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102
TEXT 7
Questionnaires
We usually talk about questionnaires in general terms but now let’s look
at them in some more detail. The four types of eld, or primary, research at
which we have looked all use different forms of questionnaire. The key point
to remember is that a well-constructed questionnaire will give far better
results than an ill-considered one. If questions are unclear, you run the
risk of annoying the respondent and losing their co-operation.
Questionnaires have different types of questions, falling into four
main categories:
1. Closed questions. The respondent is asked to answer the question
from a range of set answers. Usually the answers are simply yes or no,
but in other cases may include «don’t know». The questions would offer
a wider range of answers, but the more answers there are, the more
likely that the respondent will get confused.
2. Open questions.
The respondent is given the opportunity to
answer the question in whatever way he or she sees fit. There are no
multiple choice preferred answers and the questionnaire has to be struc-
tured in such a way as to allow plenty of space for the answers.
3. Direct questions. Very similar in some respects to a closed
question style. These require an exact or specific answer, sometimes
a simple yes or no, and at other times a more detailed but specic an-
swer. An example would be: Would you buy the AX2007 compact disc
player?
4. Indirect questions. These are very general questions and attempt
to discover attitudes that the respondent has about certain issues. A series
of questions will be asked that will build up a detailed picture of attitudes
or behaviour. As the interviewer has to interpret much of what is being said
and will note down what he or she sees as the more important parts of the
response, you do need to have well-trained interviewers. Additionally, the
time spent with each respondent is longer than that for any other method;
hence it is expensive. What this type of questioning does reveal can be very
interesting and it is unlikely that the other forms of questions can get so
much in-depth material.
Having looked at the different types of question, we can break down
the actual types of questionnaire into two basic categories: the structured
111
mains the same. If the test market works out, then a national launch may
be attempted. If it does not work out, then the business must gure out
whether it is the product that is no good, or whether some other fault in
advertising or elsewhere is the culprit. For example, the availability may
be patchy or the product may be too pricey. Whatever the cause, it has
to be found.
In some cases it may prove difficult to test market the product. Per-
haps the product is just a seasonal one, like plastic Christmas trees. Not
much point in test marketing them in July, is there! Or maybe the product
needs to be kept secret. In the case of technically advanced equipment, it
may prove impossible to risk giving the opposition any chance of hearing
about the new product.
There is a way to get over this secrecy problem and also to help market
test a product that needs to be in use to prove its worth in «real» work con-
ditions. Potential customers are asked to test the product in «in situ» (where
it is) and can test the product under special arrangements with the manu-
facturer. If the product proves to be capable of coping with the rigours of
real use, then it is ready to be fully launched.
Task 1.Read the text and be ready to discuss the following items.
1. If you were a small manufacturer how long would you be prepared to
wait for a new product to start performing well?
2. What factors would you take into account to make your mind to
launch or not a new product?
3. When is it better in the development of the idea to give it a name?
Does this matter?
Task 2. Complete the phrases with “say” or “tell” as appropriate.
1. … a story
2. … the time
3. … as far as I can …
4. … yes or no
5. … somebody to do something
6. … somebody what to do
7. … hello
8. … a lie
9. … what you mean
10. … something under your breath
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