15. Indicate the functions of (a) screening questions, (b) warm-ups, (c) transitions, (d)
“skip” questions, and (e) classification questions.
The functions are listed below each type of question.
16. What is coding and why is it used? Relate the special coding requirement with “all
that apply” questions.
17. The owner of the convenience store Mike’s Market is concerned about low sales. He
reads in a marketing textbook that the image of a store often has an impact on its
ability to attract its target market. He contacts the All-Right Research Company and
commissions it to conduct a study that will shape his store’s image. You are charged
with the responsibility of developing the part of the questionnaire concerned with
store image. Design a semantic differential scale that will measure the relevant
aspects of the image of Mike’s Market. In your work on this scale, you must do the
following: (a) brainstorm the properties to be measured, (b) determine the
appropriate bipolar adjectives, (c) decide on the number of scale points, and (d)
indicate how the scale controls for the halo effect.
Properties to be measured. A sample list is: (1) prices, (2) location, (3) variety of
merchandise, (4) friendliness, and (5) value. Students may come up with others
properties.
18. Each of the following examples listed below involves a market researcher’s need to
measure some construct. Devise an appropriate scale for each one. Defend the scale
in terms of its scaling assumptions, number of response categories, use or nonuse of a
“no opinion” or neutral response category, and face validity.
a. Matel wants to know how preschool children react to a sing-along video game
where the child must sing along with an animated character and guess the next
word in the song at various points in the video.
b. TCBY is testing five new flavors of yogurt and wants to know how its customers
rate each one on sweetness, flavor strength, and richness of taste.
c. A pharmaceutical company wants to find out how much a new Federal law
eliminating dispensing of free sample prescription drugs by doctors will affect
their intentions to prescribe generic versus branded drugs for their patients.
19. Harley-Davidson is the largest U.S. motorcycle manufacturer, and it has been in
business for several decades. Harley-Davidson has expanded into “signature”
products such as shirts that prominently display the Harley-Davidson logo. Some
people have a negative image of Harley-Davidson because it was the motorcycle
favored by the Hell’s Angels and other motorcycle gangs. There are two research
questions of interest here. First, do consumers have a negative feeling toward Harley-
Davidson, and, second, are they disinclined toward the purchase of Harley-Davidson
signature products such as shirts, belts, boots, jackets, sweatshirts, lighters, and key
chains? Design a Likert measurement scale that can be used in a nationwide
telephone study to address these two issues.
The task here is for students to design a modified Likert scale amenable to telephone
interview administration. The exercise is intended for students to realize the
requirements of “describing” the scale to respondents over the telephone. Table 8.3
20. Listed here are five different aspects of a questionnaire to be designed for the crafts
guild of Maui, Hawaii. It is to be administered by personal interviewers who will
intercept tourists as they are waiting at the Maui Airport in the seating areas of their
departing flight gates. Indicate a logical question flow on the questionnaire using the
guidelines in Table 8.3.
a. Determine how they selected Maui as a destination.
b. Discover what places they visited in Maui and how much they liked each one.
c. Describe what crafts they purchased, where they purchased them, when they
bought them, how much they paid, who made the selection, and why they bought
those particular items.
d. Specify how long they stayed and where they stayed while on Maui.
e. Provide a demographic profile of each tourist interviewed.
Each item implies a different amount of effort on the part of the respondent, so to
21. Using Google, Bing, or something similar, find a downloadable trial version of a
computer-assisted questionnaire design program and become familiar with it. With
each of the following possible features of computer-assisted questionnaire design
programs, briefly relate the specifics on how the program you have chosen provides
the feature.
a. Question-type options
b. Question library
c. Font and appearance
d. Web uploading (sometimes called “publishing”)
e. Analysis, including graphics
f. Downloadable file format options
22. Panther Martin invents and markets various types of fishing lures. In an effort to
survey the reactions of potential buyers, it hires a research company to intercept
fishermen at boat launches, secure their cooperation to use a Panther Martin lure
under development sometime during their fishing trip that day, meet them when they
return, and verbally administer questions to them. As an incentive, each respondent
will receive three lures to try that day, and five more will be given to each fisherman
who answers the questions at the end of the fishing trip.
What opening comments should be verbalized when approaching fishermen who
are launching their boats? Draft a script to be used when asking these fishermen to
take part in the survey.
Function
Example
Identifies the
surveyor/sponsor.
“Hello, my name is ___, and I am marketing researcher
working for Panther Martin, the fishing lure manufacturer.
Indicates the purpose of
the survey.
“We are conducting a “product placement” survey with a
new fishing lure that we would like you to try today, if you
are willing.
