264a Marketing Research1 Principles of Questionnaire Writing.

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Presentation transcript:

264a Marketing Research1 Principles of Questionnaire Writing

264a Marketing Research2 Principles of Questionnaire Writing Be clear and precise.

264a Marketing Research3 Principles of Questionnaire Writing Be clear and precise. Bad: “Tell me what you think about this product?” Good “On a scale from 1 to 10 how fresh is this bagel?” (circle one) Very Stale Very Fresh

264a Marketing Research4 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap.

264a Marketing Research5 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Bad: What is your income level? $0 - $10,000 $10,000 - $20,000 $20,000 - $30,000 $30,000 or more.

264a Marketing Research6 Be clear and precise. Response choices should not overlap. Use natural and familiar language. Principles of Questionnaire Writing

264a Marketing Research7 Be clear and precise. Response choices should not overlap. Use natural and familiar language. Bad: “Moribund Lively” Principles of Questionnaire Writing

264a Marketing Research8 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias.

264a Marketing Research9 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Bad: “Why isn’t this brand better liked?” Good: “What is it that you like least about this brand?”

264a Marketing Research10 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions.

264a Marketing Research11 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. Bad: “Do you like the taste and the feel of this brand?”

264a Marketing Research12 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. State explicit alternatives.

264a Marketing Research13 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. State explicit alternatives. “Does it seem possible or does it seem impossible to you that the Nazi extermination of the Jews never happened?”

264a Marketing Research14 Principles of Questionnaire Writing Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. State explicit alternatives. Questions should be reliable and valid.