Market Research Chapter 15: Questionnaire Design

Front 1

Questions for Questionnaire Design (Relevancy and Accuracy)

Back 1

What should be asked?
How should questions be phrased?
In what sequence should the question be arrangeD?
What questionnaire layout will best serve the reaserch objectives?
How should the questionnare be pretested? Does the questionnaire need to be revised?

Front 2

Questionnaire Relevancy

Back 2

All information collected should address a research question in helping the decision maker in solving the current marketing problem

Front 3

In order for Questionnaire Accuracy

Back 3

Questionnaires should use simple, understandable, unbiased, unambigous and non irritating words. Proper question wording and sequencing to avoid confusion and biased answers.

Front 4

Open Ended Response Quesitons

Back 4

Pose some problem and ask respondents to answer in their own words

Front 5

Advantage of open ended response questions:

Back 5

Most beneifical in explorartory research, especially when the range of responses is not known. It may reveal unanticipated reactions towards the product.

Front 6

Disadvantages of Open Ended

Back 6

High cost of administering open ended response qeustions
Interviewer bias will influence the answer
Bias introduced by articulate individuals' longer answers

Front 7

Fixed Alternative Questions

Back 7

Quesitons in which respondents are given specific, limited alternative responses and asked to choose the one closest to their viewpoint

Front 8

Advantage of Fixed Alternative Questions:

Back 8

Require less interviewer skill
Take less time to answer
Are easier for the respondent to answer

Front 9

Disadvantages of Fixed Alterantive Questions:

Back 9

Lack of range in the response alternatives
Tendency of respodnents to choose convenient alternative

Front 10

Simple dichotomy

Back 10

Simple one of two alternatives (yes/no)

Front 11

Determinant choice questions

Back 11

Requires the respondent ot choose one of two alternatives

Front 12

Determinant choice question

Back 12

requires the respondent to choose one response from among multiple alternatives (a, b. c or d)

Front 13

Frequency Determination Question:

Back 13

Asks for an answer about general frequency (every day, 5-6 times a week, 2-4 times a week, etc)

Front 14

Checklist Question

Back 14

Provide multiple answers by checking off items

Front 15

True/False: The means of data collection will influence the question format and question phrasing:

Back 15

True. Quesitons for mail, Internet and telephone surveys must be less complex than those used in personal interviews. Qeustionnaires for telephone and personal interviews should be written in a conversational style

Front 16

How to Avoiding Mistakes:

Back 16

Avoid complexity (language)
Avoid leading and loaded quesitons
Avoid ambiguity: Be specific
Avoid making assumptions
Avoid burdensome questions that may tax the respondents' memory

Front 17

Leading Question

Back 17

suggests or implies certain answers

Front 18

Loaded Question

Back 18

Suggests a socially desirable answer or is emotionally charged

Front 19

Order bias

Back 19

Bias cuased by the influnece of earlier questions in a questionnaire or by an answer's position in a set of answers

Front 20

Funnel technique

Back 20

Asking general questions before specific questions in order to obtain unbiased responses

Front 21

Filter Question

Back 21

A question that screens out respondents who are not qualified to answer a second question

Front 22

Multiple Grid Questions

Back 22

Presents several similar questions and corresponding response alternatives arranged in grid format

Front 23

Graphical User Interface (GUI) software

Back 23

The reaserch can control the background, colors, fonts, and other features displayed on the screen so as to create an attractive and easy to use interface between the user and the internet survey

Front 24

Variable Piping Software

Back 24

Allows variable to be inserted into an internet questionnaire as a respondent is completing it

Front 25

Error Trapping software

Back 25

Controls the flow of an internet questionnaire

Front 26

Forced Answering Software

Back 26

Prevents respondents from continuing with an internet questionnaire if they fail to answer a question

Front 27

Pretesting Process

Back 27

Seeks to determine whether respndents have any difficulty understanding the questionnaire and whether there are any ambiguous or biased question

Front 28

Preliminary Tabulation

Back 28

A tabulation of the results of a pretest to help determine whether the questionnaire will meet the objective of the research

Front 29

Back Translating

Back 29

Taking a questionnaire that has previously been translated into another language and having a second independent translator translate it back to the orginal language