MKT Research
MKT Research
MKT Research
Questionnaire is a structured
technique i.e. a set of
questions to collect data or
information
from
the
respondents which may be
written/printed or verbal. It is
a research instrument. It serves
four basic purposes: to (i)
collect the appropriate data,
(ii) make data comparable and
agreeable to analysis, (iii)
minimize bias in formulating
and asking question, and (iv)
to make questions engaging
and varied.
Define Double-barreled
Question with Example
A double-barreled question is
a single question in which asks
about more than one issue, but
only allows for one answer.
Double-barreled
questions
result in confusion and
inaccuracies in the answer
received because there is no
indication of which issue in
the double-barreled question
the respondent is answering.
For Example, Do you think
Coca-cola is a tasty and
refreshing soft drink? In case
of answer No its difficult to
understand that what the
respondents mean; not tasty or
not refreshing or neither tasty
nor refreshing.
Define Funnel Approach
Funnel approach is a way of
ordering questions in a
questionnaire
where
the
specific questions are asked
before the general questions.
The approach can be useful
where respondents do not have
strong feelings or a general
view on a subject. This
ordering avoids the responses
to specific questions biasing
the answers to general
questions.
Define Leading or Biasing
Question
A leading question is one that
clues the respondent to what
answer is desired or leads the
respondent to answer in a
certain way. Some respondents
have a tendency to agree with
whatever way the question is
leading them to answer. This
tendency is known as yea
saying and results in a bias
called acquiescence bias.
Bias may also arise when
respondents are given clues
about the sponsor of the
project as respondents tend to
respond favorably toward the
sponsor.
is
too
Deciding
about
the
technique of sampling is
the next step in sample
design. There are many
sampling techniques out
of which the researchers
has to choose the one
which
gives
lowest
sampling error, given
the sample size and
budgetary constraints.
Determination of sample
size is the next step to
follow. This is the most
critical stage of the
sample design process
because the sample size
should
not
be
excessively large nor it
should be too small. It is
desired that the sample
size should be optimum
and
it
should
be
representative of the
population and should
give reliable results.
The final stage is to
execute the sampling
process.
Pretesting refers to the testing
of the questionnaire on a small
sample of respondents to
identify and eliminate potential
problems.
1.A questionnaire should not
be used in the field survey
without adequate pretesting.
2.All aspects of the
questionnaire should be tested,
including question content,
wording, sequence, form and
layout, question difficulty, and
instructions.
3.The respondents for the
pretest and for the actual
survey should be drawn from
the same population.
4.Pretests are best done by
personal interviews, even if
the actual survey is to be
conducted by mail, telephone,
or electronic means, because
interviewers can observe
respondents' reactions and
attitudes.
5.After the necessary changes
have been made, another
pretest could be conducted by
mail, telephone, or electronic
means if those methods are to
be used in the actual survey.
6.A variety of interviewers
should be used for pretests.
7.The pretest sample size
varies from 15 to 30
respondents for each wave.
8.Protocol analysis and
debriefing are two commonly
used procedures in pretesting.
1.Problem definition
a.Background to the
problem
b.Statement
of
the
problem
Approach
to
the
problem
Research design
a. Type of research
design
b. Information needs
c. Data collection from
secondary sources
d. Data collection from
primary sources
e. Scaling techniques
f.
Questionnaire
Principles of Tell Em
The Tell Em principle is an
effective
guideline
for
structuring a presentation. This
principle states:
Tell em what you are going
to tell em.
Tell em
Tell em what you have told
em
Principles of Kiss Em
The Kiss Em principle is an
effective
guideline
for
structuring a presentation. This
principle states: Keep It
Simple & Straightforward
(KISS).
development
&
pretesting
g. Sampling techniques
h. Fieldwork
Data analysis
a. Methodology
b. Plan of data analysis
Results or findings
Limitations & cautions
Conclusions
&
recommendations
Appended Part
Exhibits
Questionnaire & forms
Statistical output
Lists