Designing the Questionnaire Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-2 Learning Objectives  Describe the steps in questionnaire design  Discuss the questionnaire development process  Summarize the characteristics of good questionnaires  Understand the role of cover letters  Explain the importance of other documents used with questionnaires

8-3 MPC Consulting’s Residence Life Plans

8-4 Value of Questionnaires in Marketing Research  A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data  Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument

8-5 Steps in Questionnaire Design  1: Confirm research objectives  2: Select appropriate data collection method  3: Develop questions and scaling  4: Determine layout and evaluate questionnaire  5: Obtain initial client approval  6: Pretest, revise, and finalize questionnaire  7: Implement survey

8-6 Type of Question Format o Unstructured Questions ÕOpen-ended format where respondent replies in their own words. o Structured Questions ÕClosed-ended format where respondent responds from a set of possible responses. Type of Question Format o Unstructured Questions ÕOpen-ended format where respondent replies in their own words. o Structured Questions ÕClosed-ended format where respondent responds from a set of possible responses. Questions and Scaling Quality of Question o Bad Questions Õ Unanswerable. Õ Leading or loaded. Õ Double-barreled questions. Quality of Question o Bad Questions Õ Unanswerable. Õ Leading or loaded. Õ Double-barreled questions.

8-7 Guidelines for Evaluating the Adequacy of Questions  Use simple words, avoiding technical words  Avoid qualifying phrases  Ensure response categories are mutually exclusive  Ensure question and scale statements are meaningful to the respondents  Avoid arranging response categories in a manner that may bias responses  Do not double-barrel questions or response items

8-8 Considerations in Questionnaire Design_1  Confirm the research objectives before designing the questionnaire  Determine data requirements to complete each research objective  Include a general description of the study in the introduction section  Ensure instructions are clear  Arrange questions in a logical order

8-9 Considerations in Questionnaire Design_2  Begin with simple questions and then progress to more difficult ones  Ask person questions at the end  Place sensitive questions towards the end  Avoid asking questions using a different measurement format in the same section of the questionnaire  End with a thank-you statement

8-10 Encourage Participation Improve Response Rates Initial Contacting Device Provide Study Information Communicate Study’s Legitimacy Communicate Study’s Legitimacy Role of a Cover Letter

8-11 Guidelines for Developing Cover Letters_1  Personalize letter  Identify sponsoring organization  State purpose and importance clearly  Promise anonymity or confidentiality  Clarify the general time frame of doing study

8-12 Guidelines for Developing Cover Letters_2  Reinforce importance of participation  Acknowledge reasons for nonparticipation  Provide time requirements and any compensation  Explain completion date and where and how to return survey  Offer advance thank you statement

8-13 Other Documents Used in Collecting Data  Supervisor instructions  Interviewer instructions  Screening forms  Quota sheets  Call record sheets

8-14 Sample Screening-Quota Sheet

8-15 Sample Rating Card

8-16 Call Record Sheet Sample

8-17 Marketing Research in Action: Santa Fe Grill Questionnaire  Does the questionnaire in its current form illustrate good design principles?  Can the current survey capture the necessary data?  Evaluate the “screener.” Are any changes needed?