Presentation on the topic of

Presented by : JL12FS0 : Abhishek Kharbanda JL12FS : Faiz Ahmed JL12FS : Mohd. Mujahid JL12FS : Pragya Pal

JL12FS : Priyam Nigam

JL12FS : Sharvil Vikram SIngh

Introduction- what is a Questionnaire?

A Questionnaire is a research instrument consisting of a series of questions for the purpose of collecting information from the respondents.

Questionnaires are also limited by the fact that the respondent must be able to read the questions and respond to them

Questionnaire's Impact on Data Accuracy

It must communicate to the respondent what the researcher is asking .

It must communicate to the researcher what the respondent has said.

Sources of distortion
A sloppy questionnaire can lead to a great deal of distortion.

The entry of an intermediary, or the interviewer, into the communication channel can also distort the questionnaire.

Types of Questionnaires
There are mainly two types of questionnaires: Questionnaires that measure separate variables.

Questionnaires with questions aggregated into either scale or index.

Question form
Nonstructured questions
Open-ended

Structured questions
Fixed-response

Open-ended Questions
Consider the following illustrative questions
How old are you?___________________ What do you like most about owning your own home? _____________ Will you please describe your thoughts about a person who shoplifts items from a grocery store to keep from going hungry? __________________________________________________ ____________________________________

Close-ended Questions
In which of the following categories does your age fall?
_______ Less than 18 _______ 18 to 30 _______ 31 to 45 _______ 46 to 60 _______ Over 60

Multiple-Category Questions
In your opinion, which product category is the most suited for making purchases on the Internet?
____Automobiles ____Books ____Electronic Items (TVs, video cameras, VCR and DVD players, etc.) ____Videos, CDs

____Computer-related items
____Travel (airlines, car rental, hotel reservations, etc.)

Response Category Sequence

Approximately how many long-distance telephone calls do you make per week?
______ 0 to 1 call ______ 2 to 3 calls ______ 4 to 5 calls ______ 6 to 7 calls ______ More than 7 calls

The response categories in this question follow a natural sequence

Response Category
The response choices are collectively exhaustive but not mutually exclusive On the average, how many cans of cola do you drink per week ____0 to 3 cans ____3 to 6 cans ____More than 6 cans Changing the 3 in the second category to a 4 will make the response choices mutually exclusive

Can the Respondent Answer the Question?

In your opinion, how many students in your marketing courses will become potentially successful marketing managers?
Ten percent ______ ______ Twenty percent

Thirty percent ______ ______percent ______

Can the Respondent Answer the Question? (Contd)

Consider the following question taken from a questionnaire used by a marketing research firm in conducting a face-to-face survey of female household heads
How much has your family spent in the last 12 months on cookware? $ _______

Will the Respondent Answer the Question?

Questions about personal financial matters are examples of sensitive questions

Words used in the questions should not be ambiguous to the respondents

Avoiding Leading Questions

How do you feel about the quality of products on the market today compared with the quality of products on the market ten years ago?
___Product quality is better now than ten years ago. ___Product quality is worse now than ten years ago. ___Product quality is the same now as ten years ago. ___ No opinion.

Avoiding One-sided Questions

Do you feel firms today are concerned about their employees?
___Concerned ___ Unconcerned ___ No opinion

Do you feel the deregulation of the airline industry has benefited consumers, has had no impact on consumers, or has hurt consumers?
___Has benefited customers ___Has had no impact on customers ___Has hurt customers ___No opinion

Unbalanced Questions
How important is price to you in buying a new car?
___More important than any other factor ___Extremely important

___Important
___Somewhat important ___Unimportant

Balanced Questions
How important is price to you in buying a new car?
___Very important ___Relatively important ___Neither important nor unimportant

___Relatively unimportant
___Very unimportant

Objective of questionnaires

Collection of comprehensive information. Used to track behaviors, preferences and facts. To track data and business trends.

Questionnaire Design Elements

Introduction for purpose of the research. Question types to be used. Identify the audience. Choosing measurement scale.

Cont.
Is each question relevant and properly worded to obtain meaningful, valid responses?

Is the sequencing of the questions likely to introduce any bias?

Are the layout and appearance of the questionnaire conducive to accurate and easy data collection?

While making a questionnaire these things should be followed

Avoid Complexity: use simple, conversational language Avoid leading and loaded questions Avoid ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid burdensome questions