Marketing Research

Lecture 7 – Chapter 10

Course Lecturers:
Prof. Noha El-Bassiouny
Dr. Hadeer Hammad
Winter Semester 2024
Chapter 10:
Questionnaire and Form Design
Learning Objectives

7.1 The Steps of the Questionnaire Design Process

7.2 Methods for overcoming respondents’ errors
7.3 Rules for question wording and question order
7.4 What is pretesting and types of pretesting techniques
7.5 In-class practice: Questionnaire Development

Copyright © 2011 Pearson Education

The Marketing Research Process

Problem Definition Research Design Data Preparation

Formulation & Analysis

Development of a Fieldwork or Report Preparation

Research Approach Data Collection & Presentation
Questionnaire

Questionnaire is a structured technique for data collection that consists of a series

of questions that a respondent answers to obtain needed information.

The objectives of the questionnaire are:

1. It must translate the information needed into a set of specific questions that the
respondents can and will answer.

2. A questionnaire must uplift, motivate, and encourage the respondent to become

involved in the interview, to cooperate, and to complete the interview.

3. A questionnaire should minimize response error.

 Questionnaire Design Process

Figure 10.1
Questionnaire Design Process
Overcoming Respondent Errors

Inability Error Unwillingness Error

This error results from the respondent’s This error arises from the respondent’s
inability to provide accurate answers. unwillingness to provide accurate information.
Respondents may provide inaccurate answers Respondents may intentionally misreport their
because of unfamiliarity, fatigue, boredom, answers because of a desire to provide socially
faulty recall, question format, and question acceptable answers, avoid embarrassment, or
content. please the interviewer.
Overcoming Respondent Errors
Inability to Answer

1. Is the Respondent Informed?

In situations where not all respondents are likely to be informed about the topic of interest,
filter questions that measure familiarity and past experience should be asked before questions
about the topics themselves.

Filter question is an initial question in a questionnaire that screens potential respondents to

ensure they meet the requirements of the sample.

A “don't know” option appears to reduce uninformed responses without reducing the response
rate.
Overcoming Respondent Errors
Inability to Answer

1. Is the Respondent Informed?

In situations where not all respondents are likely to be informed about the topic of interest,
filter questions that measure familiarity and past experience should be asked before questions
about the topics themselves.

Example
Do you own luxury brands?

 Yes
 No
Overcoming Respondent Errors
Inability to Answer

2. Can the Respondent Remember?

A researcher should not except that respondents can recall or remember anything he is
interested in.

Example
How many cans of soft drinks did you consume during the last four weeks? Incorrect
How often do you consume soft drinks in a typical week?
___ Less than once a week
___ 1 to 3 times per week Correct
___ 4 to 6 times per week
___ 7 or more times per week
Overcoming Respondent Errors
Inability to Answer

3. Effort Required of the Respondent

Most respondents are unwilling to devote a lot of effort to provide information.

Example
Please list all the fashion stores from which you normally buy clothing. Incorrect
From the list below, tick on the fashion stores from which you normally buy clothing.
___ Zara
___ Mango
___ Promod
___ Marks and Spencer
___ Debenhams Correct
___ Massimo Dutti
___ Concrete
Overcoming Respondent Errors
Unwillingness to Answer

1. Legitimate Purpose

Explaining why the data are needed can make the request for the information seem legitimate
and increase the respondents' willingness to answer.

Example
Explaining that demographic questions such as age and income is needed for research on
cereal consumption to determine how the consumption of cereal and preferences for different
cereal brands differ among people of different ages and incomes would make the request
more legitimate.

Correct
Overcoming Respondent Errors
Unwillingness to Answer

2. Sensitive Information

Respondents are unwilling to disclose, at least accurately, sensitive information because this
may cause embarrassment or threaten the respondent's prestige or self-image.

Example
Place sensitive topics at the end of the questionnaire.
Preface the question with a statement that the behavior of interest is common.
“Recent studies show that most Egyptians are having credit card debts”
Ask the question using the third-person technique.
Provide response categories rather than asking for specific figures.
My average credit card debt is:
o 10,000-19,999
Correct
o 20,000-29,999
o 30,000 or More
Question Wording

Rule 1:
Use Ordinary Words: Ordinary words should be used in a questionnaire and they should match the
vocabulary level of the respondents.

