Research Methodology and

IPR- 22MBA23
Module-4
By:
Monica M
Syllabus
• Data Collection: Meaning, types, Data collection methods: Observations,
survey and interview techniques,
• Questionnaire design: Meaning, process of designing questionnaire.
• Qualitative Techniques of data collection Secondary data Sources: advantages
and disadvantages.
• Measurement and Scaling Techniques: Basic measurement scales-Nominal
scale, Ordinal scale, Interval scale, Ratio scale. Attitude measurement scale -
Likert Scale, Semantic Differential Scale, Thurston scale, MDS Multi-
Dimensional Scaling, Non comparative scaling techniques
 Data collection refers to the systematic process of
Data Collection gathering, recording, and assembling information,
facts, or observations from various sources to
analyze and draw conclusions.
Data – Primary and Secondary Data
• The primary data are those which are collected afresh
and for the first time, and thus happen to be original
in character.
• The secondary data, on the other hand, are those
which have already been collected by someone else
and which have already been passed through the
statistical process.
Primary Data
• The data collected for the first time are called primary data.
The methods mostly used in collecting primary data are
survey, observation and experiment.
• Primary data are originated by a researcher for the specific
purpose of addressing the problem at hand.
• These are in the form of raw needs to be processed
• These are more reliable and suitable for the enquiry because
these are collected for a particular purpose.
Secondary Data
• Secondary data is a second-hand data that is already collected and
recorded by some researchers for their purpose, and not for the current
research problem.
• It is accessible in the form of data collected from different sources such as
government publications, censuses, internal records of the organisation,
books, journal articles, websites and reports, etc.
• These are not original because someone else has collected these for his
own purpose.
• These are in the finished form.
• This method of gathering data is affordable, readily available, and saves
cost and time.
• These are less reliable and less suitable as someone else has collected the
data which may not perfectly match our purpose.
Differences between Primary and Secondary
Data
Primary data Secondary Data
Primary data refers to the first-
Secondary data means data
Meaning hand data gathered by the
collected by someone else earlier.
researcher
Data Real time data Past data
Process Very Long Quick and Easy
Survey, observation, Discussion Websites, publications, articles
Sources
and interview and magazines
Cost Expensive Economical
Time Long Short
 Observations

Primary Data Survey

Collection
Methods Interview

Questionnaire
 Primary Data Collection Methods
• Observation
• It consist of collection of data by means of
observing behaviour
• It involves data gathering by investigators
direct observation without asking from the
respondents
• Researcher need to plan and schedule about
the recording of behaviour, whom to
observe? What to observe? How long to
observe and record the conversation?
Observation Method
• Observation is way of gathering data by watching behavior,
events, or noting physical characteristics in their natural
setting.
• Observations can be overt (everyone knows they are being
observed) or covert (no one knows they are being observed.
• The benefit of covert observation is that people are more
likely to behave naturally if they do not know they are being
observed.
• Observations can also be either direct or indirect.
HOW??
• Determine the focus.
• Design a system for data collection
• Recording sheets and checklists
• Observation guides – List of Behaviour to be observed
• Field notes
• Select the sites
• Select the observers.
• Train the observers.
• Time your observations appropriately.
Disadvantages
• Observer bias- due to the personal beliefs, expectations, or
judgments of the individuals conducting the research.
• “Hawthorne Effect,” that is, people usually perform better when they
know they are being observed, although indirect observation may
decrease this problem.
• Can be expensive and time-consuming compared to other data
collection methods.
• Does not increase your understanding of why people behave as they
do.
 Structured Observation
Unstructured Observation

Types of Participant Observation

Observations Non-Participant Observation
Uncontrolled Observation
Controlled Observation
Interview Method
• The Method of collecting the data which involves asking
questions and collecting the data verbally related to a
particular study
• Verbal interaction with respondents
• The interviewer contact or meet respondents ask desired
questions, record the responses obtained.
• The interviewer can explain the questions, clarify doubts,
extract the required responses from respondents
Interview Method
• Preparation Stage:
• Locate and enlist potential respondents
• Clarify the confusions of Interviewer
• Training the Interviewer
• Describe the entire study
• Walk through the Interview process
• Explain the schedule
• Interviewer’s kit
• - Questions, Note taking, official identification, authorized letter, Contact
numbers of respondents
Interview Method-Personal and telephonic

