Matakuliah
Tahun
Versi
: MN J0412/ Riset Pemasaran
: 2007
:
Pertemuan Keenam
Designing the Questionnaire or
Observation Form
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa dapat menghasilkan kuesioner
2
Outline Materi
• Materi : Questionnaire Design : Steps 1 -9
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Procedure for Developing a Questionnaire
Step 1: Specify What
Information Will be Sought
Step 2: Determine Type of
Questionnaire and
Method of Administration
Step 3: Determine Content of
Individual Questions
Step 4: Determine Form of
Response to Each Question
4
continued
Step 5: Wording of
Each Question
Step 6: Sequence
of Questions
Step 7: Physical Characteristics
of Questionnaire
Step 8: Re-examine Steps 1-7
and Revise if Necessary
Step 9: PRE-TEST the Survey,
Revise where Needed
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Guidelines for Question Wording
* Use simple words and questions
* Avoid ambiguous words and questions
* Avoid leading questions
* Avoid implicit alternatives
* Avoid implicit assumptions
*Avoid generalizations and estimates
*Avoid double-barreled questions
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Guidelines for Question Sequencing
* Use simple, interesting opening questions
* Use the funnel approach, asking broad questions
first
* Carefully design branching questions
* Ask for classification information last
* Place difficult or sensitive questions near the end
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Sample Cover Letter for Mail Questionnaire
Panel A: Contents
1.
2.
3.
4.
Personal communication
Asking a favor
Importance of the research project and its purpose
Importance of the recipient, how recipient was
selected
5. How the recipient may benefit from this research
6. Completing the questionnaire will take only a short
time
7. The questionnaire can be answered easily
8. A stamped reply envelope is enclosed
9. Answers are anonymous or confidential
10.Offer to send report on results of survey
11.Appreciation of sender
12.Importance of sender or sender’s organization
13.Description and purpose of incentive
14.Style, format and appearance
15.Brevity
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Panel B: Sample
Professional Mail Surveys Company
7432 East Court Avenue
Elveron, CA 90101
(213) 991-5550
1
2
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Dear Mr. Smythe:
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3
Will you do us a favor?
We are conducting a nationwide survey among executives and managers in the metalworking industry. The
purpose of this research is to find out the opinion of experts like you on the advantages and disadvantages of using
three new steel products. Your answers will enable steel manufacturers to be aware of the requirements of the users
5 help them3design the products you need.
and the opinions of the nonusers of these products, and this in turn will
Your name appeared in a scientifically selected random sample. Your answers are very important to the
accuracy of our research, whether or not your company is a user of one or more of the products described.
It will take only a short time to answer the simple questions on the enclosed questionnaire and to return it in the
stamped reply envelope.
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Of course all answers are confidential and will be used only in combination with those of other metalworking
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executives and managers.
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If you are interested in receiving a report on the findings of this research, just write your name and address at
the end of this questionnaire, or if you prefer, request the results of the Survey on Steel Products in a separate letter.
We will be glad to send you a complimentary report when it is ready.
Please return the completed questionnaire at your earliest convenience. Thank you for your help!
Sincerely,
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James B. Jones
James B. Jones
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Director
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9
P.S. The enclosed dollar bill is just a token of appreciation.