1 Questionnaire Design Anket tasarimi

2 Agenda Role and criteria Design process Software

3 Agenda Role and criteria Design process Software

4 Role Anket hedefleri Katilimci bilgisi Anket Veri analizi BulgularTavsiyeler Managerial actions Katilimci bilgisi Anket hedefleri

5 Role Translate the objective into specific questions to solicit the required information from respondents Create standardization and uniformity in collection process

6 Kriterler Accommodates all research objectives in breadth and depthProvides the necessary information for management decision-making Focuses on the respondent Wording, environment Easy to administer and record Facilitates editing and coding requirements Info can be translated to respond to management’s questions

7 Kriterler: Editing Ensure questions were answered and skip patterns followed Branching Piping

8 Kriterler Coding and PrecodingListing answers from a randomly selected number of questionnaires Responses occurring with the greatest frequency are listed on a coding sheet What is your occupation? Category Code Manager 1 Clerical / Sales 2 Service worker 3 Skilled worker 4 Unskilled worker 5 Farmer 6 Unemployed / student 7 Ideally answers precoded Internet making manual process unnecessary

9 Agenda Role and criteria Design process Software

10 Design Process 1. Objectives, resources, constraints2. Data collection method 3. Question response format 4. Question wording 5. Flow and layout 6. Evaluation 7. Approval 8. Pretest and revise 9. Final copy 10. Implementation Hedefler, kaynaklar, baskilar Veri toplama yontemi Sor cevap bicimi Soru uslubu Akiniti ve duzenleme Degerlendirme Onaylama On deneme ve duzeltme Sonkopya uygulama

11 1. Objectives, resources, constraintsSeek input regarding what data is necessary from everyone affected by the project Check secondary sources Time, money, personnel, etc. limitations

12 2. Data Collection MethodInternet Telephone Mail In-person Self-administrered

13 Ladders 3. Question Response FormatCan be used as a guide for designing survey questions Infiniti trying to discover customers’ core values

14 Ladder Research Findings3. Question Response Format Cameras make blind spots more visible Feature Perceived Benefit Physical Consequences Emotional Consequences Core Vale I wont back into something I wont destroy anything Fiziksel sonuclar Duygusal sonuclar Damaging my car is stressful I have peace of mind

15 Open-ended questions 3. Question Response FormatRespondent answers in his/her own words Richer information Real world terminology “Bad” machine instead of “satisfactory”, crazy Useful for copywriters and promotion Need to collapse the many response alternatives into a reasonable number Bias towards the articulate Ex. What do you think is in most need for improvement here at the bank? Why do you say that Hendricks Gin is better? Trash collection survey

16 Open-ended: Precoding3. Question Response Format Open-ended: Precoding Category Code Peynir 1 Tereyagi 2 Sosis 3 Yogurt 4 Mantar 5 Lahana 6 Tursu 7 Zeytin 8 Rus salatasi 9 Love Other X What, if anything, do you normally add to a baked potato that you make at home?

17 Open-ended: Probing 3. Question Response FormatAsking for further explanation after initial question and response Proactive Can be planned beforehand What were some key factors important to you when buying your last car?  Which one stands out as crucial to your buying decision? Spontaneous “Natural” I get upset when the line is too long at checkout  What upsets you? Reactive Like spontaneous but more immediate “knee jerk” What makes you say that?

18 Open-ended: Probing 3. Question Response Format Request for…Elaboration: Tell me more about that. Give me an example Word association: What does the term ________ mean to you? Clarification: How does that differ from…? Comparison: How is _______ similar to _______? Which costs more, A or B? Classification: What group does _______ fit into? Recall: How many times did you go to the grocery store this week? What was the reason for each visit? Interpretation: What does the term “consumer / shopper / drinker” mean to you? Silent: nonverbal, body language

19 Closed-Ended 3. Question Response FormatMake a selection from a list of responses Dichotomous questions Two choices, maybe a neutral Prone to measurement error Polarization Order bias (greater than / less than) Cant convey any intensity of feeling Did you heat the bread before serving it? Yes No The federal government doesn’t care what people like me think. Agree Disagree

20 3. Question Response FormatMultiple-Choice questions 1. Think about the last footwear of any kind that you bought. Which category does it fall into? Dress/formal Casual Trainer / gym shoes Specialized athletic shoes Boots Which age group do you belong to? under 17 17-24 25-34 35-49 50-64 65 and over In the last 3 months, have you used Nivea Skin Cream… as a face wash? for moisturizing the skin? for cleansing the skin for sunburn? for softening skin? Issues May not cover all alternatives Time spent creating responses Must settle on a small set of responses Position bias

21 Closed-Ended 3. Question Response Format Scaled-Response questionsDesigned to capture an intensity of feeling Correspond better to numerical coding, enabling higher level statistical analysis Now that you have used the product, would you say that you… definitely would buy it? probably would buy it? might or might not buy it? probably would not buy it? definitely would not buy it?