• Building Rapport
• Introduction
• Explaining
• Recording
• Closing
Question
• A Primary data collection Method that involves tracking behaviour of
people over a period of time
• A. Analysis
• B. Observation
• C. Interview
• D. Sample
 Structured interview

Types of Semi-structured interview

Interview –
Personal Un- structured interview
Interviews
Focus group interview
 This method of collecting information
consists in contacting respondents on
telephone itself
Types of
Interview – Traditional Telephonic Interview
Telephonic
Interviews Computer assisted telephonic
Interview.
 • An interview allows for gathering information in
more detail.
• It can be used to collect qualitative facts.
• Another advantage of this method is that, it
allows for greater flexibility in the process of
Advantages questioning especially in unstructured
interviews.
of Interview • The validity of the information provided can be
Method readily checked.
• There is a very little chance of
misinterpretation of questions and answers,
especially in case of structured interviewing
techniques.
 • It requires a lot of time.
• Variability in the data collected by interview can be
caused due to the interviewer`s characteristics.
• When more than one interviewer has been used to
collect data, then the extent of variation would
Disadvantages increase.
of Interview • Expense has to be incurred on selecting, training
and supervising the field staff conducting the
Method interviews.
• The respondent may get affected by the presence of
the interviewer.
• The interviewer faces the dilemma of choosing a
method for recording the answers.
 • Observation
Qualitative
• Focus group discussion
Methods Of • Depth interview
Data • Case Study
Collection • Projective Techniques
Qualitative Methods Of Data Collection
• Observations: Observations involve watching people or things in their
natural environment. Observations can be used to collect data on behavior,
activities, and interactions.
• Focus groups: Focus groups are a moderated discussion between a small
group of people. Focus groups can be used to get a variety of perspectives
on a particular topic.
• Interviews: Interviews are a one-on-one conversation between the
researcher and the participant. Interviews can be conducted in person,
over the phone, or online.
• Case studies: Case studies involve in-depth examinations of a particular
person, group, or event. Case studies can be used to understand complex
issues in detail.
 • Word Association Test
• Sentence Completion Test
Important Projective • Construction Test
Techniques/other • Expression Techniques
Qualitative Techniques
• The Thematic Apperception
Test (TAT)
Word Association Test
• In this technique, a list of carefully selected stimulus
words or phrases related to the topic of research are
read out, one at a time, to a respondent.
• The respondent is asked to respond with the first
word or phrase that comes to his/her mind.
• The list of words should contain a mixture of test
words and neutral words.
WAT – Word Association Test
Family
Village
Cold drinks
Wafers
Air in packet
Sentence Completion Test
• The respondent is presented with some sentences containing
incomplete stimuli and is asked to complete them.
• A technique in which the respondents are given with number
of incomplete sentences and asked the respondents to
complete the sentences.
• The responses provided are the indication of attitude, motives,
belief or mental state of an individual.
• The sentence should be meaningful, it must be related to the
study. This evaluates the personality based on the responses.
Sentence Completion Test
I lie when_______________
I drink tea when____________
I eat in restaurant if,____________
I tend to bunk class when _______
Construction Test
Expression
Techniques
Thematic
Apperception
Test
The TAT is often used in
clinical and psychological
research settings to gain
insight into a person's
unconscious thoughts and
emotions
Disadvantages of Projective Techniques
• Highly trained interviewers and skilled
interpreters are needed.
• Interpreters bias can be there.
• It is a costly method.
• The respondent selected may not be
representative of the entire population.
Focus Group Discussion
• A focus group discussion is an in-depth field method that
brings together a small homogeneous group consist of 6 to 12
persons to discuss on particular topic.
• Discussion with the help of moderator to simulate participants
to share their opinions, attitude, and reasons for their
behaviour.
• Identify the target respondents
• Provide short introduction
• Have focus group members sharing their opinions
• Facilitate the discussion
• Provide the summary at the end of discussion
Depth Interview
• A type of qualitative research involving a unstructured personal
interview with single respondents, conducted by a highly skilled
interviewer.
• The purpose is to understand the underlying motivations, belief,
attitude and feelings of the respondents towards a particular topic.
• Unstructured
• Open ended
• Deep
• Interactive
SECONDARY DATA COLLECTION METHODS
 Questionnaires
• It is a standardized tool used to gather the primary data from the
respondents
• A questionnaire is a research tool consisting of a set of questions
designed to gather information, opinions, attitudes, or behaviors
from individuals or groups of people.
• Information needed – Specific questions
• Formalized framework consist of a set of questions and scales to
collect the raw data from the respondents
• Administered personally, mailed or electronically distributed
Questionnaire Design Process
Determine what information is needed

