qualitative analysis

95
How to use your How to use your Qualitative Data… Qualitative Data…

Upload: shelly38

Post on 13-May-2015

1.466 views

Category:

Documents


1 download

TRANSCRIPT

Page 1: qualitative analysis

How to use your Qualitative How to use your Qualitative Data…Data…

Page 2: qualitative analysis

Qualitative Research AnalysisQualitative Research Analysis

Transcribe audio or video tapes. Carefully and Individually review the written statements and visuals from interviews. As a group, discuss the main findings and summarize them (Always provide support to your claim through statements from the respondents)

Page 3: qualitative analysis

ExamplesExamples

VP Marketing for the Montreal Canadiens (NHL)

– “It is the strongest sports brand in Canadian history…Our team represents the dreams and hopes of the people from Quebec…We have one of the nicest jerseys and logos in the NHL, Why would we change anything…”

Page 4: qualitative analysis

ExamplesExamples

Sport Equipment manufacturer and distributor.– «The team has not changed their jersey for years. This

means no new offering to the fans: the jersey they bought ten years ago is still good today. Furthermore, not changing the team jersey that is associated with the glory of the past is not coherent with today’s team performance on the ice, what the brand stands for and who their primary target is. It is alright to emphasize nostalgia when you are targeting older customers, but not when you are approaching younger customers, as the team is»

Page 5: qualitative analysis

MeasurementMeasurement

Measurement is “the assignment of numbers to observations [or responses] according to some set of rules”

Page 6: qualitative analysis

Measurement LevelsMeasurement Levels

NominalOrdinal IntervalRatio

Page 7: qualitative analysis

Nominal-Scaled ResponsesNominal-Scaled Responses

Numbers forming a nominal scale are no more than labels used solely to identify different categories of responses

Example: What is your sex?– Male– Female

Page 8: qualitative analysis

Nominal-Scaled Responses Nominal-Scaled Responses (Cont’d)(Cont’d)

Which one of the following media influences your purchasing decisions the most? – Television – Radio– Newspapers – Magazines– Internet

Page 9: qualitative analysis

Central TendencyCentral Tendency–– Mode Mode

The Mode is the most frequent category - only statistics applicable to nominal variable

Page 10: qualitative analysis

Ordinal-Scaled ResponsesOrdinal-Scaled Responses

An ordinal scale is more powerful than a nominal scale in that the numbers possess the property of rank order

How long do you spend reading newspapers on a typical weekday?– Less than 5 minutes– 5 minutes to less than 15 minutes– 15 minutes to less than 30 minutes– 30 minutes or more

Page 11: qualitative analysis

Mode and MedianMode and Median

The Mode and the Median are the most meaningful measures of central tendency for ordinal-scaled responses

Median – the category in which the 50th percentile response falls when all responses are arranged from lowest to highest (or vice versa)

Page 12: qualitative analysis

Consider the following distribution Consider the following distribution of responses to the question about of responses to the question about

reading newspapers:reading newspapers:

In this case the mode is category 1 and the median is category 2

Response Category Percent of Respondents

Checking Category1 40%

2 25%

3 25%

4 10%

Page 13: qualitative analysis

Interval-Scaled ResponsesInterval-Scaled Responses

An interval scale has all the properties of an ordinal scale and the differences between the scale values can be meaningfully interpreted

Page 14: qualitative analysis

Interval-Scaled Responses Interval-Scaled Responses (Cont’d)(Cont’d)

How likely are you to buy a new automobile within the next six months? (Please check the most appropriate category.)

Will definitely not buy _____ (1)

Extremely unlikely _____ (2)

Unlikely _____ (3)

Likely _____ (4)

Extremely likely _____ (5)

Will definitely buy _____ (6)

Page 15: qualitative analysis

Exhibit 9.1 Impact of Arbitrariness Exhibit 9.1 Impact of Arbitrariness of an Interval Scale’s Starting of an Interval Scale’s Starting

PointPoint

Page 16: qualitative analysis

Ratio-Scaled ResponsesRatio-Scaled Responses

Ratio scales possess all the properties of an interval scale and the ratios of numbers on these scales have meaningful interpretations

What is your annual income before taxes?

$______How far is your workplace from your

home? ______ miles

Page 17: qualitative analysis

AttitudesAttitudes

Attitudes are similar to beliefs, except that they also involve respondents’ evaluative judgments

For instance, do respondents feel print advertisements for cigarettes should be banned?

