Marketing Research
340
Descriptive Research
Questionnaire Construction
NOTE: PLEASE DOWNLOAD AND ALSO BRING TO CLASS THE FILES:
QUESTIONNAIRE.DOC AND SURVEY.DOC
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Descriptive Research
OBJECTIVE
To Make Inferences to a Population
PURPOSES
Assess Market size
Identify Market Segments
Diagnose Current Situation (situational analysis)
TYPES
Longitudinal - Panels
Cross Sectional - Surveys
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Types of Panels
Same
questions
Different
questions
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Same
people
Different
people
True
panel
Cohort
panel
Omnibus
Crosspanel
sectional
survey
Commercial Consumer Panels
COMPANY
NFO
HOUSEHOLDS
475,000
1.2 million people
MARKET FACTS
500,000
STRATIFIED SAMPLES
GEOGRAPHIC REGION
MARKET SIZE
AGE OF HOUSEHOLD HEAD
ANNUAL HOUSEHOLD INCOME
SIZE OF HOUSEHOLD
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Profile of NFO
PRESCREENED HOUSEHOLDS
Demographics
475,000
Dog Owners
183,029
Cat Owners
153,608
Cellular Phone Users 85.036
Denture Wearers103,640
RV Owners
33,913
Health Club Members 64,184
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Profile of NFO
CUSTOM
SCREENING
Up to 250,000
Hholds a Month
Buy by the Question
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NFO European Panels
COUNTRY
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COUNTRY
FRANCE
40,000
GERMANY
50,000
U. K.
50,000
SPAIN
15,000
TOTAL
180,000
NFO European Panels
SAMPLES BALANCED BY:
GEOGRAPHIC REGION
MARKET SIZE
AGE OF HHOLD HEAD
HHOLD SIZE
HOUSEHOLD INCOME/OCCUPATION
PURCHASE SAMPLES IN INCREMENTS OF 5,000
COST:
ONE A5 PAGE
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$8,400
(ABOUT 6 QUESTIONS)
Profile of Electronic Scanning Panels
STORE PANEL
NIELSEN
SCANTRAK
IRI
INFOSCAN
STORES
3300 GROCERY
500 DRUG
600 MASS MERC
100 CLUB
50 MAJOR MKTS
2700 GROCERY
530 DRUG
250 MASS MERC
EXPERIMENTAL
64 MAJOR MKTS
COVERAGE
DATA
DOLLAR AND UNIT SALES
PRICE PAID COUPON, DISPLAYS,
NEWSPAPER ADS
HOUSEHOLD PANELS
SIZE
COVERAGE
40.000 HHOLDS
50 MAJOR MKTS
STORES
ALL OUTLETS
METHOD
HAND HELD WAND
AT HOME
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60,000 HHOLDS
10 MAJOR MKTS
8 NON-METRO MKTS
GROCERY
DRUG
MASS MERC
CARD AT STORE
Profile of Electronic Scanning Panels
NIELSEN
SCANTRAK
HOUSEHOLD PANELS
'SINGLE SOURCE"
SIZE
COVERAGE
MARKETS
IRI
INFOSCAN
24,000 HHOLDS
8 NON-METRO
PITTSFIELD, MA
MARION, IN
EAU CLAIRE, WI
MIDLAND, TX
GRAND JUNCTION, CO
CEDAR RAPIDS, IA
DATA
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DOLLAR AND UNIT SALES
PRICE PAID
COUPON, DISPLAYS, NEWSPAPER ADS
TELEVISION VIEWING
MAGAZINE READERSHIP
DEMOGRAPHICS
WHAT IF?????
YOUR OUTLETS AREN’T SERVED BY ELECTRONIC PANELS
CLOTHING
FINANCIAL SERVICES
TELECOMMUNICATIONS
INSURANCE
INDUSTRIAL INSTRUMENTS
HEATING AND AIR CONDITIONING
AGRICULTURAL FEEDS
ENTERTAINMENT
HOTELS
INDUSTRIAL PAINT PUMPS
CONSTRUCTION EQUIPMENT
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USERS OF INTERNAL
DATABASES - PANELS
BLOCKBUSTER ENTERTAINMENT
HARLEY DAVIDSON
HOUSE OF SEAGRAM
GENERAL MOTORS
PHILIP MORRIS
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Descriptive Research
Using
Cross Sectional Methods
MAIL SURVEYS
TELEPHONE INTERVIEWS
PERSONAL INTERVIEWS
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Framework for Constructing a
Questionnaire
Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Identify Correct
Respondent
Key Informant Vs. Multiple
Informant Methodology
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Key Informant Vs. Multiple
Informants
Consumer versus Business to Business
Decision making process & roles
What are the roles?