Explains how the
respondent was selected.
“You boat was picked a random number applied to the
number of fishing boats launched here today.
Requests for/provides
incentive for participation.
I would like to give you samples of the new lure for you to
try today and report your experiences when you return here.
As an incentive, I will give each of you three lures to try,
and when you return, I will give you five more free lures.
Determines if respondent is
suitable.
“You are going fishing today, aren’t you?”
CASE SOLUTIONS
Case 8.1 Extreme Exposure Rock Climbing Center Faces The Krag
Case Objective
This case requires students to identify constructs in research objectives and to create
measurement scales for these constructs.
Answers to Case Questions
1. What is the demographic and rock-climbing profile of Extreme Exposure’s members?
2. How satisfied are the members with Extreme Exposure’s climbing facilities?
Construct: Satisfaction. Satisfaction is one of the constructs described in Table 8.2.
3. How interested are its members in (a) day trips to outdoor rock-climbing areas, (b)
group overnight and/or extended-stay rock climbing trips to the Canadian Rockies, (c)
single (one person), couple, and/or family rock-climbing adventures with a personal rock
climbing guide, and (d) a rock climber certification program that would require at least
five outside climbing sessions?
Construct: Interest level
The annual membership fee for
Extreme Exposure is reasonable.
1
2
3
4
5
Feature
No
interest
Little
interest
Some
interest
Moderate
interest
Much
interest
Day trips to outdoor rock
climbing areas
1
2
3
4
5
Group overnight and/or extended-
stay rock climbing trips to the
Canadian Rockies
1
2
3
4
5
A rock climber certification
program
1
2
3
4
5
4. What are members’ opinions of the annual membership fee charged by Extreme
Exposure?
Case 8.2 Integrated Case: Auto concepts
Case Objective
Students must design a questionnaire that addresses the objectives of the integrated case.
Answers to Case Questions
Go over the needed integrated case facts and information imparted to you in previous
chapters and design an online survey questionnaire for Advanced Automotive Concepts.
Following is a sample questionnaire developed for Advanced Automobile Concepts
To begin, tell us a little about yourself.
1. What is your favorite television show type? (Select only one.)
2. What is your favorite radio genre? (Select only one.)
3. What is your favorite magazine type? (Select only one.)
4. What is your favorite local newspaper section? (Select only one.)
Next, how do you feel about global warming, gasoline usage, and gasoline prices?
6. We should be looking for gasoline substitutes.
7. Gasoline prices will remain high in the future.
8. Gasoline prices are too high now.
9. High gasoline prices will impact what type of autos are purchased.
10. Very small autos with very high mpg’s will reduce fuel emissions.
11. Very small autos with very high mpg’s will keep gas prices stable.
12. Very small autos with very high mpg’s will slow down global warming.
14. Small autos with high mpg’s will keep gas prices stable.
15. Small autos with high mpg’s will slow down global warming.
16. Hybrid autos that use alternative fuels will reduce fuel emissions.
17. Hybrid autos that use alternative fuels will keep gas prices down.
18. Hybrid autos that use alternative fuels will slow down global warming.
Now, indicate on a scale of 0% to 100%, the probability of you making each of the
following automobile purchases in the next three years.
How do you feel about some possible new types of hybrid automobiles?
1. Super cycle 1 seater; 120+ mpg city
2. Runabout Sport 2 seater; 90 mpg city, 80 mpg highway
3. Runabout with Luggage 2 seater; 80 mpg city, 70 mpg highway
4. Economy 4 seater; 70 mpg city; 60 mpg highway
5. Standard 4 seater; 60 mpg city; 50 mpg highway
1. Novelist – very early adopter, risk taker, “way out,” “show off,” want to be unique
and extraordinary
2. Innovator – early adopter, less risk taker than novelist, but into new technology; likes
new products, but not “show offs”
3. Trendsetter – opinion leaders, well off financially and educationally, often the first
adopters of new trends that are adopted by most of society.
4. Forerunner – early majority of population, respected and fairly well off; not opinion
leaders, but adopt new products before the “average” person
5. Mainstreamer – late majority of population, “average people,” who are reserved and
deliberate
6. Classic – laggards who cling to “old” ways
Finally, the following questions will be used for classification purposes.
1. What is the size of your home town or city?
2. What is your gender?
3. What is your marital status?
4. What is the number of people in household? ___
5. What is your age category?
6. What is your highest level of education?
7. Which of the follow job category best describes you?
8. What is your household income level?
9. What is your primary dwelling type?
10. What is your primary vehicle price type?
11. What is your primary vehicle type?
12. Which of the following best your typical type of commuting to work?