文档介绍：Exploring Marketing Research Chapter 15:Questionnaire Design
Exploring
Marketing Research
William G1>. Zikmund
Chapter 15:
Questionnaire Design
“It is not every question that deserves an answer.”
Publius Syrus
(Roman,1st century .)
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A questionnaire is only as good as the questions it asks
Copyright ? 2000 Harcourt, Inc. All rights reserved.
A Good Questionnaire Appears
As easy pose as a good poem
But, it is usually the result of long, painstaking work
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The Major Decisions in Questionnaire Design
1. 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 research
objectives?
5. How should the questionnaire be pretested? Does
the questionnaire need to be revised?
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What Should Be Asked?
Questionnaire Relevance
Questionnaire Accuracy
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Phrasing Questions
Open-Ended Questions
Fixed-Alternative Questions
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Structured Unstructured
Undisguised
Disguised
Example:
Typical descriptive survey
with straight-forward, structured
questions
Example:
Survey with open-ended
questions to discover “new”
answers or focus group interview
Example:
Survey interview to measure
brand A’s image versus
competitive brands’ images or
brand recall (unaided recall)
Example:
Projection techniques used
mostly for exploratory research
Classifying Surveys
by Degree of Structure and Degree of Disguise
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Developing a Questionnaire
No Hard and Fast Rules
Only Guidelines
Copyright ? 2000 Harcourt, Inc. All rights reserved.
plexity: use simple, conversational language
Avoid leading and loaded questions
Avoid ambiguity: be a