Questionnaires
Questionnaires are the best research for
companies to receive feedbacks their products and services from
consumers experience. Smeeth and Fletcher (2002) points out,
Questionnaires can be delivered to customers through direct mail
besides in person at the businesses (p.1168). Iacobucci and
Churchhill (2010) states, Questionnaire design is considered art,
not science. It is important to eliminate leading or vague
questions than are neither leading nor ambiguous (p.204). A Big
Hotel, Car Dealership, Yuppie Waves and Fancy Pen Online and
Catalog Company are the four study examples that will be evaluate
on their survey design, strengths and weaknesses. In this
paper, the surveys have strengths and weaknesses for survey in each
study sample; however, there are solutions to improve design and
conduction studies.
Strengths on Design and Conducting Surveys
First is to
assess the design and strengths on surveys, compare and contrast
these four study examples in these areas. The strengths are having
large sample sizes increases generalizability of results;
distinguish small differences, administrated and recording
questions and answers. Other advantages include capabilities of
using advanced statistical analysis and have factors and
relationships not directly measurable. First example to evaluate is
the A Big Hotel Chain survey. Alden (2007) believes, For example,
organizations record customer satisfaction based on the customers
or clients experience on using products and services they have
acquired from the organization (p.42). For instance, one of the
statements was asking about the purpose of customers visitation,
which known as an illustration of structured questions. Another
example is some statement has a yes and no answer options and fill
in the blank options.
Iacobucci and Churchhill (2010) shows, this statement is set up
like, How many times have you been a guest at this ComfyStay?,
select one, two, three, four and five plus (p.277). The second
example is the A Fancy Pen Online and Catalog Company survey. This
company needs feedback on their pen online and catalog products and
services including the purpose. A good illustration on of the
survey is Iacobucci and Churchhill (2010) represents, this
question, such as what are your three favorite stores or catalog?
(p.277). This example is considered an unstructured question in the
questionnaire. The fourth strength is having structured questions,
such as closed and end questions. Another illustration is
Iacobucci and Churchhill (2010) states, Was the merchandise what
you expected? Yes or no and Heres why? (p.277).
The third case to evaluate is Yuppie House Waves survey. Iacobucci
and Churchhill (2010) presents, one structured question from the
survey, such as what additional services may we provide? (p.278).
Another example where Iacobucci and Churchhill (2010) also shows,
one of the official reports of this study in the delivery section
includes the condition of the merchandise upon receipt (p.278).
The third power has a closing statement where customers can contact
the company for any questions or concern they have on completing
the survey. The final model to estimate is A Car Dealership survey.
For instance, Iacobucci and Churchhill (2010) presents, this
sample level report from the study, which is communication with
service consult five highest to one one lowest (p.279). The third
strength is having scale statements from most top arranged in the
yes or no answer options. As Iacobucci and Churchhill (2010)
illustrates, the example of a formal question can schedule
appointment, yes or no (p.279).
Weaknesses on Design and Conducting Surveys
Even though, questionnaires have strengths, but they also have
weaknesses on designing and conducting surveys to everyone. The
weaknesses are complication on developing accurate survey
instruments or questionnaire design and limits of the in-depth
detail of data structures. Other weaknesses include a lack of
control over timeless and potential low response rates,
complication on determining whether respondents are responding
truthfully. The final weakness is misinterpretation of data results
and inappropriate use of data analysis. First example to evaluate
is the A Big Hotel Chain survey. For instance, this study does not
provide an option on ways to send to the company except in person
option only. The second example is the A Fancy Pen Online and
Catalog Company survey has only submission option, such as
customers can only send their reviews to the company by mail and
not using other presentation options. The third example is Yuppie
House Waves survey has no purpose and directions on how to complete
the survey. The last example is A Car Dealership survey has no
closing statement of thanking the customers, where customers can
answer questions and submit surveys.
Conclusion
In conclusion, the four examples were analyzed the strengths
and weaknesses for survey research methods; however, there are
solutions to improve design and conduction surveys. Even though,
there were four examples have strengths, they were also clear,
consistent and not too long. There are also maybe weaknesses on
design and conduction studies, but there are solutions on the parts
of the questionnaires that companies can develop in offering their
products and services to consumers. In order for companies to
improve their studies to receive useful feedback on products and
services, there are the recommendations they should use to achieve
this goal. All surveys or questionnaires should be available for
customers at the companies offices, websites, direct mail and
phone. It should have only the right amount of questions that would
no more than 20 minutes to complete per participants. Companies
design and conduct studies, they will be able to receive lots of
good feedbacks their products, services and workers performance of
the job. The companies will be able make decisions on improving
their activities in the companies. Purchase the answer to view it
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