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What is a questionnaire?
A set of questions on a topic or group of topics designed to be answered by a respondent to generate the data necessary for accomplishing a research project's objectives
Respondent Information
Data Analysis
Findings
Recommendations
Managerial Action
It translates research objectives to be questions. It standardizes the questions and the response categories: every respondents can give the information that we want. It keeps communicating with respondents in a professional way. It is the permanent records of survey. It is helpful for the process of data analysis. It helps in extracting reliable information provided by respondents.
Do you consider the many marketing research texts adequate for most of your business majors at the undergraduate level ? _____ Yes ____ No If no; briefly, why not?
What do you think? Easy or difficult to answer?
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Golden Rules
1. 2. 3. 4. Understand the goals of the project. Keep the survey simple. Field/Pilot-test the survey. Consider the demographic characteristics of the respondents. 5. Visual appeal.
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Questionnaire Design
Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaires layout
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Place the most important items in the first half of the questionnaire to increase response on the important measures even in partially completed surveys. Make sure questions flow naturally from one to another.
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Step 5: Revise
Shorten the set of questions for the study. If a question does not address one of your aims, discard it. Refine the questions included and their wording by testing them with a variety of respondents.
Ensure the flow is natural. Verify that terms and concepts are familiar and easy to understand for your target audience. Keep recall to a minimum and focus on the recent past.
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Questionnaire layout
Keep questionnaire short if possible, but not too short that you sacrifice needed information Do not over crowd questionnaire Provide decent margin space Use multiple- grid layout for questions with similar responses Use good quality print paper. Use booklet form if possible Carefully craft the questionnaire title: 1. Captures respondents interest. 2. Shows importance of the study.
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Response Formats
Survey developers use several different types of response formats. Listed below are several of the most common response formats: 1) 2) 3) 4) 5) 6) 7) Multiple choice Open ended Rank order Rating Scale To what extent Closed ended True/False
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Multiple choice
Simple dichotomy
Determinant choice
Check-list
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Open Questions
Advantages: Freedom and spontaneity of the answers Opportunity to probe Useful for testing hypothesis about ideas Disadvantages: Time-consuming Coding: very costly and slow to process Demand more effort from the respondents
Closed Questions
Advantages: No extended writing Easy to process Useful for testing specific hypothesis Disadvantages: Loss of spontaneous response Bias in answer categories May irritate respondents as he is not able to express himself
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redundant or difficult
questionnaire length changing the subject
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