How to use your Qualitative
Data…
Qualitative Research Analysis
 Transcribe
audio or video tapes.
 Carefully and Individually review the written
statements and visuals from interviews.
 As a group, discuss the main findings and
summarize them (Always provide support to your
claim through statements from the respondents)
Examples

VP Marketing for the Montreal Canadiens
(NHL)
– “It is the strongest sports brand in Canadian
history…Our team represents the dreams and
hopes of the people from Quebec…We have one
of the nicest jerseys and logos in the NHL, Why
would we change anything…”
Examples

Sport Equipment manufacturer and distributor.
– «The team has not changed their jersey for years. This
means no new offering to the fans: the jersey they
bought ten years ago is still good today. Furthermore,
not changing the team jersey that is associated with the
glory of the past is not coherent with today’s team
performance on the ice, what the brand stands for and
who their primary target is. It is alright to emphasize
nostalgia when you are targeting older customers, but
not when you are approaching younger customers, as
the team is»
Measurement

Measurement is “the assignment of numbers
to observations [or responses] according to
some set of rules”
Measurement Levels

Nominal
 Ordinal
 Interval
 Ratio
Nominal-Scaled Responses

Numbers forming a nominal scale are no
more than labels used solely to identify
different categories of responses
 Example: What is your sex?
– Male
– Female
Nominal-Scaled Responses
(Cont’d)

Which one of the following media
influences your purchasing decisions the
most?
–
–
–
–
–
Television
Radio
Newspapers
Magazines
Internet
Central Tendency– Mode

The Mode is the most frequent category only statistics applicable to nominal
variable
Ordinal-Scaled Responses

An ordinal scale is more powerful than a nominal
scale in that the numbers possess the property of
rank order
 How long do you spend reading newspapers on a
typical weekday?
– Less than 5 minutes
– 5 minutes to less than 15 minutes
– 15 minutes to less than 30 minutes
– 30 minutes or more
Mode and Median

The Mode and the Median are the most
meaningful measures of central tendency
for ordinal-scaled responses
 Median – the category in which the 50th
percentile response falls when all responses
are arranged from lowest to highest (or vice
versa)
Consider the following distribution
of responses to the question about
reading newspapers:
Response Category
Percent of Respondents
1
Checking Category
40%
2
25%
3
25%
4
10%
In this case the mode is category 1 and the median is category 2
Interval-Scaled Responses

An interval scale has all the properties of an
ordinal scale and the differences between
the scale values can be meaningfully
interpreted
Interval-Scaled Responses
(Cont’d)
How likely are you to buy a new automobile within the next
six months?
(Please check the most appropriate category.)
Will definitely not buy
Extremely unlikely
Unlikely
Likely
Extremely likely
Will definitely buy
_____
(1)
_____
(2)
_____
(3)
_____
(4)
_____
(5)
_____
(6)
Exhibit 9.1 Impact of Arbitrariness
of an Interval Scale’s Starting
Point
Ratio-Scaled Responses

Ratio scales possess all the properties of an
interval scale and the ratios of numbers on
these scales have meaningful interpretations
 What is your annual income before taxes?
$______
 How far is your workplace from your
home? ______ miles
Attitudes

Attitudes are similar to beliefs, except that
they also involve respondents’ evaluative
judgments
 For instance, do respondents feel print
advertisements for cigarettes should be
banned?
Attitudes–
Conceptually and Operationally

A conceptual definition of attitude may be
“a predisposition to respond favorably or
unfavorably to a stimulus object”
Self-report Measurements of
Attitudes

This method involves asking respondents
relatively direct questions concerning
attitudes toward whatever is of interest to
the researcher
 The questions are typically in the form of
rating scales on which respondents check
off appropriate positions that best reflect
their feelings
Graphic Formats

