ExploringMarketing ResearchWilliam G. ZikmundChapter 15: Questionnaire Design “It is not every question that deserves an answer.” Publius Syrus (Roman,1st century B.C.)Copyright 2000 Harcourt, Inc. All rights reserved.A questionnaire is only as good as the questions it asksCopyright 2000 Harcourt, Inc. All rights reserved.A Good Questionnaire Appears As easy to compose as a good poem But, it is usually the result of long, painstaking workCopyright 2000 Harcourt, Inc. All rights reserved.The Major Decisions in Questionnaire Design1. What should be asked?2. How should each question be phrased?3. In what sequence should the questions be arranged?4. What questionnaire layout will best serve the researchobjectives?5. How should the questionnaire be pretested? Doesthe questionnaire need to be revised?Copyright 2000 Harcourt, Inc. All rights reserved.What Should Be Asked? Questionnaire Relevance Questionnaire AccuracyCopyright 2000 Harcourt, Inc. All rights reserved.Phrasing Questions Open-Ended Questions Fixed-Alternative QuestionsCopyright 2000 Harcourt, Inc. All rights reserved.StructuredUnstructuredUndisguisedDisguisedExample:Typical descriptive survey with straight-forward, structured questionsExample:Survey with open-ended questions to discover “new” answers or focus group interviewExample:Survey interview to measure brand As image versus competitive brands images or brand recall (unaided recall)Example:Projection techniques used mostly for exploratory researchClassifying Surveys by Degree of Structure and Degree of DisguiseCopyright 2000 Harcourt, Inc. All rights reserved.Developing a Questionnaire No Hard and Fast Rules Only GuidelinesCopyright 2000 Harcourt, Inc. All rights reserved. Avoid Complexity: use simple, conversational language Avoid leading and loaded questions Avoid ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid burdensome questionsCopyright 2000 Harcourt, Inc. All rights reserved.1. Do you believe that private citizens have the right to own firearms to defend themselves, their families, and property from violent criminal attack?YesNoUndecidedCopyright 2000 Harcourt, Inc. All rights reserved.2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community?YesNoUndecidedCopyright 2000 Harcourt, Inc. All rights reserved.1a. How many years have you been playing tennis on a regular basis? Number of years: _b. What is your level of play?Novice . . . . . . . . . . . . . . . -1Advanced . . . . . . .-4 Lower Intermediate . . . . .-2Expert . . . . . . . . .-5 Upper Intermediate . . . . . -3Teaching Pro . . . . -6c. In the last 12 months, has your level of play improved, remained thesame or decreased?Improved. . . . . . . . . . . . . .-1Decreased. . . . . . . -3 Remained the same . . . . .-2Copyright 2000 Harcourt, Inc. All rights reserved.2a. Do you belong to a club with tennis facilities?Yes . . . . . . . -1 No . . . . . . . -2b. How many people in your household - including yourself - play tennis? Number who play tennis _ 3a. Why do you play tennis? (Please “X” all that apply.)To have fun . . . . . . . . . . -1 To stay fit. . . . . . . . . . . . -2 To be with friends. . . . . . -3 To improve my game . . .-4 To compete. . . . . . . . . . .-5 To win. . . . . . . . . . . . . . .-6b. In the past 12 months, have you purchased any tennis instructional books or video tapes?Yes . . . . . . . -1 No . . . . . . . -2Copyright 2000 Harcourt, Inc. All rights reserved.Dear Passenger:American Airlines is pleased to have you on board today.To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire.Your flight attendant will pick up your completed questionnaire shortly.Thank you.Copyright 2000 Harcourt, Inc. All rights reserved.1. Please indicate: Flight number _ Date_2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American . . . . 1 Yes, from Other Airline . .2 No . . . . . . . . . . . . . . . . . .3b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop?Boarded here . . . . . . . . . .1 Through passenger. . . . . .23. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now?Excellent Good Fair Poor Overall Service . . . . . . . . . .12 3 4Copyright 2000 Harcourt, Inc. All rights reserved.4. Please rate each of the following with regard to this flight, if applicable.Excellent Good Fair