Module Assignment: 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 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.