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]...............