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'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. _AT&T b. _MCI
c. - US Sprint d. - Others
6. Howfrequentlydo youusea telephonecallingcard?
Infreq uentI y Very frequently
I 2 3 4 5 6 7

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

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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 Very important
a. Cost per call 2 3 4 5
b. Easy of use 2 3 4 5
c. Local and long-distance
charges included in the
same bill 2 3 4 5
d. Rebates and discounts on calls 2 3 4 5
e. Quality of telephone service 2 3 4 5
f. Quality of customer service 2 3 4 5

9. How imponant is it for a telephone 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

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