Mr Chapter 4 Slides

7/25/2019 Mr Chapter 4 Slides

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Welcome to Powerpoint slides

forChapter 4

Questionnaire Design:

A Customer-centricApproach

Marketing Research

e!t and Casesby

Rajendra Nargundkar

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Questionnaire design, to be effective, should be done withthe respondent in mind.

"anguage

The first and foremost uestion we have to ask ourselves

as a researcher is !

"hat language is the respondent going to understand andrespond in#

The uestionnaire must be designed such that it can beused in the language concerned. This does notnecessarily mean it has to be printed in each language in

which it has to be administered. $


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%or instance, a uestionnaire printed in &nglishcould be administered to the respondent in thelocal language he speaks, by a trained interviewerwho could translate each uestion on'line. Theanswers can be recorded in the given &nglishlanguage form if the interviewer is fluent in both

languages. This makes it easier to tabulate.

(lternatively, the numerical codes for the answerscan be in usual numbers, and the uestionnaire

could be translated into any language reuired forthe respondent to understand. )ut the translationmust be as consistent as possible with the original.

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Difficult# "e$el

(void marketing jargon or difficult words unless therespondent is a postgraduate or an e+periencede+ecutive. n other words, keep the language as simpleand straightforward as possible.

%atigue

(void unnecessary uestions. The golden rule is to keepthe uestionnaire as short as possible, and the idealma+imum interview time is probably about $- minutes

per interview.


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Cooperation with Researcher

&ncourage the respondent to respond.

n personal interviews, introduce thesubject of the research and the agencyrepresented, before starting the interview.

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n uestionnaires which are filled byrespondents themselves, there must be a two'three line introduction and reuest forrespondent0s cooperation at the top of theuestionnaire.

n mailed uestionnaires, a covering letterdetailing the purpose of the study ande+plaining what use its results will be put to,

along with a return pre'paidstampedenvelope, is likely to increase manifold theresponse rate.

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&ocial Desira'ilit# (ias

There is a tendency on the part of respondents to

give wrong, but 3socially acceptable4 answers to

even the most ordinary, innocuous uestions. %or

e+ample, the socially desirable answer to the

uestion 35o you read the daily newspaper#4 is

3yes4. t is as likely to be wrong as right.

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There are many ways to verify the accuracy

of responses and to deal with them. 7ome of

the techniues are !

8 Repeating the same or similar )uestion

in the )uestionnaire at different places*

8Asking indirect )uestions

8 Asking follow up )uestions to pro'e ifthe respondent is reall# truthful*

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%or e+ample, we could ask the respondent to

state one important headline, or describe one

important story he remembers, if he states that

he reads the daily newspaper. This could be

from the same day0s or previous day0s,newspaper.

.5eliberately introducing non'e+istent

periodicals, or advertisements, and asking therespondent if heshe has seen them.

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+ase of Recording

( uestionnaire, that it has to be carried on the field, and

data may be recorded on it while standing in awkward

postures. The uestionnaire design should ensure it is

easy to carry, visible in different kinds of light, and thedistance between different answer categories should be

sufficient so that there is no confusion or mistake while

placing a tick over the actual response for a given

uestion.

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Coding

f the uestionnaire is coded before doing the field work

;as most uestionnaires are these dayso To0 statements,

such as 3f respondent is a non'user of )rand ?4, then

>o To Q./. f not, >o To Q.:.

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&e)uencing of Questions

Questions in a uestionnaire should appear in a seuence

starting from non'threatening or ice'breaking or

introductory uestions, and then proceed to the main body

of uestions.

>enerally, the age, income, occupation, education and

similar demographic uestions should appear at the end ofa uestionnaire, after an interviewer has established a

rapport or familiarity with the respondent. f these are

asked in the beginning, there is a high likelihood of

suspicion and non'cooperation resulting in a wasted effortin many cases.

(s far as possible, uestions should follow a logical

seuence, and must be phrased appropriately.1$


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(iased and "eading Questions

The uestions should be carefully worded to

avoid bias. t is not a good practice to ask

uestions such as 35on0t you thinkliberalisation is a good idea#4 @ou could be

better off getting an unbiased reply asking a

uestion like 37ome people think

liberalisation is a good thing, and some thinkit is bad. "hat do you think#4

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Monoton#

Ane indicator that a uestionnaire is monotonousfor the respondent is if he answers 3(gree4 to every

uestion or 35isagree4 to every uestion, for four to

five uestions in a row.

f this happens, the researcher must find a way to

overcome the potential problem, by re'seuencing

the uestions which force the respondent to think

before he answers, or by changing the scale, or bysome other method.

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Anal#sis Re)uired

( uestionnaire design is dependent on the

analysis reuired from it. )ut the mostimportant effect of the analysis reuired is in

thescale of measurementthat must be used.

