Sei sulla pagina 1di 1
 

.

.

 

.

Y'~--.

~~

-.-

'-'~~""L_~

'-"pVU"-

''''-u.u':!u

-

--

'1, A new graduate hired by the marketing research department of a major telephone company is asked to prepare a questionnaire to determine household preferences for telephone calling cards. The questionnaire is to be admin}stered hi mall intercept inter- views. Using the principles of questionnaire design, critically evaluate this questionnaire, which follows.

HOUSEHOLD TELEPHONE

CALLING CARD SURVEY

1. Your name

Z. Age-

3. Marital status

4. Income

5. Which,

if ariy, of the following telephone

calling cards do you have?

a.

c. -

_AT&T

US Sprint

b.

d. -

_MCI

Others

6. Howfrequentlydo youusea telephonecallingcard?

Infreq uentI y

I

2

3

4

5

Very frequently

6

7

7. What do you think of the telephone calling card offered by AT&T?

.

8. Suppose your household were to select a telephone calling card. Please rate the impor- tance of the following ,factorsin selecting a card.

Not Important

a. Cost per call

b. Easy of use

c. Local and long-distance charges included in the same bill

d. Rebates and discounts on calls

e. Quality of telephone service

f. Quality of customer service

Very important

2

3

4

5

2

3

4

5

2

3

4

5

2

3

4

5

2

3

4

5

2

3

4

5

9. is it for a telephone

How imponant

company to offer a calling card?

 

Not imponant

Very imponant

113

4

5

6

7

10. Do you have'children living at home?

Thank you for your help,

~

I