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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 11

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 11', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Designing the Questionnaire What is a Questionnaire? A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer. Ch 11 Questionnaire Design Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout. Ch 11 The Functions of a Questionnaire Translates the research objectives into specific questions Standardizes those questions and the response categories Fosters cooperation and motivation Serves as permanent records of the research Ch 11 The Functions of a Questionnaire Can speed up the process of data analysis Can serve as the basis for reliability and validity measures Ch 11 Steps in the Questionnaire Development Process (Figure 11.1) Ch 11 Developing Questions Question development is the practice of . | Designing the Questionnaire What is a Questionnaire? A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer. Ch 11 Questionnaire Design Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaire’s layout. Ch 11 The Functions of a Questionnaire Translates the research objectives into specific questions Standardizes those questions and the response categories Fosters cooperation and motivation Serves as permanent records of the research Ch 11 The Functions of a Questionnaire Can speed up the process of data analysis Can serve as the basis for reliability and validity measures Ch 11 Steps in the Questionnaire Development Process (Figure 11.1) Ch 11 Developing Questions Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased. Ch 11 Developing Questions Marketing research questions measure Attitudes Beliefs Behaviors Demographics Ch 11 How wording affects answers Did you see A broken headlight? The broken headlight? Which generates more agreement? Ch 11 Words to Avoid in Questionnaire Development All Always Any Anybody Ever Every Never Ch 11 Why Avoid These Words? These words: all, any, anybody, best, ever, every, never, etc. are all EXTREME ABSOLUTES They place respondents in a situation where they must either fully agree or they must completely disagree with the extreme position in the question. Do you always observe traffic signs? Would you say all cats have four legs? Ch 11 Four “Do’s” of Questionnaire Wording Question evaluation refers to scrutinizing the wording of a question to ensure the question is not biased and is worded such that respondents understand it and can