Ivan Zholik, student ID 4229805
Importance of brand names and features of smart phone handsets
Scale Measurement Method
One of the main parts of any marketing research is to design a questionnaire with the aim of being able to run a marketing survey. This helps the researchers/marketers to provide sufficient and important information in front of the decision makers of firms.
As we reviewed in our lectures during several weeks ago, we need to structure a proper questionnaire to be as efficient as possible concerning the time and costs constraints.
Now, assume you are conducting a study to determine the importance of brand names and features of smart phone handsets. What types of questions would you use – open-ended, closed-ended, scaled? – and why? Your main self-guided material would be chapter 8 of your textbook (or the powerpoint slides posted on blackboard).
Suggest a minimum of ten (10) and maximum of (15) questions you would design and ask from a group of respondents. Explain in what sequence (order) you would ask your respondents.
Following the design, pretest the provided questionnaire on a sample of minimum 5 students from your class, and categorize their responses.
Pay enough attention to the main steps of your questionnaire, mainly:
-The objective of your research
-The appropriate data collection method
-What type of scaling would you use
-What would be the layout to evaluate your questionnaire
Creating the questionnaire for my research about the importance of brand names and features of smart phone handsets I would use scale question, in my opinion, the best type of question to get the complete information about what brand of the smartphones is the most popular and how much owner of that smartphone is satisfied with his device. Scale measurement is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or...