1. Chapter Eleven
Chapter 11

2. Relationship to Marketing
Figure 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

3. Figure 11.2 Questionnaire and Form Design
Figure 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

4. Figure 11.2 Questionnaire and Form Design Continued
Figure 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

5. 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

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

7. Figure 11.4 Types of Questions
Unstructured
Structured
Multiple
Choice
Dichotomous
Scales

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

9. Table 11.1 Questionnaire Design Check-List

10. Table 11.1 Questionnaire Design Check-List (Cont.)

11. Table 11.1 Questionnaire Design Check-List (Cont.)

12. Table 11.1 Questionnaire Design Check-List (Cont.)

13. Table 11.1 Questionnaire Design Check-List (Cont.)

14. Table 11.1 Questionnaire Design Check-List (Cont.)

15. Table 11.1 Questionnaire Design Check-List (Cont.)