Page 18: qualitative analysis

AttitudesAttitudes––Conceptually and OperationallyConceptually and Operationally

A conceptual definition of attitude may be “a predisposition to respond favorably or unfavorably to a stimulus object”

Page 19: qualitative analysis

Self-report Measurements of Self-report Measurements of AttitudesAttitudes

This method involves asking respondents relatively direct questions concerning attitudes toward whatever is of interest to the researcher

The questions are typically in the form of rating scales on which respondents check off appropriate positions that best reflect their feelings

Page 20: qualitative analysis

Graphic FormatsGraphic Formats

A graphic rating scale presents a continuum, in the form of a straight line, along which a theoretically infinite number of ratings are possible

Example: Indicate your overall opinion about eBay by placing a mark at an appropriate position on the line below.

Very Very

Bad Good

Page 21: qualitative analysis

Exhibit 9.3 Semantic-Differential Scale Exhibit 9.3 Semantic-Differential Scale ItemsItems

1. Abundance of ____:_____:____:____:______:____:_____ Scarcity of

exhibits exhibits

2. Complex ___:_____:_____:____:______:_____:____ Simple

user registration use registration

3. Low commission ____:____:_____:_____:____:______:___ High commission

4. Good response _____:___:______:_____:____:______:___ Poor response

to complaints to complaints

5. Poor protection of ____:____:______:_____:_____:_____:___Good protection of

personal information personal information

6. Confusing ____:____:______:_____:_____:_____:____Clear

support system support system

Page 22: qualitative analysis

1. Abundance of ____:_____:____:____:______:____:_____Scarcity of

exhibits exhibits

2. Complex ___:_____:_____:____:______:_____:_____Simple

user registration user registration

3. Low commission ____:____:_____:_____:____:______:____ High commission

4. Good response _____:___:______:_____:____:______:____Poor response

to complaints to complaints

5. Poor protection of ____:____:______:_____:_____:_____:____Good protection of

personal information personal information

6. Confusing ____:____:______:_____:_____:_____:____Clear

support system support system

KEY

Online auction site ABC

Online auction site XYZ

Exhibit 9.4 Pictorial Profiles Based on Exhibit 9.4 Pictorial Profiles Based on Semantic-Differential RatingsSemantic-Differential Ratings

Page 23: qualitative analysis

(a)

I didn’t like it at allI liked it a lot I liked it a little

(b)

Exhibit 9.2 Rating Scales with Picture Exhibit 9.2 Rating Scales with Picture LabelsLabels

Really hated it

Didn’t like it

It’s okLiked itReally liked it

*

*

*

**

*

**

**

**

*

**

How much did you like what you just saw?

Page 24: qualitative analysis

Itemized FormatsItemized Formats

Itemized rating scales have a set of distinct response categories

Any suggestion of an attitude continuum underlying the categories is implicit

They essentially take the form of the multiple-category questions

Page 25: qualitative analysis

Itemized Formats (Cont’d)Itemized Formats (Cont’d)Indicate your overall opinion about eBay by checking one of the following

categories.

Very Neither Bad Very

Bad Bad nor Good Good Good

[ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]

1 2 3 4 5 6 7 8 9

Which of the following best describes your overall opinion of eBay?

Terrible Poor Fair Good Very good Excellent

[ ] [ ] [ ] [ ] [ ] [ ]

Page 26: qualitative analysis

Unbalanced Response Unbalanced Response ChoicesChoices

An unbalanced rating scale that can be used if respondents’ opinions about a subject are anticipated to be predominantly positive

Page 27: qualitative analysis

Labeled and Unlabeled Labeled and Unlabeled Response ChoicesResponse Choices

Page 28: qualitative analysis

Number of Scale PositionsNumber of Scale Positions

A scale with a large number of positions will not be meaningful if respondents are unable to make fine mental distinctions with respect to whatever is being measured

More precise measurements should result as the number of scale positions increase

Page 29: qualitative analysis

Constant Sum ScaleConstant Sum ScaleAllocate a total of 100 points among the following online auction sites, depending on how

favorably you feel toward each; the more highly you think of each store, the more points

you should allocate to it. (Please check that the allocated points add to 100.)

Yahoo! Auction ____ points

Amazon ____ points

PriceLine.com ____ points

eBay ____ points

Ubid.com ____ points

____

100

Page 30: qualitative analysis

Table 9.2 Likert Scale ItemsTable 9.2 Likert Scale Items

6.