Who occupies those roles?
Autonomy of the roles?
Consistency of the roles?
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TYPICAL ROLES
Intitator
Influencer
Decider
Purchaser
User
Key Informant Vs. Multiple
Informants
Consumer versus Business to Business
Decision making process & roles
What are the roles?
Who occupies those roles?
Autonomy of the roles?
Consistency of the roles?
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TYPICAL ROLES
Intitator
Influencer
Decider
Purchaser
User
INSURANCE
FFO
JOINT
JOINT
FFO
JOINT
Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Participation in Surveys
73%
80
Percent
70
60
P ercent
ever
pa rticip ate d
50
P ercent
pa rticip ated
in the
pa st year
1982
1984
1986
1988
Year of Survey
SOURCE: Walker Images Surveys
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42%
44%
40
30
20
10
0
1980
76%
1990
1992 1997
Participation By Survey Method
Telephone
Mail
80
Percentage
70
60
74
70
65
69
68
70
64
46%
38%
34
9%
10
2%
56
54
45
38
35
33
30
20
Door-to-Door
76
75
50
40
Shopping Mall
18
10
0
1980
30
14
1982
11
1984
11
1986
1988
Year of Survey
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32
15
1990
1992 1997
Methodologies Preferred by Survey
Respondents
Mail
Telephone
Stores/Shopping Center
Group
60%
58 %
56 %
50%
Percentage
40%
30%
20%
10%
13%
20 %
18 %
8%
11 %
5%
9%
7% 6%
0%
1992 Year of Surve y 1990
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Home
European Data Collection Methods
METHOD OF
ADMINISTRATION
FRANCE
COUNTRY
NETHERLANDS SWEDEN SWITZERLAND
U.K.
MAIL
4%
33%
23%
8%
9%
TELEPHONE
15%
18%
44%
21%
16%
CENTRAL
LOCATION/
STREETS
52%
37%
---
---
---
HOME/WORK -----
-----
8%
44%
54%
GROUPS
13%
-----
5%
6%
11%
DEPTH
INTERVIEWS
12%
12%
2%
8%
-----
SECONDARY
4%
-----
4%
8%
-----
SOURCE: "ESOMAR URGES CHANGES IN REPORTING DEMOGRAPHICS, ISSUES
WORLDWIDE REPORT", MARKETING NEWS, JAN. 8, 1990, 24.
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Determining the Appropriate
Method of Administration
Control Over Administration
Sampling control
Directing the survey
Eliciting a response
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Determining the Appropriate
Method of Administration
Control over administration
Information control
Sequencing
Length
Complexity - Questions and Answers
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Determining the Appropriate
Method of Administration
Control over administration
Administrative control
Speed
Cost
Availability of Trained Personnel
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Comparison
of Methods of Administration
44
45
44
40
36
35
30
24
25
22
20
16
15
15
13
11
10
9
10
4
5
0
SC
IC
AC
T OT AL
PERSONALINTERVIEWS
PERSONAL INTERVIEWS
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SC
IC
AC
T OT AL
MAIL
SURVEYS
MAIL
SURVEYS
SC
IC
AC
T OT AL
TELEPHONE
TELEPHONE INTERVIEWS
INTERVIEWS
Summary Comparison
of Methods of Administration
44
45
44
USE
40
CAPABILITY
Telephone
36
Personal
35
Mail
Telephone
Personal
Mail
30
24
25
22
20
16
15
15
13
11
10
9
10
4
5
0
SC
IC
AC
T OT AL
PERSONALINTERVIEWS
PERSONAL INTERVIEWS
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SC
IC
AC
T OT AL
MAIL
SURVEYS
MAIL
SURVEYS
SC
IC
AC
T OT AL
TELEPHONE
TELEPHONE INTERVIEWS
INTERVIEWS
GROWTH IN
INTERACTIVE TECHNOLOGY
FOR OBTAINING BETTER
CUSTOMER FEEDBACK
INTERACTIVE KIOSKS
DISK/CD ROM SURVEYS
FAX SURVEYS
E MAIL SURVEYS
INTERNET SURVEYS
INTERACTIVE TV
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TECHNOLOGY ASSISTED SELF
ADMINISTRATION (TASA)
TASA SURVEYS
HIGHER ENTERTAINMENT VALUE
NOVEL - LESS BORING
INCREASE PARTICIPATION
up to 1.5 hours
higher levels of participation
better quality answers
perceptions of time to complete are lower
Source: MacElroy and Geissler October, (1994), Marketing News
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INTERNET SURVEYS
ON-LINE USERS
OPEN TO SURVEYS
WILLING TO PARTICIPATE IN FUTURE SURVEYS ?