7o we will deal with this topic ! the scale of

measurement ! ne+t.

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&cales of Measurement .sed in Marketing

Research

Barketing research uses the following four major

types of scales !Nominal, Ardinal, nterval and Ratio.

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ominal &cale

( nominal scale uses numbers as labels, withno numerical sanctity. %or e+ample, if we

want to categorise male and female

respondents, we could use a nominal scale of 1

for male and $ for female.

)ut 1 and $ in this case do not represent any

order or distance. They are simply used as

labels. %or instance, we could easily label

females as =10 and males as =$0, and it could

still be a valid nominal scale.

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"e can use the nominal scale to indicatecategories of any variable which is not to be

given a numerical significance. %or e+ample,

demographic variables such as religion,

education level, languages spoken, and othervariables like magaCines read, T.D. shows

watched, user or non'user of a brand, brands

bought, etc. can be nominally scaled.

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Nominally scaled variables cannot be used to

perform many of the statistical computations such

as mean, standard deviation etc., because suchstatistics do not have any meaning when used with

nominal scale variables.

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Eowever, counting of number of responses in

each category and computation of percentagesafter division by the sample siCe is allowed.

(lso, nominal scale variables can be used to do

cross tabulations, one of the most popular

methods of routine analysis. The chi'suared

test can be performed on a cross tabulation of

nominal scale data.

To repeat, simple tabulations ;also calledfreuency tables< and cross tabulations can be

done with nominal scale variables.

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/rdinal &cale

Ardinal scale variables are ones which have ameaningful order to them. ( typical marketingvariable is ranks given to brands by respondents.

These ranks are not interchangeable, as nominalscale labels are. This is because rank 1 means it isranked higher than rank $. 7imilarly, rank $ is

higher than rank *, and so on.

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nstead of 1, $ and *, however, we could use

any other numbers which preserve the sameorder. %or e+ample, *, 1-, 1/ could denote thesame ranking order instead of 1, $ and *. This is

because we do not know for sure what the

distance between 1 and $ is, or what the distancebetween $ and * is. Ranking simply denotes that1 is higher than $, and $ higher than *, buthigher by how much is unknown. %or one

respondent, 1 and $ may be close togetherF foranother, they could be far from each other.

$$


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The statistics which can be used with theordinal scale are the median, various

percentiles such as the uartile, and the;7pearman< Rank Gorrelation. This is inaddition to the freuency tables and crosstabulations, which can also be used.

(rithmetic mean ;or average< should not beused on the ordinal scale variables. %ore+ample, the average rankof a set of rankings

does not have any meaning. &ven thoughweighted inde+es are calculated in practicefrom rank order data, it is, strictly speaking,not allowed.

$*


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,nter$al &cale

(n interval scale variable can be used to compute the

commonly used statistical measures such as the average

;arithmetic mean


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f a consumer is asked for his satisfaction level

with a product or service or any other attribute

related to it, on a scale of 1 to 1-, it is an interval'scaled rating. "e could use it to compute the

average rating given by all respondents in the

sample. 7tandard deviation can also be computed.

The difference between interval scale and ordinal

scale variables is that the distance between 1 and $

is the same as the distance between $ and *, and *and in an interval scale. That is, the difference

between two successive numerical measures is

fi+ed, whereas in rank'ordered data, it is not fi+ed.

$/


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Ratio &cale

(ll arithmetic operations are possible on a ratio'scaledvariable. These include computation of geometric

mean, harmonic mean, and all other statistics like the

average, standard deviation and Herson Gorrelation,

and also the tests such as the =t0 test and the =%0 test.

n a ratio type scale, there is a uniue Cero or

beginning point. (n interval scale does not have a

uniue Cero ;t is an arbitrary Cero


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%or e+ample, distance is a ratio scaled variable.

t has a Cero which is uniue. $ metres is to 1metre as $ kilometres is to 1 kilometre. (lso,

metres to 1 metre, and *- metres to 6./ metres.

The ratios can be measured at any two points,

and they would correctly denote therelationship.

Not many ratio'scaled variables e+ist in

marketing. 7ome of them are length, height,weight, age ;in years< and income ;measured in

rupees, not as an income category


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&tructured and .nstructured Questionnaires

7tructured uestionnaires are those where the

uestions to be asked are standardised, and no

variation is permitted in terms of the wording

of the uestions between different interviewers.7tandardisation in a structured uestionnaire

usually e+tends to the answers also. n effect,

then, we can standardise either ;1< uestions

only, or ;$< both uestions and answers.

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&tructured Questions

7tructured uestions improve the reliability of

the study, by ensuring that every respondent is

asked the same uestion, word for word.

