S8: QUESTIONNAIRE DESIGN

PGP I Term 3 (2016-17)

Research for Marketing Decisions

Prof. Avinash Mulky

 Foote Cone and Belding (FCB) Grid
for analysing Consumer-Product relationships

Think products Feel products

Perfume

Laptop Car

High
involvement
Refrigerator

Soft drink
Low Mosquito
involvement repellant

Chewing gum
Review : Primary scales

Nominal

Ordinal

Interval

Ratio

Primary scales differ on account of having order, distance and

origin
Review: Nominal Scale

Numbers serve only as labels for identifying and classifying

objects.
Numbers do not reflect the amount of the characteristic
possessed by the objects.
The only permissible operation on the numbers in a nominal
scale is counting.
Limited number of statistics based on frequency counts, are
permissible, e.g., percentages, and mode.
Review: Ordinal Scale
A ranking scale in which numbers are assigned to objects to
indicate the relative extent to which the objects possess a
characteristic.
Can determine whether an object has more or less of a
characteristic than some other object, but not how much
more or less.
Any series of numbers can be assigned that preserves the
ordered relationships between the objects.
In addition to the counting operation allowable for nominal
scale data, ordinal scales permit the use of statistics based on
centiles, e.g., percentile, quartile, median.
Review: Interval Scale

Permits comparison of the differences between objects.

The location of the zero point is not fixed and the units of
measurement are arbitrary.
Any positive linear transformation of the form y = a + bx will
preserve the properties of the scale.
Statistical techniques that may be used include arithmetic
mean, standard deviation, and other statistics used with
nominal and ordinal scales
Review: Ratio Scale

Possesses all the properties of the nominal, ordinal, and

interval scales.
It has an absolute zero point.
Only proportionate transformations of the form y = bx, where
b is a positive constant, are allowed.
All statistical techniques can be applied to ratio data.
Comparison of primary scales
Scale Mathematical Group Permissible Statistics Examples
Structure

Nominal Permutation Group
Mode
Gender

Frequency count,
Region

One to one correspondence percentages
Roll No.

Ordinal Isotonic Group
Median
Ranking of brands

y = f(x) f(x) means strictly
Percentile
increasing function
Order correlation
SEC categories

Sign Test

Interval General Linear Group
Mean, S.D
Ratings of brands

Y= a+ b x b> 0
Product moment and attributes
correlation

t test, F-test

Ratio Similarity Group
Geometric Mean
Years of formal

Y = c x c>0
Harmonic Mean education

Income
Drivers of purchase

Product &
Brand
factors

Competition Purchase
factors level,
trends

Consumer
factors
Drivers of purchase for a new FMCG product:
Gielens & Steenkamp (2007)

Brand reputation (+) Product &

Newness (?) brand

Market power (+)
factors

Concentration (-) Purchase

Price promotion Competition
intensity (-)
level,
factors

Advertising intensity (-) trends

Dispositional
innovativeness (+) Consumer

Age (-) factors

Household size (+)
 Drivers of purchase of organic products
Van Doorn & Verhoef (2015)

Price premium (-)

Promotional Supply side
intensity (+) factors

Availability (+)

Benefits &
Consumer Purchase

Biospheric values (+) costs of
characteristics: of organic

Altruism (+) organic
Other oriented products
products

Health motivation (+)

Quality consciousness Consumer
(+) Characteristics:

Egoistic value Self oriented
orientation (+)

Price consciousness (-)
Surveys of individual consumers: Information sought
Behavioural information
Purchase behaviour (levels, trends)
Intentions to purchase

Attitudes towards the category and brands in the category

Attributes used in evaluation
Importance of each attribute
Ratings for various brands on these attributes

Awareness / knowledge/ opinions about product category /

brands in the category and advertisements of various brands

Demographics, Psychographics, Lifestyles of consumers

Modelling purchase behaviour

PB ~ f ( BI) PB= Purchase Behaviour BI = Behavioural Intentions

BI ~ f ( A) BI= Behavioural Intentions A= Attitude

A ~ f ( B. a) A= Attitude
B= Beliefs about a brand
a = attribute importance (or desirability of outcome)

Brand Beliefs
Behavioural Purchase
Attitude
Intentions Behaviour
Attribute
importance
Measuring behaviour (purchase and usage)

Purchase behaviour
What do they buy? When? Where? How often? How much?
Usage behaviour
What do they use? When do they use? Where is the product used?
How often? How much is consumed?

