Questioning Strategies in Marketing Research Questionnaires
- Art: Diplomarbeit
- Autor: Julia Glimmann
- Abgabedatum: Februar 2000
- Umfang: 86 Seiten
- Dateigröße: 708,4 KB
- Note: 1,0
- Institution / Hochschule: Justus-Liebig-Universität Gießen Deutschland
- ISBN (eBook): 978-3-8324-6494-3
-
ISBN (Paperback) :
978-3-8324-6494-3 P - ISBN (CD) :978-3-8324-6494-3 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Glimmann, Julia Februar 2000: Questioning Strategies in Marketing Research Questionnaires, Hamburg: Diplomica Verlag
- Schlagworte: syntax, lexicon, Interrogatives, Interviews, Survey
In den Warenkorb
48,00 €
Diplomarbeit von Julia Glimmann
Abstract:
Questionnaires are one of the most frequently used means in marketing research. This thesis has the objective to analyze questionnaires with the main focus on the linguistic description of questions. Whereas a lot of research on questionnaires from a social science perspective and a marketing perspective can be found, linguistic research on questionnaires is rare.
The research question of this thesis can be formulated as follows: What are the differences between questionnaires used in personal face-to-face interviews, telephone interviews and self-administered questionnaires and how are these differences reflected in language?
Thus, several different questionnaires (cf. corpus) have been analyzed and compared.
Following the introduction in chapter one, chapter two of the thesis is dedicated to marketing research. The purpose of surveys is explained as well as the sampling procedure and the pretest. This thesis focuses on primary research.
Chapter three explains the „symbolic interaction theory“ for social research. This question-answer model describes the interview situation.
Chapter four is dedicated to the three different survey techniques (personal interviews, telephone interviews and self-administered questionnaires). Each of them will be discussed in detail.
Chapter five deals with response effects in questionnaires and explains the influence of question words, question form, question structure and question topic on responses.
Whereas chapter six focuses on the macrostructure (overall structure) of questionnaires, chapter seven focuses on the mircostructure. Question form (open-ended vs. closed questions), sentence types and sentence form will be discussed as well as „wh-interrogatives“ and the „you attitude“.
In chapter eight a summary of the language differences is provided for each type of questionnaire separately.
Finally, in the conclusion in chapter nine, some final remarks on the topic will be made.
Table of Contents:
| 1. | INTRODUCTION | 1 |
| 2. | MARKETING RESEARCH | 5 |
| 2.1 | Primary Research: Surveys | 6 |
| 2.2 | Sampling | 7 |
| 2.3 | The Pretest | 8 |
| 3. | THE SYMBOLIC INTERACTION THEORY FOR SOCIAL RESEARCH | 9 |
| 4. | QUESTIONING MODES | 11 |
| 4.1 | Personal Interviews | 11 |
| 4.1.1 | Advantages of Personal Interviews | 12 |
| 4.1.2 | Disadvantages of Personal Interviews | 13 |
| 4.2 | Telephone Interviews | 14 |
| 4.2.1 | Advantages of Telephone Interviews | 14 |
| 4.2.2 | Disadvantages of Telephone Interviews | 15 |
| 4.3 | Self-administered Questionnaires | 16 |
| 4.3.1 | Advantages of Self-administered Questionnaires | 16 |
| 4.3.2 | Disadvantages of Self-administered Questionnaires | 17 |
| 4.4 | Frequency of Survey Techniques | 18 |
| 5. | RESPONSE EFFECTS IN QUESTIONNAIRES | 20 |
| 5.1 | Response to Question Words | 20 |
| 5.2 | Response to Question Form | 24 |
| 5.3 | Response to Question Structure | 26 |
| 5.4 | Response to Question Topic | 31 |
| 6. | MACROSTRUCTURAL LEVEL | 33 |
| 6.1 | The Structure of Questionnaires | 33 |
| 6.1.1 | VTC Atego/Eurocargo Survey | 35 |
| 6.1.2 | SunExpress General Customer Survey | 36 |
| 6.1.3 | Walt Disney's World on Ice Audience Survey | 38 |
| 7. | MICROSTRUCTURAL LEVEL | 40 |
| 7.1 | Investigation of Question Number | 40 |
| 7.2 | Investigation of Question Form | 41 |
| 7.3 | Syntactic Level | 45 |
| 7.3.1 | Sentence Types | 45 |
| 7.3.1.1 | Investigation of Sentence Types | 47 |
| 7.3.2 | Sentence Forms | 50 |
| 7.3.2.1 | Investigation of Interrogative Sentences | 51 |
| 7.4 | Lexical Level | 55 |
| 7.4.1 | Words per Interrogative Sentence | 56 |
| 7.4.2 | Wh-interrogatives | 58 |
| 7.4.3 | “You“ attitude | 62 |
| 7.4.3.1 | “You“ attitude in the VTC Atego/Eurocargo Survey | 63 |
| 7.4.3.2 | “You“ attitude in the SunExpress General Customer Survey | 64 |
| 7.4.3.3 | “You“ attitude in Walt Disney's World on Ice Audience Survey | 66 |
| 8. | COMPARISON OF THE RESULTS | 69 |
| 8.1 | Personal Questionnaires | 70 |
| 8.2 | Telephone Questionnaires | 71 |
| 8.3 | Self-administered Questionnaires | 72 |
| 9. | CONCLUSION | 74 |
| BIBLIOGRAPHY | V | |
| ERKLÄRUNG | X |
In den Warenkorb
48,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832464943
Arbeit zitieren:
Glimmann, Julia Februar 2000: Questioning Strategies in Marketing Research Questionnaires, Hamburg: Diplomica Verlag
Schlagworte:
syntax, lexicon, Interrogatives, Interviews, Survey
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