Example:

Do you think the distribution of soft drinks is adequate? Incorrect

Do you think soft drinks are readily available when you want to buy them? Correct
Question Wording
Rule 2:
Use Unambiguous Words: The words used in a questionnaire should have a single meaning that is
known to the respondents.
Do NOT Use: usually – normally – frequently – often – regularly – occasionally – sometimes

Example:
In a typical month, How often do you shop at Spinneys?
o Never
o Occasionally
o Sometimes Incorrect
o Often
o Regularly

In a typical month, How often do you shop at Spinneys?

o Less than once
o 1 or 2 times
o 3 or 4 times Correct
o More than 4 times
Question Wording
Rule 3:
Avoid Generalizations and Estimates: Questions should be specific, not general. Moreover,
questions should be worded so that the respondent does not have to make generalizations or
compute estimates.

Example:

What is the annual per capita expenditure on groceries in your household?” Incorrect

“What is the monthly (or weekly) expenditure on groceries in your household?”

“How many members are there in your household?” Correct
Question Wording
Rule 4:
Avoid Leading or Biasing Questions:
Leading Questions: A question that gives the respondent a clue as to what answer is desired or leads
the respondent to answer in a certain way.

Example:

Do you think that patriotic Egyptians should buy foreign brands when that would put Egyptian
labor out of work?

_____ Yes
_____ No Incorrect

Do you think that Egyptians should buy foreign products?

_____ Yes
_____ No Correct
Question Wording
Rule 5:
Avoid Double-Barreled Questions:
Double-Barreled Questions: A single question that attempts to cover two issues. Such questions can
be confusing to respondents and result in ambiguous responses.

Example:

Do you think Volvo is a fast and stable car?

_____ Yes
_____ No Incorrect

Do you think Volvo is a fast car?

_____ Yes
_____ No
Correct
Do you think Volvo is a stable car?
_____ Yes
_____ No
Question Order
Type of Information

Basic Information Classification Info Identification Info

Basic information relates directly Classification information consisting Identification information includes
to the research problem. of socioeconomic and demographic name, postal address, e-mail
characteristics, is used to classify the address, and telephone number.
respondents an understand the
results (used for sampling profile)
Question Order
Logical Order

1. General Questions should Precede specific Questions

2. The placement of branching questions is very important.
Branching Questions: Question used to guide an interviewer through a survey by directing the
interviewer to different spots on the questionnaire depending on the answers given (i.e. Skip
patterns).
Example:
1. Are you Married?
oYes
oNo
If your answer is No, go to question 3.
2. If yes, Do you have children?
oYes
oNo
3. How old are you?
Form and Layout
1. Divide a questionnaire into several parts.

2. The questions in each part should be numbered, particularly when branching

questions are used.

3. The questionnaires themselves should be numbered serially.

Pretesting
Pretesting: The testing of the questionnaire on a small sample of respondents for the
purpose of improving the questionnaire by identifying and eliminating potential
problems.

Pretest Sample Size: Small, varying from 15 to 30 respondents

Types:
1. Protocol Analysis: The respondent is asked to “think aloud” while answering the
questionnaire. They are told beforehand that they are part of a pretesting phase of a
research.
2. Debriefing: This occurs after the questionnaire has been completed. Respondents
are told that the questionnaire they just completed was a pretest and the objectives
of pretesting are described to them. They are then asked to describe the meaning of
each question, to explain their answers, and to state any problems they encountered
while answering the questionnaire.
In-Class Practice
Questionnaire Development: Organic food consumption Example
Management Decision Problem (MDP):
How to increase the sales of organic food products at ISIS?
Marketing Research Problem (MRP):
To understand consumers’ perceptions and acceptance for organic food consumption.
MRP Components:
1. What are the factors that shape consumers’ willingness to buy organic food products?
2. Which personality characteristics influence consumers’ tendency to buy organic food?
3. What are the promotional tools that would encourage customers to try/buy organic
food products?
4. Who are the main competitors in the organic food market? what are their strengths and
weaknesses?
5. How do consumers perceive ISIS brand in the market?
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 1:
1. What factors shape consumers’ willingness to buy organic food products?

