Designing The Questionnaire: Questionnaire Building Is An Art!

Designing the Questionnaire

Questionnaire building
is an art!
A questionnaire
is always custom-built!
Marketing Research 8th Edition

Aaker, Kumar, Day
Process of Questionnaire Design

PLANNING WHAT TO MEASURE
Revisit the research objectives
Decide on the Research issue of your questionnaire
Get additional information on the research issue from data sources and secondary
exploratory research
Decide what to be asked under the research issue
FORMATTING THE QUESTIONNAIRE

In each issue determine the content of each question
Decide on the format of each question
QUESTION WORDING
Determine how the question is worded
Evaluate each question on the basis of comprehensibility, knowledge and ability,
willingness/inclination of a typical respondent to answer the question

Aaker, Kumar, Day
Process of Questionnaire Design

SEQUENCING AND LAYOUT DESIGNS
Layout the questions in proper sequence
Group all the questions in each subtopic to get a single questionnaire
PRETESTING AND CORRECTING PROBLEMS

Read through the whole questionnaire to check whether it makes sense and it
measures what it is supposed to measure
Check the questionnaire for error
Pretest the questionnaire
Correct the problems

Aaker, Kumar, Day

Logical Steps to Develop a Good Questionnaire
• Plan what to measure
• Formulate questions to obtain the needed information
• Decide on the order and wording of questions and the
layout of the questionnaire
• Using a sample, test the questionnaire for omissions and
ambiguity
• Correct the problems (pretest again, if necessary)

Aaker, Kumar, Day

(Contd.)
Planning What to Measure
• Specify research objectives and
information to be collected
• Relevance of the study
Translating Research Objectives Into
Information Requirements

Aaker, Kumar, Day
Designing the Questionnaire (Contd.)

Formatting the Question
Decision to be made regarding the degree of freedom to
be given to the respondents in answering the questions
Alternatives
– Open ended with no classification
– Open ended where the interviewer uses precoded
classifications to record the response
– Close ended or structured format in which a question
or a supplementary card presents the responses to be
considered

Aaker, Kumar, Day
Number of Response Categories
• Generally five to seven categories

• Ideally the multiple choices should be
mutually exclusive

Aaker, Kumar, Day
Order of Response Categories

• Responses are likely to be affected by the order in
which they are presented.
What factor influences your fast-food restaurant choice most ?

 Convenient location
 Quality of food
 Menu selection
 Fast service
 Reasonable prices
 Brand name
 Cleanliness

Aaker, Kumar, Day
Range of Response Categories

• Respondents who do not know the answer
might take categories as cues.
How many long-distance calls do make in a week?

 less than 5  less than 10
 5-10 or  10-20
 More than 10.  More than 20.

Aaker, Kumar, Day
Question Wording
The following details need special attention:
• Is the vocabulary simple, direct, and familiar to all
respondents?
• Do any words have vague or ambiguous meanings?
• Are any questions " double-barreled”?
• Are any questions leading or loaded?
• Are the instructions potentially confusing?
• Is the question applicable to all respondents?
• Are the questions of appropriate length?
Aaker, Kumar, Day
Question Wording
• Avoid ambiguous words
How many times per month do you visit a fast-food

restaurant?
 Never
 Occasionally
 Sometimes
 Often

Aaker, Kumar, Day
Question Wording
• Are any questions loaded?
1) Don’t you think, because its so greasy, fast-food is

one of the worst types of food?
2) Do you prefer a hamburger that is grilled on a hot

stainless-steel grill or cooked by passing the raw meat
through an open gas flame?
Aaker, Kumar, Day
Question Wording
• Are any questions "double-barreled”?
Are you satisfied with the price and the service of Taco
Bell?

Aaker, Kumar, Day
Question Wording
• Is the question applicable to all
respondents?
Why do you like fast-food?
Assumes that respondent likes fast-food.

