Master in Marketing
Module: Data driven Marketing research and analysis
Subject The questionnaire
Qualitative and quantitative research methods both have their place and purpose. Sometimes they are mixed. Each has its own tools, methods and protocols that make it suitable and valuable for particular marketing research projects.
The questionnaire is a valuable quantitative tool for the marketing researcher. Most of us have taken a questionnaire at some point. There are questionnaires of all types. Some are short - just a few simple questions - while others can be many pages long. Some are very complex and detailed, while others are more open-ended.
In this week's assignment, you will analyse questions compiled from various questionnaires and improve them as you see fit. You will then share your edited questions on the Collaboration Forum.
To prepare for this assignment:
• Read the Required Learning Resources (please find below references).
• Refer to the attached Worksheets.
• Reflect on your own experience taking and/or creating questionnaires. How would you describe or characterise the experience(s)?
• Analyse the elements of an effective questionnaire.
• Examine the seven stages of questionnaire development.
In an approximately 500-word response, address the following issues/questions:
• Analyse the questions in the Week 3 Key Concept assignment Worksheet. For each one, identify what you regard are the errors in the question (and the answer choices as applicable), and propose an alternative(s).
Be sure to read over your Key Concept Exercise before submitting your work. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.
Important note:
Plagiarism Should not exceed 5%, or work will be rejected,
Please Stick to the below references only use the below references.
Learning Resources
Wilson, A.M. (2011) Marketing research: an integrated approach. 3rd ed. [Electronic Book]. Harlow: Financial Times/Prentice Hall.
• Chapter 6, ‘Collecting quantitative data' (pp.129-152)
• Chapter 7, ‘Designing questionnaires' (pp.153-179)
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De Bruijne, M. & Wijnant, A. (2014) ‘Improving response rates and questionnaire design for mobile web surveys',Public Opinion Quarterly,78 (4), pp.951-962.
Use the University of Liverpool Online Library to find this article.
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Kim, Y. (2011) ‘The pilot study in qualitative inquiry: Identifying issues and learning lessons for culturally competent research', Qualitative Social Work,10 (2), pp.190-206.
Use the University of Liverpool Online Library to find this article.
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Leung, W.-C. (2001) ‘How to design a questionnaire', Student BMJ,9, p.187.
Use the University of Liverpool Online Library to find this article.
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Rezaeian, M. (2014) ‘Professor Mohsen's academic advice series: how to design a questionnaire in the area of research: Introducing a ten-item checklist', Middle East Journal of Business,9 (1), p.55.
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Robertshaw, G. (2007) ‘Epistemological limitations in quantitative marketing research: implications for empirical generalisations', Journal of Empirical Generalisations in Marketing Science,11 (2), pp.1-13.
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Smith, T.A. (2014) ‘Testing theory and related factors for influencing proficiency in quantitative research',Academy of Educational Leadership Journal,18 (4), pp.117-128.
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Document: Week 3 Key Concept Exercise Worksheet (Word Document) please find attached file
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Analyse the following 10 questions. For each one, identify what you regard are the errors in the question (and the answer choices as applicable), and propose an alternative(s).
1. How do you rate this module?
1. Satisfactory
2. Good
3. Very good
2. Do you like fruits and vegetables? Yes/No
3. Undertaking Quantitative research is difficult because:
1. I lackan understanding of statistical methods.
2. I prefer qualitative research.
3. It requires a structured approach.
4. It is not always appropriate to certain research problems.
4. In your opinion, how would you rate the speed and accuracy of your work?
1. OK
2. Good
3. Very good
4. Excellent
5. What is your age?
1. 0-10
2. 10-20
3. 20-30
4. 30-40
5. 40+
6. How many times do you shop online each month?
7. Please answer the following questions:
1. What is your ethnic background ?_____________________________________
2. What is your age?_________________________________________________
3. Which political party did you vote for in the last election?___________________
4. What are your religious beliefs?_______________________________________
5. What is your annual household income?________________________________
8. What is the fastest and most economical way for you to get to work?
9. Now that you've seen how this device can save you time and money, would you buy our product?
10. In the past year since we launched our promotional campaign, we have also increased visibility in supermarkets, lowered prices and introduced more environmentally friendly packaging. Tell us about your reaction to these.