Q's A's
Fiona van Iersel
MSc Marketing — King's College London
Module: Research in Marketing (7QQMO516X)
Date: 23 November 2024
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=714697

Q's A's
Submitted: 23 November 2024 4:17 PM

1. Do you think Coca-Cola is a tasty and refreshing drink? No, it’s a double-barreled question because it asks two things at once.

Better Options:

a) Do you think Coca-Cola is a tasty drink? (Yes/No) b) How refreshing do you think Coca-Cola is? (Rate from 1–5, where 1 = not refreshing, 5 = very refreshing). This approach separates the questions and uses a Likert scale for clarity.

2. How many times did you take the bus in the last four weeks?

No, it’s ambiguous—does it mean one-way trips, round trips, or all stops? It’s also hard to calculate for four weeks.

Better Option: "How many times per week do you take a single bus journey?" (Options: 0, 1–3, 4–6, 7–9). This uses a frequency scale, which is easier to understand and answer.

3. Please list all the departments from which you purchased.

No, it’s vague and doesn’t account for people who haven’t shopped in department stores.

Better Option: "Please list any department stores in City X where you bought clothing in the last month. If none, tick 'None.'" This uses a nominal scale for classification without assuming everyone shops at department stores.

4. Do you think patriotic French people should buy imported cars when that would put French workers out of employment?

No, it’s emotionally charged and likely to bias responses.

Better Option: "To what extent do you agree or disagree with the statement: 'Buying imported cars may impact jobs in the French automobile industry'?" This phrasing is neutral and focuses on the potential consequences without adding bias.

5. What is the annual per capita expenditure on groceries in your household? Is this question clear? No, it’s hard to calculate "annual per capita expenditure," which could confuse respondents.

Better Option: "Approximately how much does your household spend on groceries per month?" (Provide ranges):

Less than €200 €200–€400 €400–€600 More than €600 Collect household size separately if you need per capita data later. This makes it easier for respondents to answer.



References