5.

4.

3.

2.

1.

________________________________________

The auction site support system is confusing

________________________________________

The auction site is notcareful with personal information

________________________________________

The auction site responds to complaints quickly

________

________

________

Agree

________

________

________

Strongly

Agree

________________________

The auction site commission

is reasonable

________________________

User registration

is complex at this site

________________________

The online auction site

contains an abundance of exhibits

Neither Agree nor Disagree

Disagree Strongly

Disagree

Page 31: qualitative analysis

Strengths Of Multiple-Item Strengths Of Multiple-Item ScalesScales

ValidityReliability

Page 32: qualitative analysis

ValidityValidity

The validity of a scale is the extent to which it is a true reflection of the underlying variable it is attempting to measure

Page 33: qualitative analysis

ReliabilityReliability

Reliability measures how consistent or stable the ratings generated by the scale are likely to be

Page 34: qualitative analysis

QuestionnaireQuestionnaire

A set of questions designed to generate the data necessary for accomplishing a research project's objectives

Page 35: qualitative analysis

Questionnaire's Impact Questionnaire's Impact oon n Data AccuracyData Accuracy

It must communicate to the respondent what the researcher is asking for

It must communicate to the researcher what the respondent has to say

Page 36: qualitative analysis

Sources of Distortion Sources of Distortion

A sloppy questionnaire can lead to a great deal of distortion

The entry of an intermediary, or the interviewer, into the communication channel can also distort the questionnaire

Page 37: qualitative analysis

Exhibit 10.2 TheExhibit 10.2 The Questionnaire Design Questionnaire Design ProcessProcess

Check question relevance and wording

Check sequencing of questions

Prepare final draft of the questionnaire

Make changes suggested by the pretestIs another pretest needed?

Translate data requirements into a rough

questionnaire draft

Revise the rough draft

Check question form

Check layout and appearance

Make the necessary checks

Pretest the rough draft

Are any changes needed?

Are any other checks

to be made?

Are any changes needed?

Are any changes needed?

Are any changes needed?

No

No

No

No

No

NoYes

Yes

Yes

Yes

Yes

Yes

Page 38: qualitative analysis

Question FormQuestion Form

Nonstructured questions – Open-ended

Structured questions– Fixed-response

Page 39: qualitative analysis

Nonstructured QuestionsNonstructured Questions

Consider the following illustrative questions– How old are you?___________________– What do you like most about owning your own

home? _____________– Will you please describe your thoughts about a

person who shoplifts items from a grocery store to keep from going hungry? __________

______________________________________

______________________________________

Page 40: qualitative analysis

Structured QuestionsStructured Questions

In which of the following categories does your age fall?_______ Less than 18

_______ 18 to 30

_______ 31 to 45

_______ 46 to 60

_______ Over 60

Page 41: qualitative analysis

Response Category Response Category Sequence Sequence

Approximately how many long-distance telephone calls do you make per week?______ 0 to 1 call______ 2 to 3 calls______ 4 to 5 calls______ 6 to 7 calls______ More than 7 calls

The response categories in this question follow a natural sequence

Page 42: qualitative analysis

Response Category Content Response Category Content

Response choices should be– Collectively exhaustive

taken together

– Mutually exclusive not overlap

Page 43: qualitative analysis

Response CategoryResponse Category

The response choices are collectively exhaustive but not mutually exclusive

On the average, how many cans of cola do you drink per week____0 to 3 cans____3 to 6 cans____More than 6 cans

Changing the 3 in the second category to a 4 will make the response choices mutually exclusive

Page 44: qualitative analysis

Response CategoryResponse Category

What do you like about Bank of America’s online banking service?____24 hour service____Transaction privacy____No need to travel – do it from home ____Paying bills online – no need to mail bills ____Other____(please specify)

What is wrong with this question ?

Page 45: qualitative analysis

Response CategoryResponse Category (Cont’d) (Cont’d)

Modify the question to read, "Which one of the following do you like most about Bank of America’s Online Banking Service?"

With this revision each respondent would, or should, check only one response category

What do you like about Bank of America’s Online Banking Service? (Please check as many categories as apply.)

Page 46: qualitative analysis

Will the Respondent Answer Will the Respondent Answer the Question?the Question?

