Effective Questionnaire Techniques for Purchase Decisions PPT

This PPT slide, part of the 109-slide Market Research Method PowerPoint presentation, presents a structured overview of questionnaire design focused on understanding purchase decision-making. It outlines 3 primary methods for collecting data on factors influencing product choice.

The first method is a rating scale from 1 to 5. Respondents are asked to evaluate a list of reasons for their purchase decisions, where '1' indicates minimal importance and '5' signifies extreme importance. This approach is highlighted as the most effective for lists containing 5 or fewer criteria.

Next is the ranking method, where participants rank reasons for their decisions in order of importance. This method is limited to lists of 5 or fewer items due to the complexity of analyzing rankings. The slide notes a significant drawback: it’s challenging to quantify the differences between ranks, which can lead to less reliable data.

The final method discussed is the distribution of 100 points. Respondents allocate points to various criteria based on their importance to the purchase decision. While this method can yield visually appealing results, it is less effective in phone surveys, especially when dealing with more than 4 or 5 criteria. The slide emphasizes the need for interviewers to ensure accuracy in calculations, suggesting that human error can impact the quality of the data collected.

Overall, the slide serves as a guide for selecting appropriate questionnaire techniques to gather insights into consumer priorities. It highlights the strengths and weaknesses of each method, providing valuable considerations for those involved in market research. Understanding these nuances can lead to more effective data collection strategies.

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