Striving for Consistent Meaning
Although we hear that the world is getting smaller due to telecommunications,researchers must remmember that the world is still made up of thousands of different subcultures.Even within subcultures,there are affinity groups,and these differences create headaches for market researchers.For instance,there are over 16 million Hispanic consumer in the continental United States representing over $100 billion in purchasing power.
THE FUNCTIONS OF A QUESTIONNAIRE
A questionnaire serves six key function. 1-It translates the research objective into specific questions that are asked of the respondents. 2- It standardizes those questions and the response categories so very participant responds to identical stimuli. 3- By itswording,question flow,and appearance,it fosters cooperation and keeps respondents motivated throughout the interview. 4- Questionnaires serve as permanent records of the research. 5- They speed up the process of data analysis.For instance,some companies use questionnaires that can be scanned by machines and quickly converted into raw data files. 6- They contain the information upon which reliability assessments such as test-retest of equivalent-form questions may be made, and they are used in follow-up validation of respondents participation in the survey. Devamını Oku…