Research Instruments

In collecting of primary data, marketing researchers have option of two main research instruments-mechanical devices and the questionnaire. The questionnaire is definitely the most general instrument, whether administered in person, by phone, or online. Questionnaires are very flexible-there are several ways to ask questions. However, they have to be developed carefully and tested before they may be used on a large scale. Inaccurately prepared questionnaire generally contains several errors.

 In preparing a questionnaire, marketing researcher must first decide what the questions to ask are. Questionnaires often leave out questions that might be answered and include questions that cannot be answered, or need not be answered, will not be answered. Each question should be verified to see that it contributes to the research objectives.

The form of each of the question can influence the response. The marketing researchers distinguish between open-end questions and closed-end questions. Closed-end questions include all possible answers, and subjects make option among them. For examples: scale questions and multiple-choice questions. Open-end questions permit respondents to answer in their own words. Open-end questions frequently reveal more than closed-end questions because respondents are not limited in their answers. Open-end questions are especially useful in the exploratory research, while the researcher is trying to observe what people think but not measuring how many people think in a sure way. Closed-end questions, conversely, provide answers that are simpler to interpret and tabulate.

Researchers should also use care in wording and ordering of the questions. They should use easy, direct and unbiased wording.  Questions should be arranged in a logical order.  If possible, the first question should create interest, and hard or personal questions should be asked last so that respondents do not become protective.

Although questionnaires are the most ordinary research instrument, mechanical instruments also are utilized. We described two mechanical instruments, supermarket scanners and people meters, earlier in the chapter. Another group of the mechanical devices measures the subjects' physical responses.