Design of Questionnaire
Questionnaire
A set of questions on a topic or
group of topics designed to be
answered by a respondent.
Questionnaire Preparation
not an easy task
Respondents tend to answer every
question whether they have the
information or not
Response depends on the way the
question is asked
Biasness may arise from interviewer and
respondents side.
5
Sources of Error in
Questionnaires
Memory: Respondents cant remember
correctly
Motivation: To project a better self image,
respondents may be motivated to respond
to all questions even incorrectly
Communication: May not understand the
question
Knowledge: Simply may not know
Attitude measurements are more prone to
error
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CLASSIFICATION OF
QUESTIONNAIRE
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The marketing researcher appoints some
interviewer to collect information on his
behalf.
The interviewer are expected to
adhere
in asking
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contains
Non-Structured
Questionnaire
of this type can be split into
Questionnaire
two sub-types
disguised questionnaire.
Process of questionnaire
design
1
Fact
Regarding factual information the interviewer has
to ensure that the information sought is available
with the respondent and he is willing to share it.
It should not be based on past else inaccuracy
may arrive
He should ensure that respondent should
understand the question correctly
This will avoid miscommunication
Awareness
Sometimes marketing researcher is interested
to know whether the respondent is aware of
the existence of certain product or brand
Such information is particularly sought by a
firm soon after it has launched an advertising
campaign, to enable it to know if advertising
has contributed certain awareness.
Increase in penetration after first study
Opinion
Information is often sought on the opinion of the respondent
He is specifically asked what view he holds on a particular
clear
A commonly drawn distinction has been to view an attitude
Difficulties in Opinion
The question on opinion sometimes poses some
difficulties for the researcher
When an answer to an opinion question is received
from the respondent, the researcher is not sure
whether the respondent is well informed about the
subject on which his opinion has been sought.
A respondent can give opinion without knowing the
subject at all.
This a great disadvantage and make difficult for
researcher to verify.
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Reasons
Open-ended Questions
are
preferred
when
the
researcher
is
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If several interviewers are conducting interviews and
each one is recording the answers to opinion questions
according to his understanding, and in his own way,
then there is likely to be an element of bias in the
recorded answers.
It is extremely difficult to compress lengthy answers in
a meaningful manner.
Such answers may be good in quality but their
quantification becomes extremely difficult.
Dichotomous Questions
It has
in the form o f
Yes or No
Advantages of Dichotomous
questions
Dichotomous questions are most convenient or
clothes?
Rin___, Det___, Wheel____, Fena____Super 777___,Excel___Any
other____
Obviously the respondent is likely to take more time to answer
such questions as compared to dichotomous questions.
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However if the above is worded little bit
differently ,the answer is likely to be
different.
Do
you
think
that
this
is
sub-standard
product?
not
which an average
Vague words
should be discarded
such as many,often,reasonably
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Lengthy questions should be avoided. this
may lead confusions.
One should
into
lacking specificity
should be avoided or
to the
Order/Sequence of Questions
G ive proper attention to order/sequence of questions to be
contained in questionnaire.
Researcher has to built rapport in the beginning with the
respondent, it is thus necessary that questions asked at the
beginning are simple and helpful in establishing rapport.
beginning.
Those are
If the
asked
To sustain the interest of the respondent questionnaire
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He can calculate the probable time that might be
required to answer the entire questionnaire.
He can also canvass the questionnaire amongst
STE P-4
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If it is really a lengthy questionnaire, special
care should be taken to reduce the size by
providing two-column in a page and by using
finer types.
But sometimes too fine printing may cause
inconvenience to respondent.
The questionnaire should have "easy looks
which means that it should be short and printed
on superior quality paper so that writing with
pen or pencil is smooth.
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Researcher can know suitability of the
instructions given to the interviewer as also capability.
Interviewer will also have a opportunity to familiarize
the
information
required
for
the
questionnaire
and
the
the
type
of
method of administration
3. Determine
the
type
and
content
question.
4. Be careful in phrasing each question
5. Decide the sequence of each question
of
each