Q. A new graduate hired by a marketing research department of a major telephone industry is asked to prepare a questionnaire to determine household preferences for telephone calling cards. The questionnaire is to be administered in mall-intercept interviews. Using the principles of questionnaire design, critically evaluate this questionnaire, which follows.

Example:
• Your name
• Age
• Marital Status
• Income
• Which if any calling cards do you have?

• Explain how frequently do you use a calling card? Scale; (Infrequently 1 - Very frequently 7).

• Illustrate what do you think of the calling card offered by AT&T?

• Suppose your household were to select a telephone calling card. Please rate the importance of the subsequent factors in selecting a card. Scale; (Not important 1 - Very important 5).

• Explain how important is it for a telephone industry to offer a calling card? Scale; (Not important 1 - Very important 5).

• Do you have children living at home?