1. The Marketing Survey
By: Master Ence

2. Constructing the Questionnaire
Must measure what was intended to be measured (validity)
Results can be produced again (reliability)

3. Writing Questions
Open-ended questions – ask respondents to construct their own response to a question
Example: “What changes or additions to this coat would you recommend?” General comments or suggestions are also examples.
Forced-choice questions – respondents choose answers from given possibilities.
Two-choice questions, multiple-choice, rating or ranking scales, and/or level of agreement.

4. Two-Choice Questions
Yes/No Questions – should only be used when asking for response on one issue.
“Was our facility clean?”
“Was our facility well maintained?”
NOT “Was our facility clean and well maintained?”

5. Multiple-Choice Questions
Give respondent several choices
Make the options comprehensive enough to include every possible response.
“other” option useful – more accurate responses
“When you have a choice of all the car rental companies listed below, which do you prefer?” (check only one)
Alamo
Hertz
Avis
National
Budget
Thrifty
Enterprise
Other__________________

6. Rating Scale Questions
Very satisfied to very dissatisfied
Excellent to poor
Example: How would you rate your reception by the front desk staff?
Helpfulness
Check-In Speed
Excellent
Good
Fair
Below Average
Excellent
Good
Fair
Below Average

7. Rating Scale Continued…
Level of Agreement Questions
When assessing attitudes or opinions
Example: Indicate your level of agreement with the following statements based on your personal preference:
“I am extremely health conscious.”
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

8. Basic Writing Guidelines
Write each question clearly
As brief as possible
Same ranking/rating scales for questions
Do not ask leading questions (“Do you prefer X or the more reasonably priced Z?”)
Avoid bias
No guessing from respondent
Pretest questions

9. Formatting Excellent visual appearance & design
Dark ink on light paper
Easy-to-read font
Short enough to answer quickly
Number the questions
Group any demographic questions at the end of questionnaire

10. Administering Questionnaire
A mailed questionnaire:
Have a deadline
Personalize if possible
Include cover letter to explain purpose of survey
Include postage-paid envelope

11. Administering Questionnaire
In-person survey:
Brief explanation of survey’s purpose placed on questionnaire
Unbiased participant selection
Can collect reactions while interviewing

12. Administering Questionnaire
Incentives:
Drawings
Coupon for the company’s product