Marketing Research, 11th Edition

CHAPTER 12Questionnaire Design

LEARNING OBJECTIVES

1. Understand the role of the questionnaire in the data-collection process.
2. Become familiar with the criteria for a good questionnaire.
3. Learn the process for questionnaire design.
4. Understand how software, the Internet, and mobile devices are influencing questionnaire design.
5. Understand the impact of the questionnaire on data-collection costs.

At a high level, questionnaire or survey instrument design is both art and science. When dealing with questionnaire specifics, such as how to ask certain types of questions, there is plenty of science in the form of methodological research that has been conducted by academics and marketing research professionals. In this chapter, we will provide both overall guidance on questionnaire design and best practices for handling specific issues based on the findings of methodological research studies.

Role of a Questionnaire

Survey research, by definition, relies on the use of a questionnaire. A questionnaire is a set of questions designed to generate the data necessary to accomplish the objectives of the research project; it is a formalized schedule for collecting information from respondents. You have most likely seen or even filled out a questionnaire recently. Creating a good questionnaire requires both hard work and imagination.

questionnaire

Set of questions designed to generate the data necessary ...