Marketing Research Survey Design

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Questions and Answers

What is one of the primary goals of a questionnaire in research?

Collect needed data (correct)

Minimize costs

Increase the number of questions

Enhance subjectivity

Which step comes first in the questionnaire design process?

Question layout and recruiting message

Specify the information needed (correct)

Pre-testing

Determine survey method

Which of the following methods is NOT part of the questionnaire design process?

Data categorization (correct)

Question structure/sequence

Question content

Recruiting message

What does the conceptual model in research typically summarize?

Hypotheses and variables Signup and view all the answers

What is a benefit of a well-designed questionnaire beyond data collection?

Facilitates data analysis Signup and view all the answers

What is a key criterion for evaluating survey methods?

Cost Signup and view all the answers

Which survey method maximizes the potential for sample control?

Personal interviews Signup and view all the answers

What approach is recommended to improve data quality?

Incentive-aligned survey design Signup and view all the answers

Which of the following questions contains a leading question bias?

Do you think Coca Cola is tasty and refreshing? Signup and view all the answers

What is an example of a filler question?

What did you eat for breakfast today? Signup and view all the answers

Which type of question is most likely to yield biased answers due to its wording?

Don’t you think that investment in children’s future is an important goal? Signup and view all the answers

Which survey method has the highest potential for interviewer bias?

Telephone interviews Signup and view all the answers

Which of these is NOT a way to improve survey question clarity?

Using filler questions Signup and view all the answers

What is a recommended length for survey questions?

Less than 15 words Signup and view all the answers

What type of questions should be asked first in a survey?

Qualifying screeners Signup and view all the answers

What aspect should be emphasized when asking about purchase likelihood?

Specificity about the product/service Signup and view all the answers

In which section of a survey are demographic questions typically placed?

Last section Signup and view all the answers

What is a key benefit of pre-testing a questionnaire?

Ensure questions are interpreted correctly Signup and view all the answers

What may help improve response rates during survey participation?

Having a clear layout and recruiting message Signup and view all the answers

What task should be done after pre-testing a questionnaire?

Revise based on feedback received Signup and view all the answers

What is considered a potential source of order bias in surveys?

The reverse order of questions Signup and view all the answers

Study Notes

Objectives of a Questionnaire

Translate research objectives into specific questions.
Primary goals include collecting necessary data and minimizing error.
Additional benefits: act as a permanent record, facilitate data analysis, and gather information for reliability measures.

Questionnaire Design Process

Specify the information needed based on research problems and exploratory research input.
Determine the survey method suitable for the target population.
Develop question content to address the identified needs.
Structure and sequence questions logically.
Design question layout and create a recruiting message to engage participants.
Conduct pre-testing to identify issues and refine the questionnaire.

Specifying the Information Need

Inputs for specifying information include defining research problems and insights from exploratory research.
Summarize findings in a conceptual model, illustrating the relationship between independent (X) and dependent (Y) variables.

Survey Method Determination

Consider various survey methods: Personal (in-home, CAPI), Mail (PAPI, mail panel), Telephone (CATI), and Internet (web surveys, web panels).
Evaluate methods based on cost, time, response rate, sample control, bias potential, quantity of data, question diversity, and use of physical stimuli.

Enhancing Data Quality

Implement incentive-aligned survey designs and employ filler questions.
Utilize attention check questions to filter out unengaged respondents.
Provide specific instructions for answering questions, including open-ended responses.

Question Content Considerations

The phrasing of questions can significantly influence responses and conclusions.
Wording effects illustrate how the formulation of a single question can yield different responses based on context.

Question Sequence Strategy

Start with qualifying questions (screeners) to identify target respondents.
Warm-up questions should be simple to ease respondents into the survey.
Focus questions require more effort and should be positioned after warm-ups.
Position demographic and sensitive questions at the end to avoid biasing responses.

Addressing Order Bias

Research demonstrates that the order of questions affects responses, as seen in studies where the sequence of questions altered responses even if the content was the same.

Layout and Recruiting Message Importance

The survey's physical appearance influences participation and completion rates.
Include an introduction that outlines the survey purpose, selection criteria for participants, confidentiality assurances, and a thank-you note to respondents.

Pre-Testing Essentials

Conduct pre-testing with a small representative sample to ensure clarity and flow of questions.
Pay close attention to the duration taken by respondents to complete the survey, which can indicate issues with question length or difficulty.

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Description

Explore the key principles of survey design in marketing research. This quiz covers different types of measurement scales, formulation of research problems, and the objectives of creating an effective questionnaire. Enhance your understanding of data collection techniques and analytical interpretation.