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Critiquing Questionnaires

Question # 00000447
Subject: Business / General Business
Due on: 08/16/2013
Posted On: 08/14/2013 01:42 PM
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Case 3.7Assignments

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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 \real," 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


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."

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Critiquing Questionnaires

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Tutorial Preview …products xxxx don’t xxxx exist but xxx needed in xxx market xx xxx market xxxxxxxx give companies xxxx through the xxxxxxx above, xx xxxx cases xxxx not, the xxxxxxx of the xxxx is xxxxxxxxxxxx xxx it xx difficult to xxxx any sort xx decision xxxxx xx that xxxx Other weakness xx this survey xx that xx xx almost xxxxxxxxxx to determine xxxxxxx forms of xxxxxxxxxxx For xxxxxxxx xxx is xxx above survey xxxxxx in determining xxx customer’s xxxxxxxx xx feelings xxxxx the product xx a particular xxxxxxxx Also, xxxx xxxxxx taken xxxx little information xxx the scope xxx any xxxx xx explanation xx eliminated This xxxxx lead the xxxxxx to xxxxx xxxx the xxxxxxxxxx has artificially xxxxxxx a need xxx such xxxx xx a xxxxxx It is xxxxxx impossible to xxxxxxxxx…
Critiquing_Questionnaires.docx (26.13 KB)
Preview: By xxxxxxx at xxx survey presented xx the book, xx can xxxx x few xxxxx observations To xxxxx with it’s x postcard xxxxx xxxxxx Meaning xx is short xxx simple This xxxxxxxxxxx signals xx xxxxxxxxx that xxx survey can xx completed quickly xxxxxxxxxx chances xx xxxx actually xxxxxxxxxxxxx in the xxxxxx The fact xx the xxxxxx xx that xx the surveys xxx short, the xxxxxxxxx that xxxx xx are xxxx This has xxxx historically proven xxx it xx xxxx widely xxxxxxxx that greater xxxxxxxx make the xxxxxxx of xxx xxxxxx more xxxxxxxxxxxxxx The fact xxxx the survey xx short xxxx xxxxx that x lot of xxxxxxxxx attributes crucial xx the xxxxxxx xx the xxxxxx can be xxxxxxxxxxxx into the xxxxxxxxxxxxx This xxxxx xxx assessment xx the service xxxxxxxxxxxxxxxx in nature x quick
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