Page 115 - DMGT509_RURAL MARKETING

Rural Marketing

Notes The questions can be asked in the following manner:
1. Yes/No type: Did you personally select the product? Yes/no.
2. Multiple choice: Who helped you in the selection- brother/sister/uncle/friend?
3. Answers are given on a five-point scale.

(a) I like the Surf Excel very much
(b) I like it all right
(c) I barely like it
(d) I do not like it

(e) I do not like it at all.
Questionnaire - 1

It can be used for collecting information in the case of Surf Excel.
The first part of the questionnaire consists of demographic information about the respondent. A
sample is given below.

Name
Address Phone/fax/e-mail
Age below 25/25-40/41-60/60+
Income level/pm; below 5000/5001-15000/15001-30000/30001-50000/50001-80000/80001 +

Family size; below 3/3-5/6-9
People find it easier to give a range for age, income rather than giving accurate figures, as it
could be less embarrassing.

Questionnaires should be carefully developed, tested through a sample test, modified as required
and then used for gathering information.
Questions can, at times, influence the answers. Hence to make them totally objective, they
should be carefully prepared.
Close ended questions, like giving answer choices guide the respondent into the area with
which the researcher is familiar.
Open-ended questions get the respondents to use their own words and individualistic replies
come from such questions. Such questions are useful in exploratory type of MR. However, if
time is an important factor, it is better to ask closed questions, which can be answered in lesser
time.

Open-ended question could be, “What is your opinion about Surf Excel as a detergent powder?”
Or, “What is the first name which comes to your mind when you think of detergents?”
Or, The interviewer shows the respondent, an extra clean used shirt and asks, “What does the
shirt remind you of ?”
Or, The interviewer shows the respondent a picture of Surf Excel and asks, “What can it do for
you?”

Questions should be as simple as possible, direct to the point, and with no possibility of any
ambiguity.

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