tailieunhanh - Lecture Marketing research (10th edition): Chapter 12 - McDaniel, Gates

Chapter 12 - Questionnaire design. In this chapter, we will provide both overall guidance on questionnaire design and best practices for handling specific issues based on the findings of methodological research studies. | Chapter Twelve 12-1 The Role of the Questionnaire Key Terms & Definitions A Questionnaire: Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument. 12-2 Does it provide decision-making information? Does it consider the respondent? Does it meet editing and coding requirements? What to Consider: Criteria for a Good Questionnaire 12-3 Key Terms & Definitions Going through each question to ensure that skip patterns were followed and the required questions were filled out. Editing 12-4 Key Terms & Definitions The professor might want to give some examples of editing questions from a questionnaire. Sequence in which questions are asked, based on a respondent’s answer. Skip Patterns 12-5 Key Terms & Definitions When explaining skip patterns, go carefully through the example, and emphasis that instructions to the fieldworker are needed. The Questionnaire Design Process . | Chapter Twelve 12-1 The Role of the Questionnaire Key Terms & Definitions A Questionnaire: Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument. 12-2 Does it provide decision-making information? Does it consider the respondent? Does it meet editing and coding requirements? What to Consider: Criteria for a Good Questionnaire 12-3 Key Terms & Definitions Going through each question to ensure that skip patterns were followed and the required questions were filled out. Editing 12-4 Key Terms & Definitions The professor might want to give some examples of editing questions from a questionnaire. Sequence in which questions are asked, based on a respondent’s answer. Skip Patterns 12-5 Key Terms & Definitions When explaining skip patterns, go carefully through the example, and emphasis that instructions to the fieldworker are needed. The Questionnaire Design Process 12-6 Key Terms & Definitions Determine Survey Objectives, Resources, and Constraints Determine the Data Collection Method Determine the Question Response Format Decide on the Question Wording Establish Questionnaire Flow and Layout As directed by management Shaped by time & budget Knowledge of respondent Remember dos and don’ts Questions should flow logically Key Questionnaire Issues 12-7 Key Terms & Definitions Evaluate the Questionnaire Obtain Approval of all Relevant Parties Pretest and Revise the Questionnaire Prepare the Final Copy Implement the Survey For length, missing & unnecessary questions, etc Ensure manager buy-in Test & revise questions Decide on format/layout Mail, telephone, etc. Key Questionnaire Issues 12-8 Key Terms & Definitions Objectives—Outline of the decision-making information required Resources—Budget in terms of money, time, and personnel Constraints—The budget, also and other requirements 1. Survey Objectives, Resources, and Constraints Key Terms & Definitions

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