22 4. Question wording Clarity Ambiguous terminology JargonDo you live within 5 minutes of the mall? What is your total yearly household income before taxes? under $40,000 $40,000 - $60,000 $60,000 - $80,000 above $80,000 What time of day do you check your ? Morning Midday Evening Night Do not check

23 4. Question wording Unbiased Able to be answeredAsking about spouses brand preferences Recall issues: keep reference time period short Willingness of respondent to answer Sensitive subjects: borrowing money, hygiene, sex, criminal records Use 3rd person Do you often shop at low end stores like__________ Have you purchased any amazing ________ products in the past 6 months? In the last 3 months, how much have you spent on movies that you saw advertised in the newspaper? Where did you consumer your last 10 drinks of scotch? Do you think that most people charge too much money on their credit cards than they should?

24 5. Flow and layout Screening questions Warms upsGeneral, easy questions to get respondent involved Transition from general to specific More involved questions Scaled response Strategically use Prompter Sensitive, potentially threatening, and demographic questions at end Already committed Conditioned to respond You or your family work for ad or marketing agency? How old are you? Do you use an electric razor or one with blades? How many times have you shaved in the past 7 days. What brand of skis do you own? How long have you owned them? What features do you like best about your skis? The following are 10 characteristics of skis. Plesae rate your skis on each characteristic using the scale below… Screening questions filter out unqualified respondents. Never start with income What is your highest level of education that you have attained?

25 Almost done!

26 Introduction 5. Flow and layout PUT INSTRUCTIONS IN CAPITAL LETTERSCouncil for Marketing and Opinion Research Name Name of company Nature of the subject matter in general terms No Selling involved Approximate length of survey Consent to monitoring and recording Show appreciation Invite to participate or schedule another time Hello my name is Bertan and I’m calling from Cukurova University. Today we are calling to gather opinions regarding (general subject) and are not selling anything. This study will take approximately 15 minutes and may be monitored and recorded for quality purposes. We would appreciate your time. May I include your opinion?

27 Conclusion 5. Flow and layout Thank respondent for his/her timeExpress your intention that they had a positive experience and will be willing to participate again in the future Remind that his/her opinion counts Thank you for your time and cooperation. I hope this experience was a pleasant one and you will participate in other marketing research projects in the future. Please remember that your opinion counts! Have a good day.

28 6. Evaluate QuestionnaireAfter composing a rough draft, step back and ask: Is the question necessary? Must have a purpose (screener, interest generator, transition, specific to objective) Often unnecessary demographic information is collected as routine Is the questionnaire too long? Phone and mall: <20 minutes Internet <15 Split-questionnaire design: core component (demographics, usage pattern, psychographics) + subcomponent Will the question provide the information needed to accomplish objectives? Match question with objective list

29 7. Approval of Relevant PartiesAfter first draft, distribute to managers and those with authority over project New information or requests may necessitate revisions to questionnaire Ensures efficiency and shares responsibility CYA

30 8. Pretest and Revise Administer to a group of initial target respondents Check for misinterpretations (wording) Lack of continuity Poor skip patterns Alternatives for precoded and closed-ended questions General reaction to interview

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32 9. Prepare Final QuestionnaireBe sure to give precise instruction as to Where to interview Where to target respondents When to introduce test items

33 10. Implement Survey Clearly communicate details to field service firms Supervisor’s instructions: inform the firm of the nature of the study, start and completion dates, quotas, reporting times, equipment requirements, sampling instructions, required number of interviewers, and validation procedures anket uygulama

34 Agenda Role and criteria Design process Software

35 Software Providers SSI Web Sawtooth Software Inquisite VoviciWeb Surveyor Perseus Web Surveyor + Perseus = Vovici  Verint

36 Benefits Easy to use Page and question randomization Data pipingDynamic, custom lists Automatic response verification Cant move on unless answered Skip logic Pre-skips (on page load) and post-skips Foreign language support Preview and testing Custom questions and HTML, Javascript, Perl Appearance consistency across borwsers Automatic password generation Real-time data management and reports Export to Excel, SPSS

37 Maximizing User Response TipsShort Visually appealing Incentives Privacy Make it enjoyable Available Top Factors Influencing likelihood to answer survey online Incentive Available time when given survey Survey topic Survey length