• This will depend upon the nature of the problem, the

purpose of the study and hypothesis framed.
• The target audience must be concentrated on.
• The characteristics of the respondent group have a
great influence on questionnaire design.
Type of Questionnaires
• Structured Questions – Specify the set of response
alternatives and the response format. – Fixed
responses
• Unstructured Questions – Open-ended questions that
respondents answer in their own words. - Free to
answer
• Mixed Questions – It consist of both types of
questions
Dichotomous Questions
Open Ended
Questions
 Open Ended Survey Questions
• The open ended survey question explores qualitative,
in-depth aspects of a particular topic or issue.
• It gives the person a chance to respond in detail.
Although open questions provide a direct look into a
person's thoughts, don't overuse them.
• Open questions are time-consuming and require more
effort. You might accidentally lower your number of
responses.
Types of Questions
• Filter or Contingency Questions
• Sometimes you have to ask the respondent one question in order to
determine if they are qualified or experienced enough to answer a
subsequent one.
• Filter questions are used to determine whether a respondent should
proceed to answer a specific set of questions based on their initial
response.
• "Have you purchased a product from our brand in the past six months?"
• If the respondent answers "Yes," they might be directed to a set of
questions about their recent purchase experience.
• If the respondent answers "No," they might skip the purchase-related
questions and proceed to a different set of questions.
Types of Questions
• Double Barreled question
• A "double-barreled question" is a type of survey or interview question that
combines two separate issues or concepts into a single question. This can
create confusion and make it difficult for respondents to provide a clear
and accurate answer.
• E.G: "Are you satisfied with the quality of our products and customer
service?"
Leading Questions
• Leading questions are intended to lead people to answer questions in a
specific way based on how they’re phrased. Often they contain
information that they want confirmed rather than a question that tries
to get at the true answer.
• A leading question is designed to guide or direct the respondent's
answer in a particular direction.
• Researcher trying to influence users into making a particular selection
• E.G: Did you like our excellent new offering?
• E.G: You are satisfied with our products, aren’t you?
• E.G: Don't you think the new teaching methodology will greatly
improve the students score?
Loaded Questions
• A loaded question is one that contains a controversial or unjustified
assumption within it.
• These questions are often phrased in a way that traps the respondent
into accepting the assumption, regardless of how they answer.
• E.G Where do you enjoy drinking beer?
• E.G "Have you stopped cheating in exams?"
• a leading question provoke an emotional response or prompts
someone to provide a certain answer and a loaded question is more
of a trick question.
 Multiple Choice

