Part A (500 words)
Describe in detail the six steps in measurement process in market research
Part B (500 words)
- Explain the role of the questionnaire in the research process.
- How do respondents influence the design of a questionnaire? Give some examples (e.g., questionnaires designed for engineers, baseball players, army generals, migrant farmworkers).
- Discuss the advantages and disadvantages of open-ended questions and closed-ended questions.
- Assume that you are developing a questionnaire about a new sandwich for McDonald’s. Use this situation to outline the procedure for designing a questionnaire.
- Give examples of poor questionnaire wording, and explain what is wrong with each question.
- Once a questionnaire has been developed, what other factors need to be considered before the questionnaire is put into the hands of interviewers?
- Why is pretesting a questionnaire important? Are there some situations in which pretesting is not necessary?
- Design three open-ended and three closed-ended questions to measure consumers’ attitudes toward BMW automobiles.
- What’s wrong with the following questions?
How do you like the flavor of this high-quality Maxwell House coffee?
What do you think of the taste and texture of this Sara Lee coffee cake?
We are conducting a study for Bulova watches. - What do you see as the major advantages of using a field management company? What are the drawbacks?
- Discuss the advantages and disadvantages of web-based questionnaires.
Sample Solution