Slide 11-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Questionnaire Design Carl McDaniel, Jr. Roger Gates Slides Prepared by Bruce R. Barringer University of Central Florida Chapter 11

Slide 11-2 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Learning Objectives Slide 1 of 2 To learn the objectives of questionnaire design. To understand the role of the questionnaire in the data collection process. To become familiar with the criteria for a good questionnaire. To learn the process for questionnaire design.

Slide 11-3 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Learning Objectives Slide 2 of 2 To become knowledgeable of the three basic forms of questions. To understand the key role of the questionnaire in data collection costs. To learn the necessary procedures for successful implementation of a survey.

Slide 11-4 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Questionnaire Defined A questionnaire is a set of questions designed to generate the data necessary for accomplishing the objectives of the research project.

Slide 11-5 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e The Questionnaire’s “Position” in the Research Process Questionnaire Survey Objectives Survey Objectives Respondent’s Information Respondent’s Information Data Analysis Data Analysis Findings Recommendations Managerial Action Managerial Action

Slide 11-6 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Criteria for a Good Questionnaire To design a good questionnaire, the following issues should be considered: Does it Provide the Necessary Decision- Making Information? Does it Consider the Respondent?

Slide 11-7 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Editing and Data Processing Requirements Editing – –Refers to going through the questionnaire to make certain the “skip patterns” are followed and required questions are filled out. – –A skip pattern is the sequence in which questions are asked. Open-Ended Questions – –An open-ended question is one that does not contain prerecorded possible responses.

Slide 11-8 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e The Questionnaire Development Process Determine Survey Objectives and Constraints Determine Survey Objectives and Constraints Determine Data Collection Methods Determine Data Collection Methods Evaluate the Questionnaire and Layout Evaluate the Questionnaire and Layout Describe Questionnaire Flow and Layout Describe Questionnaire Flow and Layout Decide Question Wording Decide Question Wording Determine Question Response Format Determine Question Response Format Obtain Approval from all Relevant Parties Obtain Approval from all Relevant Parties Pretest and Revise Prepare Final Copy Implementation

Slide 11-9 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step One: Determine Survey Objectives, Resources, and Constraints Survey (information) objectives should be spelled out as clearly and precisely as possible. If this step is completed in a thorough fashion, the rest of the process will follow more smoothly and efficiently.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Two: Determine the Data Collection Method Chapter 6 discussed the variety of ways that survey data can be gathered, such as in-person, telephone, mail, or self-administration. Each method will have an impact on survey design.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Three: Determine the Question Response Format Slide 1 of 5 Open-Ended Questions – –Open-ended questions are those in which the respondent can reply in his or her own words. Example of an open-ended question: 1. What advantages, if any, do you think ordering from a mail order catalog company offers compared with local retail outlets?

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Three: Determine the Question Response Format Slide 2 of 5 Closed-Ended Questions – –A closed-ended question is one that requires the respondent to make a selection from a list of options. – –The primary advantage of closed-ended questions is simply the avoidance of many of the problems (such as subjectivity) of open- ended questions.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Three: Determine the Question Response Format Slide 3 of 5 Dichotomous Questions – –This simplest form of a closed-ended question is the dichotomous choice. Example of a dichotomous question: 1. Would you rather live in a small town or a city? A. Small Town 1 B. City 2

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Three: Determine the Question Response Format Slide 4 of 5 Multiple-Choice Questions – –Multiple-Choice Questions permit the respondent to select from several alternatives. Example of a multiple-choice question: 1. Who do you think will win the World Series? A. New York Yankees B. St. Louis Cardinals C. Los Angeles Dodgers D. Atlanta Braves

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Three: Determine the Question Response Format Slide 5 of 5 Scaled-Response Questions – –Question format that permits the measurement of the “intensity” of a respondents’ answers. Example of a scaled-response question: 1. Now that you have read a sample of the Wall Street Journal, would you say that you would…(Check one) Definitely buy it Probably buy it Might or might not buy it Probably will not buy it Definitely will not buy it

