Questionnaire Design

(It is due on 10/16, Thursday class.  Failure to meet the deadline will result in 5 point penalty deduction as described in group project guideline.  If revision is necessary, grade will be based on the initial questionnaire and will be upward adjusted within 10% of total grade.)

 Content

The questionnaire is the tool by which you answer the research questions you asked (or test research hypotheses) in the proposal.  Therefore, it is very important that you include adequate number and depth of questionnaires in relation with affective, cognitive, and behavioral aspect of phenomena you are dealing with.  Typical questionnaires will have a cover page and 3 to 4 page content including demographic questions.  The cover page should start with name of your group project (e.g., “Feasibility Study of On-Line Varsity Mart”) followed by “Marketing Research (BUSN446/663) Fall 2003” with large size font.  In addition, you should write in header/footer area “Marketing Research (BUSN446/663), Fall 2003” so that it appears in every page of your questionnaire.  Observe principles of questionnaire design to reduce errors due to respondents.  Listed below are some points of consideration.

·        In the cover page, you must incorporate some basic elements of informed consent form.  Such elements include, but not limited to,

o       purpose of the study,

o       potential benefits/risks,

o       voluntary participation,

o       assurance of confidentiality,

o       methods of contact (telephone number / email)

·        How well all the research objectives are addressed;

·        Did you use most appropriate type of scale of measurement (nominal, ordinal, interval, ratio; comparative vs. non-comparative scale, single item vs. multiple item scale) for satisfying research objectives;

·        Do you have appropriate and logical sequencing of questions;

·        Did you use appropriate transitions from one topic area to another;

·        Did you avoid questionable questions (e.g., ambiguous words, double-barreled questions, leading questions);

·        How easy is it to read the questionnaire without confusion. 

 Grading Criteria

The questionnaire will be evaluated based on 1) the extent to which you included relevant questions by which you can test your hypotheses as well as 2) its conformity to the rules of questionnaire design.  Make sure that your research questions and hypotheses can be adequately addressed through the questionnaire. 

(Revised final version due on 10/13, Monday noon.  Failure to meet the deadline will result in 5 points penalty deduction as described in group project guideline)

Content

You will write a research proposal to your client (if there is any). Based on this proposal, your research team will receive the client's approval (and mine too) to start the project.  In your research proposal you need to address the following:

• Background information / problem definition

There should be sufficient amount of information you gather in order to launch your research.  Some form of secondary data need to be incorporated.

• Research Purpose/objectives,
  • Literature review
  • Research Questions (be specific and should be something you cannot get answer from secondary sources of data).
    • Q1
    • Q2
    • Q3
    • Q4
  • Hypotheses (be specific.  Refer to Pacific Gas & Electric Case for an example)
    • H1
    • H2
    • H3
    • H4
• Research Design:

Early in the semester you may not be equipped to determine the sample size properly. However, you should read ahead those chapters pertaining to these issues and have a tentative method of handling them

• Type of research: exploratory, descriptive, causal
• Sample design, sample size
• Data collection  method
• Questions/measures to be included.
• A time schedule.

Remember that not all phases are sequential, some may follow parallel tracks. The due dates of various sections of your research could be used as a guideline.

• Cost estimate (supposing that you are a consultant)
  • Duplication expense (you won’t use university printer since you cannot use it for consulting purpose)
  • Researcher time (e.g., $20/hr)
  • Any special expenditure
• Appendix

Grading Criteria

The following factors are considered in evaluation.  Clear understanding of the background of the research (events that caused the organization to recognize a need for research); completeness of the objectives including specific research questions and hypotheses; the extent to which the objectives define all information requirements of the study; the extent to which the objectives reflect the needs of the client; suitability of the methodology for satisfying the information requirements; completeness of the methodology in terms of data collection methods, sample size, and sample selection procedure, and a realistic budget.  Most critical in the proposal will be how well the research questions and hypotheses naturally follow from secondary sources of data.  If your research question and hypotheses can be addressed using existing data or information (e.g., ABI/INFO), you are wasting time; no need for primary data collection.

• Individual Assignment #1 instructions has been posted at the class note page.

• Welcome to the Marketing Research class
• Submit personal data sheet