Thoughts on the Project questionnaires

First off, great effort and a 'good show' to all teams.

Some of the things I am looking out for (not an exhaustive list):

1. whether a good (or any) introduction was written

2. whether consideration was paid to how long or hard any particular question was from the respondent's Point-of-View (POV). More cognitively taxing a question, higher the dropout rate. Typically the most complex matrix type questions would/could/should be broken up into a series of smaller questions - quicker, easier and more nonthreatening to answer even if the question count appears to go a notch higher.

3. whether consideration was paid to the client (i.e. xyz corp's) POV. Given their decision problem, marketing mix levers they could find of use such as advertising (how many did this tool influence? in what media?), promotions (were sales made at special discounted rates? what kind of promo schemes?), reference sources (word of mouth? any particular websites researched? any particular media referred to?), any possible segmentation bases, etc would have been useful to pay attn to.

This is of course in addition to the basic car attributes (must-have, nice-to-have, totally optional) people have expectations, preferences and aspirations over.

4. There are of course way too many attributes to fit into our kind of survey. Am looking out for whether consideration as paid to how to reduce that dimensionality, whether gateway questions and skip logic were used to reduce this, whether secondary research was used etc to prioritize and shorten this long list.

5. whether the questions and answer categories are well-phrased, well thought out, unambiguous and exhaustive. What kind of constructs were identified and targeted? what kind of scales were used? What kind of downstream analysis might have been kept in mind?

6. whether the questionnaire design and execution was as professional as could be - minimal typos, mismatches between question instructions and what the answer categories show, false claims ("takes 10 minutes only" whereas the survey actually took 40), good grammer, simple words and avoidance of excessive jargon, etc.

7. whether the skip logic as programmed into the websurvey actually works as claimed.

8. other miscell things as they come up. Points 2, 3 and 4 yield insights into the quality of questionnaire topics coverage. Points 5 and 6 are more about actual questionnaire execution.

of course, given the constraints we all have labored under, wouldn't expect perfection from anyone. In any case, we don't wanna discourage any team by being too strict in grading in the project phase I and taking away too many marks at this stage.

Chalo, just sharing some random thoughts here. Hope these helped. The applied, hands-on work that you will do in MKTR, in this project, is what will stay with you long after the course is over. So, pls continue to give it as much enthusiasm, left-brain, right-brain and heart as you seem to have in phase I!

Sudhir