Chapter 12 - Designing the questionnaire. In this chapter, the following content will be discussed: Designing the questionnaire, the process of questionnaire design, designing the questionnaire, closed response questions, range of response categories,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twelve Designing the Questionnaire 2 Marketing Research 12th Edition Designing the Questionnaire Questionnaire building is an art! 3 A questionnaire is always custom-built! Marketing Research 12th Edition FORMATTING THE QUESTIONNAIRE In each issue, determine the content of each question. Decide on the format of each question The Process of Questionnaire Design 4 PLANNING WHAT TO MEASURE Revisit the research objectives Decide on the research issue of your questionnaire Get additional information on the research issue from secondary data sources and exploratory research Decide on what is to be asked under the research issue Decide how you want to analyze the data collected. Marketing Research 12th Edition The Process of Questionnaire Design (Contd.) 5 SEQUENCING AND LAYOUT DECISIONS Lay out the questions in a proper sequence Group all the questions in each subtopic to get a single . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twelve Designing the Questionnaire 2 Marketing Research 12th Edition Designing the Questionnaire Questionnaire building is an art! 3 A questionnaire is always custom-built! Marketing Research 12th Edition FORMATTING THE QUESTIONNAIRE In each issue, determine the content of each question. Decide on the format of each question The Process of Questionnaire Design 4 PLANNING WHAT TO MEASURE Revisit the research objectives Decide on the research issue of your questionnaire Get additional information on the research issue from secondary data sources and exploratory research Decide on what is to be asked under the research issue Decide how you want to analyze the data collected. Marketing Research 12th Edition The Process of Questionnaire Design (Contd.) 5 SEQUENCING AND LAYOUT DECISIONS Lay out the questions in a proper sequence Group all the questions in each subtopic to get a single questionnaire PRETESTING AND CORRECTING PROBLEMS Read through the whole questionnaire to check whether it makes sense and it measures what it is supposed to measure Check the questionnaire for error Pretest the questionnaire Correct the problems Marketing Research 12th Edition QUESTION WORDING Determine how the question is worded Evaluate each research question on the basis of comprehensibility, knowledge and ability, willingness/inclination of a typical respondent to answer the question Designing the Questionnaire 6 Marketing Research 12th Edition Designing the Questionnaire (Contd.) Formatting the Question Decide on the degree of freedom to be given to the respondents in answering the questions 7 Alternatives Open ended with no classification Open ended where the interviewer uses pre-coded classifications to record the response Close ended or structured format in which a question or a supplementary card presents the responses to be considered Marketing Research 12th Edition .