Aaker, Kumar, Day
Sequence And Layout Decisions

• Open with an easy and non threatening
question
• The questionnaire should flow smoothly
and logically from one topic to the next
• Proceed from broad general questions to
the more specific

Aaker, Kumar, Day
Sequence And Layout Decisions

(Contd.)
• Sensitive questions should not be placed
in the beginning of the questionnaire
• Use good quality of paper
• Physical layout should be appealing and
interesting
• Order bias

Aaker, Kumar, Day
THE ROLE OF ETHICAL ASPECT IN BRAND LOYALTY

MODEL OF INDUSTRIAL BUYERS IN MALAYSIA
Number of respondent: ( )
Please choose which one of brands owned by this company that you are measuring in this
Brands of Electronic Office Equipment
* Alcatel
* Avaya
* Brother
* Canon
* Ericsson
* Epson
* Fujitsu
* Fuji-Xerox
* Gestetner
* Hitachi
* Hewlett Packard
* Infocus/Plus
* Lexmark
* Minolta
* NEC
* Nortel
* Panasonic
* Ricoh
* Sanyo
* Sharp
* Siemens
* Sony
* Toshiba
* Others, (please specipy)_____________

Aaker, Kumar, Day
SECTION I : PERFORMANCE OF PERCEPTION
Direction: Please mark by v on the suitable answer
1 2 3 4 5 6 7
Strongly Neutral Strongly
disagree agree
Product Quality (PQ) 1 2 3 4 5 6 7

1 This brand has good performance
2 This brand has good features
3 This brand is dependable and consistent products
4 This brand provides good specifications
based on the company needs
5 This brand can be used for a long time
(good durablelity)
6 The provider has serviceability in giving
service to product repairing
7 Aesthetic brand
8 This brand is an innovative product
9 This brand development lead time is excellent
10 This brand is realiable when it is used every time
11 It is fit and finish brand (good condition)

Aaker, Kumar, Day
Service Quality (SQ) 1 2 3 4 5 6 7

12 The provider/supplier of this brand has highly
skills of staff
13 The staff of the provider/suplier of this brand is
willing to help buyers
14 This brand provides a good online information
15 This brand provide a good quality of documentation
16 We always quickly receive supplementary
information
17 The provider/supplier of this brand has
good physical facilities
18 The rovider/supplier of this brand has
an excellent technical support
19 The staffs have Well dressed and appear neat
20 Trust to the staff
21 The staff understand our needs
22 Willingness to pay attention that is provided to
customers

Aaker, Kumar, Day
Price (Pr) 1 2 3 4 5 6 7
23 The price of this brand is equivalent to the quality
24 The price of this brand signal to prestige
25 This brand has a good price information for
many kind of the product and situation
26 The price of this brand is acceptable
27 This brand provides good optional prices
based on the product performance.
Subjective Norm (SN) 1 2 3 4 5 6 7

28 My friend and/or members think this brand is
usefull
29 My friend and/or members think it is wise for
use this brand
30 My friend and/or members think it is the
favorable brand for the corporate
31 My friend and/or members think it is a good
brand for our corporate to use
32 My friend and/or members expect our corporate
to use this brand in the future
33 My friend and/or members think this brand is
easy to use
34 My friend and/or members think this brand
influence the intention to use

Aaker, Kumar, Day
Ethical Beliefs (EB) 1 2 3 4 5 6 7

35 This brand is safe to use
36 The information of this brand is good and
fairness enough
37 You feel independent to choose without any high-
pressure from personal selling/providers
38 The provider of this brand was easy, respectfull and
responsible on complaints for products
with problems
39 Provider/supplier of this brand is good in
educating how to use the product
Value to Customer (VC) 1 2 3 4 5 6 7

40 The information of this brand is easy to interprate
41 The attribute of this brand is easy to differ from
other brands
42 This brand has a positive image in the market
43 Feels confident to buy the expanded products
of this brand
44 This brand gives the buyer facts
45 This brand has commitments in services and after
sales

Aaker, Kumar, Day
Brand Loyalty (BL) 1 2 3 4 5 6 7

46 Always choose this brand if the corporate needs
the product
47 This brand is very important to the company
48 This company is very commited to this brand
49 Feels satisfied after switching to this brand
50 This company will still use this brand even if the price
changes
51 Have respect toward this brand like a friendship
52 This company trusts this brand

