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Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
1
Chapter Twelve
Designing the Questionnaire
Marketing Research 9th Edition 2 http://www.drvkumar.com/mr9/
Aaker, Kumar, Day
Designing the Questionnaire
Questionnaire building
is an art!
A questionnaire
is always custom-built!
Marketing Research 9th Edition 3 http://www.drvkumar.com/mr9/
Aaker, Kumar, Day
The Process of Questionnaire Design
PLANNING WHAT TO MEASURE
Revisit the research objectives
Decide on the research issue of your questionnaire
Get additional information on the research issue from secondary data
sources and exploratory research
Decide on what is to be asked under the research issue
FORMATTING THE QUESTIONNAIRE
Determine the content of each question.
Decide on the format of each question
QUESTION WORDING
Determine how the question is worded
Evaluate each research question on the basis of comprehensibility, knowledge and
ability, willingness/inclination of a typical respondent to answer the question
Marketing Research 9th Edition 4 http://www.drvkumar.com/mr9/
Aaker, Kumar, Day
The Process of Questionnaire Design
(contd.)
SEQUENCING AND LAYOUT DECISIONS
Lay out the questions in a proper sequence
Group all the questions in each subtopic to get a single questionnaire
PRETESTING AND CORRECTING PROBLEMS
Read through the whole questionnaire to check whether it makes sense and it
measures what it is supposed to measure
Check the questionnaire for error
Pretest the questionnaire
Correct the problems
Marketing Research 9th Edition 5 http://www.drvkumar.com/mr9/
Aaker, Kumar, Day
Designing the Questionnaire
Planning What to Measure
Specify research objectives and information to be collected
Determine relevance and scope of the study
Pretest preliminary versions of the questionnaire
Translating Research Objectives Into Information Requirements
Questions should address hypotheses to be tested
Marketing Research 9th Edition 6 http://www.drvkumar.com/mr9/
Aaker, Kumar, Day
Designing the Questionnaire (Contd.)
Formatting the Question
Decide on the degree of freedom to be given to the
respondents in answering the questions
Alternatives
• Open ended with no classification
• Open ended where the interviewer uses pre-coded
classifications to record the response
• Close ended or structured format in which a question
or a supplementary card presents the responses to
be considered
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Aaker, Kumar, Day
Open-Response Questions
For introduction to a survey or to a topic
When it is important to measure the salience of an issue to a
respondent
When there are too many responses to be listed, or they cannot be
foreseen
When verbatim responses are desired to give the flavor of people's
answers or to cite examples
When the behavior to be measured is sensitive or disapproved
How do you feel about the public
transportation in downtown Hartford?----------
----------------------------------------------------------------
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Aaker, Kumar, Day
Open Response Questions (Contd.)
Advantages
Wide range of responses
Responses obtained without any influence
Free choices
Disadvantages
Variability in the clarity and depth of the responses depends
on
Articulateness of the respondent in personal interview
Willingness to compose a written answer for a mail survey
Interviewer's ability to record the verbatim answers quickly
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Aaker, Kumar, Day
Open Ended Questions (Contd.)
Disadvantages (Cont.)
Time consuming
Involves subjective judgements during summarization and
are prone to error
Expensive
Answers expand or contract depending on the space or time
available
Respondents may not use the same frame of reference
when the options are not available
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Aaker, Kumar, Day
Closed Response Questions
Two Basic Formats for Closed Ended or Structured Questions:
Choice from a list of responses
Appropriate single-choice rating on a scale
Advantages
Easier to answer
Require less effort by the interviewer
Tabulation and analysis is easier
Less potential error in the way the question is asked and the way
it is recorded
The responses are directly comparable from respondent to
respondent
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Aaker, Kumar, Day
Closed Response Questions (Contd.)
Limitations
Disagreement among researchers on the type of responses to be
listed
The answer to a closed response question will be received no matter
how relevant or irrelevant the question is in that context
May not produce meaningful results
Dichotomous questions are prone to a large amount of measurement
error because the alternatives are polarized
Provides fewer opportunities of self expression
Alternative responses provides answers not considered by the
respondent , leading to selection of a "reasonable" response
Marketing Research 9th Edition 12 http://www.drvkumar.com/mr9/
Aaker, Kumar, Day
Designing The Questionnaire (contd.)
Number of Response Categories
Generally five to seven categories
Ideally the multiple choices should be mutually exclusive
Order of Response Categories : can affect responses
What factor influences your fast-food restaurant choice most ?
Convenient location Quality of food
Menu selection Fast service
Reasonable prices Brand name
Cleanliness
To prevent order bias, place the average or expected response at
various positions in the sequence of categories
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Aaker, Kumar, Day
Range of Response Categories
Respondents who do not know the answer might take
categories as cues.
How many long-distance calls do you make in a week?
less than 5 less than 10
5-10 or 10-20
More than 10. More than 20.
