Principles of Questionnaire Writing 264 a Marketing Research

Principles of Questionnaire Writing 264 a Marketing Research 1

Principles of Questionnaire Writing • Be clear and precise. 264 a Marketing Research 2

Principles of Questionnaire Writing • Be clear and precise. • Bad: “Tell me what you think about this product? ” • Good “On a scale from 1 to 10 how fresh is this bagel? ” (circle one) Very Stale 1 2 3 4 5 6 7 8 9 10 Very Fresh 264 a Marketing Research 3

Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. 264 a Marketing Research 4

Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Bad: What is your income level? $0 - $10, 000 - $20, 000 - $30, 000 or more. 264 a Marketing Research 5

Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. 264 a Marketing Research 6

Principles of Questionnaire Writing • Be clear and precise. • Response choices should not overlap. • Use natural and familiar language. • Bad: “Moribund 1 2 3 4 5 6 7 8 9 10 Lively” 264 a Marketing Research 7

Principles of Questionnaire Writing • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. 264 a Marketing Research 8

Principles of Questionnaire Writing • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. • Bad: “Why isn’t this brand better liked? ” • Good: “What is it that you like least about this brand? ” 264 a Marketing Research 9

Principles of Questionnaire Writing • • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. 264 a Marketing Research 10

Principles of Questionnaire Writing • • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. • Bad: “Do you like the taste and the feel of this brand? ” 264 a Marketing Research 11

Principles of Questionnaire Writing • • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. State explicit alternatives. 264 a Marketing Research 12

Principles of Questionnaire Writing • • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. State explicit alternatives. • “Does it seem possible or does it seem impossible to you that the Nazi extermination of the Jews never happened? ” 264 a Marketing Research 13

Principles of Questionnaire Writing • • Be clear and precise. Response choices should not overlap. Use natural and familiar language. Do not use words or phrases that show bias. Avoid double-barreled questions. State explicit alternatives. Questions should be reliable and valid. 264 a Marketing Research 14