lecture八questionnaires文件材料教学稿件.ppt

. No. 1 for Business Management StudiesThe Guardian, May 2003 . Malhotra Birks, Marketing Research 2nd Euro Edition ? Pearson Education 2003 . Dr Jane Hemsley-Brown Senior Lecturer in Marketing . Research in Marketing Autumn 2010 Questionnaire Design Dr. Atanu K. Nath Department of Marketing What you need to learn today Writing a questionnaire Types of information Advice about writing a questionnaire Different types of data Primary and secondary Categorical and continuous Nominal; ordinal; interval; ratio Different types of questions which aim to collect the different types of data Primary data collection Qualitative – E.g. Questionnaire Face-to-face interviews Telephone interviews Group interviews Focus groups Observation Projective techniques Malhotra Birks, 2003 p292-7 Malhotra Birks, 2003 p158 Primary data Types of data Qualitative (words, phrases, sentences…) Quantitative (numerical) Nominal Ordinal Interval Ratio Aaker et al (2005) page 284 Five classes of information Facts and knowledge Opinions Motives Past Behaviour Likely future behaviour Chisnall, 2001 Chapter 5 – see electronic handout Pre-conditions Conditions necessary for ensuring a true response to a question: the research question must be clearly defined respondents must be able to understand the question; they must be able to provide the information requested they must be willing to provide the information the questions must measure what you intended to measure Chisnall, 2001 Chapter 5 – see electronic handout Writing Questionnaires Questions should be carefully designed in language readily understandable by the people being interviewed Use simple words; avoid unusual words Questions should be short and specific Ask what people know from experience Most questionnaires measure perceptions, not facts Information sought should be within ability of people to recall accurately Check lists may be useful, but use with care. Chisnall, 2001 Chapter 5 – see electronic handout Writ