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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Questionnaire Design and Issues

Learning Objectives

1.

Identify and discuss the critical factors that can contribute to directly improving the accuracy of surveys, and explain why questionnaire development is not a simple process.

2.

Discuss the theoretical principles of questionnaire design, and explain why a questionnaire is more than just asking a respondent some questions.

3.

Identify and explain the communication roles of questionnaires in the data collection process.

4.

Explain why the type of information needed to address a decision maker's questions and problems will substantially influence the structure and content of questionnaires.

5.

List and discuss the 11 steps in the questionnaire development process, and tell how to eliminate some common mistakes in questionnaire designs.

6.

Discuss and employ the "flowerpot" approach in developing scientific questionnaires.

7.

Discuss the importance of cover letters, and explain the guidelines to help eliminate common mistakes in cover letter designs.

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