que design mr project.pptx

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QUESTIONNAIRE AND FO

DES

SUBMI

SAN

SUBMIT

PROF. A SRINIV

MARKETING RESEARCH



OBJECTIVES

• To explain the purpose of a questionnaire and its objectives of asking questions that

respondents can and will answer, encouraging respondents, and minimizing response• To describe the process of designing a questionnaire, the steps involved , and guideli

must be followed at each step.

• To discuss the observational form of data collection and specify the who, what when where, and way of behavior to be observed.

• To discuss the considerations involved in designing questionnaires for international mresearch .

• To understand the ethical issues involved in questionnaire design .

• To discuss the use of the internet and computers in designing questionnaires.

MARKETING RESEARCH



“ “Pretesting a questionnaire is absolute

essential for success. All legitimate

researchers understand this won’t darwaste the publics time or their own effo

with a questionnaire that hasn’t been

pretested”

-Diana Bowers, Council of American Survey Re

Organizations(CASRO),Ne

MARKETING RESEARCH



OVERVIEW

• Questionnaire or a form design is an important step in formulating a

research design. Once the researcher has specified the nature of the

research design and determined the scaling procedures, a questionna

an observational form can be developed. This presentation discuss th

importance of questionnaires and observational form, than the objec

of a questionnaire and the steps involved in designing questionnaires

Several ethical issues that arise in questionnaire design are identified

MARKETING RESEARCH



INTRODUCTION

WHAT IS A QUESTIONNAIRE?

•

A questionnaire ,whether it is a schedule, interview form, or measuring instru,is a formalized set of questions for obtaining information from respondents.

• A set of questions designed to generate the data necessary for accomplish

research project's objectives.

• A tool for collecting information to describe, compare, or explain an eve

situation, as well as, knowledge, attitudes, behaviors, and/or socio-demogr

characteristics on a particular target group.

• An instrument (form) to

1. collect answers to questions

2. collect factual data

3. gathers information or measuresMARKETING RESEARCH



WHY IS A QUESTIONNAIRE IMP0RTANT

1. A questionnaire is the main means of collecting quantitative primary

2. A questionnaire enables quantitative data to be collected in a stand

way so that the data are internally consistent and coherent for

Imagine how difficult it would be to analyze the data of a nationa

conducted by 40 different interviewers if the questions had not bee

in a standard way, that is, if the interviewers had asked different q

using different wording and order.3. A questionnaire ensures standardization and comparability of t

across interviewers, increases speed and accuracy of recordin

facilitates data processing.

MARKETING RESEARCH



PURPOSES OF THE QUESTIONNAIR

1. Ensures standardization and comparability of the data across interveveryone is asked the same questions.

2. Increases speed and accuracy of recording.

3. Facilitates data processing.

4. Allows the researcher to collect the relevant information necessaryaddress the management decision problem.

Improper design can lead to?

1. Incomplete information

2. Inaccurate data

3. Higher costs

MARKETING RESEARCH



ADVANTEGES AND DISADVANTAGES OF

QUESTIONNAIRE

ADVANTAGES

i. Practical

ii. Large amounts of information can be collected froma large number of people in a short period of timeand in a relatively cost effective way.

iii. Can be carried out by the researcher or by anynumber of people with limited affect to its validityand reliability.

iv. The results of the questionnaires can usually bequickly and easily quantified by either a researcher orthrough the use of a software package.

v. Can be analyzed more 'scientifically' and objectivelythan other forms of research.

vi. When data has been quantified, it can be used tocompare and contrast other research and may beused to measure change.

vii. Positivists believe that quantitative data can be usedto create new theories and / or test existinghypotheses.