A graphic rating scale presents a continuum, in the
form of a straight line, along which a theoretically
infinite number of ratings are possible
 Example: Indicate your overall opinion about
eBay by placing a  mark at an appropriate
position on the line below.
 Very
Very
Bad
Good
Exhibit 9.3 Semantic-Differential Scale
Items
1.
Abundance of
____:_____:____:____:______:____:_____ Scarcity of
exhibits
2.
Complex
exhibits
___:_____:_____:____:______:_____:____ Simple
user registration
use registration
3.
Low commission ____:____:_____:_____:____:______:___ High commission
4.
Good response
_____:___:______:_____:____:______:___ Poor response
to complaints
5.
to complaints
Poor protection of ____:____:______:_____:_____:_____:___Good protection of
personal information
6.
Confusing
support system
personal information
____:____:______:_____:_____:_____:____Clear
support system
Exhibit 9.4 Pictorial Profiles Based on
Semantic-Differential Ratings
1.
Abundance of
____:_____:____:____:______:____:_____Scarcity of
exhibits
2.
exhibits
Complex
___:_____:_____:____:______:_____:_____Simple
user registration
3.
Low commission
4.
Good response
user registration
____:____:_____:_____:____:______:____ High commission
_____:___:______:_____:____:______:____Poor response
to complaints
5.
Poor protection of
to complaints
____:____:______:_____:_____:_____:____Good protection of
personal information
6.
Confusing
personal information
____:____:______:_____:_____:_____:____Clear
support system
KEY
Online auction site ABC
Online auction site XYZ
support system
Exhibit 9.2 Rating Scales with Picture
Labels
How much did you like what you just saw?
**
*
**
Really
liked it
I liked it a lot
**
**
**
*
*
*
Liked it
It’s ok
Didn’t like Really
it
hated it
(a)
I liked it a little
(b)
*
I didn’t like it at all
Itemized Formats

Itemized rating scales have a set of distinct
response categories
 Any suggestion of an attitude continuum
underlying the categories is implicit
 They essentially take the form of the
multiple-category questions
Itemized Formats (Cont’d)
Indicate your overall opinion about eBay by checking one of the following
categories.
Very
Neither Bad
Bad
Bad
[ ]
[ ]
[
1
2
3
]
Very
nor Good
[
]
[
4
]
Good
[
5
]
6
[
Good
]
[
7
]
[
8
Which of the following best describes your overall opinion of eBay?
Terrible
Poor
Fair
Good Very good
[
[
[ ]
[
]
]
]
[
]
Excellent
[
]
]
9
Unbalanced Response
Choices

An unbalanced rating scale that can be used
if respondents’ opinions about a subject are
anticipated to be predominantly positive
Labeled and Unlabeled
Response Choices
Number of Scale Positions

A scale with a large number of positions
will not be meaningful if respondents are
unable to make fine mental distinctions with
respect to whatever is being measured
 More precise measurements should result
as the number of scale positions increase
Constant Sum Scale
Allocate a total of 100 points among the following online auction sites, depending on how
favorably you feel toward each; the more highly you think of each store, the more points
you should allocate to it. (Please check that the allocated points add to 100.)
Yahoo! Auction
____ points
Amazon
____ points
PriceLine.com
____ points
eBay
____ points
Ubid.com
____ points
____
100
Table 9.2 Likert Scale Items
1.
2.
3.
4.
5.
6.
Strongly
Disagree
Disagree
Neither
Agree nor
Disagree
Agree
Strongly
Agree
The online auction site
contains an abundance of exhibits
________
________
________
________
________
User registration
is complex at this site
________
________
________
________
________
The auction site commission
is reasonable
________
________
________
________
________
The auction site responds
to complaints quickly
________
________
________
________
________
The auction site is not
careful with personal information
________
________
________
________
________
The auction site support
system is confusing
________
________
________
________
________
Strengths Of Multiple-Item
Scales

Validity
 Reliability
Validity

The validity of a scale is the extent to which
it is a true reflection of the underlying
variable it is attempting to measure
Reliability

Reliability measures how consistent or
stable the ratings generated by the scale are
likely to be
Questionnaire

