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Marketing Research-Iacobucci,Churchill - Ch09

Marketing Research-Iacobucci,Churchill - Ch09

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Published by Sid Black

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Categories:Types, Business/Law
Published by: Sid Black on Nov 01, 2010
Copyright:Attribution Non-commercial

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05/12/2014

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1
Chapter 9
Questionnaires and
Data Collection Forms
© 2005 Thomson/South-Western
2
Figure 1: Procedure for Developing a Questionnaire
Step 1: Specify What
Information Will be Sought
Step 2: Determine Type of
Questionnaire and
Method of Administration
Step 3: Determine Content of
Individual Questions
Step 4: Determine Form of
Response to Each Question
3
Figure 1 continued
Step 5: Wording of
Each Question
Step 6: Sequence
of Questions
Step 7: Physical Characteristics
of Questionnaire
Step 8: Re-examine Steps 1-7
and Revise if Necessary
Step 9: PRE-TEST the Survey,
Revise where Needed

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