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Questionnaire and Form Design at Home Store (A): An Exercise

CASELET, MARKETING RESEARCH
ET Cases, 3 pages

Case Preview

Questionnaire and Form Design at Home Store (A): An Exercise

 

Home Store is a Bangalore-based supermarket store established in September 2013. Home Store offered groceries, vegetables & fruits, food & beverages, toiletries, home care, home needs, toys, etc. The store was located in Jaya Nagar IV Phase, a residential and commercial neighborhood in Bangalore, Karnataka, India. Since its inception, with its unique customer experience, along with its depth and width of product variety, Home Store was able to garner very good sales with a net income per square feet (Total Sales/Total Floor Area) of 1760.

New customers were added with its customer loyalty programs and other Point Of Sale (POS) promotions. However, with competition heating up, especially since November 2014, the store’s sales had been declining over the last quarter. Home Store’s Founder-CEO, Rakesh Chandra (Rakesh) wanted to take a few concrete steps to arrest the sales decline and to usher in new initiatives that could keep the store competitive......................

Teaching Note Preview

Questionnaire and Form Design at Home Store (A): An Exercise

 

Synopsis

The caselet series was used to introduce the participants/students to the concept of questionnaire and questionnaire design process. Using the standard questionnaire design principles, Caselet (A) gives scope to discuss what was amiss in the questionnaire prepared by Atul Srinivasan (Atul) and Caselet (B)’s facts would be useful to prepare an effective questionnaire for Home Store’s marketing research problem.

Prerequisite Conceptual Understanding

The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Questionnaire Design:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Questionnaire and Form Design”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the principles followed in questionnaire and form design

 

Case Positioning and Setting

This caselet series can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the importance of questionnaire and the questionnaire design process in Marketing Research

Assignment Questions

I. What is a Questionnaire? What are the different types of questionnaires? What is the difference between questionnaire and a schedule and when do you think either of them should be used?
II. Define the questionnaire design process. Elaborate on each of the nine steps involved in an effective questionnaire design.
III. Using the questionnaire design process (as outlined in the previous question), critically evaluate the questionnaire and modify the questions to make an effective questionnaire.

Preamble to this Case Analysis

These two caselets are meant to introduce the students/participants to the nuances of questionnaire preparation in marketing research context. While the purpose of Caselet (A) is to let the participants/students understand what is amiss in the questionnaire prepared by Atul, Caselet (B) prods the participants to prepare an apt questionnaire in the light of the management problem and the corresponding marketing research problem defined. Caselet (A) and Caselet (B) were used to provide the right perspectives on preparing an effective questionnaire using the nine steps/principles outlined in the suggested chapter. Accordingly, these two caselets were orchestrated in the following way [Exhibit (TN)-I]...............

 

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Abstract


This caselet (the first in a two-caselet series) attempts to introduce the students/participants to the concept of questionnaire preparation. While an effective questionnaire is appreciated universally, designing an effective questionnaire is an art. This caselet helps understand the science behind the art of preparing an effective questionnaire. Home Store, a Bangalore-based supermarket store had been experiencing a steep decline in sales as well as footfalls, over the last two quarters. When the Founder-CEO of Home Store, Rakesh Chandra wanted a feedback, the task of preparing an appropriate questionnaire was given to the new management trainee, Atul Srinivasan (Atul). However, Atul's questionnaire seemed to be an erroneous questionnaire requiring an overhaul. What were the mistakes in Atul's questionnaire? What are the steps to design an effective questionnaire?



Pedagogical Objectives

  • To understand the importance of questionnaire in a marketing research context and also to have an overview of different types of questionnaires
  • To examine the questionnaire design process and analyze how the nine steps involved in an effective questionnaire design can aid marketing research objectives
  • To evaluate the given questionnaire with standard principles of an effective questionnaire design

Case Positioning and Setting
This caselet can be used in: MBA Program/MDPs/EDPs - Marketing Research Course - To introduce the participants/students to the importance of questionnaire and the questionnaire design process in marketing research




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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