Key Decisions or Issues in Questionnaire (Preparation):
We need to discuss several decisions – problems and issues – related to questionnaire preparation. Questionnaire preparation is a creative task. It needs a great deal of imagination, expertise, subject knowledge, and experience. It is prepared in light of response to be sought.
The expert who has to design the questionnaire for the specific marketing problem should consider a large number of variables, such as research problem, cost, ability of field worker, time, characteristics of respondents, language, length of questions, number of questions, order of the questions, and so forth.
The key issues related to questionnaire design may include:
1. Deciding on information to be collected by questionnaire.
2. Deciding on type of questionnaires to be used (e.g., questionnaire for mail, telephone, or personal interview).
3. Deciding on the content and necessity of each question, and determining whether respondents can answer it.
4. Deciding on methods of administering questionnaire and recording response.
5. Deciding on wording, sentences, and physical layout of questionnaire.
6. Deciding on size of questionnaire or number of questions.
7. Deciding on type of questions (e.g., open-ended, direct, multiple-choice, dichotomous, etc.).
8. Deciding on the order or sequence of questions.
9. Deciding on language to be used.
10. Deciding on pretest, review and final draft.
No comments:
Post a Comment