Critique Questionnaires Case 3.7 Critiquing Questionnaires is on pages 274 – 279

Question

Critique Questionnaires

Case 3.7 Critiquing Questionnaires is on pages 274 – 279. Using questionnaire information in the text and gathered from outside sources, develop the strengths and weaknesses of the surveys in Figures 3.7.4 through 3.7.7.

The paper must be two to three pages in length and formatted according to APA style. You must use at least two scholarly resources other than the textbook to support your claims and sub-claims.

Critiquing Questionnaires

Be forewarned! These exercises usually make mon- sters" out of otherwise meek business school students. Once you learn to critique a questionnaire, you’ll never be able to look at another survey in quite the same way.

Instead of answering the marketing researcher’s questions, you’ll be looking at the question thinking, I could have worded that better!" That’s okay with us—it’s a good measure of your knowledge!

So, to get you started, take a look at the following real surveys (these are all eal," but we’ve changed the brand names to protect the incompetent).

Figure 3.7.1 was a postcard-sized survey. You see the front. On the back was the address of the office for ease of the customer return (though it was not stamped).

What are the survey’s strengths? It’s short, and ob- viously so, so consumers know immediately that filling out the survey won’t take too much of their time.

! Short surveys enhance response rates. ! Better response rates mean more representative

samples.

In addition, a number of different attributes are as- sessed, to enhance the multidimensionality of the ser- vice assessment. There is an open-ended section so that the consumer may say whatever is on his/her mind, whether anticipated by the rating scales of qual- ity, timeliness, etc., or not.

What are the survey’s weaknesses? The trade-off on length is that the survey will yield little information. Further, if any of the features is deemed weak, are any of the scales precise enough to diagnose how to rem- edy the service? A complaint about marketing research that you always want to avoid is, We can’t do anything on the basis of these data."

Explanation / Answer

Survey Methods adn Researchers :

Defination :

The Survey methods is a process in which the researcher understand the market area and the various needs of the customer. This helps the companies to build a specific product that can help the customers to satify the needs.There are various methods in conducting a survey.

Types of Surveys :

Questionnaire :

A Questionnaire Consists of questions that are to de answered by the customers or the end user. This also serves the purpose of a feedback form to the company. Questionnaire can be sent to the Targeted person by mail ,or a hardcopy of the questions can be handed over to the customer.

Advantages of Questionnaires :

Disdavantages of Questionaire. :

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