Questions about personal financial matters or sexual behavior are examples of sensitive questions

Words used in the questions should not ambiguous to the respondents

Page 47: qualitative analysis

Double-Barreled QuestionsDouble-Barreled Questions Suppose the following question is to be used in

conducting a survey of the general public– Do you feel firms today are concerned about their employees

and customers?_____ Yes _____ No _____ No opinion

A “no” response can be interpreted three different ways– The respondent feels firms are concerned about neither

employees nor customers.– The respondent feels firms are concerned about employees but

not customers– The respondent feels firms are not concerned about employees

although they are concerned about customers

Page 48: qualitative analysis

Avoiding Avoiding Double-Barreled Double-Barreled QuestionsQuestions

This revision is usually accomplished by breaking one question up into several questions

Thus our illustrative question can be reworded as two separate questions– Do you feel firms today are concerned about their

employees?___ Yes ___ No ___ No opinion

– Do you feel firms today are concerned about their customers? ___ Yes ___ No ___ No opinion

Page 49: qualitative analysis

Leading QuestionsLeading Questions

Don't you think offshore drilling for oil is environmentally unsound?___Yes ___ No ___ No opinion

Do you think the quality of products on the market today is as high as it used to be ten years ago?___ Yes ___ No ___ No opinion

Page 50: qualitative analysis

Avoiding Leading QuestionsAvoiding Leading Questions

The two leading questions we saw earlier can be modified for neutrality as follows– What is your feeling about the environmental

impact of offshore drilling for oil?

___ Offshore drilling is environmentally sound

___ Offshore drilling is environmentally unsound

___ No opinion

Page 51: qualitative analysis

One-Sided QuestionsOne-Sided Questions

Would you agree that the deregulation of the airline industry has benefited customers? ___Yes ___ No ___ No opinion

Page 52: qualitative analysis

Avoiding One-sided QuestionsAvoiding One-sided Questions

Do you feel the deregulation of the airline industry…___Has benefited customers___Has had no impact on customers___Has hurt customers___No opinion

Page 53: qualitative analysis

Unbalanced QuestionsUnbalanced Questions

How important is price to you in buying a new car?___More important than any other factor

___Extremely important

___Important

___Somewhat important

___Unimportant

Page 54: qualitative analysis

Balanced QuestionsBalanced Questions

How important is price to you in buying a new car?___Very important

___Relatively important

___Neither important nor unimportant

___Relatively unimportant

___Very unimportant

Page 55: qualitative analysis

Avoiding Avoiding Questions with Questions with Implicit AssumptionsImplicit Assumptions

Are you favorable, indifferent, or unfavorable toward a 10% increase in city taxes?___Favorable ___Indifferent ___ Unfavorable

The above question can be improved as: Are you favorable, indifferent, or unfavorable

toward a 10% increase in city taxes to repair potholes in the city's streets?______ Favorable_____Indifferent_____Unfavorable

Page 56: qualitative analysis

Guarding Against ErrorsGuarding Against Errors

How often do you eat eggs for breakfast?_____ Frequently

_____ Occasionally

_____ Rarely

_____ Never

Page 57: qualitative analysis

Guarding Against ErrorsGuarding Against Errors

To guard errors due to misinterpretations , the above question can be revised as: – On the average, how many days per week do you eat

eggs for breakfast?___ Every day

___ 5 or 6 days

___ 3 or 4 days

___ 1or 2 days

___ Less than 1 day per week

___ Never eat eggs for breakfast

Page 58: qualitative analysis

Complex QuestionsComplex Questions

In which of the following do you typically invest your liquid assets?___Insured accounts___Stock market___Insured accounts and stock market___Other accounts

Of the total number of miles you drove during the past month, approximately what percentage was traveled in driving to and from work?___Percent

Page 59: qualitative analysis

Position of Demographic and Position of Demographic and Sensitive QuestionsSensitive Questions

Respondents' personal or demographic characteristics, i.e age, education level, or income are placed at the end of the questionnaire

Page 60: qualitative analysis

Arrangement of Related Arrangement of Related QuestionsQuestions

Cluster questions that focus on the same topic– In a survey of business executives’

Views on the economy Competition Employee turnover

Grouping questions into meaningful clusters can increase respondents' ease in answering the questions and reduce the chance of response errors

