COPYRIGHT TERRY L. CHILDERS Descriptive Research Questionnaire Construction Marketing Research 340...
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COPYRIGHT TERRY L. CHILDERS Descriptive Research Questionnaire Construction Marketing Research 340 NOTE: PLEASE DOWNLOAD AND ALSO BRING TO CLASS THE FILES:
COPYRIGHT TERRY L. CHILDERS Descriptive Research Questionnaire
Construction Marketing Research 340 NOTE: PLEASE DOWNLOAD AND ALSO
BRING TO CLASS THE FILES: QUESTIONNAIRE.DOC AND SURVEY.DOC
Slide 2
COPYRIGHT TERRY L. CHILDERS 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
Slide 3
COPYRIGHT TERRY L. CHILDERS Types of Panels
Slide 4
COPYRIGHT TERRY L. CHILDERS Types of Panels Considerations
Efficiency Representativeness Who participates Accuracy How is data
collected? Tracking Comparing past with current behavior
Slide 5
COPYRIGHT TERRY L. CHILDERS Commercial Consumer Panels
COMPANYHOUSEHOLDS NFO 475,000 1.2 million people MARKET
FACTS500,000 STRATIFIED SAMPLES GEOGRAPHIC REGION MARKET SIZE AGE
OF HOUSEHOLD HEAD ANNUAL HOUSEHOLD INCOME SIZE OF HOUSEHOLD
Slide 6
COPYRIGHT TERRY L. CHILDERS Profile of NFO PRESCREENED
HOUSEHOLDS Demographics 475,000 Dog Owners183,029 Cat Owners153,608
Cellular Phone Users 85.036 Denture Wearers103,640 RV Owners 33,913
Health Club Members 64,184
Slide 7
COPYRIGHT TERRY L. CHILDERS Profile of NFO CUSTOM SCREENING Up
to 250,000 Hholds a Month Buy by the Question
Slide 8
COPYRIGHT TERRY L. CHILDERS NFO European Panels COUNTRY FRANCE
40,000 GERMANY 50,000 U. K. 50,000 SPAIN 15,000 TOTAL 180,000
Slide 9
COPYRIGHT TERRY L. CHILDERS 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$8,400 (ABOUT 6 QUESTIONS)
Slide 10
COPYRIGHT TERRY L. CHILDERS Profile of Electronic Scanning
Panels STORE PANEL NIELSEN IRI SCANTRAKINFOSCAN STORES3300 GROCERY
2700 GROCERY 500 DRUG530 DRUG 600 MASS MERC 250 MASS MERC 100
CLUBEXPERIMENTAL COVERAGE50 MAJOR MKTS64 MAJOR MKTS DATA DOLLAR AND
UNIT SALES PRICE PAID COUPON, DISPLAYS, NEWSPAPER ADS HOUSEHOLD
PANELS SIZE40.000 HHOLDS60,000 HHOLDS COVERAGE50 MAJOR MKTS10 MAJOR
MKTS 8 NON-METRO MKTS STORESALL OUTLETSGROCERY DRUG MASS MERC
METHODHAND HELD WANDCARD AT STORE AT HOME
Slide 11
COPYRIGHT TERRY L. CHILDERS Profile of Electronic Scanning
Panels NIELSEN IRI SCANTRAK INFOSCAN HOUSEHOLD PANELS 'SINGLE
SOURCE" SIZE24,000 HHOLDS COVERAGE8 NON-METRO MARKETS PITTSFIELD,
MA MARION, IN EAU CLAIRE, WI MIDLAND, TX GRAND JUNCTION, CO CEDAR
RAPIDS, IA DATA DOLLAR AND UNIT SALES PRICE PAID COUPON, DISPLAYS,
NEWSPAPER ADS TELEVISION VIEWING MAGAZINE READERSHIP
DEMOGRAPHICS
Slide 12
COPYRIGHT TERRY L. CHILDERS WHAT IF????? YOUR OUTLETS ARENT
SERVED BY ELECTRONIC PANELS CLOTHING FINANCIAL SERVICES
TELECOMMUNICATIONS INSURANCE INDUSTRIAL INSTRUMENTS HEATING AND AIR
CONDITIONING AGRICULTURAL FEEDS ENTERTAINMENT HOTELS INDUSTRIAL
PAINT PUMPS CONSTRUCTION EQUIPMENT
Slide 13
COPYRIGHT TERRY L. CHILDERS USERS OF INTERNAL DATABASES -
PANELS BLOCKBUSTER ENTERTAINMENT HARLEY DAVIDSON HOUSE OF SEAGRAM
GENERAL MOTORS PHILIP MORRIS
Slide 14
COPYRIGHT TERRY L. CHILDERS Descriptive Research Using Cross
Sectional Methods MAIL SURVEYS TELEPHONE INTERVIEWS PERSONAL
INTERVIEWS