Three ways of asking about behaviour

As a rating question: How frequently do you eat out? [Very frequently,
Frequently, Infrequently, very infrequently]
As a latent variable: On the average, how often do you eat out?
As a manifest variable: How many times have you eaten out last
month
Measuring purchase intentions

Via options (eg in Indian Products Ltd. (A) case)

I definitely would not buy it
I most probably would not buy it
I might or might not buy it
I would most probably buy it
I definitely would buy it
Using a scale
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

1. If it were available at my usual store, 1 2 3 4 5

I would buy more organic food
Attitudes

Attitudes are learned predispositions to respond to an object

(or brand) in a consistently favourable or unfavourable way

Like and dislike

Good or bad

Is important in my life or not important in my life

Attitude-ABC Model

A : Affect (Feelings)

B : Beliefs (Cognitions)

C : Conations (Intentions)
Attitude-A: Affect (Feelings)

Affect

This watch is so cool

I feel thrilled to see it

What a joy this product is!

Attitude

This smart watch is a good product

and I like it
Attitude-B: Beliefs (Cognitions)

Beliefs (Cognitions)

Can make calls from my wrist-
Convenient

Seamlessly linked with my
Samsung phone

Quick photos and videos

Interacts with voice or touch

Easy voice memos

Attitude

This smart watch is a good product

and I like it
Attitude-C: Conations (Intentions)

Conations (Intentions)

I am likely to buy this watch

I intend to wear and use this
watch

Attitude

This smart watch is a good product

and I like it
Attitude towards object model:

Attributes Beliefs about Attributes Importance of

(Samsung) attribute

12345 12345
Can make calls from my wrist
Seamlessly linked to my phone
Quick photos and videos
Interacts with voice
Voice memos
1. Scope and objectives

What are the objectives of your study?

Example -a: Study for ITC on Delishus cookies
Objective 1: Measure brand awareness of Delishus
What type of awareness should we measure?
Top of Mind
Unaided
Aided
Which other brands should we include in the awareness
questions?
Do you want to relate awareness to usage?
Are there any hypotheses you want to test?
2. Sequence

Screening questions
Do you purchase biscuits for yourself or for the household?
Warm-up questions
Did you read the newspaper today?
Main questions
Behavioural questions: What respondents did
Attitudinal questions: What respondents think
Lifestyle questions: How respondents live
Classification questions
Demographic questions
Funnelling

Hair care in general

Use of shampoos

Use of medicated shampoos

Use of anti-dandruff shampoos

3. Wording1
Use simple words
Is the distribution of Delishus cookies adequate?
Be specific, avoid ambiguity
Do you consume soft drinks on a regular basis?
Avoid factual questions that are difficult to answer
How much did you spend on groceries last year?
Avoid double barrelled questions
Is Delishus expensive but good value for money?
Do you think Red Bull is an energising and tasty drink?
Avoid leading and loaded questions
How much do you donate to charity every month?
Do you agree that the government is responsible for rampant
inflation?
Wording2

Avoid black and white questions when the answer is grey

Do you like the programs on NDTV?
Be careful when asking sensitive questions
A young executive is with his girl friend when he is interviewed in
market research and the question is about his income
Anticipate and address biases in respondent answers
Social correctness bias: Do you think that MNREGA is a good program?
Politeness bias: If you like the sample of Delishus, would you buy a full
pack?
4. Layout

The layout depends on the medium

Paper and pencil
Phone
Web

Closed ended questions:

Dichotomous/Multichotomous

Open ended questions

Prompted/Unprompted
Flow diagram of question branching
Do you use shampoo?
Yes

No How often do you use

shampoo?

Which brands of shampoo have you heard of

(unaided)?________________

Have you heard of

brand A?
Please rate brand A on
________
Yes

Which is your favourite

shampoo?

Would you be
interested in trying a
new shampoo?
5. Refinement

Check questionnaire length

Edit rigorously

Pre-test and revise