MKTG 3100 Lecture Notes - Lecture 2: Measuring Instrument

• School: York University
• Department: Marketing
• Course: MKTG 3100
• Professor: Marshall Rice

Document Summary

A good questionnaire should be clear and short so that more people will complete it. Steps: (1) content; (2) structure + wording; (3) sequence of questions. Questionnaire (aka schedule, interview form, measuring instrument) is a formalized set of questions for obtaining information from respondents. In addition to a questionnaire, one might collect data through: (1) fieldwork procedures; (2) some reward, gift, or payment offered to respondents; (3) communication aids. There is no theory to determine questionnaire design, that is, no scientific principles that guarantee an optimal or ideal questionnaire, it"s a skill you acquire through experience. Review components of the problem and the approach particularly the research questions, hypotheses, and info needed. Use a dummy table a blank table used to catalogue data; it describes how the analysis will be structured once the data have been collected. Who is the target population their characteristics influence the questionnaire design.