Questionnaire

1. Process of Marketing Research
December, 2020

2. Process of Marketing Research
8 steps:
Problem definition
Planning the Research
Collection of Data - sources
Collection of Data - methods
Collection of Data - forms
Samples
Data analysis
Report preparation

3. 5 step: Collection of data - form
Questionnaire List of questions for collecting
information from respondents
survey
plan
form
interview list

4. Questionnaire
Filling instruction, guide, procedures, tutorials
Symbolic rewards, financial compensation, gifts
Products, brochures, maps, leaflets

5. Designing a
Questionnaire
There is no ideal questionnaire
Skill gained through experience

6. Designing a Questionnaire
1
What information do you
need?
Who will you ask questions
to?

7. Designing a Questionnaire
2 Method of interview
Personal interview
Problem definition
Mail / E-mail survey
Telephone survey
Internet - Webpages

8. Designing a Questionnaire
3 Questionnaire content
a) Precise,
understandable, short
a) NEVER ask two
questions like one!
Do you like wine and why don’t?

9. Designing a Questionnaire
3 Questionnaire content
c) Be sure that the
respondent KNOWS /
UNDERSTANDS what
are you asking!
 Filter questions
 Allow “Don’t know” answers
 Trick questions
 Several similar question

10. Designing a Questionnaire
3 Questionnaire content
c) Often respondents answer
questions and have never heard or
know about the subject of the
research
In one survey, respondents were asked whether they
agreed or disagreed with the statement that the National
Bureau of Consumer Complaints undertakes effective
measures for consumer protection when purchasing
defective products.
96.1% of the respondents answered the question
expressing their opinion.
Why is this high level of response problematic?
Because the National Bureau of Consumer Complaints
does not exist!

11. Designing a Questionnaire
3 Questionnaire content
c) Often respondents answer
questions and have never heard or
know about the subject of the
research. WHY?Telescoping
Free creation - fantasies
Don’t want to reply – requires lots of effort, sensitive questions
Ex. Do you like to be drunk?!

12. Designing a Questionnaire
4 Questionnaire structure
Unstructured questions
(open questions)
Structured questions
(closed questions)
1. Describe your favorite drink:--
2. What is your opinion about red
wine?-------
3. What you think about the price
of Bovin wine?-------
4. Do you believe that drinking
wine makes you healthier? ----
1. Multiply choice:
Where do you buy wine?
a) Zito
b) Vero
c) Ramstore
d) Other (specify)----
2. Dichotomous questions:
Do you like wine?
a) Yes
b) No
3. Scales

13. Designing a Questionnaire
4 Questionnaire structure
DO NOT USE:
1. Two questions in one
2. Confusing questions
3. Embarrassing questions
4. Ambiguous questions
6. Offensive questions
5. Questions that imply answers
NO: do you drink wine after sex?

14. Designing a Questionnaire
5 Questionnaire Format & Look
4 important things:
2. Numerical identification, coding!
3. Color
4. High-quality paper
1. Use parts - for general + specific questions!

15. Designing a Questionnaire
6 Testing the Questionnaire
 Protocol analysis  Debriefing

16. Exercise:
What is wrong with this Questionnaire?
1. Do you like and do you believe in science fiction?
A) Yes
B) No.
2. The government pursues an excellent policy with Bulgaria:
A) Yes
B) No
3. Do you brush your teeth regularly?
A) Yes
B) No
4. What do you use for stinky breath?
A) Nothing
B) Something (specify)…..

17. Exercise:
What is wrong with this Questionnaire?
5. Do you believe that the dispute with Greece will be resolved, that
the language dispute with Bulgaria will be resolved, that we will be an
independent state and enter the EU?
A) Yes
B) No
6. Are you afraid of oncos?
A) Yes
B) No
7. Do you like white bread?
A) Yes
8. You are fat! Do you like to lose weight with our product “Slim Fast”?
A) Yes
B) B) No

18. Homework
Write a small Questionnaire about chocolates, by using:
2 open questions!
3 closed questions!
6 (one of each) “do not use” questions!