A new graduate hired by the marketing research department of a major telephone company is

asked to prepare a questionnaire to determine household preferences for telephone calling cards.
The questionnaire is to be administered in mall-intercept interviews. Using the principles of
questionnaire design, critically evaluate this questionnaire and comment, which follows:
Household Telephone Calling Card Survey
HOUSEHOLD TELEPHONE CALLING CARD SURVEY
1

Your name? _______________

Age __________

Martial status ____________

Income _____________

Which, if , any, of the following telephone calling cards do you have?

a. ________ AT & T

b. _____________ MCI

c. ________ US Sprint

d. _____________ Others

How frequently do you use a telephone calling card?

Infrequently

Very frequently

7. What do you think of the telephone calling card offered by AT&T?

______________________________________________________________________
8. Suppose your household were to select a telephone calling card. Please rate the
importance of the following factors in selecting a card.
Not important

Very important

Cost per call

Ease of use

Local and long-distance

Charges included in the

Same bill

Rebates and discounts on calls

Quality of telephone service

Quality of customer service

How important is it for a telephone company to offer a calling card?

Not important
1

Very important
2

10. Do you have children living at home? _________________

Thank you for your help.

Q. 2 Identify the types of scale (nominal, ordinal, interval, or ratio) being used in each of the
following. Please explain your reasoning (2 marks each)
a. I like to solve crossword puzzles
Disagree
1

Agree
5

b. How old are you? ____________________________

c. Please rank the following activities in terms of your preference by assigning ranks 1 (most
preferred) to 5 ( least preferred).
i.
ii.
iii.
iv.
v.

Reading magazines ______________

Watching television ______________
Dating _______________
Shopping ____________
Eating out ____________

d. What is your Social Security number? ____________

e. On an average week day, how much time do you spend doing your homework and class
assignments?
i.
Less than 15 minutes ___________
ii.
15 to 30 minutes __________
iii.
31 to 60 minutes __________
iv.
61 to 120 minutes __________
v.
More than 120 minutes ____________