Slide 15
COPYRIGHT TERRY L. CHILDERS Framework for Constructing a
Questionnaire Specify What Information Will be Sought Identify
Correct Respondent Determine Method of Administration Question
Structure Question Wording Question Sequencing PRETEST and Revise
Questionnaire
Slide 16
COPYRIGHT TERRY L. CHILDERS Specify What Information Will be
Sought Identify Correct Respondent Determine Method of
Administration Question Structure Question Wording Question
Sequencing PRETEST and Revise Questionnaire
Slide 17
COPYRIGHT TERRY L. CHILDERS Identify Correct Respondent Key
Informant Vs. Multiple Informant Methodology
Slide 18
COPYRIGHT TERRY L. CHILDERS 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? TYPICAL ROLES
Intitator Influencer Decider Purchaser User
Slide 19
COPYRIGHT TERRY L. CHILDERS 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? TYPICAL ROLES
Intitator Influencer Decider Purchaser User INSURANCE FFO JOINT FFO
JOINT
Slide 20
COPYRIGHT TERRY L. CHILDERS Specify What Information Will be
Sought Identify Correct Respondent Determine Method of
Administration Question Structure Question Wording Question
Sequencing PRETEST and Revise Questionnaire
Slide 21
COPYRIGHT TERRY L. CHILDERS Participation in Surveys SOURCE:
Walker Images Surveys Year of Survey SOURCE: Walker Images Surveys
1997 76% 44%
Slide 22
COPYRIGHT TERRY L. CHILDERS Participation By Survey Method 1997
46% 38% 9% 2%
Slide 23
COPYRIGHT TERRY L. CHILDERS Methodologies Preferred by Survey
Respondents 13%
Slide 24
COPYRIGHT TERRY L. CHILDERS European Data Collection Methods
SOURCE: "ESOMAR URGES CHANGES IN REPORTING DEMOGRAPHICS, ISSUES
WORLDWIDE REPORT", MARKETING NEWS, JAN. 8, 1990, 24.
FRANCENETHERLANDS 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% -----
METHOD OF ADMINISTRATION COUNTRY
Slide 25
COPYRIGHT TERRY L. CHILDERS Determining the Appropriate Method
of Administration Control Over Administration Sampling control
Directing the survey Eliciting a response
Slide 26
COPYRIGHT TERRY L. CHILDERS Determining the Appropriate Method
of Administration Control over administration Information control
Sequencing Length Complexity - Questions and Answers
Slide 27
COPYRIGHT TERRY L. CHILDERS Determining the Appropriate Method
of Administration Control over administration Administrative
control Speed Cost Availability of Trained Personnel
Slide 28
COPYRIGHT TERRY L. CHILDERS Comparison of Methods of
Administration PERSONAL INTERVIEWS MAIL SURVEYSTELEPHONE
INTERVIEWS
Slide 29
COPYRIGHT TERRY L. CHILDERS Summary Comparison of Methods of
Administration PERSONAL INTERVIEWS MAIL SURVEYSTELEPHONE INTERVIEWS
USE CAPABILITY Telephone Personal Mail Telephone Personal Mail
Slide 30
COPYRIGHT TERRY L. CHILDERS INTERACTIVE KIOSKS DISK/CD ROM
SURVEYS FAX SURVEYS E MAIL SURVEYS INTERNET SURVEYS INTERACTIVE TV
GROWTH IN INTERACTIVE TECHNOLOGY FOR OBTAINING BETTER CUSTOMER
FEEDBACK
Slide 31
COPYRIGHT TERRY L. CHILDERS 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
Slide 32
COPYRIGHT TERRY L. CHILDERS ON-LINE USERS OPEN TO SURVEYS
METHOD OF INTERVIEWING Source: Stay Plugged in to New
Opportunities, J. Palmquist and A. Stueve, Marketing Research, Vol.
