tailieunhanh - Marketing Research Chapter 6

6. Questionnaire design. Chapter summary. Once researchers have taken a decision to employ a specific research design and sampling procedure and determined the measurement and scaling method, they can now develop a questionnaire to collect the data required for the study. | Marketing Research Questionnaire design 6. Questionnaire design Chapter summary Once researchers have taken a decision to employ a specific research design and sampling procedure and determined the measurement and scaling method they can now develop a questionnaire to collect the data required for the study. This chapter will focus on the questionnaire design and development. We will start by discussing the significance of questionnaire design in marketing research. Next we shall describe the steps involved in questionnaire design and several guidelines for developing an appropriate questionnaire based on question structure layout and wording. The chapter will also discuss the importance of pilot testing. Significance of questionnaire building A researcher s ability to design an appropriate measurement scale does not by itself provide guarantee that relevant data will automatically collected. Therefore understanding what involves in building a questionnaire becomes utmost important for a researcher and manager. Much of the primary data collection required for solving marketing problems involves asking questions to respondents and recording their response. Most problems in the field of marketing research are complex in the nature and require primary data collection. In such cases a questionnaire becomes a potent tool for collecting primary data. A questionnaire is a formalized set of questions involving one or more measurement scales designed to collect specified primary data. Measurement scales discussed in the previous chapter provide the building blocks for questionnaire design. Regardless of the form of administration a questionnaire is characterized by two main objectives. First it must convert the information required by managers in a format of questions. Second the questions asked must be created in a format in which respondent will understand it and be willing to answer them. The first objective poses a tough challenge to researchers in converting .