A set of questions designed to generate the
data necessary for accomplishing a research
project's objectives
Questionnaire's Impact on
Data Accuracy

It must communicate to the respondent what
the researcher is asking for
 It must communicate to the researcher what
the respondent has to say
Sources of Distortion

A sloppy questionnaire can lead to a great
deal of distortion
 The entry of an intermediary, or the
interviewer, into the communication
channel can also distort the questionnaire
Exhibit 10.2 The Questionnaire Design
Translate data requirements into a
Process
rough
questionnaire draft
Check question form
Are any changes needed?
No
Yes
Check question relevance and wording
Are any changes needed?
No
Yes
Check sequencing of questions
Are any changes needed?
No
Yes
Check layout and appearance
Are any changes needed?
Yes
Revise the
rough draft
No
Make the necessary checks
Yes
Is another pretest needed?
No
Make changes suggested by the pretest
Yes
Prepare final draft of the questionnaire
Are any other
checks
to be made?
Pretest the rough draft
No
Question Form

Nonstructured questions
– Open-ended

Structured questions
– Fixed-response
Nonstructured Questions

Consider the following illustrative questions
– How old are you?___________________
– What do you like most about owning your
own home? _____________
– Will you please describe your thoughts about a
person who shoplifts items from a grocery store
to keep from going hungry? __________
______________________________________
______________________________________
Structured Questions

In which of the following categories does
your age fall?
_______ Less than 18
_______ 18 to 30
_______ 31 to 45
_______ 46 to 60
_______ Over 60
Response Category
Sequence

Approximately how many long-distance telephone
calls do you make per week?
______ 0 to 1 call
______ 2 to 3 calls
______ 4 to 5 calls
______ 6 to 7 calls
______ More than 7 calls

The response categories in this question follow a
natural sequence
Response Category Content

Response choices should be
– Collectively exhaustive
 taken together
– Mutually exclusive
 not overlap
Response Category

The response choices are collectively exhaustive
but not mutually exclusive
 On the average, how many cans of cola do you
drink per week
____0 to 3 cans
____3 to 6 cans
____More than 6 cans

Changing the 3 in the second category to a 4 will
make the response choices mutually exclusive
Response Category

What do you like about Bank of America’s online
banking service?
____24 hour service
____Transaction privacy
____No need to travel – do it from home
____Paying bills online – no need to mail bills
____Other____(please specify)

What is wrong with this question ?
Response Category (Cont’d)

Modify the question to read, "Which one of
the following do you like most about Bank
of America’s Online Banking Service?"
 With this revision each respondent would,
or should, check only one response category
 What do you like about Bank of America’s
Online Banking Service? (Please check as
many categories as apply.)
Will the Respondent Answer
the Question?

Questions about personal financial matters
or sexual behavior are examples of sensitive
questions
 Words used in the questions should not
ambiguous to the respondents
Double-Barreled Questions

Suppose the following question is to be used in
conducting a survey of the general public
– Do you feel firms today are concerned about their
employees and customers?
_____ Yes
_____ No
_____ No opinion

A “no” response can be interpreted three different
ways
– The respondent feels firms are concerned about neither
employees nor customers.
– The respondent feels firms are concerned about
employees but not customers
– The respondent feels firms are not concerned about
employees although they are concerned about
customers
Avoiding Double-Barreled
Questions

This revision is usually accomplished by breaking
one question up into several questions
 Thus our illustrative question can be reworded as
two separate questions
– Do you feel firms today are concerned about their
employees?
___ Yes ___ No
___ No opinion
– Do you feel firms today are concerned about their
customers?
___ Yes ___ No
___ No opinion
Leading Questions

Don't you think offshore drilling for oil is
environmentally unsound?
___Yes

___ No
___ No opinion
Do you think the quality of products on the
market today is as high as it used to be ten
years ago?
___ Yes
___ No
___ No opinion
Avoiding Leading Questions

