Marketing Research, Questionnaire Design & Development

Question 1

Secondary Data

Answer 1

Internal, External

- accessible, inexpensive

Question 2

Primary Data

Answer 2

Experimental, Non-Experimental

Question 3

Experimental Data

Answer 3

Laboratory, Field

Question 4

Non-Experimental Data

Answer 4

Qualitative, Quantitative

Question 5

What do Experiments Measure?

Answer 5

Quantitative:
“before treatment (MB)”
“after treatment (MA)”
- control group to compare to test group

Question 6

What do Non-Experimental Primary Data Measure?

Answer 6

Qualitative:
Laddering - Why? Why? Why?
Interviews
Focus Groups

Question 7

Versus Structured Questionnaires, Focus Groups Facilitate…

Answer 7

better discussion of sensitive topics

Question 8

In order to Increase Reliability of Sample…

Answer 8

…increase sample size to decrease margin of error against population

Question 9

4 Survey Measurement Techniques

Answer 9

nominal
ordinal (orderable non-numeric)
interval (opinions; Likert Scale)
ratio
bipolar scale (Y/N)

Question 10

6 Steps of Questionnaire Design and Development

Answer 10

1. Purpose
2. Draft
3. Design
4. Review & Revise
5. Pilot Test

Question 11

Survey Errors

Answer 11

Sampling Error

Non-Sampling Error

Question 12

Non-Sampling Errors

Answer 12

Nonresponse Error

Measurement Error

Question 13

Measurement Errors

Answer 13

• concern reliability/validity of data
  Systematic
  Random

Question 14

solving nonresponse error

Answer 14

controlling access

motivating response

Question 15

Sequencing Questions

Answer 15

1. warm-up
2. important/difficult questions
3. sensitive/personal questions
   - short and simple

Question 16

Hawthorne Effect

Answer 16

Respondents alter behaviour because they know they are being observed