Reference no: EM133535652

Case Study: Imagine that two of your colleagues have come to you for advice on how to develop some questions for a survey that they want to use to gather customer preferences for a new fragrance. They want your opinion on what types of questions they should ask and why.

Question 1: Summarize for your colleagues the factors that affect how participants respond to items on questionnaires. Discuss how the delivery format affects participant responses. Help your colleagues devise a strategy for developing good survey questions. Include in the strategy how they should utilize the guidelines.

Question 2: A few weeks later, the colleagues return to you with a list of potential items for the questionnaire. They want to know what they should do to finalize the list. Summarize for them the methods of evaluating survey items. Discuss, specifically, how to plan for a review of the content, scope, and clarity of the items. Propose a strategy for evaluating their questions. Also, explain to your colleagues the importance of field testing the survey before implementing it on a large scale.

Question 3: Discuss how your colleagues could apply both theory and practical approaches to their questions to ensure that they have valid and reliable measures in their questionnaire.