The two leading questions we saw earlier
can be modified for neutrality as follows
– What is your feeling about the environmental
impact of offshore drilling for oil?
___ Offshore drilling is environmentally sound
___ Offshore drilling is environmentally unsound
___ No opinion
One-Sided Questions

Would you agree that the deregulation of
the airline industry has benefited
customers?
___Yes
___ No
___ No opinion
Avoiding One-sided Questions

Do you feel the deregulation of the airline
industry…
___Has benefited customers
___Has had no impact on customers
___Has hurt customers
___No opinion
Unbalanced Questions

How important is price to you in buying a
new car?
___More important than any other factor
___Extremely important
___Important
___Somewhat important
___Unimportant
Balanced Questions

How important is price to you in buying a
new car?
___Very important
___Relatively important
___Neither important nor unimportant
___Relatively unimportant
___Very unimportant
Avoiding Questions with
Implicit Assumptions

Are you favorable, indifferent, or unfavorable
toward a 10% increase in city taxes?
___Favorable
___Indifferent ___ Unfavorable

The above question can be improved as:
 Are you favorable, indifferent, or unfavorable
toward a 10% increase in city taxes to repair
potholes in the city's streets?
______ Favorable_____Indifferent_____Unfavorable
Guarding Against Errors

How often do you eat eggs for breakfast?
_____ Frequently
_____ Occasionally
_____ Rarely
_____ Never
Guarding Against Errors

To guard errors due to misinterpretations , the
above question can be revised as:
– On the average, how many days per week do you eat
eggs for breakfast?
___ Every day
___ 5 or 6 days
___ 3 or 4 days
___ 1or 2 days
___ Less than 1 day per week
___ Never eat eggs for breakfast
Complex Questions

In which of the following do you typically invest
your liquid assets?
___Insured accounts
___Stock market
___Insured accounts and stock market
___Other accounts

Of the total number of miles you drove during the
past month, approximately what percentage was
traveled in driving to and from work?
___Percent
Position of Demographic and
Sensitive Questions

Respondents' personal or demographic
characteristics, i.e age, education level, or
income are placed at the end of the
questionnaire
Arrangement of Related
Questions

Cluster questions that focus on the same topic
– In a survey of business executives’




Views on the economy
Competition
Employee turnover
Grouping questions into meaningful clusters can
increase respondents' ease in answering the
questions and reduce the chance of response errors
Funnel Sequences

Which of the following types of TV shows do you
watch? (Check as many categories as apply.)
____ News shows ____ Quiz shows

____ Game shows
Which of the following types of TV shows do you
like the most? (Check as many categories as
apply.)
____ News shows ___ Quiz shows ____ Game shows
Funnel Sequences (Cont’d)

Which of the following specific shows did
you watch during the past seven days?
(Check "yes" or "no" for each show listed.)
Who Wants to be a Millionaire?___ Yes ___ No
Wheel of Fortune
___ Yes ___ No
CBS Evening News
___ Yes ___ No
Questionnaire Appearance
And Layout

Version 1
– How old are you?
___Less than 18 ___18 to 25 ___26 to 40 ___Over 40

Version 2
– How old are you?
___Less than 18
___18 to 25
___26 to 40
___Over 40
Pretesting

Pretesting is administering a questionnaire
to a limited number of potential respondents
and other individuals capable of pointing
out design flaws
Designing Cover Letters For
Mail Questionnaires

