营销调研Questionnaire Design.ppt

PILOTING QUESTIONNAIRE Any questionnaire, should be piloted (i.e. test it) to check that it is going to function effectively. There are a number of reasons why it is important to pilot a questionnaire: To test how long it takes to complete To check that the questions are not ambiguous To check that the instructions are clear To eliminate questions that do not yield usable data Pilot on a group similar to the one that will form the population of the research study. It is difficult to give an exact number for the pilot group , generally, pilot on about 5-10% of final sample number. The results from the pilot study should not be included with final results. Bangor Transfer Abroad Programme Marketing Research Questionnaire Design (re. Zikmund Chapter 11) Major Decisions What to ask How questions are phrased Sequence of questions Layout Pretesting What Questions? … will be determined by Type of Marketing Decision Problem definition Primary research objectives Two Main Types of Question: Closed Open Closed-ended questions can be: Dichotomous Multiple Likert scale Semantic differential Rank order Numeric Dichotomous Description: Question offering two choices Example: Did you watch television at all yesterday? Yes / No Multiple Description: Question offering three or more choices Example: Which of these shops do you prefer? Next / River Island / Gap Top Shop/ Top Man Strongly agree Agree Neither agree nor disagree Disagree? Strongly disagree Likert scale Description: Statement with which respondent shows the amount of agreement / disagreement Example: Assessment by course-work is easier than assessment by examination Semantic differential Description: Scale is inscribed between two bipolar words and respondent selects the point that most represents the direction and intensity of his / her feelings Example: The course I am taking is Interesting :_____:_____:_____:_____:_____: Boring Useful