mr074

Marketing Research: 

Marketing Research Week 4 Questions, Questions Interviewing Techniques

Session Objectives: 

Session Objectives attributes of a good questionnaire importance of good question phrasing identify and define the major question formats (Proctor 2005) question formats which can be used for measuring attitude good interviewer techniques and the ethical considerations for the interviewer (MRS 2000)

Stages in Questionnaire Development (Wilson 2006): 

Stages in Questionnaire Development (Wilson 2006) Develop question topics Select question and response formats Determine sequence Design layout and appearance Pilot test Undertake the survey

Question Topics: 

Question Topics Go back to research objectives Results of qualitative and secondary Classification data Age, income, gender, home owner etc Don’t ask the question if you don’t need the answer!

Question Wording and Phrasing: 

Question Wording and Phrasing Avoid ambiguity Regularly, frequently be specific Avoid two questions in one What do you think of our prices and product quality Avoid leading or loaded questions Should the council spend money repairing the poor state of our roads Avoid assumptions When driving do you listen to your CD player Avoid generalisation How much do you usually spend on beer in a week

Response formats: 

Response formats Open ended Allows free answer or free response May test the memory Relies upon accurate recording of answers Analysis more time consuming Good for unstructured interviews

Slide7: 

What do you do think in general about the restaurant? ………………………………. If you ask woolly questions you’ll get ….

Slide8: 

For which of the following purposes have you used the restaurant during the last year? interviewer note can tick more than one breakfast lunch dinner snack other ………………………….(please specify)

What do think about the following aspects of the restaurant?: 

What do think about the following aspects of the restaurant? Quality of food Price of the food Variety of menu Seating Cleanliness Service

Are there any other comments you wish to make about the restaurant?………………………………..: 

Are there any other comments you wish to make about the restaurant? ………………………………..

What are the restaurant staff good at, which you are pleased with and which you would recommend to your friends?……………………………….: 

What are the restaurant staff good at, which you are pleased with and which you would recommend to your friends? ……………………………….

Response Types: 

Response Types Closed dichotomous Simple, two choices, yes/no, good/bad Useful as filter questions

Have you used the library for any reason during this current semester?: 

Have you used the library for any reason during this current semester? Yes/No Don’t Know

Are you a student of Ashcroft International Business School?: 

Are you a student of Ashcroft International Business School? Yes/No Don’t Know

Demographics: 

Demographics

Slide16: 

Which (if any) of the following activities have you done in the last 3 months in Cambridge?   Walked along the River Yes/No DK Visited the Grafton Centre Yes/No DK Visited Parker’s Piece Yes/No DK Taken a leisure walk in Cambridge Yes/No DK Taken a leisure cycle ride in Cambridge Yes/No DK Used sports facilities Yes/No DK Used the swimming pool Yes/No DK Eaten in a restaurant Yes/No DK Had a take-away meal Yes/No DK Visited a pub Yes/No DK Visited the Corn Exchange Yes/No DK

Response Types: 

Response Types Multi choice Need pilot work to ensure alternatives enable valid answers Allow for ‘don’t know’, ‘other’ categories

Slide18: 

How often do you attend your place of worship? More than once a week  Once a week  Once a month  Once a year  Weddings and funerals only  Never  Other 

Response Types: 

Response Types Single Response Respondent is asked to opt for one answer only Simple to analyse Can be leading But can be used to indicate importance

Slide20: 

Which one of the following was the most important factor in your decision to come to Anglia Ruskin University? The Library facilities o The new building o The Course o Modular structure o International university o Location (Chelmsford) o Low entry requirements o Fees o None o Other(s) o

Response Types: 

Response Types Multiple Response Allows respondent to choose more than one answer Takes longer to code But can add value to final results

Slide22: 

Which of the following (if any) helped to motivate you to come to Anglia Ruskin University? (you are able to answer more than one) The Library facilities o The new building o The Course o Modular structure o International university o Location (Chelmsford) o Low entry requirements o Fees o None o Other(s) o

Measuring Attitude: 

Measuring Attitude Nominal scales Strongly Agree Agree Neither Agree nor disagree Disagree Strongly Disagree No formal measurement, no scale, no reference point, purely subjective Forced scale allows no middle ground

Slide24: 

Can you think about the last piece of advertising you saw about Anglia Ruskin University. Can you indicate how strongly you agree or disagree with the following statements: Strongly Agree Neither Disagree Strongly Agree Agree Disagree nor disagree The information was informative o o o o o The advertisement was attractive o o o o o The advertisement was truthful o o o o o

Attitude Scales: 

Attitude Scales Ordinal scales or ranking scales rank according to certain characteristics Attempt to rank but without measurement between differences Rank these products in order of your preference Aero, Crunchie, Kit Kat, Mars Bar Rating scales attempt measurements of attitude by using a numerical scale Likert Scale, semantic differential

Likert Scale: 

Likert Scale Can you please look at the following statements and indicate whether you (1) Strongly Agree (2) Agree (3) Are Uncertain (4) Disagree (5) Strongly Disagree

Semantic Scale: 

Semantic Scale Expensive 1 2 3 4 5 Inexpensive Effective 1 2 3 4 5 Ineffective Modern 1 2 3 4 5 Old fashioned

Slide28: 

How satisfied are you with the following aspects of the new Helmore building? Very Very Satisfied Satisfied Neither Dissatisfied Dissatisfied Colour Scheme 1 2 3 4 5 Student Union Bar 1 2 3 4 5 Tutorial Rooms 1 2 3 4 5 Catering Facilities 1 2 3 4 5 Quality of Technology1 2 3 4 5 Overall Ambiance 1 2 3 4 5

Diagrammatic Scales: 

Diagrammatic Scales Thermometer scales Smiley face scales simple, juvenile research language, education

Sequencing and design layout and appearance: 

Sequencing and design layout and appearance Funnel sequenced (Wilson 2006) Spaced effectively Font size Error free Range question types Interviewer instructions clearly distinguishable Skip and filter questions Coding included

Funnel Technique: 

Funnel Technique From most general questions gradually focussing down to specific and restricted questions Have you seen any advertisements for cars lately? Were any of these advertisements for imported cars? Were any of these advertisements on TV? Were any of these advertisements for brand X What did the advertisements say?

Questioning Approach: 

Questioning Approach Introduce the nature of the survey Show card of authorisation Invite respondent’s cooperation Don’t coerce respondent, be tactful Ensure opening question is interesting and easy to answer Succeeding questions should open up discussion, pleasantly and logically

Questioning Approach: 

Questioning Approach Don’t adopt a judgemental attitude to any responses Be polite and tactful but persistent Thank respondent for co-operation and assure them of confidentiality

Pilot Test: 

Pilot Test Important Test understanding, interpretation Face to Face or telephone Small sample Make changes Don’t waste questions!

Seminar: 

Seminar Sample Questionnaires Review of Topics and Groups