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Four: Decide the Question Wording Four Guidelines in Selecting Wording – –The wording must be clear. – –Select words so as to avoid biasing the respondent. – –Consider the ability of the respondent to answer the question. – –Consider the willingness of the respondent to answer the question.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Five: Establish Questionnaire Flow and Layout After the questions have been properly formulated, the next step is to sequence them and develop a layout for the questionnaire. The general guidelines concerning questionnaire flow are included in the next slide.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e How a Questionnaire Should be Organized Use the screener questions to identify qualified respondents Use the screener questions to identify qualified respondents After obtaining a qualified respondent, begin with a question that obtains a respondent’s interest After obtaining a qualified respondent, begin with a question that obtains a respondent’s interest Ask general questions first Ask general questions first Position sensitive, threatening, and demographic questions as the end Position sensitive, threatening, and demographic questions as the end Insert “prompters” at strategic points Insert “prompters” at strategic points Ask questions that require “work” in the middle of the questionnaire Ask questions that require “work” in the middle of the questionnaire

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Six: Evaluate the Questionnaire Slide 1 of 2 Issues to Consider in Reviewing the Design of the Questionnaire – –The issues to consider in reviewing the design of the questionnaire are shown on the next slide:

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Six: Evaluate the Questionnaire Slide 2 of 2 Is the Question Necessary? Is the Questionnaire Too Long? Will the Questions Provide the Desired Information to Accomplish the Research Objectives? Appearances of Mail and Self-Administered Questionnaires Avoid a Cluttered Look Allow Plenty of Space for Open-Ended Responses Consider Color-Coding the Questionnaires Instructions Printed Within The Questionnaire Should be in Capital Letters

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Seven: Obtain Approval of All Relevant Parties At this point in the questionnaire design process, the first draft of the questionnaire has been completed. Approval for going forward with the questionnaire is the objective of this step.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Eight: Pretest and Revise When final managerial approval has been obtained, the questionnaire must be pretested. The primary purpose of a pretest is to make certain that the questionnaire gives the respondent clear, understandable questions that will evoke clear, understandable responses.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Nine: Prepare Final Copy Even the final copy phase does not allow the researcher to relax. – –Precise typing instructions, spacing, numbering, and precoding must be set up, monitored, and proofread.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Ten: Implementing the Survey Slide 1 of 3 Supervisor’s Instructions – –Inform them of the nature of the study, start and completion dates, quotas, reporting times, equipment and facility requirements, sampling instructions, number of interviewers required, and validation procedures. – –Interviewer’s Instructions – –Cover many of the same points as supervisor’s instructions but are geared to the actual interview.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Ten: Implementing the Survey Slide 2 of 3 Call Record Sheets – –Interviewers’ logs listing the number and results of a contact. – –Call record sheets are used to measure the efficiency of the interviewers. Visual Aids and Other Supplements – –Many studies use visual aids to facilitate the interviewing process.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Step Ten: Implementing the Survey Slide 3 of 3 Field Management Companies – –Field management companies such as Qfact, On- Line Communications, and Direct Resource generally provide questionnaire formatting, screener writing, development of instructional and peripheral materials, shipping departments, field auditing, and all coordination of data collection, coding, and tab services required for the project.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Questionnaire Challenges The Difficulty of Finding a Qualified Respondent in a Central Location Telephone Interview 1. Failed Attempts - Busy - No Answer - Answering Machine - Business Number - Phone/Language Problem - Discontinued Line 2. Cooperation Problems - Respondent Not at Home - Refused to be Interviewed

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Questionnaire Challenges The Difficulty of Finding a Qualified Respondent in a Central Location Telephone Interview 3. Screener Determines Respondent Not Eligible - Failed security test (works for marketing research firm, advertising agency, or the client) - Doesn’t use the product - Demographic disqualification (wrong gender, age, etc.) - Quota filled (survey has quota of 500 users of Tide and 500 users of other clothing washing powder. Interviewer already has 500 Tide users; the current respondent uses Tide. 4. Respondent Terminates During Interview 5. Completed interview

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Summary of Key Points Slide 1 of 2 This chapter examines the objectives of the questionnaire, as well as its construction, evaluation, and impact on project costs and profitability. The criteria for a good questionnaire fall into the following topic area: (1) achieving the goals of the study; (2) fitting the questionnaire to the respondent; and (3) editing, coding, and data processing.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Summary of Key Points Slide 2 of 2 The process of developing a questionnaire is discussed. The process contains 10 sequential steps. The chapter concludes with a discussion of the role of the questionnaire in survey research costs.