Management and Organizational Studies 3420F/G Chapter Notes - Chapter 7: Jargon, Proofreading, Data Quality

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Bonnie Simpson

Document Summary

Set of questions designed to generate data necessary for accomplishing objectives of research project (aka interview schedule or survey instrument: standardizes wording, sequencing, imposes uniformity. Interviewer frustration, respondent confusion/termination: wrong strategic decisions made, higher costs. Key objectives: translate survey objectives into form understandable ( pull" requisite information, recover responses in form that can be easily tabulated and translated into findings and recommendations. Note: make a uniform experience for everyone participating in research. Take objective and be able to easily figure out findings. Interviewing environment, questionnaire length: explicitly designed for intended respondents! Note: what do we need to make a decision. Speak" to the respondent in an understandable language: accommodate research objectives, convenient for interviewer, easy to check, edit, translatable to findings. Questionnaire design process: determine survey objectives, resources, constraints. Marketing manager, brand manager, or npd specialist: determine need for information that does not currently exist.