DISADVANTAGES

i. Is argued to be inadequate to understand someinformation - i.e. changes of emotions, behavio

etc.

ii. Phenomenologists state that quantitative resea

an artificial creation by the researcher, as it is as

limited amount of information without explana

iii. Lacks validity.

iv. There is no way to tell how truthful a responde

v. There is no way of telling how much thought a has put in.

vi. The respondent may be forgetful or not thinkin

full context of the situation.

vii. People may read differently into each question

reply based on their own interpretation of the q

what is 'good' to someone may be 'poor' to som

ADVANTAGESi. Practicalii. Large amounts of information can be

collected from a large number of people

in a short period of time and in a

relatively cost effective way

iii. Can be carried out by the researcher or

by any number of people with limited

affect to its validity and reliabilityiv. The results of the questionnaires can

usually be quickly and easily quantified

by either a researcher or through the

use of a software package

DISADVANTAGES

i. Is argued to be inadequate tounderstand some forms of info

i.e. changes of emotions, behav

feelings etc.

ii. Phenomenologists state that

quantitative research is simply

artificial creation by the researc

is asking only a limited amountinformation without explanatio

iii. Lacks validity.

iv. There is no way to tell how trut

respondent is being.

v. There is no way of telling how m

thought a respondent has put iMARKETING RESEARCH



v. Can be analyzed more

'scientifically' and objectively than

other forms of research.

vi. When data has been quantified, it

can be used to compare and

contrast other research and may

be used to measure change.

vii.Positivists believe thatquantitative data can be used to

create new theories and / or test

existing hypotheses.

vi. The respondent may be forgetfu

thinking within the full context o

situation.

vii. People may read differently intoquestion and therefore reply bas

their own interpretation of the q

i.e. what is 'good' to someone m

'poor' to someone else, therefore

a level of subjectivity that is not

acknowledged.

viii.There is a level of researcher impmeaning that when developing t

questionnaire, the researcher is

their own decisions and assumpt

to what is and is not important..t

they may be missing something t

importance.MARKETING RESEARCH



QUESTIONNAIRE DESIGN PROCES

i. No scientific principles guarantee an optimal or ideal questionnaire. Questionnaire

is as much an art as it is a science.

ii. The creativity, skill, and experience of the researcher play a major role in the end d

However, several guidelines are available to assist researchers in the questionnaire

development process and to help them avoid major mistakes.

iii. The guidelines to support questionnaire design are shown as a series of steps. can

into three main elements.

iv. Determining the questions to be asked selecting the type for each question and sthe wording designing the sequence of the questionnaire and the overall question

layout.

MARKETING RESEARCH





METHOD OF QUESTIONNAIRE DESIGNTELEPHONE QUESTIONNAIRE

A telephone survey is a systematic collection of data from a sample populatio

standardized questionnaire.

• A telephone survey is a method of public opinion polling where telephone nu

used to contact potential respondents, either from the general population or from

sample (for example, license buyers or members of an organization).

• Of all the methods employed in public opinion polling, telephone surveys are the

choice to maximize response rates, as well as to maintain control over the qua

data.

PERSONAL QUESTIONNAIRE

Personal questionnaires assess personal behavioral preferences, that is, how you lik

They are not concerned with your abilities, but how you see yourself in the way you

others, your approach to problems, and how you deal with feelings and emotions.

type of assessment, there are no right or wrong answers.

MARKETING RESEARCH



ELECTRONIC QUESTIONNAIRE

To gather feedback quickly and cheaply. Electronic questionnaires eliminate the costs ass

with printing and distributing paper-based questionnaires. Collecting data in electronic f

reduces time and costs required for data processing and may increase public confidence

anonymity of their responses. With group response technology you can obtain instant fe

•

Technical background: The questionnaire is created using Hyper Text Mark-up Languag(HTML) and made available to potential respondents via a web server. When the resp

has completed the questionnaire they 'submit' the web form back to the web server. T

server processes the data by executing programs created as part of the web form eith

sending data to a designated email address, or inserting it into a database created spe

the purpose of storing and retrieving the data.

• Practical solution: Web-based survey tools can be easily identified by an internet sear

will enable you to create your own questionnaires.

• Web-based survey services allow simple analysis of frequencies of response to each q

but cannot provide more complex analyses; for example if there are statistically signif

differences between groups. The data gathered can be imported into spreadsheets an

statistical packages which can be used to carry out more complex analyses.MARKETING RESEARCH



OVERCOMING INABILITY TO ANSWER IS THE RESPONDENT

INFORMED

•In situations where not all respondents are likely to be informed about the topic of infilter questions that measure familiarity and past experience should be asked before

questions about the topics themselves.

