Marketing research: assume you are developing

Mc Daniel and furnish (1999) film given a ten-point procedure for developing a questionnaire. This procedure flock be adapted and used in designing a questionnaire for the saucily create sandwich by MacDonalds. These authors progress to emphasized the need for questionnaires to be developed properly, otherwise incomplete and inaccurate information shall be generated. They specifically stressed the need for three important questions to be attended adequately by the would-be questionnaire designer or developer. These questions are as follows(a) Does the questionnaire to be developed for MacDonalds sandwich provide the necessary decision-making information for management? For example, so-and-so it tell management about the ingredients that should make-up the sandwich and at what toll it should be sold to the public?(b) Does it consider the answerer to whom the questionnaire shall be administered to? If respondents are taken into account, the questions would be tailored to the ir level of comprehension.(c)Does the questionnaire meet editing, coding and selective information processing needs? It behooves questionnaire developers to take these concerns into account before designing the questions. Ideally, the questionnaire should be pre-tested to see how the questions are tacit by the respondents.Questionnaire development ProcessesAccording McDonald and Gates (1999) these ten steps should be followed in designing a questionnaire1. go by objectives of the reckon and consider resources and constraints of the study (MacDonalds sandwich )- Every study as such the one on sandwich essential have a definite objective. This objective should be clearly spelt out. A meaningful objective is one which is attainable within the resources at the temperament of the company commissioning the look for study.For example, an objective can be to undercoat how the new developed sandwich should be priced. Possible constraints of the study also need to be identified and fa ctored into the process of developing and administering the questionnaire. For example, if the intended mart of the sandwich is noted for apparent unenviabley in securing respondents to participate in look for study, that constraint should be taken into account. In such situations, it whitethorn be needful to increase the incentives given to respondents to encourage participation.2. Determine what data collection procedures to use Questionnaires can be administered by telephone, email, or in-person. all(prenominal) approach employed influences the design used. It also has a cost implication, which must be taken into account.3.Come out with the question response format after(prenominal) zeroing in on the method for collecting the data, the actual format should be determined. Generally, three types of response formats can be used. These include open-ended questions, where the respondent is given freewill to respond to questions in his own words. There are also the close-ended qu estions, where respondents are allowed to select from a list of answers. Thirdly, there is the scaled-response questions, where multiple-choice questions are given to respondents to pick answers from.4. Make a decision on how the question should be worded McDonald and Gates (1999) have given four guidelines that should predominate this process. These are (a) the wording should be clear and to the point. (b) Select words that do not preempt other answers over others or that systematically biase the research outputs. (c) consider the ability of the typical respondents to answer the questions and (d) take into account the willingness of the respondents to answer the questions.5. Determine the arrangement of the questions The questions should be arranged in such a manner that establishes a flow. For example, questions that warm up the respondents should come before those considered difficult and complex.6. Assess the questionnaire Determine the relevance and longevity of questions a nd the ability of questions to answer the research objectives.7. Seek the consent of relevant stakeholders Allow all relevant stakeholders to come off the questionnaire and give their approval before administering it in the field. By this approach, their support and cooperation is gained.8. bind it a trial and revise it accordingly Before administering the questionnaire, it must be field tried or tested. Here, limited number of persons is allowed to answer the questions and how they understood or perceived the questions are evaluated. Their comments are then factored into the last-place questionnaire.9.Develop the final copy of the questionnaire At this juncture, a final copy of the questionnaire is developed. This copy incorporates twain the comments of management, sponsors and respondents.10. Administer the questionnaire The questionnaire is given out to the intended population for which information is needed. instructions to guide supervisors and interviewers should acco mpany the questionnaires prepared.ConclusionBy adopting this ten-point approach to developing and implementing questionnaires, it should be possible for the needed information to guide managerial decision-making on the newly developed sandwich of MacDonalds to be obtained.ReferenceMcDaniel, C. and Gates, R. (1999). Contemporary marketing Research, 4th Edition, South-Western College Publishing, Cincinnati, Ohio, USA.