Page 61: qualitative analysis

Funnel SequencesFunnel Sequences

Which of the following types of TV shows do you watch? (Check as many categories as apply.)____ News shows ____ Quiz shows ____ Game

shows

Which of the following types of TV shows do you like the most? (Check as many categories as apply.)____ News shows ___ Quiz shows ____ Game shows

Page 62: qualitative analysis

Funnel SequencesFunnel Sequences (Cont’d) (Cont’d)

Which of the following specific shows did you watch during the past seven days? (Check "yes" or "no" for each show listed.)Who Wants to be a Millionaire?___ Yes

___ No

Wheel of Fortune ___ Yes ___ No

CBS Evening News ___ Yes ___ No

Page 63: qualitative analysis

Questionnaire Appearance Questionnaire Appearance And LayoutAnd Layout

Version 1– How old are you?

___Less than 18 ___18 to 25 ___26 to 40 ___Over 40

Version 2– How old are you?

___Less than 18 ___18 to 25 ___26 to 40 ___Over 40

Page 64: qualitative analysis

PretestingPretesting

Pretesting is administering a questionnaire to a limited number of potential respondents and other individuals capable of pointing out design flaws

Page 65: qualitative analysis

Designing Cover Letters For Designing Cover Letters For Mail QuestionnairesMail Questionnaires

Primary Purpose– To win the cooperation of respondents

A good cover letter should be– Concise – Objective

Page 66: qualitative analysis

Personal Communication

Asking a favor

Importance of the research

Importance of the Recipient

Importance of the replies where the reader is not qualified to answer most questions

How the recipient may benefit from this research

17

Importance of Sender’s organization

Exhibit 10.5 Exhibit 10.5 Illustrative Cover Letter and Key Illustrative Cover Letter and Key FeaturesFeatures

Page 67: qualitative analysis

Exhibit 10.5 Exhibit 10.5 Illustrative Cover Letter Illustrative Cover Letter and Key Featuresand Key Features (Cont’d) (Cont’d)

Page 68: qualitative analysis

Exhibit 10.5 Exhibit 10.5 Illustrative Cover Letter and Illustrative Cover Letter and Key FeaturesKey Features (Cont’d) (Cont’d)

Page 69: qualitative analysis

Note: The comparative rankings of the personal, telephone, and mail survey techniques implies by this table are not universal; exceptions to these rankings can and do occur, depending on specific circumstances surrounding a research situation.

Ranking of Methods

Criteria 1 2 3 4

Versatility

Number of Questions Personal Mail Web Telephone

Amount/variety ofinformation Personal Telephone Web Mail

Presentation of stimuli Personal Web Telephone Mail

Time Web Telephone Personal Mail

Cost Web Mail Telephone Personal

Accuracy

Sampling control Personal Telephone Mail Web

Supervisory control Web Mail Telephone Personal

Opportunity for clarification Personal Telephone Web Mail

Respondent Convenience Web Mail Telephone Personal

Table 6.2 Comparison of Questionnaire Table 6.2 Comparison of Questionnaire Administration MethodsAdministration Methods

Page 70: qualitative analysis

Openers for Personal and Openers for Personal and Telephone InterviewsTelephone Interviews

Features– An appropriate salutation, such as "Good

morning! I am Ralph Johnston with Marketing Research Associates Company.”

– A brief statement about the project and its purpose, such as "We are conducting a survey of heads of household regarding their feelings about modern home appliances.”

Page 71: qualitative analysis

Openers for Personal and Openers for Personal and Telephone InterviewsTelephone Interviews (Cont’d) (Cont’d)Features (Cont’d)

– An indication of how long the interview might last, such as "This survey should take no more than ten minutes.”

– A polite request for permission to conduct the interview, such as "May I please talk to the male or female head of your household for a few minutes?"

Page 72: qualitative analysis

Writing a Questionnaire for Writing a Questionnaire for International MarketsInternational Markets

Caution – Use of the same word can have different

meanings in different culturesWord Equivalence

– In Japan, China and non-English speaking European countries

“Very Satisfied” means “Somewhat Satisfied” “Very Satisfied” should be replaced by “Totally

Satisfied”

Page 73: qualitative analysis

International Marketing International Marketing ResearchResearch

First Step– A professional who is fluent in both the languages

should translate the original questionnaire Second Step

– A different translator must translate the local language questionnaire back to the original version

Third Step– Researchers should compare the original version and

the translated original version to ensure that they are identical in meaning

Page 74: qualitative analysis

International Marketing International Marketing ResearchResearch (Cont’d) (Cont’d)

