Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 16

Assume you are doing exploratory research to find out people's opinions about television advertising.
a. Specify the necessary information to be sought.
You have decided to design a structured, undisguised questionnaire and to use the personal interview method.
b. List the individual questions on a separate sheet of paper.
c. Specify the form of the response for each question. Provide justification for selecting particular form of response.
d. Determine the sequence of the questions. Reexamine and revise the questions.
e. Attach the final version of the questionnaire.
f. Pretest the questionnaire on a convenience sample of five students, and report the results of your pretest.