MBA Distance education learning / Designing questionnaire

Preliminary decision:

1. deciding the information to be sought from the respondent

2. Determine the Target audience

Step 2.

Step 3. If the question is essential.

The respondent can understand the question?

Step 4. Do words have ambiguity in meaning?

Step 6. Using simple and interesting questions.

Put the question in logical manner.

Step 7. Assess the physical layout of the questionnaire.

Q: Explain construction of the questionnaire for the marketing research?

Ans: 1. Marketing Problem

A Laptop manufacturer is planning too launch a new laptop model. The company would like to have information about how consumers select a brand of laptop.

1. Marketing Research Objective

1. To estimate the level of brand awareness

1. To identify the attributes of the laptop.
2. To study the buying process for laptop.

1. Information Requirement

1. Consumer’s perception of the brand
2. The degree of importance which the consumer attach to brand name.

1. Questionnaire

As the end the format and Quality of questionnaire is decided upon.

Q: Explain the meaning Coding and tabulation?

Ans: Coding:

It is a technical name used to categorize the data collected .

It is part of classification and organization of the collected data to facilitate the usability of the raw data collected.

Tabulation is simply counting the number of cases that fall into various categories ad created by the researcher.

To tabulate in statistical form the graphs those are

available: histogram, frequency polygon, ogive etc.

Q:What are the major shortcomings related with ambiguity, those have been observed over a period of Time?

Ans: The ambiguities in questionnaire come because of: 1. when the question is lengthening too much, a question becomes incomprehensible.

2. If the vocabulary used unfamiliar to the respondents, the techniques like mail and telephonic interview the respondents become helpless.

3. Sometimes the use of words that do not give clear meaning to al respondents also make the question ambiguous.Like,

Do you watch T.V. regularly?

Here the regularly might mean the whole day or seven times a week or five times a week and so on.