• A “don't know” option appears to reduce uninformed responses without reducing th

response rate.

• Respondents may be unable to articulate certain types of responses, e.g., describe th

atmosphere of, a department store.• Respondents should be given aids, such as pictures, maps, and descriptions to help t

articulate their responses.

MARKETING RESEARCH



WHAT SHOUD BE THE STRUCTURE OF THE

QUESTION?

A question may be unstructured or structured. In the following sections, we define u

questions and discuss their advantages and limitations. This is followed by a discus

popular forms of structured questions: multiple-choice, dichotomous, and scales.

Unstructured Questions

Unstructured questions are open-ended questions that respondents answer in

words. They are also referred to as free-response or free-answer questions. O

questions are good as first questions on a topic. They enable the respondents to expr

attitudes and opinions that can help the researcher interpret their responses to

questions. Open-ended questions allow the respondent to express their attitudes

without the bias associated with restricting responses to predefined alternatives. Thu

be useful in identifying underlying, motivations, beliefs, and attitudes. Analysis of th

comments provides a rich context for interpreting later questions. Unstructured qu

useful in exploratory research.

MARKETING RESEARCH



Structured Questions

Structured questions specify the set of responses as well as their format. A structured may offer multiple-choices, or a scale.

Multiple-Choice Questions

In multiple-choice questions, the researcher provides a choice of answers, and respondasked to select one or more of the alternatives given. Consider the following question:

• Do you intend to travel overseas within the next six months?

• _____ Definitely will not travel

• _____ Probably will not travel

•

_____ Undecided• _____ Probably will travel

• _____ Definitely will travel

MARKETING RESEARCH



Two concerns in designing multiple-choice questions are

(1) the number of alternatives that should be included and

(2) order or position bias.

(3) Multiple choice questions should include choices that cover the full range of poss

alternatives. The alternatives should be mutually exclusive and collectively exhaus

“other (please specify)” category should be included where appropriate. Instructio

clearly indicate whether the respondent is to choose only one alternative or selec

apply. (For example, “Please indicate all the brands of cereals that you have consuthe past week.”) As the list of choices increases, the questions become more diffic

answer. When the alternative list becomes long, the researcher should consider u

than one question to simplify the workload for respondents.

MARKETING RESEARCH



WHAT TYPE OF SCALE ARE USED?

An itemized rating scale has a number or a brief description associated with each response categ

categories are typically arranged in some logical order, and the respondents are required to selecategories that best describe their reactions to whatever is being rated. Itemized rating scales are

widely used scales in marketing.

SEMANTIC SCALE

Semantic differential is a type of a rating scale designed to measure the connotative meaning of o

events, and concepts. The connotations are used to derive the attitude towards the given object,

concept.

Osgood's semantic differential was an application of his more general attempt to measure the se

meaning of words, particularly adjectives, and their referent concepts. The respondent is asked t

where his or her position lies, on a scale between two bipolar adjectives (for example: "Adequate

Inadequate", "Good-Evil" or "Valuable-Worthless"). Semantic differentials can be used to measur

opinions, attitudes and values on a psychometrically controlled scale.

MARKETING RESEARCH



LIKERT SCALE

Named after its developer, Rensis Likert, the Likert scale is one of the most widely used

itemized scales. The end-points of a Likert scale are typically “strongly disagree” and “st

agree.” The respondents are asked to indicate their degree of agreement by checking on

response categories. The following example shows how a Likert scale was used in a reta

study. Strongly Disagree Neither Agree Strongly disagree agree nor agree disagree.

STAPLE SCALE

Staple scale is a unipolar rating scale with ten categories numbered from -5 to +5, with

neutral point. Respondents are asked to indicate how accurately or inaccurately each tdescribes the object by selecting an appropriate numerical response category. Though

construct than the Semantic Differential, while giving the same results, the Staple scale

been widely applied in marketing.

MARKETING RESEARCH



Number of Scale Categories :Two conflicting considerations are involved in deciding

of scale categories. The greater the number of scale categories, the finer the discrim

among stimulus objects that is possible. Traditional guidelines suggest that the appro

number of categories should be seven plus or minus two: between five and nine. Yetsingle optimal number of categories.