18(1), 1996, 13-15. ON-LINE TELEPHONE.7.6.5.4.3.2 percentage 32%
64% WILLING TO PARTICIPATE IN FUTURE SURVEYS ? INTERNET
SURVEYS
Slide 33
COPYRIGHT TERRY L. CHILDERS MULTIMEDIA KIOSK INTERACTIVE
KIOSKS
Slide 34
COPYRIGHT TERRY L. CHILDERS 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 source: Schneider 1995, Marketing News article and
author INTERACTIVE KIOSKS
Slide 35
COPYRIGHT TERRY L. CHILDERS 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 BENEFITS OF USING DISK/CD ROM IN THE MAIL
DBM/CD ROM
Slide 36
COPYRIGHT TERRY L. CHILDERS 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 FAX SURVEYS source: Fax
Surveys: Return Patterns and Comparison with Mail Surveys, J.
Dickson and D. MacLachlan, Journal of Marketing Research,
February,1996, 108-113.. FAX SURVEYS
Slide 37
COPYRIGHT TERRY L. CHILDERS 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) source: Fax Surveys: Return Patterns and Comparison
with Mail Surveys, J. Dickson and D. MacLachlan, Journal of
Marketing Research, February,1996, 108-113.. FAX SURVEYS
Slide 38
COPYRIGHT TERRY L. CHILDERS 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
Slide 39
COPYRIGHT TERRY L. CHILDERS EXAMPLE SURVEYS INTERNET SURVEYS
INTERACTIVITY
Slide 40
COPYRIGHT TERRY L. CHILDERS INTERNET SURVEYS CUSTOMIZED
INTERNATIONALLY
Slide 41
COPYRIGHT TERRY L. CHILDERS
Slide 42
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Slide 46
ISSUES WITH INTERNET RESEARCH PARTICIPANTS ARE VOLUNTARY NO
PROJECTABILITY OF RESULTS INTERNET SURVEYS
Slide 47
COPYRIGHT TERRY L. CHILDERS ISSUES WITH INTERNET RESEARCH
PARTICIPANTS ARE VOLUNTARY NO PROJECTABILITY OF RESULTS SAMPLE
COMPOSITION BIASES INTERNET SURVEYS
Slide 48
COPYRIGHT TERRY L. CHILDERS 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 INTERNET SURVEYS
Slide 49
COPYRIGHT TERRY L. CHILDERS COMMERCIAL INTERNET PANEL INTERNET
SURVEYS NFO//net.source 70,000 HOUSEHOLDS 175,000 INTERACTIVE
CONSUMERS
Slide 50
COPYRIGHT TERRY L. CHILDERS Specify What Information Will be
Sought Identify Correct Respondent Determine Method of
Administration Question Structure Question Wording Question
Sequencing PRETEST and Revise Questionnaire
Slide 51
COPYRIGHT TERRY L. CHILDERS Question Structure Open-end
questions Closed-end questions Unordered response categories
Ordered response categories Partially closed-end questions
Slide 52
COPYRIGHT TERRY L. CHILDERS 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
LikelySomewhat LikelySomewhat UnlikelyVery Unlikely Toyota Camry 1
2 3 4 Honda Accord1 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)______________
Slide 53
COPYRIGHT TERRY L. CHILDERS Advantages and Disadvantages of
Closed Vs. Open-ended Questions
Slide 54
COPYRIGHT TERRY L. CHILDERS Advantages and Disadvantages of
Closed Vs. Open-ended Questions
Slide 55
COPYRIGHT TERRY L. CHILDERS Advantages and Disadvantages of
Closed Vs. Open-ended Questions
Slide 56
COPYRIGHT TERRY L. CHILDERS Advantages and Disadvantages of
Closed Vs. Open-ended Questions
Slide 57
COPYRIGHT TERRY L. CHILDERS 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 [ ]
Slide 58
COPYRIGHT TERRY L. CHILDERS 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
Slide 59
COPYRIGHT TERRY L. CHILDERS 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 Structured Questions: Effect on Respondent
Answers
Slide 60
