Questionnaire Design

1. Questionnaire Design Chapter 12

2. Purpose of Surveys • Customer • Satisfaction and new segments • Product • Preferred and desired benefits • Promotion • Awareness and effectiveness • Price • Level • Place • Location and ease Learning Objective One

3. Survey Issues • Management • Asks the right questions • Participants • Questions that can be answered • Survey Administer • Questions that are clearly written • Data Entry Clerk • Forms that make entry simple Learning Objective One

4. Design Process • Meet with management • Decide on topic areas • Prioritize • Write survey draft • Consider translation issues • Review draft with management • Write coding into answers • Lay out questionnaire Learning Objective Two

5. Testing • Pre-testing • Content, wording, form • Participant testing • With people similar to participants • Methodology testing • With planned method • Data entry testing • To evaluate coding and form design Learning Objective Two

6. Guidelines for Writing Questions • Not hypothetical • Use simple terms • Right reading level • Ask one question at a time • Avoid a passive voice • Consider translation issues Learning Objective Three

7. Types of Answers • Fill in the blank • Dichotomous choice • Forced choice • Multiple choice • Checklist • Ranking • Rating Learning Objective Three

8. Question Sequence • Qualifying • Demographic • Easy to answer • In-depth • Sensitive Learning Objective Four

9. Electronic Survey Forms • Less concern for length of survey • Coding of responses not necessary • Can use drop down boxes • Routing automatic Learning Objective Five