Page 119 - DMGT404 RESEARCH_METHODOLOGY

Unit 6: Primary Data and Questionnaire

6.5 Questionnaire Notes

What is Questionnaire?

A questionnaire is a research instrument consisting of a series of questions and other prompts
for the purpose of gathering information from respondents. The questionnaire was invented by
Sir Francis Galton.

Notes Importance and Limitations of Questionnaire in MR
Questionnaires have advantages over some other types of data collection. Questionnaires
are cheap, do not require as much effort from the questioner as verbal or telephone
surveys, and often have standardized answers that make it simple to compile data. However,
such standardized answers may frustrate users. Questionnaires are also sharply limited
by the fact that respondents must be able to read the questions and respond to them. Thus,
for some demographic groups conducting a survey by questionnaire may not be practical.
Characteristics of Questionnaire

1. It must be simple. The respondents should be able to understand the questions.
2. It must generate replies that can be easily be recorded by the interviewer.
3. It should be specific, so as to allow the interviewer to keep the interview to the point.
4. It should be well arranged, to facilitate analysis and interpretation.
5. It must keep the respondent interested throughout.

6.5.1 Process of Questionnaire Designing

The following are the seven steps involved in designing a questionnaire:

Step 1: Determine What Information is Required

The first question to be asked by the market researcher is "what type of information does he
need from the survey?" This is valid because if he omits some information on relevant and vital
aspects, his research is not likely to be successful. On the other hand, if he collects information
which is not relevant, he is wasting his time and money.
At this stage, information required, and the scope of research should be clear. Therefore, the
steps to be followed at the planning stage are:
1. Decide on the topic for research.
2. Get additional information on the research issue, from secondary data and exploratory
research. The exploratory research will suggest "what are the relevant variables?"
3. Gather what has been the experience with similar study.
4. The type of information required. There are several types of information such as

(a) awareness, (b) facts, (c) opinions, (d) attitudes, (e) future plans, (f) reasons.
Facts are usually sought out in marketing research.

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