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Applied Marketing (Market Research Methods) Topic 3: Data collection methods and questionnaire design
Dr James Abdey
Dr James Abdey
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Face-to-face interview:
Advantages: Good for personal questions; allow for probing issues in greater depth; permit difcult concepts to be explained; can show samples (such as new product designs) Disadvantages: (Very) expensive; not always easy to obtain detailed information on the spot
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Telephone interview:
Advantages: Easy to achieve a large number of interviews; easy to check on quality of interviewers (through a central switchboard perhaps) Disadvantages: Not everyone has a telephone so the sample can be biased; cannot usually show samples; although telephone directories exist for landline numbers, what about mobile numbers? Also, young people are more likely to use mobiles rather than landlines, so are more likely to be excluded
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Telephone interviewer a survey of businessmen and their attitude to a new item of ofce equipment
All of them will have a telephone, and also the questions should be simple to ask Here, booking time for a telephone interview at work (once it has been agreed with the administration) should be much more effective than waiting for a form to be lled in, or sending interviewers to disrupt ofce routine
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Advantages: Most people can be contacted this way (there will be little non-response due to not-at-home reasons); allows time for people to look up details such as income, tax returns etc. Disadvantages: High non-response rate it requires effort to complete the questionnaire; answers to some questions may inuence answers to earlier questions since the whole questionnaire is revealed to the respondent this is important where the order of a questionnaire matters; you have no control over who answers the questionnaire
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Remember that it is always possible to combine methods The Family Expenditure Survey in the UK, for example, combines the approach of using an interviewer three times over a fortnight (to raise response and explain details) while the respondent household is required to ll in a self-completion diary (showing expenditure, which could not be obtained by interview alone)
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Similarly, telephone interviews may be combined with a mail-shot sub-sampled individual survey, in the case of ofces and businesses faxing additional information In the case of the telephone survey of businessmen described above, a description of the new equipment could be faxed to the businessmen in advance, or as they are telephoned
Remember also that email surveys are already widespread and becoming increasingly popular, although they are only appropriate when the population to be studied uses them heavily and is likely to reply to your questions, such as employees in your ofce An obvious advantage is that this method is very cheap to administer
Qualitative methods
Subtle form of investigation which seeks to understand factors explaining buyer behaviour mainly diagnostic Consumer motives for product selection Functions:
Generate language, hypotheses for subsequent quantitative research Check, sort and prioritise potential advertising, product, pack concepts Find out new trends in product usage
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Forms:
In-depth interviews Focus groups (groups of people with similar characteristics)
Qualitative research
Principal methods of researching consumer products
Gap analysis looking at perceptual map; brainstorm about a new product or brand Action studies case studies; diaries Brainstorming solutions to problems (generate different ideas) Synectics see problems in a new light; do not describe a specic problem
Focus groups
Focus groups use 8 to 15 people in a discussion group can be used for testing products Good for developing ideas for new products Good for developing questions for use in a questionnaire
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Mystery shopping
Mystery shopping involves the researcher carrying out an activity rather than asking about it Question: How long do you generally queue in post ofce X? Or mystery shopping interviewer A is to go to post ofce X and measure how long s/he has to wait to be served
In the UK the Post Ofce uses mystery shopping nationwide to test services in post ofces from the point of view of
Time spent in queues and being served Efciency of service Helpfulness and politeness of staff
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Questionnaire design
We consider the importance of questionnaire design ensuring questionnaires are effective An art as much as a science Inevitably questionnaire design involves a series of trade-offs Guidelines for developing sound questionnaires are provided Ultimately we seek to engage respondents and stimulate their interest
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Questionnaire design
A questionnaire is a method of obtaining specic information about a dened problem
Highly structured with formal questions Unstructured with free-style questions Mix
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Questionnaire requirements
Respondents must understand the question They must be able to provide the information requested They must be willing to provide it Simple words short and specic questions Facts are preferable to opinions Information sought should be within ability of people to recall accurately Checklists may introduce bias
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Questionnaire design
Questionning approach
Funnel technique Inverted funnel technique
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Types of questions
Open-ended Closed
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Such a question is called a double-barrelled question, because two or more questions are combined into one To obtain the required information, two distinct questions should be asked:
Do you think Coca-Cola is a tasty soft drink? and Do you think Coca-Cola is a refreshing soft drink? (Correct)
How many litres of soft drinks did you consume during the last four weeks? (Incorrect) How often do you consume soft drinks in a typical week?
1. 2. 3. 4. _____ Less than once per week _____ 1 to 3 times per week _____ 4 to 6 times per week _____ 7 or more times per week
(Correct)
Data collection methods Qualitative methods Questionnaire design Choosing question wording
(Correct)
In multiple choice questions, the researcher provides a choice of answers and respondents are asked to select one or more of the alternatives given Do you intend to buy a new car within the next six months?
_____ _____ _____ _____ _____ _____ Denitely will not buy Probably will not buy Undecided Probably will buy Denitely will buy Other (please specify)
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Dichotomous questions
A dichotomous question has only two response alternatives: yes or no, agree or disagree, and so on Often, the two alternatives of interest are supplemented by a neutral alternative, such as no opinion, dont know, both, or none Do you intend to buy a new car within the next six months?
_____ _____ _____ Yes No Dont know
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Data collection methods Qualitative methods Questionnaire design Choosing question wording
(Correct)
Data collection methods Qualitative methods Questionnaire design Choosing question wording
(Incorrect)
(Correct)
An alternative that is not explicitly expressed in the options is an implicit alternative Do you like to y when travelling short distances? (Incorrect) Do you like to y when travelling short distances, or would you rather drive? (Correct)
Questions should not be worded so that the answer is dependent upon implicit assumptions about what will happen as a consequence Are you in favour of a balanced budget? (Incorrect) Are you in favour of a balanced budget if it would result in an increase in personal income tax? (Correct)
What is the annual per capita expenditure on groceries in your household? (Incorrect) What is the monthly (or weekly) expenditure on groceries in your household?
and
Data collection methods Qualitative methods Questionnaire design Choosing question wording
Data collection methods Qualitative methods Questionnaire design Choosing question wording