MKT360 Chapter 11: Questionnaire Design

Questionnaire

A set of questions or items used to generate data that meet specific research and survey objectives

Gamification

the process of applying gaming mechanics to everyday tasks to encourage more active participation 

Steps in Questionnaire Design

1. Determine survey objectives 

2. Select data collection method 

3. Create questions 

4. Decide on layout, flow, and design

5. Evaluate the questionnaire 

Question Format

• Open-ended vs. Closed-ended questions 

• Type of scales:  

  • Higher order scales provide more information

  • Lower order scales can be more practical 

• Respondent's ability and willingness to answer influences format 

Open-Ended Questions Advantages

• Answer is in respondent's own words 

• Can provide new or different insight 

• Can provide additional alternatives

• Allows for probing 

Open-Ended Questions Disadvantages

• Can be difficult to interpret 

• Editing and coding can be challenging 

• Potential for interviewer bias 

• Answer may be shallow and insufficient 

• Lower response rates 

Closed-Ended Questions Advantages

• East and accurate data coding and entry 

• Limited number of responses 

• List of alternatives may help respondent recall 

• Limited interviewer bias 

Closed-Ended Questions Disadvantages

• Researchers must generate alternatives 

• Respondents must select from list of alternatives 

• No freedom for respondent in answer