Fourth Step– The local language version should also be

checked by the marketing research professionals in the country of interest

Fifth Step– The local language version should be pretested

to make sure that the questionnaire serves the intended purpose

Page 75: qualitative analysis

EgyptSaudi Arabia

IsraelJapan

ColumbiaBrazil China

France

India

ItalyGermany Mexico

CambodiaVietnam Thailand Singapore

International Marketing International Marketing ResearchResearch

Page 76: qualitative analysis

Saudi Arabia

The gender of the interviewer can have a strong impact on the responses to questionsIn Saudi Arabia, the English word “macho” does not exist and there is not a similar word or phrase to support this concept

The Japanese may not understand a letter-based performance measure as they generally use a 100-point scale for these purposesJapan

Potential Research Potential Research Constraints in Other CountriesConstraints in Other Countries

Page 77: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)

IsraelIsrael is a multilingual society that requires consideration in

the advent of surveys and interviews

Egypt

In Egypt, social and cultural factors, such as low literacy rate and low education levels, prevent the same techniques from being applied that would be used in the United States

Page 78: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)In Brazil, directories are unreliable because phone lines are bought and sold like commoditiesBrazil

Cont...

Columbia

Respondents are often very cooperative, given a low level of telemarketing and the”surprise factor” of being called up from a distant location to answer a few questions about the local beer

Page 79: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)

Cont...

Traditional methods such as door-to-door,central locations, and focus groups remain the backbone of market research in China. More advanced techniques, such as omnibus studies and panels, are making inroads. Widespread use of computers is increasing the feasibility of e-mail surveys

China

India

Telephone and mail surveys are rarely used due to inadequate telephone penetration(1% of households) and low literacy rates

Page 80: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)

France

French people like to answer surveys; they feel that they provide their opinion in order to produce a better product

Germany

Mall interviewing is limited due to the lack of shopping malls. Door-to-door interviewing is becoming more difficult in major cities due to crime. Panels are becoming more popular

Page 81: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)

Italy

Business practices are different from those in the United States. While a simple inquiry to someone’s employer would be considered a small thing in the United States, in Italy is equivalent to lodging a formal complaint

Mexico

Mexican consumers are relatively unfamiliar with the imagery used to market products in the United States. This is due to the fact that in the past, there was a limited product selection and even fewer advertisers differentiating their products

Page 82: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)

Cambodia

Vietnam

Vietnam and Cambodia have extremely high phone rates. In Vietnam it is not uncommon to have 10 families in one building sharing one phone line

In-person interviews are preferred as they allow the researcher to show the proper respect for the respondents

Page 83: qualitative analysis

Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries

(Cont’d)(Cont’d)

Source: Compiled from a number of articles

In Thailand, only 21% of the population lives in urban areas and 2/3 if that population is located in one city, BangkokThailand

Singapore

A questionnaire to be administered in Singapore must have an English version as well as equivalent Malay, Hokkien, Mandarin, Tamil, and Cantonese versions

Page 84: qualitative analysis

Figure 1: Questionnaires to Critique—A Campus Admin Office

Dear Valued Customer,To assist us in maintaining the highest possible quality service to your department, pleasecomplete and return this card, rating performance on the services performed for you.Please feel free to make any other comments or suggestions. Thank you.

Excellent Good Adequate Inadequate UnacceptableQuality Timeliness Price Convenience Overall service

Comments/ Suggestions: ________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

Job Number: ____________ Date: ______________ Name (optional): ____________

Page 85: qualitative analysis

Figure 2: A Big Drug StoreExcellent Average PoorOverall how would you gradethis store? Please check one: Our pharmacy Our check-out service Our variety & selection Our everyday prices Our ad in stock Our cleanliness Our film processing Our everyday in stock Our people are friendly & helpful

Date of visit: __________Time of day: __________

Your comments and concerns: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

I would like a reply I don’t need a replyName ______________Address ____________City________________State__________ Zip_________ Phone_____________

Page 86: qualitative analysis

Figure 3: A Travel Agency

Please help us maintain our high standards of quality by answering the following questions.

