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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
samples.
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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