Primary Purpose
– To win the cooperation of respondents

A good cover letter should be
– Concise
– Objective
Exhibit 10.5 Illustrative Cover Letter and Key
Features
1
7
Personal Communication
Asking a favor
How the recipient
may benefit from this
research
Importance of
Sender’s organization
Importance of
the Recipient
Importance of the replies
where the reader is not
qualified to answer most
questions
Importance of the research
Exhibit 10.5 Illustrative Cover Letter
and Key Features (Cont’d)
Exhibit 10.5 Illustrative Cover Letter and
Key Features (Cont’d)
Table 6.2 Comparison of Questionnaire
Administration Methods
Ranking of Methods
Criteria
Versatility
1
2
3
4
Number of Questions
Personal
Mail
Web
Telephone
Amount/variety of
information
Personal
Telephone
Web
Mail
Presentation of stimuli
Personal
Web
Telephone
Mail
Time
Web
Telephone
Personal
Mail
Cost
Web
Mail
Telephone
Personal
Sampling control
Personal
Telephone
Mail
Web
Supervisory control
Web
Mail
Telephone
Personal
Opportunity for clarification
Personal
Telephone
Web
Mail
Respondent Convenience
Web
Mail
Telephone
Personal
Accuracy
Note: The comparative rankings of the personal, telephone, and mail survey techniques implies by this table are not universal; exceptions to these
rankings can and do occur, depending on specific circumstances surrounding a research situation.
Openers for Personal and
Telephone Interviews

Features
– An appropriate salutation, such as "Good
morning! I am Ralph Johnston with Marketing
Research Associates Company.”
– A brief statement about the project and its
purpose, such as "We are conducting a survey
of heads of household regarding their feelings
about modern home appliances.”
Openers for Personal and
Telephone Interviews (Cont’d)

Features (Cont’d)
– An indication of how long the interview might
last, such as "This survey should take no more
than ten minutes.”
– A polite request for permission to conduct the
interview, such as "May I please talk to the
male or female head of your household for a
few minutes?"
Writing a Questionnaire for
International Markets

Caution
– Use of the same word can have different
meanings in different cultures

Word Equivalence
– In Japan, China and non-English speaking
European countries


“Very Satisfied” means “Somewhat Satisfied”
“Very Satisfied” should be replaced by “Totally
Satisfied”
International Marketing
Research

First Step
– A professional who is fluent in both the languages
should translate the original questionnaire

Second Step
– A different translator must translate the local language
questionnaire back to the original version

Third Step
– Researchers should compare the original version and
the translated original version to ensure that they are
identical in meaning
International Marketing
Research (Cont’d)

Fourth Step
– The local language version should also be
checked by the marketing research
professionals in the country of interest

Fifth Step
– The local language version should be pretested
to make sure that the questionnaire serves the
intended purpose
International Marketing
Research
Israel
Japan
Saudi
Arabia
Brazil
Columbia
China
India
France
Germany
Italy
Mexico
Vietnam
Cambodia
Thailand
Egypt
Singapore
Potential Research
Constraints in Other Countries
The Japanese may not understand a letter-based
performance measure as they generally use a 100-point
Japan scale for these purposes
The gender of the interviewer can have a strong impact
on the responses to questions
Saudi In Saudi Arabia, the English word “macho” does not
Arabia exist and there is not a similar word or phrase to
support this concept
Potential Research
Constraints in Other Countries
(Cont’d)
Egypt
Israel
In Egypt, social and cultural factors, such as low literacy
rate and low education levels, prevent the same techniques
from being applied that would be used in the United States
Israel is a multilingual society that requires consideration in
the advent of surveys and interviews
Potential Research
Constraints in Other Countries
(Cont’d)
In Brazil, directories are unreliable because phone lines
Brazil
are bought and sold like commodities
Respondents are often very cooperative, given a low
level of telemarketing and the”surprise factor” of being
Columbia
called up from a distant location to answer a few
questions about the local beer
Cont...
Potential Research
Constraints in Other Countries
(Cont’d)
Traditional methods such as door-to-door,central
China
India
locations, and focus groups remain the backbone of
market research in China. More advanced
techniques, such as omnibus studies and panels, are
making inroads. Widespread use of computers is
increasing the feasibility of e-mail surveys
Telephone and mail surveys are rarely used due to
inadequate telephone penetration(1% of households)
and low literacy rates
Cont...
Potential Research
Constraints in Other Countries
(Cont’d)
France
Germany
French people like to answer surveys; they feel that
they provide their opinion in order to produce a better
product
Mall interviewing is limited due to the lack of
shopping malls. Door-to-door interviewing is
becoming more difficult in major cities due to crime.
Panels are becoming more popular
Potential Research
Constraints in Other Countries
(Cont’d)
Italy
Business practices are different from those in the
United States. While a simple inquiry to someone’s
employer would be considered a small thing in the
United States, in Italy is equivalent to lodging a
formal complaint
Mexico
Mexican consumers are relatively unfamiliar with the
imagery used to market products in the United
States. This is due to the fact that in the past, there
was a limited product selection and even fewer
advertisers differentiating their products
Potential Research
Constraints in Other Countries
(Cont’d)
Vietnam
Vietnam and Cambodia have extremely high phone
rates. In Vietnam it is not uncommon to have 10 families
in one building sharing one phone line
In-person interviews are preferred as they allow the
Cambodia researcher to show the proper respect for the respondents
Potential Research
Constraints in Other Countries
(Cont’d)
In Thailand, only 21% of the population lives in urban
areas and 2/3 if that population is located in one city,
Thailand Bangkok
A questionnaire to be administered in Singapore must
have an English version as well as equivalent Malay,
Singapore Hokkien, Mandarin, Tamil, and Cantonese versions
Source: Compiled from a number of articles
Figure 1: Questionnaires to Critique—A Campus Admin Office
Dear Valued Customer,
To assist us in maintaining the highest possible quality service to your department, please
complete and return this card, rating performance on the services performed for you.
Please feel free to make any other comments or suggestions. Thank you.
Quality
Timeliness
Price
Convenience
Overall service
Excellent Good