On this trip did we:Provide lowest applicable airfare? Yes No NA/DKEnter frequent flyer # w reservation? Yes No NA/DKBook the hotel you requested? Yes No NA/DK Reserve the type of care requested? Yes No NA/DK Provide confirmation numbers? Yes No NA/DK Provide travel documents on time? Yes No NA/DK Handle special requests and note on tix? Yes No NA/DK Provide accurate destination information? Yes No NA/DK

How would you rate each of the following? Excellent Good Fair Poor NACourtesy of service? E G F P NAExtent to which your questions were answered? E G F P NAManner in which our staff resolved any problems? E G F P NAOur overall service to you? E G F P NA

On a scale of 0 to 100, if most travel agenciesget an overall quality score of 80, what score would you give to our WorldZoom Travel Network? ____________

Page 87: qualitative analysis

Figure 4: A Big Hotel Chain

Please take a moment to share your thoughts with us. We value your business and thank you for your confidence in the ComfyStay Brand. Your feedback is greatly encouraged and appreciated.

Overall satisfaction with this ComfyStayLow 1 2 3 4 5 6 7 high n/a

Likelihood you would recommend this ComfyStayLow 1 2 3 4 5 6 7 high n/a

Likelihood, if returning to the area, you would return to this ComfyStay Low 1 2 3 4 5 6 7 high n/a

Overall value for the price paidLow 1 2 3 4 5 6 7 high n/a

Primary purpose of visitIndividual businessConvention/MeetingPleasure

How many times have you been a guest at this ComfyStay?

1 2 3 4 5+

Did you have a problem during your stay? Y NIf yes, did you report it to the staff? Y NWas the problem resolved? Y NIf yes, how did our staff measure against your expectations?Exceeded Met Fell Below

What was the nature of the problem?

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

Room Number _____ Your name ____________Hotel Name ________ Day phone ____________Date of Stay________

continued:

Page 88: qualitative analysis

Figure 5: A Fancy Pen Online/Catalog CompanyDear Customer,This order comes with a string attached: your satisfaction.Our goal is to ensure that you’re 100% satisfied every time you shop with us. Would you mind taking a couple of minutes to tell us how we did? If there’s additional assistance we can offer, please call or email us anytime. Thank you for your business. We hope we met (or exceeded) your expectations.Sincerely,MoiDirector of Customer Service (Phone, Email address listed here)

Customer Satisfaction Survey1. Was the merchandise what you expected? ___Yes ___No Here’s why: _________ _____________________________________________________________________2. Did you buy it as a gift? ___Yes, for this occasion_____________________ ___No3. Will you oder from FancyPen again? ___Yes ___No Here’s why: ______________ ______________________________________________________________________ ______________________________________________________________________4. What are your three favorite stores or catalogs? ______________________ ____________________ ________________________5. Overall, how would you grad us on customer service?

A B C D F How can we make your experience with FancyPen more satisfying?___________________________________________________________________________________________Thank you. Just drop this card in the mail—we’ll pay the postage.

Page 89: qualitative analysis

Figure 6: YuppieHouseWaresCustomer Service

If you ordered by phone The Phone Representative’s courtesy and professionalism excellent very good satisfactory needs improvement The ease and efficiency of the ordering process excellent very good satisfactory needs improvementIf you spoke with a Product Specialist The Product Specialist’s courtesy and professionalism excellent very good satisfactory needs improvement The Product Specialist’s promptness in answering your inquiry excellent very good satisfactory needs improvement The value of the Product Specialist’s assistance to you excellent very good satisfactory needs improvement The ease and efficiency of ordering from the Product Specialist excellent very good satisfactory needs improvementIf you ordered by mail or fax, the ease of following the instructions on the Order Form

DeliveryThe arrival of your order compared with anticipated time of delivery excellent very good satisfactory needs improvementThe appearance and condition of the packaging excellent very good satisfactory needs improvementThe condition of the merchandise upon receipt excellent very good satisfactory needs improvement

MerchandiseYour initial reaction to the quality of the products you ordered excellent very good satisfactory needs improvementYour initial perception of the value received for the money spent excellent very good satisfactory needs improvement

Just a few more questionsAre you likely to purchase from YuppieHouseWares again?______________________________________________________________________________________________What additional services may we provide?______________________________________________________________________________________________ If you could implement one change at YuppieHouseWares, what would it be?______________________________________________________________________________________________ May we send our catalog to a friend? Please provide name and address:______________________________________________________________________________________________

If you have a concern or question about your order, please call our Product Specialist at 1-800-etc..

