Chapter Eleven

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Chapter Eleven
Chapter 11
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Figure 11.1 Relationship to the Previous Chapters
and The Marketing Research Process
Figure 11.1 Relationship of Questionnaire Design
to the Previous Chapters and the Marketing
Research Process
Focus of This Chapter
Relationship to Previous Chapters
Relationship to Marketing Research Process

• Questionnaire Design

• Research Design Components (Chapter 3)
• Basic Types of Scales (Chapter 9)
• Continuous and Itemized Rating Scales (Chapter
  10)

Problem Definition
Approach to Problem
Research Design
Field Work
Data Preparation and Analysis
Report Preparation and Presentation
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Figure 11.2 Questionnaire and Form Design
Figure 11.2 Questionnaire Form Design
Opening Vignette
Importance of Questionnaire
Questionnaire Design Process
Fig 11.3
Specifying the Information Needed and
Interviewing Method
Internet Applications
Determining Individual Question Content
Focus on Elrick Lavidge
Overcome Inability and Unwillingness to Answer
Choosing Question Structure
Fig 11.4
Application to Contemporary Issues
TQM
International
Technology
Ethics
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Figure 11.2 Questionnaire and Form Design
Continued
Figure 11.2 Questionnaire Form Design
(continued)
Opening Vignette
Choosing Question Wording
Determining the Order of Questions
Fig 11.5
Internet Applications
Focus on Elrick Lavidge
Identify the Form and Layout
Reproduce the Questionnaire
Eliminate Bugs by Pretesting
Observation Forms
Application to Contemporary Issues
TQM
International
Technology
Ethics
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Figure 11.3 Questionnaire Design Process
Figure 11.3 Questionnaire Design Process
Specify the Information Needed
Specify the Type of Interviewing Method
Determine the Content of Individual Questions
Design the Question to Overcome the Respondents
Inability and Unwillingness to Answer
Decide on the Question Structure
Determine the Question Wording
Arrange the Questions in Proper Order
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Figure 11.3 Questionnaire Design Process Continued
Figure 11.3 Questionnaire Design Process
(continued)
Identify the Form and Layout
Reproduce the Questionnaire
Eliminate Bugs by Pretesting
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Figure 11.4 Types of Questions
Figure 11.4 Types of Questions
Questions
Unstructured
Structured
Multiple Choice
Dichotomous
Scales
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Figure 11.5 The Funnel Approach to Ordering
Questions
Figure 11.5 The Funnel Approach to Ordering
Questions
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Table 11.1 Questionnaire Design Check-List
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Table 11.1 Questionnaire Design Check-List (Cont.)
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Table 11.1 Questionnaire Design Check-List (Cont.)
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Table 11.1 Questionnaire Design Check-List (Cont.)
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Table 11.1 Questionnaire Design Check-List (Cont.)
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Table 11.1 Questionnaire Design Check-List (Cont.)
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Table 11.1 Questionnaire Design Check-List (Cont.)