Chapter 3: Planning the Questionnaire
- Define principal information required
- Determine secondary info that is required for analysis purposes
- Map the flow of subject areas or sub sections within questionnaire
Defining the information required
- Research & business objectives
Sequencing The Sections
- Exclusion questions
o Ie exclude those who work in marketing / same industry
- Screening questions
o Those who are eligible
- Main questionnaire
o General to specific
o Behaviour before attitude
o Spontaneous before prompted
o Sensitive sections
o Classification questions
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