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1、Exploring MarketingResearchWilliamG.ZikmundChapter15:QuestionnaireDesign“Itisnoteveryquestionthatdeservesananswer.”PubliusSyrus(Roman,1stcenturyB.C.)Copyright©2000Harcourt,Inc.Allrightsreserved.AquestionnaireisonlyasgoodasthequestionsitasksCopyright©2000Harcourt,Inc.Allrightsreser
2、ved.AGoodQuestionnaireAppearsAseasytocomposeasagoodpoemBut,itisusuallytheresultoflong,painstakingworkCopyright©2000Harcourt,Inc.Allrightsreserved.TheMajorDecisionsinQuestionnaireDesign1.Whatshouldbeasked?2.Howshouldeachquestionbephrased?3.Inwhatsequenceshouldthequestionsbearranged
3、?4.Whatquestionnairelayoutwillbestservetheresearchobjectives?5.Howshouldthequestionnairebepretested?Doesthequestionnaireneedtoberevised?Copyright©2000Harcourt,Inc.Allrightsreserved.WhatShouldBeAsked?QuestionnaireRelevanceQuestionnaireAccuracyCopyright©2000Harcourt,Inc.Allrightsres
4、erved.PhrasingQuestionsOpen-EndedQuestionsFixed-AlternativeQuestionsCopyright©2000Harcourt,Inc.Allrightsreserved.StructuredUnstructuredUndisguisedDisguisedExample:Typicaldescriptivesurveywithstraight-forward,structuredquestionsExample:Surveywithopen-endedquestionstodiscover“new”an
5、swersorfocusgroupinterviewExample:SurveyinterviewtomeasurebrandA’simageversuscompetitivebrands’imagesorbrandrecall(unaidedrecall)Example:ProjectiontechniquesusedmostlyforexploratoryresearchClassifyingSurveysbyDegreeofStructureandDegreeofDisguiseCopyright©2000Harcourt,Inc.Allrights
6、reserved.DevelopingaQuestionnaireNoHardandFastRulesOnlyGuidelinesCopyright©2000Harcourt,Inc.Allrightsreserved.AvoidComplexity:usesimple,conversationallanguageAvoidleadingandloadedquestionsAvoidambiguity:beasspecificaspossibleAvoiddouble-barreleditemsAvoidmakingassumptionsAvoidburd
7、ensomequestionsCopyright©2000Harcourt,Inc.Allrightsreserved.1.Doyoubelievethatprivatecitizenshavetherighttoownfirearmstodefendthemselves,theirfamilies,andpropertyfromviolentcriminalattack?YesNoUndecidedCopyright©2000Harcourt,Inc.Allrightsreserved.2.Doyoubelievethatabanontheprivate
8、ownershipoffirearmswouldbesignifi
