Questions may be presented as open-ended, dichotomous or multiple choice. Which Is the best format? This depends very much on the aim of the particular question, for instance whether you are looking for as wide a range of responses as possible, or sensitivity In highlighting different answers, or just to act as a filter for questions which will follow. One factor is certain: In survey research there is a strong practice: a) case for closed or multi-choice questions because they allow pre-coding. This means faster production and lower costs. Pre-coding also means more likelihood of valid data: there are fewer opportunities for lapses of memory on the part of the respondent and for Incorrect recording by the Interviewer. Having said this, it is equally true to say that too many questions In one format can lead to a boring questionnaire, so try to be like a good cook and provide some variety!
Questionnaire design must be regarded as one of the most critical phases of a market research survey because if the required information is not covered adequately or if the questions are not asked properly then no amount of clever interviewing or ingenious post-analysis, either by man or by computer, can put things right. In this respect. It allows even less flexibility than samplIng. To construct a good questionnaire is a task which is both difficult and interesting. There is a veritable minefield of obstacles to be overcome, but at the same time there exists a series of quite simple rules to guide us through these successfully. Therein lies part of the interest. The other interest lies in the fact that each new survey brings with It Its own particular set of problems. The challenge is a real one each time.
This booklet is intended to give a brief outline of what market research is all about and what its principal methods and techniques are. It has been prepared by ESOMAR mainly to help potential users who would like to know more about this specialized and fascinating branch of marketing. Itis therefore likely to be of particular interest to those working in the fields of local government, small and medium-sized manufacturing companies, and service organisations ranging from the financial sector to the health sector, who are new to this subject and wish to be initiated. It is also invaluable to other non-specialists such as Marketing Managers, Sales Managers and Accountants, as well as to businessmen in the developing countries, and to students of business and marketing.