Page 90: qualitative analysis

Figure 7: A Car Dealership

I know you had a choice of where to service your vehicle and I would like to thank you for the opportunity to earn your business. I also know that if I expect to build a strong customer base, I need to make sure that you are completely satisfied with your service experience here today.

Below is a list of questions that may appear on a questionnaire from my dealership. Although some of them seem to rate our entire operation, in fact they all rate my personal performance and the scores become part of my permanent record. If you feel I have not earned all “5” or “Yes” ratings, please call and allow me the opportunity to correct any of my failures.

F A I L I N G !Highest Lowest5 4 3 2 1

Promptness, courtesy writing your order: Communication with Service Consultant Knowledge and expertise Treated in honest, straight forward manner Amount of time spent with you Understanding your service, repair request

Yes NoWere service items requested completed? Able to schedule appointment? Vehicle available when promised? Car washed, clean when you picked it up? Was the work explained to your satisfaction?

Page 91: qualitative analysis

Figure 2: Premium Pizza Inc. Questionnaire

(Approach shoppers who appear to be between the ages of 18 and 49 and say…)

Hi, I’m _______ from Midwest Research Services. Many companies like to know your preferences and opinions about new products and promotions. If you have about 5 minutes, I’d like to have your opinions in this marketing research study.

(If refused, terminate)

1. Have you eaten lunch or dinner in, or carried food away from, a fast-food restaurant in the last seven days?…(must answer yes to continue)

2. Have you eaten restaurant pizza within the last 30 days, either at the restaurant or by having it delivered?)…(must answer yes to continue)

3. Which age group are you in? (read answers, circle number)1: 18-24 2: 25-34 3: 35-49 4: other-terminate interview

I’m now going to show you five different coupon concepts and ask you 3 questions for each. Please respond to each coupon independently of the others. Look at the next coupon only when I ask you to .

Response Number ____________Coupon Book # ____________

Page 92: qualitative analysis

Figure 2, continued

Very VeryPoor 1 2 3 4 5 6 7 8 9 10 GoodValue Value

DefinitelyDefinitely

Would 1 2 3 4 5 6 7 8 9 10Would

Not Use Use

COUPON

PREMIUM PIZZA, INC.

Page 93: qualitative analysis

Figure 2, continued

4. Please read the first coupon concept. Using a 10-point scale as show on the page above, how would you rate this concept if 1 represents very poor value and 10 represents very good value?

(enter value): ______Looking at the second scale, how would you rate this concept if 1 represents “definitely would not use” and 10

represents “definitely would use”? (enter value): ______Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________

5. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?

(enter value): _______Referring to the second scale, how would you rate this concept in terms of your level of use?

(enter value): _______Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________

6. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value? (enter value): _______

Referring to the second scale, how would you rate this concept in terms of your level of use? (enter value): _______

Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________

Page 94: qualitative analysis

Figure 2, continued

7. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?(enter value): _______

Referring to the second scale, how would you rate this concept in terms of your level of use? (enter value): _______

Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________

8. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?(enter value): _______

Referring to the second scale, how would you rate this concept in terms of your level of use? (enter value): _______

Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________

Thank you. The following questions will help us classify the preceding information.9. How many children do you have living at home? (enter value): _______

(if answer is none, proceed to question 11)10. What is the age of your youngest child? (enter age): _______11. How often do you eat fast food for lunch or dinner?

(read answers, circle number): 1) Once per month or less2) 2 to 3 times per month3) Once or twice a week4) More than twice a week

Page 95: qualitative analysis

Figure 2, continued

12. How often do you eat at Premium Pizza?(read answers, circle number) 1) Never visited Premium Pizza

2) Once per month or less3) 2-3 times per month

4) Once a week or more(if answer is never, proceed to question 14)

13. Do you yourself usually buy whole pies or slices at Premium Pizza?(circle one): 1) whole pies

2) slices14. Have you used fast-food or restaurant coupons in the last 30 days?

(circle one): 1) yes2) no

15. Have you ever used coupons for Premium Pizzas?(read answers, circle number) 1) Never

2) I sometimes use them when I have them.3) I always use them when I have them.

16. What is your marital status?(read answers, circle number) 1) Single

2) Married3) Divorced, Separated, Widowed

17. What is your occupation? _________________________________________________This is not a question for the respondent.Respondent was (circle one): 1 male 2 female

Thank you for your participation. (Terminate interview at this time.)