Adequate





Inadequate Unacceptable










Comments/ Suggestions: ________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
Job Number: ____________
Date: ______________
Name (optional): ____________
Overall how would you grade
this store? Please check one:
Our pharmacy
Our check-out service
Our variety & selection
Our everyday prices
Our ad in stock
Our cleanliness
Our film processing
Our everyday in stock
Our people are friendly
& helpful
Excellent Average
Poor






























Date of visit: __________
Time of day: __________
Your comments and concerns: ___________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
 I would like a reply
 I don’t need a reply
Name ______________
Address ____________
City________________
State__________ Zip_________ Phone_____________
Figure 2: A Big Drug Store
Figure 3: A Travel Agency
Please help us maintain our high standards of quality by answering the following questions.
On this trip did we:
Provide lowest applicable airfare?
Enter frequent flyer # w reservation?
Book the hotel you requested?
Reserve the type of care requested?
Provide confirmation numbers?
Provide travel documents on time?
Handle special requests and note on tix?
Provide accurate destination information?
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
How would you rate each of the following?
Courtesy of service?
Extent to which your questions were answered?
Manner in which our staff resolved any problems?
Our overall service to you?
On a scale of 0 to 100, if most travel agencies
get an overall quality score of 80,
what score would you give
to our WorldZoom Travel Network? ____________
No
No
No
No
No
No
No
No
NA/DK
NA/DK
NA/DK
NA/DK
NA/DK
NA/DK
NA/DK
NA/DK
Excellent
E
E
E
E
Good Fair Poor NA
G
F
P NA
G
F
P NA
G
F
P NA
G
F
P NA
Figure 4: A Big Hotel Chain
Please take a moment to share your thoughts with us.
We value your business and thank you for your
confidence in the ComfyStay Brand. Your feedback is
greatly encouraged and appreciated.
Overall satisfaction with this ComfyStay
Low
1 2 3 4 5 6 7
high n/a
Likelihood you would recommend this ComfyStay
Low
1 2 3 4 5 6 7
high n/a
continued:
Did you have a problem during your stay? Y
If yes, did you report it to the staff?
Y
Was the problem resolved?
Y
If yes, how did our staff measure against your
expectations?
Exceeded Met
Fell Below
N
N
N
Likelihood, if returning to the area, you would return
to this ComfyStay
Low
1 2 3 4 5 6 7
high n/a
What was the nature of the problem?
Overall value for the price paid
Low
1 2 3 4 5 6 7
__________________________________________
high n/a
Primary purpose of visit
Individual business
Convention/Meeting
Pleasure
How many times have you been a guest at this
ComfyStay?
1 2 3 4 5+
__________________________________________
__________________________________________
__________________________________________
__________________________________________
Room Number _____
Hotel Name ________
Date of Stay________
Your name ____________
Day phone ____________
Figure 5: A Fancy Pen Online/Catalog Company
Dear Customer,
This order comes with a string attached: your satisfaction.
Our goal is to ensure that you’re 100% satisfied every time you shop with us. Would you
mind taking a couple of minutes to tell us how we did? If there’s additional assistance we
can offer, please call or email us anytime.
Thank you for your business. We hope we met (or exceeded) your expectations.
Sincerely,
Moi
Director of Customer Service (Phone, Email address listed here)
Customer Satisfaction Survey
1. Was the merchandise what you expected? ___Yes ___No Here’s why: _________
_____________________________________________________________________
2. Did you buy it as a gift? ___Yes, for this occasion_____________________ ___No
