营销调研Questionnaire DesignPPT.pptVIP

Questionnaire Design (re. Zikmund Chapter 11);Major Decisions What to ask How questions are phrased Sequence of questions Layout Pretesting;What Questions? … will be determined by Type of Marketing Decision Problem definition Primary research objectives;Two Main Types of Question: Closed Open;Closed-ended questions can be: ;Strongly agree;Semantic differential Description: Scale is inscribed between two bipolar words and respondent selects the point that most represents the direction and intensity of his / her feelings Example: The course I am taking is Interesting :_____:_____:_____:_____:_____: Boring Useful :_____:_____:_____:_____:_____: Useless Easy :_____:_____:_____:_____:_____: Difficult;Rank order Description: Respondent is asked to rate or rank each option that applies. This allows the researcher to obtain information on relative preferences, importance etc. Example: Please indicate, in rank order, your preferred chocolate bar, putting 1 next to your favourite through to 5 for your least favourite. Snickers Bar Dove bar Wispa Mars Bar Creme Egg ;Numeric Description: Respondent specifies a particular value (can include decimal places) Example: How far (to the nearest kilometre) did you travel today to reach this College? ________km;Advantages of Closed-Ended Questions Quick to answer Easy to code No difference between articulate and inarticulate respondents Disadvantages of Closed-Ended Questions Can draw misleading conclusions because of limited range of options Researcher / interviewer cannot deal with qualifications to responses e.g. Yes, but….. or It depends where only Yes/No are given as options ; Open-ended questions ;Unstructured Description: Question that respondents can answer in an unlimited number of ways? Example: Why did you enrol for this course at Huang