.7
64%
percentage
.6
.5
.4
32%
.3
.2
TELEPHONE
ON-LINE
METHOD OF INTERVIEWING
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Source: “Stay Plugged in to New Opportunities”, J. Palmquist and A. Stueve, Marketing Research, Vol. 18(1), 1996, 13-15.
INTERACTIVE KIOSKS
MULTIMEDIA KIOSK
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INTERACTIVE KIOSKS
MULTIMEDIA KIOSKS
IN RESEARCH
BENEFITS
 STORE
LAYOUT TRACKING
 CAPTURE EMOTIONS WHILE FRESH
 REDUCE DISTORTIONS IN RECALL
 INTERVIEW BY BRANCH OR LOCATION
 INTERVIEW EFFICIENTLY WHEN LOW
INCIDENCE POPULATION
 REDUCE BIAS FROM FACE TO FACE
CONTACT
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source: Schneider 1995, Marketing News article and author
DBM/CD ROM
DISK/CD ROM IN THE MAIL
BENEFITS OF USING
MORE CONTROL OVER SKIPPING
QUESTIONS
PRESENTATION OF 1 QUESTION AT A
TIME
PRECLUDE CHANGING ANSWERS TO
PRIOR QUESTIONS
COLLECTION OF LATENT
INFORMATION
PREPROGRAMMING COMPLICATED
BRANCHING INSTRUCTIONS
BETTER ANSWERS TO SENSITIVE
QUESTIONS
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FAX SURVEYS
FAX SURVEYS
15 % OF US HHOLDS OWN FAXES - PROJECTED TO BE 25% BY 2000
85% OF BUSINESSES WITH 5 OR MORE EMPLOYEES OWN FAXES
CONSIDERATIONS
ADVANTAGES
FASTER DISTRIBUTION - DOMESTIC AND INTERNATIONAL
POTENTIAL LOWER COSTS
COMMUNICATES A SENSE OF
URGENCY
IMPORTANCE
NOVELTY
DISADVANTAGES
LIMITED COVERAGE
LOSS OF ANONYMITY
LOSS OF GRAPHICS
LOSS OF INCLUDED INCENTIVES
HARDER TO PROVIDE PREPAID RETURN MECHANISM
source: “Fax Surveys: Return Patterns and Comparison with Mail Surveys”, J. Dickson and D. MacLachlan, Journal of Marketing Research, February,1996, 108-113..
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FAX SURVEYS
FAX SURVEYS
TWO STUDIES
450 BUSINESS SCHOOL DEANS
346 CEOs OF FORTUNE 500 COMPANIES
RESULTS
FAX SURVEY RETURNED FASTER
3.1 DAYS FASTER IN DEAN SURVEY
3.9 DAYS IN CEO SURVEY
FAX SURVEY GENERATED HIGHER RETURN RATE
DEAN STUDY
CEO STUDY
FAX SURVEY
50.2%
42%
MAIL SURVEY
42.9%
32.%
NO DIFFERENCE IN ANSWERS (BIAS)
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source: “Fax Surveys: Return Patterns and Comparison with Mail Surveys”, J. Dickson and