Closed Ended Rating Scale

Questions

Ranking Scale
Multiple Choice Survey Questions
• Multiple-choice survey questions are a common type of survey
question where respondents are presented with a list of predefined
answer options from which they can choose the one that best
represents their opinion, experience, or response.
• Multiple-choice questions can indeed be designed to allow
respondents to select one or more options from the provided list of
choices. This type of multiple-choice question is often referred to as a
"multiple select" or "checkbox" question.
• The Multiple-choice survey questions allows the respondents to
choose one or more options from the list of fixed responses
Multiple Choice Survey Questions
• How would you rate the helpfulness of our customer support team?
• Extremely helpful
• Moderately helpful
• Neutral
• Slightly unhelpful
• Not at all helpful
• Which of the following hobbies do you enjoy? (Select all that apply)
• Reading
• Painting
• Playing musical instruments
• Cooking
• Gardening
• None of the above
Rating Scale Questions
• A Rating scale question requires a person to rate a product or
brand along within a well-defined range. Rating scales
measure the direction and intensity of attitudes.
Ranking Scale Questions
• Ranking scale: Rank order scaling types of survey questions allow
ranking of brands or products. You list options and ask users to rank
them on specific attributes or characteristics.
Demographic survey questions
• Demographic information is integral to the success of
a survey.
• It identifies age, gender, income, race, geographic
location, number of children, and other essential
qualifiers
• Demographic data helps you know a more accurate
picture of the groups you’re trying to understand.
Side by Side Matrix
• A side-by-side matrix allows you to ask about both concept at once.
This layout also makes it easy to identify the problem areas to make
changes and improve your business. This format is particularly useful
when you want to gather responses on multiple aspects of a topic in a
structured and organized manner.
 CASE STUDY
• CASE: “Welcomgroups Hotels”
• The welcomgroup owns a chain of 20 hotels located in different parts
of the country. In recent years, it has been expanding the chain by
setting up new hotels. When there were only a few hotels, the
Managing Director of the Welcomgroup used to personally visit them
with a view to ensuring that they provide high quality food and
service to their patrons. But now he finds that with so many hotels, it
is extremely difficult to personally visit each and every hotel. At the
same time, he needs some mechanism to ensure that hotels of the
chain continue to provide high quality service. The Managing Director
has discussed this problem with some senior officials of the company.
As a result of this discussion, he feels that:
CASE STUDY
• Option 1: A suitable questionnaire may be designed and the
same may be given to guests during their stay in the hotels.
They may be requested to return the filled in questionnaire
at the reception counter while leaving the hotels
• Option 2: A suitable questionnaire may be designed and the
same may be posted to their homes soon after they reached
there, with request that these be returned, duly filled in, by
post
CASE STUDY
• Option 3: A trained interviewer may be appointed on a temporary
basis. He could visit different hotels without giving prior intimation of
his visits. In each hotel he visits, he may personally interview selected
guests and seek their opinion on the quality of food and services in
that hotel, and their suggestion, if any for improvement.
• Option 4: the services of a marketing research firm may be hired. It
may be asked to conduct a suitable study based on, say telephone
interviews, of a random sample of guests from each hotel and submit
its report to the Managing Director.
Questions
• Which one of the above four options would you choose for your survey,
and why?
• Prepare a five-point Likert Scale to measure the quality of service in the
following areas of the hotel:
• Room Service
• Restaurant
• Travel Desk
• Reception
• Cleanliness and Hygiene
• What characteristics would you look for while appointing an interviewer
for temporary employment in option 3 above?
• What criteria would you apply in selecting a marketing research firm to be
hired for option 4 above?
MEASUREMENT AND
SCALING
Characteristics of Scales

Classification Order Distance Origin

Characteristics of Scales
• Classification refers to the grouping of data into distinct categories or
classes. In a measurement scale, this property involves assigning data
to different categories.
• Order refers to the property of a scale where data values can be
ranked in a specific order. It reflects the idea that one value is greater
or less than another.
• Distance, signifies that the differences between scale values are
consistent and measurable. The difference between data points one
and two will be the same
• Origin refers to the property of a scale where there's an absolute zero
point that represents the absence of the measured attribute
PRIMARY SCALES OF MEASUREMENT
Nominal scale
• University Registration Numbers assigned to students,
• Bus Route Numbers and
• Numbers on the Jerseys of cricket players
• Categories of Respondents – Male and Female
Ordinal Scale – Ranking Scale
E.G.: How would you rank the products?
• Rank the following attributes
> Brand name
> Products
> Price
> Comfort
> Design

E.G: University Ranks:

• 1st Rank – 80%
• 2nd Rank – 75%
• 3rd Rank – 72%
Interval Scale
How many hours do you spend to do assignments every day
• 30 Min to 60 Min
• 60 Min to 90 Min
• 90 Min to 120 Min

Describe the product which you purchased recently online?

• Excellent – 5
• Very good – 4
• Good – 3
• Average – 2
• Below Average – 1
Ratio Scale
• Length, Weight or Distance
• The number of customers of a bank’s ATM in the last three months
• The Number of students taken admission in the last two years
• Sales this year for product A are twice the sales of the same product
last year.
ATTITUDE MEASUREMENT SCALE
Likert Scale
• Likert scale is a 5-point/7-point scale which is used to allow individual
to express how much they agree or disagree to the statement.
Researchers often use a 7-point Likert Scale when they want to gather
more detailed data about participants' perceptions and attitudes.
Likert Scale - Importance, agreeableness, happiness,
satisfaction, difficult
• It is very important to provide 24/7 customer service.
• The user-manual provided clear guidance in how to install and setup
the application.
• It was easy to navigate the website to find what I was looking for.
• How satisfied were you with our new menu?
Semantic Differential Scale
• Semantic Differential Scale is rating scale used in questionnaire
• The semantic differential is a seven-point rating scale with end points
associated with bipolar labels that have semantic meaning.
 Semantic Differential Scale

Procedure:
1. Choose the concept
2. Select bipolar word pairs depending upon the concept/factors
3. Arrange these paired words on seven point scale
4. The results are analysed by averaging the score for values assigned for all the factors

