QuestionnaireDesignPPT.ppt

ExploringMarketingResearchWilliamG.Zikmund,Chapter15:QuestionnaireDesign,“Itisnoteveryquestionthatdeservesananswer.”PubliusSyrus(Roman,1stcenturyB.C.),Copyright2000Harcourt,Inc.Allrightsreserved.,Aquestionnaireisonlyasgoodasthequestionsitasks,Copyright2000Harcourt,Inc.Allrightsreserved.,AGoodQuestionnaireAppears,AseasytocomposeasagoodpoemBut,itisusuallytheresultoflong,painstakingwork,Copyright2000Harcourt,Inc.Allrightsreserved.,TheMajorDecisionsinQuestionnaireDesign,1.Whatshouldbeasked?2.Howshouldeachquestionbephrased?3.Inwhatsequenceshouldthequestionsbearranged?4.Whatquestionnairelayoutwillbestservetheresearchobjectives?5.Howshouldthequestionnairebepretested?Doesthequestionnaireneedtoberevised?,Copyright2000Harcourt,Inc.Allrightsreserved.,WhatShouldBeAsked?,QuestionnaireRelevanceQuestionnaireAccuracy,Copyright2000Harcourt,Inc.Allrightsreserved.,PhrasingQuestions,Open-EndedQuestionsFixed-AlternativeQuestions,Copyright2000Harcourt,Inc.Allrightsreserved.,StructuredUnstructured,UndisguisedDisguised,ClassifyingSurveysbyDegreeofStructureandDegreeofDisguise,Copyright2000Harcourt,Inc.Allrightsreserved.,DevelopingaQuestionnaire,NoHardandFastRulesOnlyGuidelines,Copyright2000Harcourt,Inc.Allrightsreserved.,AvoidComplexity:usesimple,conversationallanguageAvoidleadingandloadedquestionsAvoidambiguity:beasspecificaspossibleAvoiddouble-barreleditemsAvoidmakingassumptionsAvoidburdensomequestions,Copyright2000Harcourt,Inc.Allrightsreserved.,1.Doyoubelievethatprivatecitizenshavetherighttoownfirearmstodefendthemselves,theirfamilies,andpropertyfromviolentcriminalattack?YesNoUndecided,Copyright2000Harcourt,Inc.Allrightsreserved.,2.Doyoubelievethatabanontheprivateownershipoffirearmswouldbesignificantlyreducethenumberofmurdersandrobberiesinyourcommunity?YesNoUndecided,Copyright2000Harcourt,Inc.Allrightsreserved.,1a.Howmanyyearshaveyoubeenplayingtennisonaregularbasis?Numberofyears:_b.Whatisyourlevelofplay?Novice.-1Advanced.-4LowerIntermediate.-2Expert.-5UpperIntermediate.-3TeachingPro.-6c.Inthelast12months,hasyourlevelofplayimproved,remainedthesameordecreased?Improved.-1Decreased.-3Remainedthesame.-2,Copyright2000Harcourt,Inc.Allrightsreserved.,2a.Doyoubelongtoaclubwithtennisfacilities?Yes.-1No.-2b.Howmanypeopleinyourhousehold-includingyourself-playtennis?Numberwhoplaytennis_3a.Whydoyouplaytennis?(Please“X”allthatapply.)Tohavefun.-1Tostayfit.-2Tobewithfriends.-3Toimprovemygame.-4Tocompete.-5Towin.-6b.Inthepast12months,haveyoupurchasedanytennisinstructionalbooksorvideotapes?Yes.-1No.-2,Copyright2000Harcourt,Inc.Allrightsreserved.,DearPassenger:AmericanAirlinesispleasedtohaveyouonboardtoday.Tohelpusprovidethebestservicepossible,weneedtoknowmoreaboutyouandyouropinionsofourservice.Ifyouareover11yearsold,wewouldappreciateitifyouwouldcompletethisquestionnaire.Yourflightattendantwillpickupyourcompletedquestionnaireshortly.Thankyou.,Copyright2000Harcourt,Inc.Allrightsreserved.,1.Pleaseindicate:Flightnumber_Date_2a.Atthecitywhereyouboardedthisparticularplane,didyoumakeaconnectionfromanotherflight?Yes,fromAmerican.1Yes,fromOtherAirline.2No.3b.Didyouboardthisplaneattheairportfromwhichitjusttookoff,orwereyouathroughpassengerforwhichthatwasanintermediatestop?Boardedhere.1Throughpassenger.23.HowwouldyouratetheoverallservicefromAmericanforthisflight,allthingsconsidered,fromyourarrivalattheairportterminaluntilnow?ExcellentGoodFairPoorOverallService.1234,Copyright2000Harcourt,Inc.Allrightsreserved.,4.Pleaserateeachofthefollowingwithregardtothisflight,ifapplicable.,ExcellentGoodFairPoor1234,CourtesyandTreatmentfromthe:Skycapatairport.AirportTicketCounterAgent.BoardingPoint(Gate)Agent.FlightAttendants.YourMealorSnack.BeverageService.SeatComfort.Carry-OnStowageSpace.CabinCleanliness.Video/StereoEntertainment.On-TimeDeparture.,Copyright2000Harcourt,Inc.Allrightsreserved.,QuestionnaireDesign,QuestionSequenceOrderBiasFunnelTechniqueFilterBiasQuestionLayout,Copyright2000Harcourt,Inc.Allrightsreserved.,PretestingisImportant,Copyright2000Harcourt,Inc.Allrightsreserved.,PreliminaryConsiderationsforQuestionnaireConstruction,1.Exactlywhatinformationisrequired?2.Exactlywhoareappropriatetargetrespondents?Whatdatacollectionmethodwillbeusedtosurveyrespondents?,Copyright2000Harcourt,Inc.Allrightsreserved.,GuidelinesforDevisingaGoodQuestionnaire,1.Writespecificquestionsonlyafteryouhavethoroughlythoughtthroughyourresearchquestions.Writetheresearchquestionsdown.2.Whenyouareworkingonthequestionnaire,constantlyrefertoyourresearchquestions.3.Foreachquestionyouwrite,explainhowtheinformationobtainedfromresponseswillhelpinansweringyourresearchquestions.,Copyright2000Harcourt,Inc.Allrightsreserved.,PrinciplesofDevelopingQuestions,Beclearandprecise.Respon