%or e+ample, the uestion I 5o you live in

5elhi#I may be construed differently from the

uestion I (re you a resident of 5elhi#I by

some respondents, even though it appears that

both uestions are asking for the same

information.

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( person who is normally not resident in 5elhi

but is living there at present on a short visit

may answer IyesI to the first uestion but

InoI to the second one. t is best to keep theuestion e+actly the same ;either version 1 or

version $


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&tructured Answers

7tructuring or standardising answers which arespondent can choose from in a uestionnaire

also achieves consistency of form.

(dditionally, it makes the interpretation of

answers, analysis and tabulation, easier than inthe case of unstructured answers.

Jnstructured answers become difficult to

categorise after the study, and differentanalysts may interpret them differently ' so

they may lend themselves to subjective

interpretations.*1


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7ubjectivity by itself is not bad, but it becomes

difficult to defend it if the sponsors ;clients< of

the study are uantitatively oriented. Bost large

scale studies in marketing research therefore,choose the less risky, and easier to manage,

structured'answer approach.

*$


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/pen ended and Closed ended Questions

Questions which permit any answer from the respondent

in his own words are called open'ended uestions.

Questions which structure the possible answers

beforehand are known as closed'ended uestions.

(n e+ample of an open'ended uestion is I "hat do you

like about 7urf

detergent#IKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK

**


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The respondent can say whatever he wants to, in

response to this uestion.

An the other hand, a closed'ended uestion which elicits

similar information could be I"hat do you like about

7urf detergent#I8ts cleaning power8ts Hrice8ts fragrance8That it dissolves easily8ts stain'removing ability

8(ny other, ;pleasespecify


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Disguised 0ersus .ndisguised Questions

7ometimes uestions that are disguised ;ratherthan direct< can elicit more accurate replies. %ore+ample, we may ask a person if heshe is a good

parent. This is a direct uestion.

Ar, we may ask for the respondentLs opinion onthe deficiencies they have observed in how others

bring up their children' say, their neighbours,

relatives or friends. This is an indirect uestion,and a ualified analyst can interpret the answersto gauge how good a parent the respondent might

be, from the responses given.

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The problem with the direct uestion in this case

is that most people will not admit to being a badparent. )ut they may come out freely with otherpeopleLs deficiencies, some of which couldreflect their own shortcomings.

There are other reasons why disguised uestionsare sometimes needed. t is often found thatrespondents are biased when they know who isthe sponsor of the study. To get true, unbiasedopinions regarding attitudes towards brands,researchers sometimes do not let on the name ofthe sponsor.

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%or e+ample, a well known multinationalcompany making electrical switches for industrialapplication once did an anonymous survey inBumbai among its customers ;a study done by theauthor< and found many deficiencies in its

products and service which they otherwise maynot have found out. f it results in more accuratedata without doing any harm to the respondent, itmay be a legitimate way to do the study.

*6


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Gompletely disguised or indirect uestions probing

into the psyche of a person are usually used forualitative research, as part of projectivetechniues, etc.

To summarise, market researchers usually askstructured, undisguised uestions in a typical studydone on a large sample. Bost studies also tend to

be of the IuantitativeI type, where numbers

;freuencies


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&ven if a study is primarily based on structured responses,a couple of open'ended uestions may still be included init if they are the best suited for the task on hand. Ane such

category of uestions is called IHrobingI uestions inmarketing research terminology. These are used as afollow up after a structured response uestion. (ne+ample of this use of open'ended uestion following a

structured uestion is"hich brand of mosuito mats do you use#8>ood Mnight8Bortein8et

"hy do you use this particular brand#KKKKKKKKKKKKKKKKKKKKKKKKK

n this uestion, the second part is open'ended, while thefirst part is closed'ended.

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#pes of Questions

The si+ major types of uestions that most

uestionnaires would generally use are'

8/pen-ended

8Dichotomous 12 choices38Multiple Choice8Ratings or Rankings8Paired Comparisons

8&emantic Differential or other special t#pes ofscales*

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(n open-ended question is one which

leaves it to the respondent to answer it as

he chooses. (n e+ample is 3"hat do you

think of the taste of )rand ? of Gola#4

No alternatives are suggested. The

answer can be in the respondent0s own

words.

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Dichotomous )uestions

These are those which ask the respondent to choosebetween two given alternatives.

The most common e+ample of this is the yes or no

type of uestions 3(re you a user of )rand ? toilet

soap#4 @es or No are the alternatives given.

( third choice is sometimes added to dichotomous

uestions such as 35o you like )rand ? of potato

chips#4 The choices given are 3@es4, 3no4, and3neither like nor dislike4.