COPYRIGHT TERRY L. CHILDERS Selected Results Three Most
Important Qualities Value STANDARD REVISEDDIFFERENCE MANNERS 26.4%
10.1% 16.3% SUCCESS 19.1% 14.6% 4.5% HONESTY 65.7% 48.4% 17.3%
CONTEXT: Personal Interviews of 1473 Parents on 13 Values for their
Children using Show Cards THREE LEAST IMPORTANT VALUES NOT AFFECTED
WHEN ASKED AS A FOLLOWUP QUESTION SOURCE: Krosnick abnd alwin,
POQ
Slide 61
COPYRIGHT TERRY L. CHILDERS 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
Slide 62
COPYRIGHT TERRY L. CHILDERS 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
Slide 63
COPYRIGHT TERRY L. CHILDERS Specify What Information Will be
Sought Identify Correct Respondent Determine Method of
Administration Question Structure Question Wording Question
Sequencing PRETEST and Revise Questionnaire
Slide 64
COPYRIGHT TERRY L. CHILDERS Question Sequence and Order Effects
SOURCE: Schuman and Ludwig, ASR. Once Committed Hard to be Unfair
37% Difference !
Slide 65
COPYRIGHT TERRY L. CHILDERS 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
Slide 66
COPYRIGHT TERRY L. CHILDERS General Questionnaire Sequence
Funnel respondent from general to specific questions throughout the
questionnaire What types of beverages do you drink on a weekly
basis 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 Product Category Brand Specific
Slide 67
COPYRIGHT TERRY L. CHILDERS 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
Slide 68
COPYRIGHT TERRY L. CHILDERS Question Sequencing Danger:
Question Order Effects Overall Product Evaluation Question STRONGLY
DISAGREE AGREE 1. Overall Lysol is the best brand for Disenfecting
hard surfaces in my operatory 1 2 3 4 5 Specifc Product Attribute
Questions 1. Lysol is very effective in killing germs in my
operatory 1 2 3 4 5 2. Lysol requires a very short contact time to
kill the germs in my operatory 1 2 3 4 5 3. Lysol does not corrode
the metal in my operatory 1 2 3 4 5
Slide 69
COPYRIGHT TERRY L. CHILDERS 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.
Slide 70
COPYRIGHT TERRY L. CHILDERS Question Sequencing and Carryover
Effects in Questionnaires Carryover Specific Question Overall
Question Higher Overall Rating Overall Question Specific
Question
Slide 71
COPYRIGHT TERRY L. CHILDERS Question Sequencing and Backfire
Effects in Questionnaires Backfire Specific Question Overall
Question Lower Overall Rating Overall Question Specific
Question
Slide 72
COPYRIGHT TERRY L. CHILDERS Studied the Effects of: Knowledge
High Vs. Low Knowledge Respondents Attribute Diagnosticity
Attribute Importance
Slide 73
COPYRIGHT TERRY L. CHILDERS Premise More knowledgeable
individuals Have more alternate diagnostic information available in
memory CARRYOVER should be higher Utilize their diagnostic
information
Slide 74
COPYRIGHT TERRY L. CHILDERS Premise/continued More
knowledgeable individuals More motivated to provide more carefully
thought-out answers BACKFIRE should be higher Discount more
nondiagnostic information
Slide 75
COPYRIGHT TERRY L. CHILDERS Context 279 undergraduate students
Product: multi-speed bicycle Diagnostic attributes reliability and
comfort Nondiagnostic attributes appearance and ease of
transport
Slide 76
COPYRIGHT TERRY L. CHILDERS Manipulations Diagnosticity
Question order (specific question Vs. overall question first
Positive Vs. Negative attribute information (rated good Vs.