Balanced Versus Unbalanced Scales

In a balanced scale, the number of favorable and unfavorable categories is equal; in

unbalanced scale, the number is unequal. In general, the scale should be balanced in

obtain objective data. However, if the distribution of responses is likely to be skewed

positively or negatively, an unbalanced scale with more categories in the direction of may be appropriate. If an unbalanced scale is used, the nature and degree of unbalan

scale should be taken into account in data analysis.

MARKETING RESEARCH



HOW SHOULD THE QUESTION BE



HOW SHOULD THE QUESTION BE

WORDED?Translating the information needed into clearly worded questions that are easily unders

the most difficult aspect of questionnaire development. Poorly worded questions can c

mislead respondents, leading to nonresponse or response error. Poorly worded questio

also frustrate the respondents to the point that they refuse to answer those questions

This is referred to as item nonresponse and leads to nonresponse error. If respondents

questions differently than intended by the researcher, serious bias can occur, leading to

response error.

To avoid problems in question wording, we offer five guidelines:

1. define the issue,

2. use ordinary words,3. avoid ambiguous words,

4. avoid leading questions, and

5. use positive and negative statements.

MARKETING RESEARCH



Define the IssueQuestions should always clearly define the issue being addressed. Beginning journalist

to define the issue in terms of who, what, when, where, why, and way (the six Ws). The

particularly, who, what, when, and where, can also serve as guidelines for defining the i

question. Consider the following question: Which brand of bath soap do you use? (Inco

the surface, this may seem to be a well-defined question, but we may reach a different

conclusion when we examine it under the microscope of who, what, when, and where.

MARKETING RESEARCH



CHOOSING QUESTION WORDING

The W’s Defining the question

WhoThe Respondent

It is not clear whether this question relate

the individual respondent or the respondetotal household.

WhatThe Brand of Bath soap

It is unclear how the respondent is to answ

this question if more than one brand is use

WhenUnclear

The time frame is not specified in this

question. The respondent could interpret meaning the bath soap used this morning,

week or over the past year.

Where At home, at the gym, on the road?

MARKETING RESEARCH



OBSERVATIONAL FORMS

• Department Store Project

• Who: Purchasers, browsers, males, females, parents with children, or children alone.

• What: Products/brands considered, products/brands purchased, size, price of packaginspected, or influence of children or other family members.

• When: Day, hour, date of observation.

• Where: Inside the store, checkout counter, or type of department within the store.

• Why: Influence of price, brand name, package size, promotion, or family members onpurchase.

• Way: Personal observer disguised as sales clerk, undisguised personal observer, hiddcamera, or obtrusive mechanical device.

MARKETING RESEARCH

USE SIMPLE WORDS



USE SIMPLE WORDSSimple, ordinary words that match the vocabulary level of the respondent should be used

questionnaire. When choosing words, keep in mind that the average person in the United

has a high school education, not a college one. Simplicity in wording and a conscious effo

avoid technical jargon should guide questionnaire development. As marketing profession

also important to remember that most respondents do not understand marketing termin

Use Unambiguous Words

When selecting words for a questionnaire, the questionnaire designer should choose wo

with only one meaning. This is not an easy task given that a number of words that appea

unambiguous can have different meanings to different people. These include usually, nor

frequently, often, regularly, occasionally, and sometimes. Consider the following question

typical month, how often do you go to a movie theater to see a movie?

____ Never

_____ Occasionally

_____ Sometimes

_____ Often

_____ Regularly

MARKETING RESEARCH



The categories of this multiple choice question can have different meanings to different

leading to response bias. Three respondents who go to movie theaters once a month m

three different categories: occasionally, sometimes, and often. The following is a much

worded question: In a typical month, how often do you go to a movie theater to see a m

• _____ Less than once

• _____ 1 or 2 times

• _____ 3 or 4 times

• _____ More than 4 times

This question is less ambiguous because each respondent is answering it from a consistframe of reference. Response categories have been objectively defined, and responden

longer free to interpret them in their own way.

MARKETING RESEARCH



DETERMINING THE ORDER OF QUESTIONOpening Questions

The opening questions should be interesting, simple, and non-threatening.

