Chapter Thirteen Questionnaire Design and Issues

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Chapter Thirteen Questionnaire Design and Issues

• MKTG 328 Marketing Research
• Schreiber

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Intro Value of Survey Instrument (University
Housing Survey)

• Marketing plan for _______________________
• Identify, investigate, and gain insight into
  factors __________________________________________
  __________________________________________
• Goals
• Survey existing students

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Intro Value of Survey Instrument (University
Housing Survey)

• Survey instrument
• Contained 59 questions on
• Questionnaire design
• After 3 weeks, ___________________________________
  __________________________________________________
  _________________

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Theoretical Components of Questionnaires

• Words
• Questions
• Formats
• Hypotheses

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Other Issues regarding Questionnaires

• Description versus Prediction
• Description
• Prediction
• Accuracy versus Precision
• Accuracy
• Precision

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Steps in Developing a Survey Instrument (Exhibit
13.4)

• Transform research objectives into information
  objectives
• Determine the appropriate data collection method
• Determine information requirements for each
  objective
• Develop specific question/scale measurement
  formats
• Evaluate question/scale measurements
• Establish the Flowerpot format/layout
• Evaluate the questionnaire and layout
• Obtain the clients approval
• Pretest and revise the questionnaire
• Finalize the questionnaire format
• Implement the survey

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Cover Letters

• Their Role
• Length
• Guidelines (see Exhibit 13.9)

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Cover Letter Guidelines

• Personalization
• Identification of Sponsoring Organization
• Clear statement of studys purpose and importance
• Anonymity and confidentiality
• General time frame of doing the study
• Reinforcement of importance of respondents
  participation
• Acknowledgement of reasons for non-participation
• Time requirements and compensation
• Completion data and where/how to return survey
• Advance thank-you statement for willingness to
  participate

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Cover Letter Guidelines

• Personalization
• Identification of Sponsoring Organization
• Clear statement of studys purpose and importance

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Cover Letter Guidelines

• Anonymity and confidentiality
• General time frame of doing the study
• Reinforcement of importance of respondents
  participation

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Cover Letter Guidelines

• Acknowledgement of reasons for non-participation
• Time requirements and compensation

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Cover Letter Guidelines

• Completion data and where/how to return survey
• Advance thank-you statement for willingness to
  participate

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Supplemental Documents for Survey Instruments

• Supervisor Instructions
• Interviewing Instructions
• Screening Forms
• Quota Sheets
• Rating Cards
• Call Record Sheets