Return to Previous Page

Questionnaire and Form Design (B): Home Store's Dilemma

CASELET, MARKETING RESEARCH
ET Cases, 4 pages

Case Preview

Questionnaire and Form Design (B): Home Store’s Dilemma

 

On September 28th 2015, Atul Srinivasan (Atul) submitted the questionnaire that he had prepared to Rakesh Chandra (Rakesh) for his appraisal. While reviewing the questionnaire Rakesh sensed that it required a lot of improvisation. Rakesh wanted a precise questionnaire to address the issues at his firm. He shared his thoughts with one of his close friends who in turn suggested to consult Rahul Mehra (Rahul), an independent Marketing Research Consultant. Rakesh met Rahul to discuss regarding the questionnaire.

After reviewing the questionnaire, Rahul told Rakesh that the prepared questionnaire was inaccurate and he would require a new questionnaire.

Rakesh: I too believe that the questionnaire needs improvisation but is it totally incorrect. Can you share what is lacking in the questionnaire?


Rahul: There are certain steps and procedures that should be followed while constructing a questionnaire. For instance, selecting appropriate scales (multi-item scales), pre-testing the samples and evaluating the scales.


Rakesh: I was of the notion that a questionnaire will have few questions, which would help us getting feedback from customers...................

Teaching Note Preview

Questionnaire and Form Design (B): Home Store’s Dilemma

 

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 according to you is Home Store’s Management Decision Problem and the Marketing Research Problem?
II. Based on the marketing research problem defined, construct an effective and appropriate 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]...........

$3.37
Rs 0
Product code: MR-2-0011(b), MR-2-0011(b)A

Abstract


This caselet - second in a series of two caselets - is to let the participants/students prepare an effective questionnaire given the management decision problem and corresponding marketing research problem. When Home Store's Founder-CEO consulted a Marketing Research Consultant to review the questionnaire prepared by Atul Srinivasan. He was suggested to make improvements in the questionnaire given in Caselet (A). The consultant suggested to design the questionnaire to be more effective in achieving the defined marketing research problem. What's the management decision problem at Home Store? What is the appropriate marketing research problem? How can the principles of effective questionnaire design be applied to design an effective questionnaire for Home Store?



Pedagogical Objectives

  • To understand and define the concepts of management and marketing research problem
  • To understand the nuances of preparing an effective questionnaire and prepare an effective questionnaire for Home Store

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)
$3.37
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)