Type of Information

As a general guideline, basic information should be obtained first, followed by classificaand, finally, identification information.

Difficult Questions

Difficult questions or questions which are sensitive, embarrassing, complex, or dull, sho

placed late in the sequence.

Effect on Subsequent Questions

General questions should precede the specific questions (funnel approach).

MARKETING RESEARCH



FLOWCHART FOR QUESTIONNAIRE

MARKETING RESEARCH

WHAT IS THE PROPER ORDER OF QUESTION



WHAT IS THE PROPER ORDER OF QUESTION

When arranging questions in a proper order, the researcher should consider the opening questio

type of information sought, difficult questions, and the effect on subsequent questions. Question

be arranged in a logical order, organized around topic areas.

Opening questions set the stage for the remainder of the questionnaire. They serve a variety of p

They can introduce the topic, attempt to gain the confidence and operation of respondents, or esthe legitimacy of the study. The opening questions should be interesting, simple, and nonthreate

Questions that ask respondents for their opinions are always good openers because most people

express their opinions. Some studies require a prescreening of the respondents to ensure that th

eligible to participate in the interview. In these cases, qualifying questions are used as opening qu

Three types of information are obtained from a questionnaire:

(1) basic information,

(2) classification information, and

(3) identification information.

Basic information relates directly to the research problem. Classification information consists of

socioeconomic and demographic characteristics. It is used to classify the respondents in order to

results across different groups. Identification information includes name, address, and telephone

Identification information may be obtained for a variety of purposes, including verifying that the

respondents listed were actually interviewed, remitting promised incentives, and so on

MARKETING RESEARCH



Because basic information is the most important aspect of a study, it should be obtaine

followed by classification and then identification information. Classification and identifi

information is of a more personal nature. Therefore, these types of questions should ap

the end of the questionnaire.

Questions that could be perceived as difficult should be placed late in the sequence aft

relationship has been established and the respondent is involved in the process. The las

question of the classification section is typically income information; the respondent's

telephone number is the final item in the identification section for the same reasons. I

questions can influence questions asked later in a questionnaire. As a rule, a series of q

should start with a general introduction to a topic, followed by specific questions relate

topic. T Questions should be asked in a logical order, organized around topic areas. Whe

switching topics, brief transitional phrases or sentences should be used to help respond

switch their train of thought, for example, “In this section, we ask questions related to you

of a new car in the last six months.”

MARKETING RESEARCH

HOW SHOULD THE QUESTIONNAIRE BE



HOW SHOULD THE QUESTIONNAIRE BE

PRETEST?

Pretesting refers to the testing of the questionnaire on a small sample of respondents t

and eliminate potential problems.

• A questionnaire should not be used in the field survey without adequate pretesting.

• All aspects of the questionnaire should be tested, including question content, wordin

sequence, form and layout, question difficulty, and instructions.

• The respondents for the pretest and for the actual survey should be drawn from the

population.

• Pretests are best done by personal interviews, even if the actual survey is to be cond

mail, telephone, or electronic means, because interviewers can observe respondent

reactions and attitudes.

MARKETING RESEARCH



• After the necessary changes have been made, another pretest could be conducted by

telephone, or electronic means if those methods are to be used in the actual survey.

•

A variety of interviewers should be used for pretests.• The pretest sample size varies from 15 to 30 respondents for each wave.

• Protocol analysis and debriefing are two commonly used procedures in pretesting.

• Finally, the responses obtained from the pretest should be coded and analyzed.

MARKETING RESEARCH



DESIGN OF QUESTIONNAIRES FOR EXPERIMENTATION

While the most common use of questionnaires is for survey research, questionnaires are also us

experimentation. They may be used to measure the variables of interest before and/or after exp

the experimental treatment such as a television commercial. The design of a questionnaire forexperimentation follows the same principles that we have outlined for survey research.

Design of Observational Forms

Observational forms are designed to record respondent reaction to new products, advertising,

or some other marketing stimuli. Observational forms are designed primarily for the field work a

tabulation phase, providing a guide for recording information accurately and to simplify coding

and analysis of data.

