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

Exercise 18

The objective of this study is to determine whether brand names are important for mothers purchasing children's clothing.
a. Specify the necessary information that is to he sought.
You have decided to use a structured, undisguised questionnaire and to use the telephone 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 a 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. Using the phone book as a sampling frame, pretest the questionnaire on a sample of five respondents, and report the results of your pretest.