TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 12: Designing the questionnaire

Chapter 12 - Designing the questionnaire. In this chapter, the following content will be discussed: Designing the questionnaire, the process of questionnaire design, designing the questionnaire, closed response questions, range of response categories,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twelve Designing the Questionnaire 2 Marketing Research 12th Edition Designing the Questionnaire Questionnaire building is an art! 3 A questionnaire is always custom-built! Marketing Research 12th Edition FORMATTING THE QUESTIONNAIRE In each issue, determine the content of each question. Decide on the format of each question The Process of Questionnaire Design 4 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 Decide how you want to analyze the data collected. Marketing Research 12th Edition The Process of Questionnaire Design (Contd.) 5 SEQUENCING AND LAYOUT DECISIONS Lay out the questions in a proper sequence Group all the questions in each subtopic to get a single .

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