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9 Cards in this Set
- Front
- Back
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Questionnaire
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-vehicle used to pose the questions that the researcher wants the respondents to answer
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Functions of a Questionnaire
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-translate the research objectives into questions
-standardize those questions -foster cooperation and motivation -serve as permanent records of research -speed up process of data analysis -serve as basis for reliability and validity |
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Marketing Research Questions Measure...
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-attitudes
-beliefs -behaviors -demographics |
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Words to Avoid in Questionnaire
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-all, always, any, ever, never
-extreme absolutes |
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Four "Do's" of Questionnaire Wording
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1. should be focused on a single issue or topic
2. should be brief 3. grammatically simple 4. should be crystal clear |
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Four "Don Not's" of Questionnaire Wording
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1. should not lead the respondent to particular answer
2. should not use "loaded" wording or phrasing (since our founding fathers gave us...) 3. should not be double barreled (satisfied with food AND service?) 4. should not use dramatics (sunglasses example) |
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Five Functions of Questionnaire Organization
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1. identify the surveyor/sponsor
2. indicates the purpose of survey 3. explain how the respondent was selected 4. requests for/provides incentive for participation 5. determine if respondent is suitable |
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Screening Questions
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-used to ferret out respondents who do not meet research study qualifications
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Question Flow
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-sequencing of questions or blocks of questions
1. warm up questions 2. transitions 3. skip questions 4. classifications and demographic |