Subcomponents/Research Questions (RQs):

1.1 what are the product-related criteria consumers reflect on?
1.2 What are the place-related attributes consumers focus on?
1.3 What are the price-related criteria consumers consider?
1.4 What are the design-related features consumers consider?

Specification of the information needed is done for every MRP component.

In-Class Practice
Questionnaire Development: Organic food consumption Example
MRP Component 1:
1. What factors shape consumers’ willingness to buy organic food products?
Specific Areas of Information
- Product-related attributes:
(Wide product assortment, Product labeling, Taste, Nutritional Value, Availability of alternatives)
- Place-related attributes:
(Availability of products, convenience of products)
- Price-related attributes:
(Cost of products, Prices of alternative/substitute products)
- Design-related attributes:
(Package size, Package aesthetics, Package functionality)
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 1:
1. What factors shape consumers’ willingness to buy organic food products
Research Question RQ1.1:
1.1 what are the product-related criteria consumers reflect on?
Research Hypotheses for RQ1.1:
H1: Wide product assortment has a positive influence on consumers’ willingness to buy organic food.
H2: Poor taste will obstruct consumers’ purchase intentions for food products.
H3: Nutritional value has a positive influence on consumers’ selection of food products.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 1:
1. What criteria shape consumers’ willingness to buy organic food products
Research Question RQ1.1:
1.1 what are the product-related criteria consumers reflect on?
Research Hypotheses for RQ1.1:
H1: Wide product assortment has a positive influence on consumers’ willingness to buy organic food.
Variables to Test: Product assortment + Willingness to buy organic food products

H2: Poor taste will obstruct consumers’ purchase intentions for organic food products.
Variables to Test: Taste + Willingness to buy organic food products

H3: Nutritional value has a positive influence on consumers’ intentions for organic food products
Variables to Test: Nutritional value + Willingness to buy organic food products
In-Class Practice
Questionnaire Development: Organic food consumption Example
MRP Component 1:
1. What factors shape consumers’ willingness to buy organic food products
Research Question RQ1.4:
1.4 What are the design-related features consumers consider?
Research Hypotheses for RQ1.4:
H1: Package size has a positive effect on food selection.
H2: Poor package aesthetics will obstruct/hinder food selection.
H3: Resealable packages will encourage consumers to select food products.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 2:
2. Which personality characteristics influence consumers’ tendency to buy organic
food?

Subcomponents/Research Questions (RQs):

2.1 What are the individual characteristics that shape consumers’ tendency to buy
organic food?
2.2 What are the demographic characteristics that shape consumers’ tendency to
buy organic food?
2.3 What are the psychographic characteristics that shape consumers’ tendency to
buy organic food?

Specification of the information needed is done for every MRP component.

In-Class Practice
Questionnaire Development: Organic food consumption Example
MRP Component 2:
2. Which personality characteristics influence consumers’ tendency to buy organic food?

Specific Areas of Information

- Individual Characteristics
(Health consciousness, openness to new experiences, price sensitivity, conformity)
- Demographic Characteristics
(Age, gender, income)
- Psychographic Characteristics
(lifestyles, social class, loyalty, user status)
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 2:
2. Which personality characteristics influence consumers’ tendency to buy organic food?
Research Question RQ2.1:
2.1 What are the individual characteristics that shape consumers’ tendency to buy organic
food?
Research Hypotheses for RQ2.1:
H1: Health conscious consumers have high willingness to buy organic food.
H2: Price sensitivity has a negative impact on consumers’ tendency to buy organic food.
H3: Conformity has a positive impact on consumers’ tendency to buy organic food.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 3:
3. Which personality characteristics influence consumers’ tendency to buy organic food?
Research Question RQ3.1:
3.1 What are the individual characteristics that shape consumers’ tendency to buy organic
food?
Research Hypotheses for RQ3.1:
H1: Health conscious consumers have high willingness to buy organic food.
Variables to Test: Health consciousness + Willingness to buy organic food products
H2: Price sensitivity has a negative impact on consumers’ tendency to buy organic food.
Variables to Test: Price sensitivity + Willingness to buy organic food products
H3: Conformity has a positive impact on consumers’ tendency to buy organic food.
Variables to Test: Conformity + Willingness to buy organic food products
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 2:
2. Which personality characteristics influence consumers’ tendency to buy organic food?