D. MacLachlan, Journal of Marketing Research, February,1996, 108-113..
Benefits in the Use of the Internet/Web for
Marketing Research Surveys
Access
24 hours a day/7days a week
Interactivity
Customization by Customer/Respondent
Multi Media Capabilities
Text
Graphics
Sound
Full Motion Video
Instantaneous Feedback
Domestic and International
INTERNET SURVEYS
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INTERNET SURVEYS
EXAMPLE SURVEYS
INTERACTIVITY
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INTERNET SURVEYS
CUSTOMIZED
INTERNATIONALLY
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INTERNET SURVEYS
ISSUES WITH
INTERNET RESEARCH
PARTICIPANTS ARE VOLUNTARY
NO PROJECTABILITY OF RESULTS
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INTERNET SURVEYS
ISSUES WITH
INTERNET RESEARCH
PARTICIPANTS ARE VOLUNTARY
NO PROJECTABILITY OF RESULTS
SAMPLE COMPOSITION BIASES
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INTERNET SURVEYS
ISSUES WITH
INTERNET RESEARCH
PARTICIPANTS ARE VOLUNTARY
NO PROJECTABILITY OF RESULTS
SAMPLE COMPOSITION BIASES
TWO STRATEGIES
1. FEEDBACK OR MONITORING MECHANISM
2. USE AN ELECTRONIC INTERNET PANEL
FED-X SHIPPING PANEL
COMMERCIAL INTERNET PANEL
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INTERNET SURVEYS
COMMERCIAL INTERNET
PANEL
NFO//net.source
70,000 HOUSEHOLDS
175,000 INTERACTIVE CONSUMERS
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Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Question Structure
Open-end questions
Closed-end questions
Unordered response categories
Ordered response categories
Partially closed-end questions
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Question Structure
Open-end questions
If you were to purchase a new automobile during 2001, what brand of automobile would you most
likely purchase?
___________ brand
Closed-ended with ordered categories
If you were to purchase a new automobile during 2001, how likely is it that you would purchase the
following brands of automobiles?
Very Likely
Somewhat Likely
Somewhat Unlikely
Very Unlikely
Toyota Camry
1
2
3
4
Honda Accord
1
2
3
4
Nissan Maxima
1
2
3
4
Closed-ended with unordered categories
If you were to purchase a new automobile during 2001, which one of the following automobiles
would you most likely purchase?
Toyota Camry
o
Honda Accord
o
Nissan Maxima
o
Partially closed-ended
If you were to purchase a new automobile during 2001, which one of the following would you most
likely purchase?
Toyota Camry
o
Honda Accord
o
Nissan Maxima
o
Other (please specify)______________
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EXAMPLE OF STRUCTURED QUESTION Vs. OPEN END
Considering your children, which of the following values do you feel are most
important for your children to possess as adults? (select only 3)
Three Most Important Values
1. Manners
2. Success
3. Honesty
4. Cleanliness
5. Good Judgment
6. Control
7. Spirtulaity
8. Amicable
9. Obedience
10. Responsible
11. Considerate
12. Confidence
13. Studious
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Structured Questions:
Effect on Respondent Answers
Response order effects
Visual presentation of response alternatives
Primacy effects
initial items establish a cognitive framework to guide
processing
initial items get deeper cognitive processing & less
interference than later items
satisficing — minimize psychological costs by
choosing first acceptable response alternative
SOURCE: Krosnick and Alwin, POQ
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Structured Questions:
Effect on Respondent Answers
Response order effects
Oral presentation of response alternatives
Recency effects
externally based processing
each read alternative terminates processing of previous
alternative
increased processing of later response alternatives
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Selected Results
Three Most Important Qualities
CONTEXT: Personal Interviews of 1473 Parents on 13 Values
for their Children using “Show Cards”
Value
STANDARD
REVISED
DIFFERENCE
MANNERS
26.4%
10.1%
16.3%
SUCCESS
19.1%
14.6%
4.5%
HONESTY
65.7%
48.4%
17.3%
THREE LEAST IMPORTANT VALUES NOT AFFECTED
WHEN ASKED AS A FOLLOWUP QUESTION
SOURCE: Krosnick abnd alwin, POQ
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Individual Differences in
Cognitive Sophistication
Low — high school education or less & low
score on verbal intelligence test
percent of responses affected by response-order
low sophistication 54% (7/13)
high sophistication 8% (1/13)
IMPLICATION: Surveying Consumers vs. Business Respondents
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Reducing Response-Order
Effects
Randomize Order of Presentation Between
Respondents
Telephone - CRT-based Interviewing
Still Present for Individuals - Segmentation
 Increase Respondent Motivation
Special Instructions
(Please read all options before.....)
Eliminates Effects for Individuals

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Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Question Sequence
and Order Effects
Question sequence 1
Yes
Do you think a communist country like Russia should let American newspaper
reporters come in and send back to their papers the news as they see it?
90%
Do you think the United States should let communist newspaper reporters
from other countries come in and send back to their papers the news as they
see it?
Once Committed
Hard to be
Unfair
73%
Question sequence 2
Yes
Do you think the United States should let communist newspaper reporters
from other countries come in and send back to their papers the news as they
see it?
36%
Do you think a communist country like Russia should let American newspaper
reporters come in and send back to their papers the news as they see it?
