Core Concepts of Marketing

64 CHAPTER 3 MARKETINGRESEARCH:ANAIDTODECISIONMAKING

A.DIRECTQUESTIONS/CLOSED-ENDED

1. HAVE YOUPURCHASEDANEWAUTOMOBILESINCEJANUARY1 OFTHIS
   YEAR:
   DYES DNO


2. IFYOUHAVEPURCHASEDANEWAUTOMOBILE, WHATMAKEAND
   MODELDIDYOUBUY?
   MAKE: MODEL: _


3. IFYOUHAVENOTPURCHASEDACARSINCEJANUARY1, DOYOUNOW
   PLANTOBUYANEWAUTOMOBILEBEFOREDECEMBER3 1 OFTHIS
   YEAR?
   DYES DNO DNOTDECIDED


4. IFYOUHAVENOTDECIDEDWHETHEROR NOT YOUWILLBUYANEW
   AUTOMOBILE,DOYOUNOWTHINKTHATITIS
   _EXTREMELYLIKELY
   _QUITELIKELY
   UNLIKELY
   _EXTREMELYUNLIKELY
   THATYOUWILLBUYA NEWAUTOMOBILEBETWEENNOWAND
   DECEMBER 31?


5. I TENDTORELYHEAV~LYONTHEREPUTATIONOFACARBRAND
   DiSAGREE
   2 3 4

AGREE

5

B. DEPTHQUESTIONS/OPEN-ENDED

6. IFYOUHAVENOTPURCHASEDANEWAUTOMOBILE,WHATISTHEMOST
   IMPORTANTREASONFORYOURDECISIONNOT TOBUYANEWCAR?


7. THATISVERYINTERESTING.TELLMEMOREABOUTTHAT.


8. ANYOTHERREASONS?

FIGURE3.4 Examplesofquestionsusedinmarketingresearch

makesurequestionsareunderstood,probeinordertoaddressnewissu es,andencourage

therespondenttocompletethequestionnaire.Withfreeaomcomes bias.Itissometimes

difficultforaninterviewertomaintainobjectivity.Askingquestions witha certainintona-

tion,changingthewording,orchangingtheorderingofquestionscanallmodifyresponses.