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TABLE OF CONTENTS INTRODUCTION INTRODUCTION WHAT IS A QUESTIONNAIRE? OBTAINING THE BEST ANSWERS WHY DO WE NEED A QUESTIONNAIRE? WHAT DOES IT DO? STANDARDISED SURVEYS A REMOTE CONVERSATION CHAPTER ONE OBJECTIVES IN WRITING A QUESTIONNAIRE INTRODUCTION THE QUESTIONNAIRE IN THE SURVEY PROCESS STAKEHOLDERS IN THE QUESTIONNAIRE THE OBJECTIVES OF THE STUDY Relating research objectives to business objectives Relating the questionnaire to the research objectives RECRUITMENT QUESTIONNAIRES COLLECTING UNBIASED AND ACCURATE DATA Questions asked inaccurately by the interviewer Failure of the respondent to understand the question Failure of the interviewer to record the reply accurately or completely Failure of the questionnaire to record the reply accurately or completely Inattention to the interview because of respondent boredom and fatigue Mistakes made by the interviewer because of boredom and fatigue Desire by the respondent to answer a different question to the one asked Inaccuracy of memory regarding behaviour Inaccuracy of memory regarding time periods (telescoping) Asking respondents to describe attitudes on subjects for which they hold no conscious attitude Respondents lying as an act of defiance CHAPTER TWO THE DATA COLLECTION MEDIA INTRODUCTION INTERVIEWER ADMINISTERED INTERVIEWS Face to Face Advantages of face to face interviewing Face to face CAPI Disadvantages of face to face interviewing Telephone administered questionnaires Advantages of telephone interviewing Disadvantages of telephone interviewing SELF COMPLETION SURVEYS Paper questionnaires Advantages of paper questionnaires Disadvantages of paper questionnaires Web-based self-completion Advantages of web-based self completion Disadvantages of web-based self completion CHAPTER THREE PLANNING THE QUESTIONNAIRE INTRODUCTION DEFINING THE INFORMATION REQUIRED Other information required SEQUENCING THE SECTIONS EXCLUSION QUESTION SCREENING QUESTIONS MAIN QUESTIONNAIRE Behaviour before attitude Spontaneous before prompted Sensitive sections Classification questions CHAPTER FOUR TYPES OF QUESTION AND DATA INTRODUCTION QUESTION TYPES OPEN AND CLOSED QUESTIONS SPONTANEOUS QUESTIONS Common uses of spontaneous questions Spontaneous brand awareness Spontaneous advertising awareness Spontaneous attitudinal questions PROMPTED QUESTIONS OPEN ENDED QUESTIONS Probing PRE-CODED QUESTIONS Pre-coded open questions Pre-coded Closed questions Dichotomous questions Multiple choice Don't know responses DATA TYPES Nominal data Ordinal Data Interval scales Ratio scales CHAPTER FIVE RATING SCALES AND ATTITUDE MEASUREMENT ATTITUDE MEASUREMENT ITEMISED RATING SCALES Balanced scales Number of points on the scale Don't knows Odd or even number of points ATTITUDINAL RATING SCALES Likert Scale Semantic Differential Scales Stapel Scales Graphic scales Pictorial scales Anchor Strength RATING SCALES IN CUSTOMER SATISFACTION RESEARCH Deciding which scale to use THE DIMENSIONS Determining the attributes to measure Number of attributes Providing examples COMPARATIVE SCALING TECHNIQUES Paired Comparisons Constant sum Card sorting Q Sort MEASURING BRAND IMAGE Scalar approaches Attribute association Indirect techniques CHAPTER SIX WRITING THE QUESTIONNAIRE INTRODUCTION USE OF LANGUAGE The interview as conversation Audience design Grounding Minority languages AVOIDING AMBIGUITY IN THE QUESTION DETERMINING THE PRE-CODES Recording values Constructing ranges USING PROMPTS Picture Prompts Brand Awareness Likelihood to purchase Brand Image Advertising recognition ORDER BIAS AND PROMPTS Scalar responses Batteries of statements Fatigue effect Statement clarification Order bias in response lists Primacy and recency effects Satisficing QUESTION ORDER Funnelling Question order bias Priming effects Consistency effect STANDARDISING QUESTIONS CHAPTER SEVEN LAYING OUT THE QUESTIONNAIRE INTRODUCTION INTERVIEWER ADMINISTERED PAPER QUESTIONNAIRES Font size and formats Upper and lower case Pre-coded responses Single and multiple responses Common Pre-code lists Don't know responses Not Answered Codes Show Cards Read Outs Grids Routeing Open-ended questions Thanking and classification questions Administrative information Data entry SELF COMPLETION PAPER QUESTIONNAIRE Making it attractive Use of space Open-ended questions Routeing Instructions Covering letter Data entry ELECTRONIC QUESTIONNAIRES Presenting scales in electronic questionnaires Don't know and Not answered codes Checking the questionnaire CHAPTER EIGHT PILOTING THE QUESTIONNAIRE INTRODUCTION WHY PILOT QUESTIONNAIRES? TYPES OF PILOT SURVEYS Informal pilots Accompanied interviewing Large-scale pilot survey Dynamic pilot CHAPTER NINE ETHICAL ISSUES INTRODUCTION RESPONSIBILITIES TO RESPONDENTS The Introduction Name of the research organisation Subject matter Confidentiality Interview length Source of name Cost to respondent During the interview Right not to answer Maintaining the interest RESPONSIBILITIES TO CLIENTS CHAPTER TEN SOCIAL DESIRABILITY BIAS RESPONSE BIAS SOCIAL DESIRABILITY BIAS Types of SDB Impression management Ego defence and self deception Instrumentation DEALING WITH SDB Removing the interviewer Random Response Technique Face saving questions Indirect questioning Question enhancements Reassure that behaviour is not unusual Extended responses on prompts Identifying responses by codes Bogus Pipeline DETERMINING WHETHER SDB EXISTS Matched cells Matching known facts Checking against measures with known SDB Rating the question for social desirability Noting physiological manifestations of unease CHAPTER ELEVEN INTERNATIONAL SURVEYS INTRODUCTION CLIENT PRESENCE COMMON OR TAILORED APPROACHES Different usage of product Different market segments Brands in different segments Comparability Co-ordinating common elements Brand lists Brand Image Image dimensions Attitudinal questions TRANSLATING THE QUESTIONNAIRE Using native speakers Using Client's representative Back translation DEMOGRAPHIC DATA CULTURAL RESPONSE DIFFERENCES LAYING OUT THE QUESTIONNAIRE Layout conventions Question numbering APPENDIX A EXAMPLE QUESTIONNAIRE INTRODUCTION Setting the Scene Questionnaire planning EXAMPLE QUESTIONNAIRE Screening Questionnaire Introduction Main questionnaire
Library of Congress Subject Headings for this publication: Market surveys Methodology, Questionnaires Methodology