bad)
Slide 77
COPYRIGHT TERRY L. CHILDERS Results FOR HIGH KNOWLEDGE
RESPONDENTS Carryover More diagnostic attributes (More important
attributes affected followup Overall Product Evaluation Question)
Backfire For nondiagnostic attributes, but only for positive
information Discounted positive information Utilized negative
information
Slide 78
COPYRIGHT TERRY L. CHILDERS Results Bicycle rated good in
appearance Categorize it as for casual riders only More negative
inference regarding reliability Lower overall evaluation
Slide 79
COPYRIGHT TERRY L. CHILDERS Results FOR LOW KNOWLEDGE
RESPONDENTS Question Order had No Effects
Slide 80
COPYRIGHT TERRY L. CHILDERS 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)
Slide 81
COPYRIGHT TERRY L. CHILDERS 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)
Slide 82
COPYRIGHT TERRY L. CHILDERS Method of Administration Carryover
More automatic Backfire More effortful More likely under time
pressure Externally paced Medium Telephone More likely self- paced
Medium Mail
Slide 83
COPYRIGHT TERRY L. CHILDERS Specify What Information Will be
Sought Identify Correct Respondent Determine Method of
Administration Question Structure Question Wording Question
Sequencing PRETEST and Revise Questionnaire
Slide 84
COPYRIGHT TERRY L. CHILDERS Are Answers Too Vague?? How often
did you talk to your dental rep from XYZ during the past three
months? Never Rarely Occasionally Regularly
Slide 85
COPYRIGHT TERRY L. CHILDERS Revision How often did you talk to
your dental rep from XYZ during the past three months? Not at all
Once per month About 2-3 times per month About once per week More
than once per week
Slide 86
COPYRIGHT TERRY L. CHILDERS Dont Use Double Questions This
cement will be sold in premixed tubes and does not require
agitation Do you believe this product is different enough from the
product you currently use and would you purchase it? Yes No Dont
know
Slide 87
COPYRIGHT TERRY L. CHILDERS 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)
Slide 88
COPYRIGHT TERRY L. CHILDERS ANALYSIS OF CLASS
QUESTIONNAIRE
Slide 89
COPYRIGHT TERRY L. CHILDERS PRETEST and Revise Questionnaire
Framework for Constructing a Questionnnaire Specify What
Information Will be Sought Identify Correct Respondent Determine
Method of Administration Question Structure Question Wording
Question Sequencing
Slide 90
COPYRIGHT TERRY L. CHILDERS 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
Slide 91
COPYRIGHT TERRY L. CHILDERS Didnt Pretest 100% or ?? 100%
Slide 92
COPYRIGHT TERRY L. CHILDERS Questionnaire Pretesting PRETESTING
METHODS Qualitative assessment Method of debriefing
Slide 93
COPYRIGHT TERRY L. CHILDERS 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
Slide 94
COPYRIGHT TERRY L. CHILDERS INSTRUCTIONS FOR TELEPHONE
INTERVIEWER
Slide 95
COPYRIGHT TERRY L. CHILDERS 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).
Slide 96
COPYRIGHT TERRY L. CHILDERS Questionnaire Pretesting PRETESTING
METHODS Qualitative assessment debriefing Quantitative assessments
pilot study (method of administration)
Slide 97
COPYRIGHT TERRY L. CHILDERS Framework for Constructing a
Questionnaire Specify What Information Will be Sought Identify
Correct Respondent Determine Method of Administration Question
Structure Question Wording Question Sequencing PRETEST and Revise
Questionnaire
