4.Marketing research.pptVIP

Questionnaire Questionnaire is a quick, cheap and reasonably effective means of collecting statistical information or of gauging attitudes or opinions. There are three types of questionnaire: The mail questionnaire The interview questionnaire The distributed questionnaire Questionnaire Design Each questionnaire should be designed specifically for the topic being investigated and should also satisfy five general functions in order to be effective: not be boring or exhausting be clear and easily understood allow boxes for yes/no type answers or multiple choice answer be simple the responses can be easily tallied Questionnaire Design - General Rules Use an introductory paragraph Make it as short as possible Don’t deal with too much information Avoid leading questions Where possible, questions should not be open-ended Always phrase questions in language familiar to the reader Easily answered questions, non-controversial questions should be placed first Always try to sequence the questions in a logical order to avoid confusion To pre-test the questionnaire on a colleague to see how effective it is and if there are any ambiguous/confusing questions Assignment Look at the example of a poor questionnaire on page 120 to 121. Identify the errors within each question. Questionnaire Design - Types of Question Types Natures Pros and cons Open-Ended Questions 开放式问题 Allows the respondents to give their own opinions in their words Take more time to answer and compile. There will also be problems in tallying responses. Two-Ended Questions 二元化问题 Allows the respondents to make a choice between two extremes such as yes/no, good/bad etc It is vital that the choices given are researched and well thought through. Multiple Choice Questions 多重选择问题 Allows the respondents to choose from all possible answers supplied You must ensure that all possible responses are covered and that the meaning is clear, covering a range of extremes. Questionnaire Design - Types of Answer The type of q