Marketing

Assignment Instructions:

Now it’s time to design a questionnaire. Designing questionnaires can be very challenging because you need to consider what you information you are interested in, what is the best flow (order of questions), and the content of the questions. I want to focus here on Steps 1-4 of designing a questionnaire:

Step 1—Specify what information will be sought

Step 2—Determine the method of administration

Step 3—Determine the content of individual questions

Step 4—Determine the form of response to each question

Assignment Instructions:

Design a 12-15 question questionnaire that will help you gather the information you need to answer the client’s questions. Remember to keep your focus. Feel free to work with a partner though I want the written answer to Step 2 to be individual. Your submission should look as follows (if you work with a partner, I want each of you to submit your work to me separately:

Basic information:

The store you went to
Time you went
Amount of time you spent there
Your partner, if you did this with a partner

Step 1—Provide a hypothesis and/or dummy table of the data that you are collecting. What is the question or hypothesis statement you are answering that came out of your observational research? (The following are only examples and I would be displeased to see these word for word in your submission– Customers during the high traffic times value only speed; Cashiers are not trained to work efficiently at high traffic times, etc.
Step 2–A paragraph (150-200 words) that explains –What is your chosen mode of administration and how you came to that decision?
Step 3—Determine the content of individual question. At this point you are thinking about what questions you ask and how. At this point you writing questions for content. You are not at the point of focusing on the actual wording and sequence (Steps 5-7 from Chapter 8). Include the following:
The question
The purpose of that question
The format of the questions should include different scales of measurement that are described in Chapter 7.
Your questionnaire should include an introduction that is written with the customers who will take this questionnaire in mind.
Step 4—Determine the form of response to each question. You are using the information you learned in Chapters 7 and 8 here. Here, you are including the response format and as well as the response choices if it is a close-ended question. Then I want an explanation of why you chose that format.
The format for Steps 3 and 4 can be as follows, unless you have another format that clearly provides the following information (note, these entries are only to provide you with guidance as to how to complete this form and not part of the form itself):

Question #

Content

Reason for content

Scale type

Response options

Reason for choice of scale

1

Rank how order the following stores based on how often you shop there.

Most people don’t shop at just one place. I want to first get a sense of frequency of shopping by big box and chain retailers to understand where Target places. I will then start funneling down to see where they shop at the high traffic times.

Ordinal

Target

Walmart

Fred Myers

Walgreens

At this point I just want to understand how many big box retailers and chain stores similar to Target that customers shop. I’m not concerned with how much more they are shopping in one place over the other at this point. I’ll find more specifics in the following questions.

2

In the past week how many times have you shopped at the following stores during the high traffic times?

Now I am trying to understand if there are certain stores that customers prefer over others specifically at high traffic times

Ratio

___Target

___Walmart

___Fred Myers

___Walgreens

Between this scale and the previous one, I will start to get a better sense of which stores customers shop at overall the most and which they prefer to shop at during high traffic times. Later I will start probing the “whys” around these choices because I want to see if customers choose a specific store at high traffic times for speed over other attributes.

3

4