1. RESEARCH MEASUREMENT AND QUESTIONNAIRE DESIGN
MKT525

2. QUESTIONNAIRE DESIGN Have to know vs. nice to know
Delivery sets limits:
mail, phone, internet, in-person
Question content

3. QUESTION CONTENT Is question necessary?
Are several questions needed rather than one?
Do respondents have the necessary information to answer the question?
Will respondents give the information?

4. FORM OF RESPONSE Open-ended Fixed alternative: multiple response
Dichotomous question
Scaled question
Commonly used scales:
Likert scale
Semantic differential scale
Faces
Thermometer scales

5. QUESTION WORDING Simple words Avoid ambiguous words
Avoid leading questions
Avoid generalizations and estimates

6. QUESTIONNAIRE ORGANIZATION
Introduction
Screening questions
Warm-up questions
Transitions
Complicated/difficult to answer questions
Classification and demographic questions

7. OTHER CONSIDERATIONS Physical characteristics of questionnaire REVISE!
PRE-TEST!!

8. MEASUREMENT Determining intensity of a characteristic
Measure properties
Use measurement scales:
Often assign numbers to descriptors of the property

9. NUMBERS Four characteristics of number system:
1. Ten numbers and each is unique: 0 - 9
2.Numbers are in a certain order:
9>8>7>6>5>4>3>2>1
3.We can define equal differences:
= and = 9 - 7
4.We can define equal ratios;
10/5 = 6/3

10. SCALE TYPES
Nominal
Ordinal
Interval
Ratio

11. NOMINAL SCALE QUESTIONS
Please indicate your gender.
Check all brands you would consider purchasing:
Sony Zenith RCA Curtis Mathes
Do you agree or disagree that ‘Delta is ready when you are’?
Agree Disagree

12. ORDINAL SCALE QUESTIONS
Rank each brand in terms of your preference where ‘1’ indicates the brand you prefer most;
Arrid Right Guard Mennen Ban
For each pair of grocery stores, circle the one you would be more likely to patronize:
Jewel Dominick’s
Treasure Island Whole Foods
Whole Foods Jewel

13. INTERVAL SCALE QUESTION(1)
Rate the following brands of pens on overall performance:
Very Poor Very good
Parker
Cross
Mt. Blanc

14. INTERVAL SCALE QUESTION(2)
How much do you agree with the following statements:
Strongly disagree Strongly agree
I always look
for bargains
I love to cook
I enjoy being
outdoors

15. RATIO SCALE QUESTIONS Please indicate your age.___________
What is the probability that you will use a lawyer’s services when you are ready to make a will?
_________per cent
About how many times in the past month have you purchased anything over $5.00 in a 7-11 store?
more(specify)________

17. RELIABILITY AND VALIDITY
Repeatability
Consistency
Validity
Content or face validity
Criterion validity
construct validity