GLOBAL MARKETING RESEARCH V Kumar 1 Dr V
GLOBAL MARKETING RESEARCH V. Kumar 1 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
CHAPTER 11 Questionnaire Design 2 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Chapter Overview What is the purpose of a questionnaire? How should questionnaires be formatted? What is construct equivalence? What is the structure of a questionnaire? 3 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
About Questionnaires Notable Aspects: q Questionnaire is the vehicle of communication between researcher and survey respondents q Questionnaires make it possible to quantify various aspects of the research that are being studied. q Researchers follow a specific sequence of steps to design a questionnaire 4 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
5 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Information Collected by Questionnaire The kinds of data collected by questionnaires falls under three main categories: Demographic data: Psychographic data: Behavioral data: © Dr V. Kumar (www. drvkumar. com/gmr) • Respondent information based on age, sex, income, education, etc. • Based on VALS (Values, Attitude, and Lifestyle) • Eg: Attitude of people towards credit • Tracks the actual action taken by the consumer in terms of buying the product and the different ways in which the product is put to use 6 Global Marketing Research
Questionnaire Development 7 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Question Format 1) Openversus closeended questions • Offer a set of choices, while open-ended questions give the respondent the freedom to provide his/her response. 8 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Question Format (cont. ) 2) Verbal versus Nonverbal questions • Most questionnaires are designed such that questions can be read out to respondents. • (E. g. Interview and Mail Surveys) • Sometimes non-verbal cues become necessary. • (E. g. : Target sample consists of children or in countries where literacy levels are low. ) 9 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Question Format (cont. ) 3) Direct versus Indirect Questions • Direct questions avoid ambiguity regarding the question content and meaning while indirect questions probe the respondent by asking them to list choices of their friends or peers rather than their own. • Example: It is common to discuss sexual preferences in the United States, but this is taboo in a lot of Asian cultures. 10 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Wording and Translation Key Aspects/Guidlines: q Wording should be designed to fit respondent base q Design questions free of bias and ambiguity q Design questions to be short and precise q If questions are unclear, respondent can leave unanswered opening room for bias q Break questions into smaller chunks so they are more easily understandable 11 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Language Considerations Key Aspects: q Note that direct translations are difficult to achieve. q Understand local language, and keep it simple q Avoid ambiguous words q Be aware the tone and style varies in different countries q Utilize pre-testing to the fullest 12 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Cultural Issues Different cultures handle questionnaires differently. q Knowledge of the social, psychological and ethnic aspects of the society is essential. q Importance given to type of scale used, language of questionnaire q The concept being tested must be comprehendible q Must have strong desire to give socially acceptable answers 13 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Construct Equivalence Purpose: Deals with the function of the product or service that is being researched and not the method used in collecting information. Categorie s • Functional Equivalence • Conceptual Equivalence • Category Equivalence 14 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Construct Equivalence Functional Equivalence Example • Involves establishing that given concept or behavior serves the same purpose or function from country to country • In the United States bicycles are primarily used for recreation, but in several developing countries they serve as a mode of transportation. 15 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Construct Equivalence Conceptual Equivalence • Deals with individual interpretation of objects and stimuli. The focus is on individual variations in attitudes and behavior rather than societal norms and behavior. Example • In the U. K. , engagement implies commitment to marry, whereas in Italy or Spain, it merely means having a boyfriend or girlfriend. 16 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Construct Equivalence Category Equivalence Example • Relates to the categories in which relevant objects or other stimuli are placed • In many countries beer is considered a soft drink. 17 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Guidelines for Online Questionnaire Design Structure of Questionnaire • Welcome Screen • First Question • Color • Technological Changes • Include Instructions • Formats of Response Options • Forced Response • Navigation Guides • Font • Thank You Notice 18 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
End of Chapter 11 19 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
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