Questionnaires
Questionnaires are the best research for companies to receive feedback’s their products and services from consumer’s 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 Here’s 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.
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