Podcast Beta
Questions and Answers
What is one of the primary goals of a questionnaire in research?
Which step comes first in the questionnaire design process?
Which of the following methods is NOT part of the questionnaire design process?
What does the conceptual model in research typically summarize?
Signup and view all the answers
What is a benefit of a well-designed questionnaire beyond data collection?
Signup and view all the answers
What is a key criterion for evaluating survey methods?
Signup and view all the answers
Which survey method maximizes the potential for sample control?
Signup and view all the answers
What approach is recommended to improve data quality?
Signup and view all the answers
Which of the following questions contains a leading question bias?
Signup and view all the answers
What is an example of a filler question?
Signup and view all the answers
Which type of question is most likely to yield biased answers due to its wording?
Signup and view all the answers
Which survey method has the highest potential for interviewer bias?
Signup and view all the answers
Which of these is NOT a way to improve survey question clarity?
Signup and view all the answers
What is a recommended length for survey questions?
Signup and view all the answers
What type of questions should be asked first in a survey?
Signup and view all the answers
What aspect should be emphasized when asking about purchase likelihood?
Signup and view all the answers
In which section of a survey are demographic questions typically placed?
Signup and view all the answers
What is a key benefit of pre-testing a questionnaire?
Signup and view all the answers
What may help improve response rates during survey participation?
Signup and view all the answers
What task should be done after pre-testing a questionnaire?
Signup and view all the answers
What is considered a potential source of order bias in surveys?
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
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.