Please rate your manager on the following traits

Weak-------------------------- Strong
Indecisive ------------------------Decisive
Unfair ------------------------------Fair
Passive ----------------------------Active
Uncheerful -------------------------Cheerful
Semantic Differential Scale
 Semantic Differential Scale
•Service provided
•Poor 1--------2--------3--------4--------5--------6--------7 Excellent
•Usage
•Inconvenient 1------2------3------4------5------6------7 Convenient
•Price
•High 1--------2--------3--------4--------5--------6--------7 Low
•Sales representatives
•Rude 1--------2--------3--------4--------5--------6--------7 Friendly
•Booking for Service
•Complex 1--------2--------3--------4--------5--------6--------7 Simple
•Price
•Expensive 1--------2-------3--------4-------5--------6--------7 Inexpensive
Thurstone Scale
• Thurstone scale was the first formal technique to measure
an attitude. Developed by Louis Leon Thurstone in 1928
• It measures attitudes towards attitude object. It is made up
of statements about an issue, and each statement has a
numerical value indicating how favorable or unfavorable it is
judged to be.
• It consist of statements about the particular concepts/issues.
• Favorable to unfavorable for each of the statements.
Thurstone Scale
• Collect statements on the topic
• Duplicate and irrelevant statements are omitted
• The rest are typed on 3/5 cards and given to a group of people who will serve as judges
• Judges are asked to sort the statements into 11 stacks representing the entire range of attitudes
from extremely favorable (1) to extremely unfavorable (11).
• The number or weight assigned to the statement is the average of the ratings it received from the
judges.
Multi Dimension Scale- MDS
• MDS is a statistical technique
for taking the preference and
perceptions of respondents
and representing them on a
visual grid, called perceptual
grid/maps.
• Potential customers are asked
to compare pairs of products
and make judgments about
their similarity.
MDS – Multidimensional Scaling
• It measures the proximity between
pairs of objects (brands, Products,
services etc.)
• Proximity measures – index over
pair of objects that quantifies the
degree to which the two object are
alike
• Measures similarity – close
proximity
• Measures dissimilarity – far in
proximity
Schedules Vs
Questionnaire
Non Comparative scaling techniques:
• Monadic Scaling: "Monadic Rating." Monadic scaling is a technique
used in market research and product testing to evaluate and rate
individual products or concepts independently.
• Product Packaging Evaluation:
• A cosmetics company is redesigning the packaging for its skincare
products.
• They conduct a monadic scaling study where participants are shown
one packaging design at a time and asked to rate it for attractiveness,
ease of identification, and perceived quality. This helps the company
choose the most appealing and functional packaging option.
Non Comparative scaling techniques:
• Continuous Rating Scales: Respondents are asked to rate an attribute
on a continuous scale, often a line or a slider.
• For instance, a scale for measuring satisfaction with a product might
range from 0 to 100, with higher values indicating greater satisfaction.
• Itemized Rating Scales: This involves providing respondents with a list
of statements or adjectives, and they rate each item separately. This
can include methods like Likert scales (e.g., strongly agree, agree,
neutral, disagree, strongly disagree) or semantic differential scales
(e.g., good-bad, happy-sad).
Non Comparative scaling techniques:
• Graphic Rating Scales: Similar to continuous rating scales, but with
the addition of a graphic representation, such as a line with labeled
endpoints. Respondents place a mark on the line to indicate their
evaluation of the attribute.
Non Comparative scaling techniques:
• Stapel Scale: A type of rating scale where respondents use a single
scale, typically -5 to +5, to rate an attribute. The scale doesn't have
labeled endpoints, but respondents understand the meaning of the
middle point.
Non Comparative scaling techniques:
• Constant Sum Scaling: Respondents allocate a fixed number of points
or units among different attributes to indicate their importance or
preference. This technique helps understand the relative importance
of attributes without direct comparison.
Design of new smartphone: A list of smartphone features (e.g., camera
quality, battery life, screen size, price) and ask them to allocate 100
points among these features to reflect their preferences. Respondents
might allocate 40 points to camera quality, 30 points to battery life, 20
points to screen size, and 10 points to price, indicating their relative
importance.
 Non Comparative scaling techniques:
• Paired Comparison Scaling: In paired comparison scaling,
respondents compare two items and choose the preferred one.
However, if you only present one item at a time and ask respondents
to rate each independently, it becomes a non-comparative technique.
• A financial advisor wants to help a client allocate their investment
funds across various opportunities (e.g., stocks, bonds, real estate).
Non Comparative scaling techniques:
• Ranking Techniques: While ranking typically involves comparisons,
non-comparative variations exist.
• In a simple ranking task, respondents are asked to rank a list of items
or options in their order of preference from the most preferred (rank
1) to the least preferred (the highest rank, which may vary depending
on the number of items).
 Summary
Data Collection - Data collection is the process of gathering and measuring information on
variables of interest
Primary Data and Secondary Data
• Primary data sources - Observations, Survey, Interview and Questionnaire
• Qualitative techniques – Observation, Focus group discussion, Depth interview, Case Study
and Projective Techniques
Secondary Data – Internal (Ready to use, requires further processing), External (Published,
computerized and Syndicated Services)
Measurement Scales – Nominal, ordinal, interval and ratio scales
Attitude measurement scales – Likert scale, semantic differential scales, Thurston Scale, MDS
• Social Science research involves motivation, satisfaction, commitment, other factors
• These variables/attributes are qualitative in nature
• The researcher gives numbers to measure these qualitative aspects
• Good Measurement – Reliable, valid and possibility
Questionnaire Design – Employee Satisfaction
How satisfied are you with the below?