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Aaker, Kumar, Day
Handling Uncertainty and Ignorance
Concerns the handling of “don’t know” and neutral
responses
May be advisable to provide the interviewer with an
additional “no answer” category to identify these people
correctly
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Aaker, Kumar, Day
Using Both Open-Response And Closed-
Response Questions
Probe:
Using an open-response question to follow up a closed-
response question
Two general purposes for the use of probes:
Pinpoint questions that were particularly difficult for
respondents
Aid researcher interpretation of respondent answers
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Aaker, Kumar, Day
Question Wording
Is the vocabulary simple, direct, and familiar to all respondents?
Do any words have vague or ambiguous meanings?
Are any questions " double-barreled”?
Are any questions leading or loaded?
Are the instructions potentially confusing?
Is the question applicable to all respondents?
Are the questions of appropriate length?
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Aaker, Kumar, Day
Question Wording (contd.)
Avoid ambiguous words
How many times per month do you visit a fast-food restaurant?
Never
Occasionally
Sometimes
Often
Check if any of the questions are loaded
1) Don’t you think, because it’s so greasy, fast-food is one of the worst
types of food?
2) Do you prefer a hamburger that is grilled on a hot stainless-steel grill
or cooked by passing the raw meat through an open gas flame?
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Aaker, Kumar, Day
Question Wording (contd.)
Are any questions "double-barreled”?
Are you satisfied with the price and the service of Taco Bell?
Is the question applicable to all respondents?
Why do you like fast-food?
Assumes that respondent likes fast-food!
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Aaker, Kumar, Day
Asking Sensitive Questions
Example : Consumption of Kellogg’s Frosted Flakes
The casual approach
“Have you eaten ‘Frosted Flakes’ within the last week?
The numbered card
“Would you please read off the number on this card that
corresponds to what you had eaten for breakfast in the last
week?” (Hand card to respondent)
1. Pancakes
2. Frosted Flakes
3. Other (what)?
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Aaker, Kumar, Day
Asking Sensitive Questions (Cont.)
The everybody approach
“As you know, many people have been eating Frosted Flakes for
breakfast. Do you eat Frosted Flakes?”
The “other people” approach
“Do you know of any adult who eats Frosted Flakes?”
“How about yourself?”
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Aaker, Kumar, Day
Asking Sensitive Questions (Contd.)
The sealed ballot technique
Explain that the survey respects people’s right to anonymity with
respect to their eating habits
and
Respondents themselves are to fill out the answer to the question,
seal it in an envelope, and drop it in a box conspicuously labeled
“sealed ballet box” carried by the interviewer
The Kinsey approach
Stare firmly into respondent’s eyes and ask in simple clear-cut
language “Do you eat Frosted Flakes for breakfast?”
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Aaker, Kumar, Day
Asking Sensitive Questions (Cont.)
Randomized Response Technique
The respondent is asked to answer one or two randomly selected
questions without revealing which question has been answered
Questions:
Sensitive
Innocuous
Since the interviewer records a “yes” or “no” answer without knowing
which question has been answered, the respondent feels free to
answer honestly
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Randomized Response Technique
P[Yes] = P[Yes|S.Q] * P[S.Q] + P[Yes|I.Q] * P[I.Q]
where
S.Q = Sensitive Question
I.Q = Innocent Question
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Aaker, Kumar, Day
Sequence And Layout Decisions
Open with an easy and non-threatening question
Ensure that questionnaire has smooth and logical flow from
one topic to the next
Proceed from broad general questions to more specific ones
Do not place sensitive or difficult questions dealing with
income status, ability etc at the beginning of the
questionnaire
Use good quality of paper
Make physical layout appealing and interesting
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Aaker, Kumar, Day
Organization of a Typical Questionnaire
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Aaker, Kumar, Day
Order Bias: Does The Question Create The
Answer?
Questions Preceding Buying Percentage of Respondents
Interest Question “Very Much Interested” in
Buying New Product
1. No question asked 2.8
2. Asked only about 16.7
advantages
3. Asked only about 0.0
disadvantages
4. Asked about both 5.7
advantages and disadvantages
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Aaker, Kumar, Day
Pretest Design
Pretesting Specific Questions For:
Variation
Meaning
Task difficulty
Respondent interest and attention
Pretesting the Questionnaire to:
Test flow of the questionnaire for clarity and logic
Ensure that skip patterns are clear and well laid out
Time each section so that questionnaire does not appear very long
Capture and maintain respondent interest and attention
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Aaker, Kumar, Day
Considerations in Questionnaire
Design for International Research
Open-ended questions avoid the imposition of cultural bias by the
researcher since they do not impose any structure or response categories.
If the topic is perceived as sensitive by the respondent, it is better to use
an indirect format than a direct one.
Where research is conducted in countries or cultures with high levels of
illiteracy, it is often desirable to use nonverbal stimuli such as show cards.
The wording of questions has to be changed according to the country in
which the questionnaire is being administered since categories, such as
income, education, occupation, or the dwelling unit, are not always exactly
comparable from one culture or country to another.
The most significant problems in drawing up questions in multi-country
research are likely to occur in relation to attitudinal, psychographic, and
lifestyle data.
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Aaker, Kumar, Day