7ometimes, any other, please specify 3KKKKKK4 is

used instead of neither like nor dislike.$


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Multiple choice )uestions

These are e+tensions of dichotomous uestions,e+cept that the alternatives listed number morethan two. ( common e+ample is as follows !

Hlease tick against the factors which made youbuy this brand of car O

* Reasona'le Price* 5reat "ooks 1Appearance3* %uel +conom#* +as# A$aila'ilit# of &er$ice* An# /ther please specif#*

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n the above uestion, more than one category canbe chosen. n some multiple choice uestions,only one category is to be chosen. %or e+ample,

look at the uestion below'

Hlease specify your age group'

* (elow 67* 68-27* 28-49* A'o$e 49

Anly one of the above is to be chosen. t must beclear to the respondent and the interviewerwhether only one choice is allowed, or more thanone are allowed for a multiple choice uestion.


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Ratings or Rankings : This is a uestion of the type,

=Hlease rate the following detergent brands on a scale of

1 to 6 in their ability to clean clothes0.

)rand ( 1 $ * / 2 6

)rand ) 1 $ * / 2 6

)rand ? 1 $ * / 2 6

This is an e+ample of rating. Ranking would have

looked as follows O

Hlease rank ;1P)est, $Pne+t best, etc.< the followingdetergent brands on their ability to clean clothes.

)rand ( '''''

)rand ) '''''

)rand ? ''''' /


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Paired Comparisons

( special type of uestion is the paired

comparison.

This reuires the respondent to choose between

pairs of choices at a time. %or e+ample, therecould be si+ brands of colour TDs, )rands (, ),

G, 5, &, %. ( respondent may be asked to do a

paired comparison to say which )rand is better,

but for only two )rands at a time.

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Ee is given a table or a card with two brands

written on it, and has to choose the better brand,

each time. This process has to repeat for as many

pairs as e+ist in the given set of objects or brands.

7ome special techniues such as

Bultidimensional 7caling need data from paired

comparisons. This techniue is e+plained later in

Hart of this book.

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&emantic Differential


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&emantic Differential

(nother scale commonly used by marketing researchers is

called the semantic differential. This type of uestion issimilar to the rating scale. The only additional

feature is that a set of two adjectives forms the two e+treme

points of the scale. %or e+ample, a product is

+as# to .se ---------------------- Difficult to .se

+!pensi$e ---------------------- ,ne!pensi$e

+asil# A$aila'le---------------------- ot +asil#

A$aila'le

Con$enient -------------------- ,ncon$enient

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There may be several intermediate points

between the two e+treme values of the scale.

These could be coded 1 to / or 1 to 6 or

whatever the number of points is. ( commonly

used / point scale is from Gompletely (gree to

Gompletely 5isagree.

There may be uestions based on other scales

which are standard or specially constructed.

7ome scales like the ikert 7cale or Thurston7cale are named after people who invented them.

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;ow to Choose a &cale and Question #pe

The researcher must decide on the scale and typeof uestion based on the following factors.8,nformation eed8/utput format desired8+ase of ta'ulation8+ase of interpretation8+ase of statistical anal#sis

8Reduction of $arious errors in understandingor use '# respondents and field workers

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"e will now illustrate by developing a completeuestionnaire for a given set of information needs.

Example of Information Needs : ( soft drinkconcentrate manufacturer ;such as Rasna0smanufacturer, for e+ample< wants to know thefollowing O

5emographic profile of users versus non'users ofsoft drink concentrates.

ransforming ,nformation eeds ,nto A Questionnaire

/1

Among users


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Among users

8the preference for liuid concentrate versus powder.8preference for powder with sugar added, versus

powder with no added sugar.8occasions of use by self8whether served to guests8rating on convenience, taste, price and availability

8brand preferred among soft drink concentrates.Among non-users

8Reasons for not using soft drink concentrate

87ubstitute product usage, if any, and reasons for using

or consuming them

et us attempt to develop a uestionnaire for the

above information needs. ( possible uestionnaire is

shown in the ne+t slide !/$


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Questionnaire for &oft Drink Concentrate &tud#

Q. No. KKKKKKK 5ate ''''''''''

Gentre KKKKKKK

5ear 7ir Badam,

"e are doing a brief survey to find out more about

consumer preferences regarding soft drink concentrate.

"e would be grateful if you could spare a few minutes

to participate in it. Thank you for your cooperation.

/*


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85o you use soft drink concentrate to make your

own soft drinks at home #@es No

f yes, continue with Q.$. f No, >o To Q.:.

85o you use liuid or powdered concentrate #

;Tick only one


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1Questionnaire contd*3

8"hich type of concentrate do you prefer out of thefollowing #

Goncentrate with sugar added

Goncentrate without sugar added

8"hat are the occasions when you use soft drink

concentrate to make soft drinks # ;Tick only one

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