MKTG202 Lecture Notes - Lecture 6: Shampoo
9 Oct 2018
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Document Summary
A questionnaire is relevant if no unnecessary information is collected and only the information needed to solve the marketing problem is obtained. A questionnaire is accurate if the information obtained is reliable and valid. Open ended questions ask the respondent to answer in his or her own words. When used in formal quantitative questionnaire, usually indicates that the researchers have not done sufficient exploratory research. Fixed alternative questions give the respondent limited responses and ask him or her to choose one closest to his or her viewpoint. Choose one of two alternatives: e. g. "y" or "n"; "m" or "f" Choose one and only one from among several alternatives: e. g. age groups of: "0-15", Asks for general frequency of occurrence: e. g. "how often per month" Multiple answers to one question -> complexity in data coding. Means of data collection will influence the question format and phrasing.