3. Will you oder from FancyPen again? ___Yes ___No Here’s why: ______________
______________________________________________________________________
______________________________________________________________________
4. What are your three favorite stores or catalogs?
______________________ ____________________ ________________________
5. Overall, how would you grad us on customer service?
A
B
 C
D
F
How can we make your experience with FancyPen more satisfying?__________________
_________________________________________________________________________
Thank you. Just drop this card in the mail—we’ll pay the postage.
Figure 6: YuppieHouseWares
Customer Service
If you ordered by phone
The Phone Representative’s courtesy and professionalism
 excellent
The ease and efficiency of the ordering process
 excellent
If you spoke with a Product Specialist
The Product Specialist’s courtesy and professionalism
 excellent
The Product Specialist’s promptness in answering your inquiry
 excellent
The value of the Product Specialist’s assistance to you
 excellent
The ease and efficiency of ordering from the Product Specialist
 excellent
If you ordered by mail or fax, the ease of following the instructions
on the Order Form
Delivery
The arrival of your order compared with anticipated time of delivery  excellent
The appearance and condition of the packaging
 excellent
The condition of the merchandise upon receipt
 excellent
 very good  satisfactory  needs improvement
 very good  satisfactory  needs improvement
 very good  satisfactory  needs improvement
Merchandise
Your initial reaction to the quality of the products you ordered
 excellent
Your initial perception of the value received for the money spent
 excellent
 very good  satisfactory  needs improvement
 very good  satisfactory  needs improvement
 very good  satisfactory  needs improvement
 very good  satisfactory  needs improvement
 very good
 very good
 very good
 very good
 satisfactory
 satisfactory
 satisfactory
 satisfactory
 needs improvement
 needs improvement
 needs improvement
 needs improvement
Just a few more questions
Are you likely to purchase from YuppieHouseWares again?
______________________________________________________________________________________________
What additional services may we provide?
______________________________________________________________________________________________
If you could implement one change at YuppieHouseWares, what would it be?
______________________________________________________________________________________________
May we send our catalog to a friend? Please provide name and address:
______________________________________________________________________________________________
If you have a concern or question about your order, please call our Product Specialist at 1-800-etc..
Figure 7: A Car Dealership
I know you had a choice of where to service your vehicle and I would like to thank you for the opportunity to earn
your business. I also know that if I expect to build a strong customer base, I need to make sure that you are
completely satisfied with your service experience here today.
Below is a list of questions that may appear on a questionnaire from my dealership. Although some of them seem to
rate our entire operation, in fact they all rate my personal performance and the scores become part of my permanent
record. If you feel I have not earned all “5” or “Yes” ratings, please call and allow me the opportunity to correct any
of my failures.
F A I L I
Highest
5
Promptness, courtesy writing your order:

Communication with Service Consultant

Knowledge and expertise

Treated in honest, straight forward manner 
Amount of time spent with you

Understanding your service, repair request 
4






Yes
Were service items requested completed? 
Able to schedule appointment?

