Designing a Survey

Surveys are widely used to collect data about customer preferences; they include a variety of questions. In this assignment, two situations have been mentioned. On the basis of these situations, you will complete the required tasks.

Part I

A company's cereal is not selling well. Create a 10-15-question survey that measures customers' preferences for the company's cereal product. Then, answer the following questions:

How many scale items will you put in the survey? Justify your answer.

Will you use multiple-choice questions? Why or why not?

How many scale points will you use in the survey? Justify your answer.

What data type will be used in the survey? Justify your answer.

Part II

As a second part of this assignment, create a set of survey questions, assuming that you sell cars. You are attempting to measure how customers perceive the quality of the cars that you sell.

Create three survey questions with simple category scales. Justify why you selected those questions and scales.

Create three survey questions with multiple-choice, single-response scales. Justify why you selected those questions and scales.

Create three survey questions with multiple-choice, multiple-response scales. Justify why you selected those questions and scales.

Create three survey questions with Likert scale summated ratings. Justify why you selected those questions and scales.