MKTG 416 – Marketing Research Question Design Short Assignment
LINZHI YU
ShortAssignment3-QuestionDesign.docxMKTG 416 – Marketing Research
Question Design Short Assignment
Your task in this short assignment is to familiarize yourself with the different question types and scales by creating sample questions in Qualtrics. Your completed survey should be named “Survey Creation – Your Name” and should be submitted by sharing the survey with my Qualtrics account. In order to do this you must click on “Collaborate” for your survey, then type my name (“haakon” – this should only bring up my account), then select my name and click “Add”. Finally select all checkboxes and click on “Submit”.
1. Structured Question Types
a. Dichotomous Questions
i. Gender
ii. Driver’s License
iii. Car
b. Multiple Choice Questions
i. Education
ii. Income
iii. Age
c. Comparative Scales
i. Paired comparison:
1. Create paired comparison questions using 5 brands of soda
2. n(n-1)/2 comparisons must be made
ii. Rank Order:
1. Create a rank order question using 10 makes of cars
2. n-1 scaling decisions need to be made
iii. Constant sum:
1. Create a constant sum question using 5 categories to examine how people spend their free time
2. The scale should sum to 100
d. Noncomparative Scales
i. Continuous rating scale:
1. To examine how much people like their cars
2. Use the sliding scale question type
ii. Likert scale:
1. To examine how satisfied people are with their cars
iii. Semantic differential scale:
1. To examine the taste of an In-N-Out Double-Double.
2. Unstructured Question Types
a. Create 3 unstructured questions to examine the following:
i. Taste of an In-N-Out Double-Double
ii. Satisfaction with car
iii. Opinion of Apple