Sl. No. Questions/Statements Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Benefits offered by the
1
organization
Recognition you receive for
2
your work
3 Flexibility offered at work
Decisions taken by the
4
executive team
5 Overall organizational culture

Ability to freely communicate

6 your concerns, suggestions, and
ideas

Your overall experience as an

7
employee
Questionnaire Design – Employee Satisfaction
How much for you agree with the following statements?
Sl. No. Questions/Statements Strongly Disagree Disagree Neutral Agree Strongly Agree
1 I find my work fulfilling
2 I see the purpose of the job I do
3
I like the level of challenge my job provides
4
I feel like the level of stress of my job is manageable
5 I am satisfied with my overall compensation
6 My colleagues take my feedback seriously
7 My work goals are realistic and attainable
8 I am satisfied with the professional development my manager provides me
9 I am clear about my career path here
10 I am satisfied with my pay
11
I am satisfied with the overall benefits provided
12 I feel proud to work here
13
I am likely to still be working here in 2 years
14
I am encouraged to share new ideas with my teammates
15
I have the resources I need to effectively perform my job
16
I am satisfied with the level of transparency at this organization
17 I am satisfied with the current Job
18 The company’s work environment is comfortable
Questionnaire Design – Employee Satisfaction
• Considering your experience with our company so far, how likely are
you to recommend someone for employment here?
1. Very unlikely
2. Unlikely
3. Neither likely nor unlikely
4. Likely
5. Very Likely
• What are 3 things you would like to make sure see changed in our
organization? ____________________________
• What are 3 things you like the most and would like to make sure we
keep doing? _________________________________
Questionnaire Design – Employee Satisfaction
• My fellow workers treat me respectfully.
• True
• False
• I rarely think about looking for a job at another company.
• Yes
• No
• May be
• Do you get enough time to do your job well?
• Yes
• No
• May be
• Do you feel that you are fairly compensated for the work you currently do?
• Yes
• No
• May be
Demographic Questions
• Gender
• Age
• Marital Status
• Work Experience
• Designation
• Department
• Number of Dependents at Home
• Area/Location
Questionnaire Design – Customer Satisfaction
• 1. On a scale of 1 to 10, How satisfied are you with our products or
services?
• 2. What qualities of your product did please you the most?
• 3. What qualities of our product did you like the least?
• 4. Are you willing to repurchase our product based on your previous
experience?
• 5. What aspect of the product do you think requires serious attention
from our side?
Questionnaire Design – Customer Satisfaction
• 6. Are you satisfied with the service provided by our Customer care
executive?
• 7. Did our customer support representative help you with your
query?
• 8. Do you find our customer care executive knowledgeable about the
product?
• 9. Were our representatives polite to you?
• 10. How can we improve our services to serve you better?
Questionnaire Design – Customer Satisfaction
• 11. On a scale of 1 to 10, how user-friendly was our website?
• 12. Was it easy to find the services you were looking for from our mobile
app?
• 13. Were you able to navigate easily through the different sections of the
website?
• 14. How would you rate the responsiveness of our mobile app/website?
• 15. What were the other brands in consideration before buying our
product?
• 16. What made you choose our product over the competitor’s product?
• 17. Compared to other products in our market, would you say our product
is better than the competitors?