The paper "Critical Evaluation of the Research Questionnaire " is a perfect example of a marketing assignment. Two vital aspects of the questionnaire design are structure used in the questions and the response format for the questions. The questions asked can be closed, open-ended or contingency (Leung, 2001). This questionnaire utilised both open-ended and closed questions. This will make it possible to collect data on Zali that will address the research objectives of this research phase. Through the use of closed questions, the questionnaire will be able to restrict the respondent to a finite set of responses.
This will make it possible to easily code the data. The response categories are simple and easy to code (Boynton and Greenhalgh, 2004). In addition, it will also be possible to include a lot of variables in this study since the respondent can answer more questions at the same time limit to open-ended questions. The questionnaire uses a few open-ended questions. This will help in adding new information which may have not been captured by close-ended questions. It will also be possible for the respondents to express their ideas based on their own view.
Through the use of open-ended questions, answers which are not covered by the close-ended questions will be answered (Leung, 2001). The questionnaire is within the desired length. Research shows that questionaries which are long are susceptible to getting fewer responses (Frazer and Lawley, 2001). This is due to the fact that a long questionnaire adds burden to the respondent and pushes them to a threshold beyond which they may fail to respond. Long questionaries are associated with fatigue which may affect the respondent.
In this case, the questionnaire is within an acceptable length and only focuses on the important questions (Boynton and Greenhalgh, 2004). They are questions that are aimed at understanding the customer and the competitive situation. The questionnaire design has the capability to gain data on customer segments, purchasing habits, market positioning based on the customers and how to enhance the in-store customer experience. Despite this, the questionnaire screeners are not well placed to determine eligibility. For example, when confronting a fashion enthusiast, it would be important to start with a question on fashion consumption.
This will ensure that those who are not interested in fast fashion are not asked the rest of the questions. The first question used in this questionnaire is not a good screener. The questionnaire does not have a skip instruction since the respondent is expected to answer all questions. This may lead to wastage of time which would have been saved by skipping irrelevant questions (Leung, 2001). Part B: Recommendable data collection method For this survey, the use of a mixed-method approach to collect data is recommendable.
Through the use of mixed-method to collect data, the validity of the results can be strengthened. It will also make it possible for the evaluator to gain an in-depth understanding of the findings. This may include the use of qualitative methods such as exploratory focus group and interview and combine them with the quantitative methods survey. From this, it will be possible to add meaning to numbers using narrative (Kothari, 2004). In this case, the researcher will not be confined to a single approach hence can get answers to a wide range of questions.
In addition, the use of mixed methods will lead to more complete knowledge that will make it possible to fully meet the research objectives. The main weakness in using mixed methods is that it will be hard for the researcher to use both qualitative and quantitative methods concurrently (Wengraf, 2001). This may lead to more time for the researcher to come up with a way on how to appropriately mix them. The approach may be more expensive and consume a lot of time (Johnson and Turner, 2003).
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