Chapter Eleven Chapter 11

Relationship to Marketing Figure 11.1 Relationship of Questionnaire Design to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Figure 11.1 Relationship to the Previous Chapters and The Marketing Research Process Questionnaire Design Research Design Components (Chapter 3) Basic Types of Scales (Chapter 9) Continuous and Itemized Rating Scales (Chapter 10) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 11.2 Questionnaire and Form Design Figure 11.2 Questionnaire & Form Design Figure 11.2 Questionnaire and Form Design Opening Vignette Importance of Questionnaire Questionnaire Design Process Fig 11.3 Specifying the Information Needed and Interviewing Method Internet Applications Determining Individual Question Content Focus on Elrick & Lavidge Overcome Inability and Unwillingness to Answer Choosing Question Structure Fig 11.4 Application to Contemporary Issues TQM International Technology Ethics

Figure 11.2 Questionnaire and Form Design Continued Figure 11.2 Questionnaire & Form Design (continued) Figure 11.2 Questionnaire and Form Design Continued Opening Vignette Choosing Question Wording Determining the Order of Questions Fig 11.5 Internet Applications Focus on Elrick & Lavidge Identify the Form and Layout Reproduce the Questionnaire Eliminate Bugs by Pretesting Observation Forms Application to Contemporary Issues TQM International Technology Ethics

Figure 11.3 Questionnaire Design Process Specify the Information Needed Specify the Type of Interviewing Method Determine the Content of Individual Questions Design the Question to Overcome the Respondent’s Inability and Unwillingness to Answer Decide on the Question Structure Determine the Question Wording Arrange the Questions in Proper Order

Figure 11.3 Questionnaire Design Process Continued Identify the Form and Layout Reproduce the Questionnaire Eliminate Bugs by Pretesting

Figure 11.4 Types of Questions Unstructured Structured Multiple Choice Dichotomous Scales

Figure 11.5 The Funnel Approach to Ordering Questions Broad or General Questions Narrow or Specific Questions

Table 11.1 Questionnaire Design Check-List

Table 11.1 Questionnaire Design Check-List (Cont.)

Table 11.1 Questionnaire Design Check-List (Cont.)

Table 11.1 Questionnaire Design Check-List (Cont.)

Table 11.1 Questionnaire Design Check-List (Cont.)

Table 11.1 Questionnaire Design Check-List (Cont.)

Table 11.1 Questionnaire Design Check-List (Cont.)