Presentation on theme: "Business Research Methods William G. Zikmund"— Presentation transcript:
1 Business Research Methods William G. Zikmund Chapter 15:Questionnaire Design
2 “It is not every question that deserves an answer.” Publius Syrus (roman,1st century B.C.)
3 A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS
4 A Good Questionnaire Appears As easy to compose as a good poemBut, it is usually the result of long, painstaking work
5 The Major Decisions in Questionnaire Design 1. What should be asked?2. How should each question be phrased?3. In what sequence should the questions be arranged?4. What questionnaire layout will best serve the research objectives?5. How should the questionnaire be pretested? Does the questionnaire need to be revised?
6 What Should Be Asked?Questionnaire relevanceQuestionnaire accuracy
8 by Degree of Structure and Degree of Disguise Classifying Surveysby Degree of Structure and Degree of DisguiseStructured UnstructuredExample:Typical descriptive surveywith straight-forward, structuredquestionsSurvey with open-endedquestions to discover “new”answers or focus group interviewSurvey interview to measurebrand A’s image versuscompetitive brands’ images orbrand recall (unaided recall)Projection techniques usedmostly for exploratory researchUndisguisedDisguised
9 Developing a Questionnaire No hard and fast rulesOnly guidelines
10 Avoid Complexity: use simple, conversational language Avoid leading and loaded questionsAvoid ambiguity: be as specific as possibleAvoid double-barreled itemsAvoid making assumptionsAvoid burdensome questions
11 1. Do you believe that private citizens have the right to own firearms to defend themselves, their families, andproperty from violent criminal attack?Yes No Undecided
12 2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number ofmurders and robberies in your community?Yes No Undecided
13 1a. How many years have you been playing tennis on a regular basis? Number of years: __________b. What is your level of play?Novice AdvancedLower Intermediate ExpertUpper Intermediate Teaching Proc. In the last 12 months, has your level of play improved, remained thesame or decreased?Improved DecreasedRemained the same
14 2a. Do you belong to a club with tennis facilities? Yes . . . . . . . -1 Nob. How many people in your household - including yourself - play tennis?Number who play tennis ___________3a. Why do you play tennis? (Please “X” all that apply.)To have funTo stay fitTo be with friendsTo improve my gameTo competeTo winb. In the past 12 months, have you purchased any tennis instructionalbooks or video tapes? Yes
15 Dear Passenger:American Airlines is pleased to have you on board today.To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire.Your flight attendant will pick up your completed questionnaire shortly.Thank you.
16 1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight?Yes, from AmericanYes, from Other Airline . . 2Nob. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop?Boarded hereThrough passenger3. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now?Excellent Good Fair PoorOverall Service
17 4. Please rate each of the following with regard to this flight, if applicable. Excellent Good Fair PoorCourtesy and Treatment from the:Skycap at airportAirport Ticket Counter AgentBoarding Point (Gate) AgentFlight AttendantsYour Meal or SnackBeverage ServiceSeat ComfortCarry-On Stowage SpaceCabin CleanlinessVideo/Stereo EntertainmentOn-Time Departure
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