LWS: Marketing Questionnaire Design (ENG)

This lecture explores the pivotal role of questionnaires in the marketing research acquisition process and outlines the systematic steps required to develop effective survey instruments. The content details a comprehensive design process that begins with determining precise survey objectives and data-collection methods, such as online surveys, while considering critical constraints like budget, time, and personnel. Students are introduced to various question formats, including open-ended, close-ended, and various scaling techniques, such as Nominal, Ordinal, Interval, and Ratio scales, designed to capture the intensity of respondent attitudes and opinions. Furthermore, the lecture emphasizes the importance of proper questionnaire flow using techniques like screeners and skip patterns, and concludes with methods to evaluate the reliability and validity of the resulting measurements to ensure high-quality data for decision-making.