Research Question RQ2.2:

2.2 What are the demographic characteristics that shape consumers’ tendency to buy
organic food?
Research Hypotheses for RQ2.2:
H1: Females have a higher willingness to buy organic food than males.
H2: Younger consumers have more willingness to buy organic food than older consumers.
H3: High-income consumers are more willing to buy organic food products.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 2:
2. Which personality characteristics influence consumers’ tendency to buy organic food?

Research Question RQ2.2:

2.2 What are the demographic characteristics that shape consumers’ tendency to buy
organic food?
Research Hypotheses for RQ2.2:
H1: Females have a higher willingness to buy organic food than males.
Variables to Test: Gender + Willingness to buy organic food products
H2: Younger consumers have more willingness to buy organic food than older consumers.
Variables to Test: Age + Willingness to buy organic food products

H3: High-income consumers are more willing to buy organic food products.
Variables to Test: Income + Willingness to buy organic food products
In-Class Practice
Questionnaire Development: Organic food consumption Example
General Questions:

1. Have you ever bought organic food products?

Yes
No
If No, Go to question 3.

2. If yes, Which Organic food brands did you buy?

Sarah’s Farm
ISIS
El-Mazra3a
Eco greens
In-Class Practice
Questionnaire Development: Organic food consumption Example
Criteria
Please rank the importance of each factor as it influence your willingness to select /buy
organic food products. Rank the various factors in order of preference where the least
important factor should be assigned number 1 and the most important factor should be
assigned number 10.

Product Taste __________

Package size __________
Product cost __________
Product labeling __________
Availability of product __________
Package aesthetics __________
Nutritional Value __________
Availability of substitutes __________
Wide product assortment __________
Package functionality __________
In-Class Practice
Questionnaire Development: Organic food consumption Example
Please state your agreement or disagreement with the following statements.

Criteria Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
I believe product taste is very
important when shopping for
organic food products.
Food products must always
maintain clear labeling.

I prefer visually appealing

Packages when shopping for
organic food products.
It is very important for me to
find a wide selection of food
products at supermarkets
In-Class Practice
Questionnaire Development: Organic food consumption Example
Please rate the performance of ISIS company on each of the below criteria where 1 is
extremely poor and 5 is Extremely good.

Criteria Extremely Poor Neutral Good Extremely

Poor Good
1 2 3 4 5
Product Assortment

Package Size

Product Taste

Availability of products

Product Labeling

Product Cost

Nutritional Value
In-Class Practice
Questionnaire Development: Organic food consumption Example
Please state your agreement or disagreement with the following statements.

Purchase Intention Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
I am willing to buy organic
food products.
On my next supermarket
shopping trip, I will consider
buying organic food
products.
I don’t recommend organic
food products to any of my
friends. (R)
I am willing to pay a
premium price for organic
food products.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 3:
3. Which personality characteristics influence consumers’ tendency to buy organic
food?

Subcomponents/Research Questions (RQs):

3.1 What are the individual characteristics that shape consumers’ tendency to buy
organic food?
3.2 What are the demographic characteristics that shape consumers’ tendency to
buy organic food?
3.3 What are the psychographic characteristics that shape consumers’ tendency to
buy organic food?

Specification of the information needed during data collection is done for every
MRP component.
In-Class Practice
Questionnaire Development: Organic food consumption Example
MRP Component 3:
3. Which personality characteristics influence consumers’ tendency to buy organic food?