MARKETING RESEARCH

QUESTIONNAIRE DESIGN CHECKLIST



QUESTIONNAIRE DESIGN CHECKLIST

While we have discussed the Dos and Don’ts of questionnaire design throughout this

presentation them with incorrect and correct questions, we present a checklist for appr

questionnaire design.

Information Needed

1. Ensure that the information obtained fully addresses all the components of the prob

2. Have a clear idea of the target population.

Individual Question Content

1. Is the question necessary?

2. Are several questions needed instead of one to obtain the required information in an

unambiguous manner?

3. Do not use double-barreled questions.

MARKETING RESEARCH

O i I bilit d U illi t A



Overcoming Inability and Unwillingness to Answer

1. Is the respondent informed? 2. If respondents are not likely to be informed, filter questions that meafamiliarity, product use, and past experience should be asked before questions about the topics thems

3. Can the respondent remember?

4. Questions that do not provide the respondent with cues can underestimate the actual occurrence of

5. Minimize the effort required of the respondents.

7. Make the request for information seem legitimate.

Choosing Question Structure

1. Open-ended questions are useful in exploratory research and as opening questions.

2. Use structured questions whenever possible.

3. In multiple-choice questions, the response alternatives should include the set of all possible choices be mutually exclusive.

4. In a dichotomous question, if a substantial proportion of the respondents can be expected to be neuinclude a neutral alternative.

5. Consider the use of the split ballot technique to reduce order bias in dichotomous and multiple-choiquestions.

MARKETING RESEARCH



FORM AND LAYOUT

1. Divide a questionnaire into several parts.

2. The questions in each part should be numbered, particularly when branching ques

used.

3. The questionnaires should preferably be preceded.

4. The questionnaires themselves should be numbered serially.

MARKETING RESEARCH

CONCLUSION



To collect quantitative primary data, a researcher must design a questionnaire or an

observational form. A questionnaire must translate the information needed into a set o

questions. Designing a questionnaire is as much an art as it is a science. We can provide

guidelines for development, but no one optimal questionnaire design fits every researc

The process begins by specifying the information needed. Questions must be written to

overcome the respondents' inability to answer. Respondents may be unable to answer are not informed or cannot remember Questions that attempt to collect sensitive infor

may also be met with resistance. Questions can be unstructured (open-ended) or struct

a varying degree. Structured questions include multiple-choice questions and scales.

Determining the wording of each question involves defining the issue, using ordinary w

using unambiguous words, and using dual statements. The issue should be clearly defin

terms of who, what, when, and where. The researcher should avoid leading questions..

consideration should be given to opening questions, type of information, difficult questthe effect on subsequent questions. The questions should be arranged in a logical order

effectiveness of all these design decisions must be assessed in a pretest. Questionnaire

a very important aspect of marketing research and effort devoted to this task can payof

handsomely in terms of the quality and completeness of the data and the results.MARKETING RESEARCH



BIBLIOGRAPHY

•

1. K. Popper, The Logic of Scientific Discovery (1959), reprinted (2004) by RoutledTaylor & Francis

• 2. S. Ackroyd and J. A. Hughes, Data Collection in Context (1981) Longman

• 3. Bartels, L. M. (2002). Question order and declining faith in elections. Public OpQuarterly, 66(1), 67 –79.

• 4. Bickart, B. A. (1993). Carryover and backfire effects in marketing research. JouMarketing Research, 30, 52 –62.

• 5. Diamantopoulos, A., Schlegelmilch, B. B., & Reynolds, N. (1994). Pretesting inquestionnaire design: The impact of respondent characteristics on error detection. Jthe Market Research Society, 36(October), 295 –314.

MARKETING RESEARCH



• 6. Malhotra, N. K. (2004). Marketing research: An applied orientation (4th ed.). U

Saddle River, NJ: Prentice Hall

• 7. Peterson, M. (2006). Basic marketing research: A decision making approach (2

Upper Saddle River, NJ: Prentice Hall.

• 8. Martin, E. & Polivka, A. E. (1995). Diagnostics for redesigning survey questionn

Public Opinion Quarterly, 59(4), 547 –567.

• 9. Marketing Reasearch, Naresh K. Malhotra, Satyabhushan Dash, Pearson Public

(2010)

MARKETING RESEARCH

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que design mr project.pptx