MKTG 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 madecreat sample questions in Qualtrics