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RESEARCH
The Questionnaire’s “Position”
in the Research Process
Survey Respondent’s
Objectives Information
Questionnaire
Data
Analysis
Findings
Recommendations
Managerial
Action
Criteria for a Good
Questionnaire
To design a good questionnaire, the following issues
should be considered:
Does it Provide the
Necessary Decision- Does it Consider the
Making Respondent?
Information?
Basic Question-Response
Format
Editing
Refers to going through the
questionnaire to make certain the
“skip patterns” are followed and
required questions are filled out.
A skip pattern is the sequence in
which questions are asked.
Open-Ended Response Format
Questions:
An open-ended question is one
that does not contain
prerecorded possible responses:
Basic Question-Response Format
(cont.)
Closed-Ended Response Format Questions:
Dichotomous closed-ended questions:
Yes/No options.
Scaled-response Questions:
Un-labeled scaled-response format:
Purely numerical or only endpoints are identified.
Interval Performance
Rating on a 8.2 9.1 9.6
0 to 10 Scale
Comparative Non-comparative
Scales Scales
Semantic Stapel
Likert
Differential
Sentence completion test
Attitude Scales
In COMPARATIVE SCALING, the respondent is asked
to compare one brand or product against another.
A comparative scale is an ordinal or rank
order scalethat can also be referred to as a
nonmetric scale. Respondents evaluate two or more
objects at one time and objects are directly compared
with one another as part of the measuring process.
With NON-COMPARATIVE SCALING respondents
need only evaluate a single product or brand. Their
evaluation is independent of the other product and/or
brands which the marketing researcher is studying.
Non-comparative scaling is frequently referred to as
monadic scaling and this is the more widely used type of
scale in commercial marketing research studies.
Different Type of Scales
Graphic Rating Scale:
Present respondents with a graphic continuum typically
anchored by two extremes.
Itemized Rating Scale:
Itemized rating scales are very similar to graphic rating scales,
except that respondents must select from a limited number of
ordered categories rather than placing a check mark on a
continuous scale.
Rank-Order Scale:
Itemized and graphic scales are non-comparative because the
respondent makes a judgment without reference to another
object, concept, or person. Rank-order scales, on the other
hand, are comparative because the respondent is asked to
judge one item against another.
Word ‘Semantic’ means relating to, or arising from the different
meanings of words or other symbols or it means the meaning and
interpretation of words, signs and sentence structure.
Stapel Scale
Scale Evaluation