. To become knowledgeable about the three basic forms of questions. Learning Objectives 5. To learn the necessary procedures for successful implementation of a survey. 6. To understand how software and the Internet are impacting questionnaire design. 7. To understand the impact of the questionnaire on data collection costs. Questionnaire Defined A set of questions designed to generate the data necessary for accomplishing the objectives of the research project. The Pivotal Role See Figure 9.1 Positioned between the survey objectives and the respondent’s information. Translates the objectives into specific questions to solicit information. To understand the role of the questionnaire in the data collection process. The Role of a Questionnaire Figure 9.1 The Questionnaire’s Pivotal Role in the Research Process Questionnaire Data Analysis Findings Recommendations Managerial Action Survey Objectives Respondent Information Does it Provide the Necessary Decision-Making Information? If the questionnaire fails to provide insights, then discard or revise. Does it Consider the Respondent? Topic Type of respondent The interviewing environment The questionnaire To become familiar with the criteria for a good questionnaire. Criteria For a Good Questionnaire Does it meet Editing, Coding and Data Processing Requirements? Editing Skip patterns (Fig 9.2) Coding (Table 9-1) A Questionnaire Serves Many Masters Accommodate research objectives “Speak” to the respondent in an understandable language Convenient for interviewer Easy to check Translatable to findings To become familiar with the criteria for a good questionnaire. Criteria For a Good Questionnaire (1) Survey Objectives (2) Data Collection . | Copyright © 2004 John Wiley & Sons, Inc. Questionnaire Design CHAPTER Nine Learning Objectives 1. To understand the role of the questionnaire in the data collection process. 2. To become familiar with the criteria for a good questionnaire. 3. To learn the process for questionnaire design. 4. To become knowledgeable about the three basic forms of questions. Learning Objectives 5. To learn the necessary procedures for successful implementation of a survey. 6. To understand how software and the Internet are impacting questionnaire design. 7. To understand the impact of the questionnaire on data collection costs. Questionnaire Defined A set of questions designed to generate the data necessary for accomplishing the objectives of the research project. The Pivotal Role See Figure 9.1 Positioned between the survey objectives and the respondent’s information. Translates the objectives into specific questions to solicit information. To understand the role of the questionnaire in the data .