Aaker, Kumar, Day
SECTION II : PROFILE INFORMATION
53 In the table below, plase choose from the option in column 1, the quantity of each type of the electronic
office equipment currently in use within your organization.
In coloum 2, please choose from the options provided the average age of particular type of equipment
within your organization.
In column 3, plase indicate the brand name(s) of current equipment in use.
1 2 3
Type of Electronic Office Equipment Number of Average age of Equipment brand
Equipment in use Equipment in use
* Computer Servers
* Desktop Computers
* Notebook Computer
* Dot Matrix Printers
* Laser Printers
* Photocopiers
* Scanners
* Multy-functional Products (performs more
than one function like printing, scanning,
copying and faxing)
* Multimedia projectors/LCD projectors
* Electronic White Boards
* PBX/PABX (Phone-line switches)
* Fax Machine

Aaker, Kumar, Day
54 Please indicate the primary business of your company, for example Banking, Education, Retail,
Consulting, Farm, Equipment Manufacture, etc.
55 Please indicate the number of employees in your company.
Less than 5
Between 5 & 15
Between 16 & 30
Between 31 & 50
Between 51 & 100
Between 101 & 250
Between 251 & 500
Above 500

Aaker, Kumar, Day
56 Please indicate your overall satisfaction with the following office equipment's brands by checking
satisfaction box those brands and/or products that are currently in use or have been used in the
past 2 years in your office
1 2 3 4 5 6 7
Strongly Neutral Strongly
dissatisfaction satisfaction
Brands of Electronic Office Equipment 1 2 3 4 5 6 7
* Alcatel
* Avaya
* Brother
* Canon
* Ericsson
* Epson
* Fujitsu
* Fuji-Xerox
* Gestetner
* Hitachi
* Hewlett Packard
* Infocus/Plus
* Lexmark
* Minolta
* NEC
* Nortel
* Panasonic
* Ricoh
* Sanyo
* Sharp
* Siemens
* Sony
* Toshiba
* Others, (please specipy)_____________

Aaker, Kumar, Day
57 Please indicate if your company is considering to buy any of this products this year by putting a check
in line the corresponding button in column A.
In column B, please check if this purchase is to replace an existing product currently or previously in
use
In column C, please indicate if the replacement will most likely be of the same brand of product in use
In column D, please indicate if editional units purchases of that product this year will be of the same
brand as those currenly in use within your company
If you are "unsure" about the purchase decision, please do not click any box.
A B C D
Type of Electronic Office Equipment Intent to Expected ReplacementAdditional Unit
purchase to be a Likely by purchases of
equipment replacement same brand existing brands
this year purchases
* Computer Servers
* Desktop Computers
* Notebook Computer
* Dot Matrix Printers
* Laser Printers
* Photocopiers
* Scanners
* Multy-functional Products (performs more
than one function like printing, scanning,
copying and faxing)
* Multimedia projectors/LCD projectors
* Electronic White Boards
* PBX/PABX (Phone-line switches)
* Fax Machine

Aaker, Kumar, Day
58 How is purchase decision on office equipment made in your company?
Owner/CEO decides
Based on individual staff requests
As and when needed
Based on budgetary plans and procedures
Purchase Committee
Centralized Head Office decision
Others (please specify)________________________
59 Your role in the usage and purchase of office equipment within your organization can best be described
as:
Chief decision-maker
Involved in decision-making with others
Primary influencer
Member of budget committee
Member of purchase committee
Custodian of office equipment
Technical evaluator
No role in the purchase decision-making
Others ________________________________

Aaker, Kumar, Day
SECTION III : IDENTITY OF RESPONDENT
60 Name :
Company Name :
Street Address :
Area/District :
Gender 1. Male 2. Female
Age years old
Marital status 1. Married 2. Not Married 3. widower

Aaker, Kumar, Day
Education 1. Primary School

2. Junior High Scooll
3. Senior High Scholl
4. Bachelor
5. Master
6. Phd
Position 1. Top Manager

2. Middle Manager
3. Lower Manager/Supervisor
4. staff
Income per mounth 1. < Rm 700

2. Rm 700 - 1,399
3. Rm 1,400 - 2,099
4. Rm 2,100 - 2,799
5. Rm 2,800 - 3,499
7. Rm 3,500 - 4,199
8. Rm 4,200 - 4,899
9, > Rm 4,900
Please use the space provided for any additional comment/suggestions.
Comment/Suggestions :

Aaker, Kumar, Day

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Designing the Questionnaire