Vehicle available when promised?

Car washed, clean when you picked it up? 
Was the work explained to your satisfaction?
No





3






2






N
G !
Lowest
1






Figure 2: Premium Pizza Inc. Questionnaire
Response Number ____________
Coupon Book # ____________
(Approach shoppers who appear to be between the ages of 18 and 49 and say…)
Hi, I’m _______ from Midwest Research Services. Many companies like to know your preferences and
opinions about new products and promotions. If you have about 5 minutes, I’d like to have your
opinions in this marketing research study.
(If refused, terminate)
1.
2.
3.
Have you eaten lunch or dinner in, or carried food away from, a fast-food restaurant in the last seven
days?
…(must answer yes to continue)
Have you eaten restaurant pizza within the last 30 days, either at the restaurant or by having it
delivered?)
…(must answer yes to continue)
Which age group are you in? (read answers, circle number)
1: 18-24
2: 25-34
3: 35-49
4: other-terminate interview
I’m now going to show you five different coupon concepts and ask you 3 questions for each. Please respond to
each coupon independently of the others. Look at the next coupon only when I ask you to.
Figure 2, continued
Very
Poor
Value
1
Definitely
Would
1
Not Use
2
2
3
3
4
4
5
5
6
6
7
7
8
8
9
9
10
Very
Good
Value
10
Definitely
Would
Use
COUPON
PREMIUM PIZZA, INC.
Figure 2, continued
4. Please read the first coupon concept. Using a 10-point scale as show on the page above, how would you rate
this concept if 1 represents very poor value and 10 represents very good value?
(enter value): ______
Looking at the second scale, how would you rate this concept if 1 represents “definitely would not use” and 10
represents “definitely would use”?
(enter value): ______
Why did you respond as you did for use? ______________________________________
________________________________________________________________________
________________________________________________________________________
5. Please turn the page and read the next coupon concept.
Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?
(enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use?
(enter value): _______
Why did you respond as you did for use? ______________________________________
________________________________________________________________________
________________________________________________________________________
6. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale,
how would you rate this concept in terms of value?
(enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use?
(enter value): _______
Why did you respond as you did for use? ______________________________________
________________________________________________________________________
________________________________________________________________________
Figure 2, continued
7. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale,
how would you rate this concept in terms of value?
(enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use?
(enter value): _______
Why did you respond as you did for use? ______________________________________
________________________________________________________________________
________________________________________________________________________
8. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale,
how would you rate this concept in terms of value?
(enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use?
(enter value): _______
Why did you respond as you did for use? ______________________________________
________________________________________________________________________
________________________________________________________________________
Thank you. The following questions will help us classify the preceding information.
9.
How many children do you have living at home?
(enter value): _______
(if answer is none, proceed to question 11)
10. What is the age of your youngest child?
(enter age): _______
11. How often do you eat fast food for lunch or dinner?
(read answers, circle number):
1) Once per month or less
2) 2 to 3 times per month
3) Once or twice a week
4) More than twice a week
Figure 2, continued
12. How often do you eat at Premium Pizza?
(read answers, circle number) 1) Never visited Premium Pizza
2) Once per month or less
3) 2-3 times per month
4) Once a week or more
(if answer is never, proceed to question 14)
13. Do you yourself usually buy whole pies or slices at Premium Pizza?
(circle one): 1) whole pies
2) slices
14. Have you used fast-food or restaurant coupons in the last 30 days?
(circle one): 1) yes
2) no
15. Have you ever used coupons for Premium Pizzas?
(read answers, circle number) 1) Never
2) I sometimes use them when I have them.
3) I always use them when I have them.
16. What is your marital status?
(read answers, circle number) 1) Single
2) Married
3) Divorced, Separated, Widowed
17. What is your occupation? _________________________________________________
This is not a question for the respondent.
Respondent was (circle one): 1 male
2 female
Thank you for your participation. (Terminate interview at this time.)