Specific Areas of Information

- Individual Characteristics
(Health consciousness, openness to new experiences, price sensitivity, conformity)
- Demographic Characteristics
(Age, gender, income)
- Psychographic Characteristics
(lifestyles, social class, loyalty, user status)
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 3:
3. Which personality characteristics influence consumers’ tendency to buy organic food?
Research Question RQ3.1:
3.1 What are the individual characteristics that shape consumers’ tendency to buy organic
food?
Research Hypotheses for RQ3.1:
H1: Health conscious consumers have high willingness to buy organic food.
H2: Price sensitivity has a negative impact on consumers’ tendency to buy organic food.
H3: Conformity has a positive impact on consumers’ tendency to buy organic food.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 3:
3. Which personality characteristics influence consumers’ tendency to buy organic food?
Research Question RQ3.1:
3.1 What are the individual characteristics that shape consumers’ tendency to buy organic
food?
Research Hypotheses for RQ3.1:
H1: Health conscious consumers have high willingness to buy organic food.
Variables to Test: Health consciousness + Willingness to buy organic food products
H2: Price sensitivity has a negative impact on consumers’ tendency to buy organic food.
Variables to Test: Price sensitivity + Willingness to buy organic food products
H3: Conformity has a positive impact on consumers’ tendency to buy organic food.
Variables to Test: Conformity + Willingness to buy organic food products
In-Class Practice
Questionnaire Development: Organic food consumption Example
Please state your agreement or disagreement with the following statements.
Health Consciousness Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 2 3 4 5
I am very self-conscious about my health

I am concerned about my health all the

time.

I take responsibility for the state of my

health.
Good health takes active participation on
my part.
I only worry about my health when I am
sick. (R)
My health depends on how well I take
care of myself.
In-Class Practice
Questionnaire Development: Organic food consumption Example
Please state your agreement or disagreement with the following statements.
Conformity Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 2 3 4 5
I often ask my friends about the products
I buy.
To make sure I buy the right products, I
often observe the brands my friends buy.

I achieve a sense of belonging by buying

the same products my friends buy.
It is important that important others like
the products I buy.
I often consult others to help choose the
best alternative available of a product.
I like to know what products make good
impressions on others.
In-Class Practice
Questionnaire Development: Spinney’s Example
Please state your agreement or disagreement with the following statements.

Purchase Intention Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
I am willing to buy organic
food products.
On my next supermarket
shopping trip, I will consider
buying organic food
products.
I don’t recommend organic
food products to any of my
friends.
I am willing to pay a
premium price for organic
food products.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 3:
3. Which personality characteristics influence consumers’ tendency to buy organic food?

Research Question RQ3.2:

3.2 What are the demographic characteristics that shape consumers’ tendency to buy
organic food?
Research Hypotheses for RQ3.2:
H1: Females have a higher willingness to buy organic food than males.
H2: Younger consumers have more willingness to buy organic food than older consumers.
H3: High-income consumers are more willing to buy organic food products.
In-Class Practice
Questionnaire Development: Organic food consumption Example

MRP Component 2:
2. Which personality characteristics influence consumers’ tendency to buy organic food?

Research Question RQ2.2:

2.2 What are the demographic characteristics that shape consumers’ tendency to buy
organic food?
Research Hypotheses for RQ2.2:
H1: Females have a higher willingness to buy organic food than males.
Variables to Test: Gender + Willingness to buy organic food products
H2: Younger consumers have more willingness to buy organic food than older consumers.
Variables to Test: Age + Willingness to buy organic food products

H3: High-income consumers are more willing to buy organic food products.
Variables to Test: Income + Willingness to buy organic food products
In-Class Practice
Questionnaire Development: Organic food consumption Example
Gender:
What is your gender?
Male
Female
Age:
What is your Age?
25-35 Years
36-45 Years
46-55 Years
More than 55 Years
Income :
What is your monthly income level?
20,000-29,999 EGP
30,000-40,000 EGP
40,001 or More EGP
In-Class Practice
Questionnaire Development: Spinney’s Example
Please state your agreement or disagreement with the following statements.

Purchase Intention Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
I am willing to buy organic
food products.
On my next supermarket
shopping trip, I will consider
buying organic food
products.
I don’t recommend organic
food products to any of my
friends.
I am willing to pay a
premium price for organic
food products.
Thank You