SOURCE: Schuman and Ludwig, ASR.
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66%
37%
Difference !
General Questionnaire Sequence
Start with simple more general questions
nonthreatening
interesting
general respondent capability
Respondents will be looking for an Excuse
to Terminate or Stop Interview
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General Questionnaire Sequence
Funnel respondent from general to specific
questions
throughout the questionnaire
What types of beverages do you drink on a weekly basis
Product Category
Which of the following beverages is your favorite
How many times per week do you drink this beverage
Which brands of soft drinks can you list below
Rate the following four brands along the
set of attributes
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Brand Specific
General Questionnaire Sequence
Put sensitive/objectionable questions at the
end
overall topics
demographics
AFTER YOU HAVE:
- created an investment by the respondent
- built up your credibility
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Question Sequencing
Danger: Question Order Effects
Overall Product Evaluation Question
1. Overall Lysol is the best brand
for Disenfecting hard surfaces in
my operatory
STRONGLY
DISAGREE
1
2
STRONGLY
AGREE
3
4
5
Specifc Product Attribute Questions
1. Lysol is very effective in killing
germs in my operatory
2. Lysol requires a very short contact
time to kill the germs in my operatory
3. Lysol does not corrode the metal
in my operatory
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1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
Carryover and Backfire Effects in
Questionnaires
Carryover
Respondents give answers that are consistent
with beliefs associated with a prior response
Backfire
Respondents give answers that are inconsistent
with beliefs associated with a prior response
SOURCE: Bickert, JMR, 1993.
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Question Sequencing and
Carryover Effects in Questionnaires
Carryover
Specific Question
Overall Question
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Overall Question
Higher Overall
Rating
Specific Question
Question Sequencing and Backfire
Effects in Questionnaires
Backfire
Specific Question
Overall Question
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Overall Question
Lower Overall
Rating
Specific Question
Implications for Questionnaire Design

Screen respondents on prior knowledge
Used a 7-pt. scale (7 - “very knowledgeable”)

For high-knowledge individuals (Business Survey)
Previous attribute ratings do affect subsequent evaluations
Present
1. overall question first (brand evaluation)
2. then specific questions (attribute evaluations)
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Implications for Questionnaire
Design/continued

For low and moderate knowledge
individuals Consumer Survey
Present
1. specific questions first (attribute evaluations)
2. then overall question (brand evaluation)
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Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Asking Frequency of
Product Use Questions
Who are your Heavy Users?
Two Choices in Wording Frequency
How many Times .............
How Often .............
Which One ??
Time Frame
Adjust time frame for purchase frequency
More frequently purchased products need
shorter time frames (1 week versus 1 Month)
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ANALYSIS OF
CLASS QUESTIONNAIRE
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Framework for Constructing a
Questionnnaire
Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing
Checklist for Question Wording
 vague
- questions and answers
 bias or leading
 objectionable/embarrassing
 too demanding
 check for double questions
 do they have the ability to answer
 give frame of reference
 consider ability to compare responses
across past studies
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Didn’t Pretest
100%
or
??
100%
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Questionnaire Pretesting
PRETESTING METHODS
Qualitative assessment
Method of debriefing
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Questionnaire Pretesting
ASSESS THE FOLLOWING:
Question Comprehension
Questionnaire Instructions
To interviewer
selection of respondent
interaction with respondent
To respondent
who should answer questionnaire
cover letter
appropriate branching patterns and question directions
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INSTRUCTIONS
FOR
TELEPHONE
INTERVIEWER
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Components of a Cover Letter
1. If possible personalize the greeting.
2. Explain what study is about and how respondent will benefit.
3. Explain how respondent was selected and their importance to
the study.
4. Indicate who should complete the questionnaire.
5. If sensitive topic, then assure confidentiality. If relevant assure
that no sales calls will be made.
6. Reemphasize how respondent will benefit from participation.
7. Mention any incentive for participation.
8. If possible, provide a phone number in case of questions.
9. Close with thank you and handwritten signature (blue ink).
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Questionnaire Pretesting
PRETESTING METHODS
Qualitative assessment
debriefing
Quantitative assessments
pilot study (method of administration)
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Framework for Constructing a
Questionnaire
Specify What
Information
Will be Sought
Identify
Correct
Respondent
Determine
Method of
Administration
Question Structure
Question Wording
PRETEST
and
Revise
Questionnaire
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Question Sequencing