s08 Write Qs
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Transcript of s08 Write Qs
![Page 1: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/1.jpg)
264a Marketing Research 1
Principles of Questionnaire Writing
![Page 2: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/2.jpg)
264a Marketing Research 2
Principles of Questionnaire Writing
• Be clear and precise.
![Page 3: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/3.jpg)
264a Marketing Research 3
Principles of Questionnaire Writing
• Be clear and precise.• Bad: “Tell me what you think about this product?”
• Good “On a scale from 1 to 10 how fresh is this bagel?”
(circle one)
Very Stale 1 2 3 4 5 6 7 8 9 10 Very Fresh
![Page 4: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/4.jpg)
264a Marketing Research 4
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
![Page 5: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/5.jpg)
264a Marketing Research 5
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.• Bad: What is your income level?
$0 - $10,000
$10,000 - $20,000
$20,000 - $30,000
$30,000 or more.
![Page 6: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/6.jpg)
264a Marketing Research 6
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
Principles of Questionnaire Writing
![Page 7: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/7.jpg)
264a Marketing Research 7
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.• Bad: “Moribund 1 2 3 4 5 6 7 8 9 10 Lively”
Principles of Questionnaire Writing
![Page 8: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/8.jpg)
264a Marketing Research 8
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.
![Page 9: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/9.jpg)
264a Marketing Research 9
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.• Bad: “Why isn’t this brand better liked?”
• Good: “What is it that you like least about this brand?”
![Page 10: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/10.jpg)
264a Marketing Research 10
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.
• Avoid double-barreled questions.
![Page 11: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/11.jpg)
264a Marketing Research 11
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.
• Avoid double-barreled questions.• Bad: “Do you like the taste and the feel of this brand?”
![Page 12: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/12.jpg)
264a Marketing Research 12
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.
• Avoid double-barreled questions.
• State explicit alternatives.
![Page 13: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/13.jpg)
264a Marketing Research 13
Principles of Questionnaire Writing• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.
• Avoid double-barreled questions.
• State explicit alternatives.• “Does it seem possible or does it seem impossible to
you that the Nazi extermination of the Jews never happened?”
![Page 14: s08 Write Qs](https://reader036.fdocuments.in/reader036/viewer/2022082820/563dbb16550346aa9aaa2989/html5/thumbnails/14.jpg)
264a Marketing Research 14
Principles of Questionnaire Writing
• Be clear and precise.
• Response choices should not overlap.
• Use natural and familiar language.
• Do not use words or phrases that show bias.
• Avoid double-barreled questions.
• State explicit alternatives.
• Questions should be reliable and valid.