Marketing Research – Week 6

1. Developing A Questionnaire (An

Example)
2. Fieldwork/Data Collection Process
3. Data Preparation

Presented By: Professor Trevor Smith

Monday, Oct 9, 2023
Friday, Oct 13, 2023
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 A practical example in the development of the
questionnaire
The questionnaire generally consist of the demographic variables and
the main constructs derived from the research question (RQ)
Example
o RQ: What dimension of the customer value proposition should
the bank advance for driving customer loyalty

© 2007 Prentice Hall 13-2

 Skeletal Questionnaire

o Each construct of study is made up of

items (i.e. variable or questions)
o A construct is a combination of items
o The best practice is to organize the
questionnaire based on the constructs
being studied

© 2007 Prentice Hall 13-3

 Examples of Scale Items for Customer Orientation

Customer Orientation S D NA A S
D D ND A A
1. My bank facilitates
high levels of
customer intimacy
2. The staff at my bank is
sympathetic to the
clients
3. The staff at my bank is
friendly with the
clients
4. The bank
demonstrates high
levels of customer
orientation
5. The bank has good
customer-employee
relationships

© 2007 Prentice Hall 13-4

 Fieldwork/Data Collection Process

Fig. 13.1

Selecting Field Workers

Training Field Workers

Supervising Field Workers

Validating Fieldwork

Evaluating Field Workers

© 2007 Prentice Hall 13-5

Selection of Field Workers
Develop job specifications for the project, taking into account the mode of data
collection, decide on characteristics of field workers and recruit appropriate individuals

Training of Field Workers

Opening remarks that will convince potential respondents that their participation is
important
Be thoroughly familiar with the questionnaire
Use the exact wording given in the questionnaire
Read each question slowly
Follow instructions
Probing techniques - repeat questions, provide clarification
Recording the answers - record responses during the interview, use the respondent's
own words
Terminating the Interview – respondent should be left with a positive feeling about the
interview

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Supervision of Field Workers
Making sure that they are following the procedures and techniques in which they
were trained
quality control and editing, sampling control, control of cheating, and central office
control
Validation of Fieldwork
The supervisors call 10 - 25% of the respondents to inquire whether the field workers
actually conducted the interviews

Evaluation of Field Workers

Cost and Time - interviewers can be compared in terms of the total cost (salary and
expenses) per completed interview
Response Rates - important to monitor response rates on a timely basis so that
corrective action can be taken if these rates are too low
Quality of Interviewing - evaluate interviewers on the quality of interviewing, the
supervisor must directly observe the interviewing process.
Quality of Data - completed questionnaires of each interviewer should be evaluated
for the quality of data
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 Data Preparation Process
Fig. 14.1 Prepare Preliminary Plan of Data Analysis

Check Questionnaire

Edit

Code

Transcribe

Clean Data

Statistically Adjust the Data

Select Data Analysis Strategy

© 2007 Prentice Hall 14-8
Questionnaire Checking
A questionnaire returned from the field Treatment of Unsatisfactory Results
may be unacceptable for several reasons.
 Parts of the questionnaire may be
incomplete.
 The pattern of responses may
indicate that the respondent did
not understand or follow the
instructions.
 The responses show little variance.
 One or more pages are missing.
 The questionnaire is received after
the preestablished cutoff date.
 The questionnaire is answered by
someone who does not qualify for
participation. Coding
Editing
 Returning to the Field – The
questionnaires with unsatisfactory
responses may be returned to the field,
where the interviewers recontact the
respondents.
 Assigning Missing Values – If returning
the questionnaires to the field is not
feasible, the editor may assign missing
values to unsatisfactory responses.
 Discarding Unsatisfactory Respondents –
In this approach, the respondents with
unsatisfactory responses are simply
discarded

Coding means assigning a code, usually a number, to each possible

response to each question. The code includes an indication of the
column position (field) and data record it will occupy. 14-9
 Data Transcription

Data Cleaning

Statistically Adjusting the Data

Select Data Analysis Strategy

© 2007 Prentice Hall 14-10

 Thank You

© 2007 Prentice Hall 14-11