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    or everyone interviewed. Thus, any demographics obtained provide a basis for comparison against people who qualify for a full study. A long screener can significantly increase the cost of the data acquisition process, since interviewers are gathering more information from
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    Experienced marketing researchers are well aware that questionnaire development is the key to obtaining interviewer-interviewee rapport. The greater the rapport, the more likely the interviewer will obtain a completed interview. Also, the respondent's answers will probably be more carefully thought out and detailed. Researcher wisdom has developed the following general guidelines concerning questionnaire flow.

    Use the screener questions to identify qualified respondents. Most data acquisition processes today employ some variation of quota sampling. Only qualified respondents are interviewed and specific minimum numbers (quotas) of various types of qualified respondents may be desired. A study on food for instance, generally has quotas of users of specific brands, a magazine study screens for readers, a cosmetic study screens for brand awareness and so forth. Screeners are questions designed to identify appropriate respondents. Screeners may be on the questionnaire or, in many cases, a screening questionnaire is provided. In this instance, a screener is filled out for everyone interviewed. Thus, any demographics obtained provide a basis for comparison against people who qualify for a full study. A long screener can significantly increase the cost of the data acquisition process, since interviewers are gathering more information from

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    y be more carefully thought out and detailed. Researcher wisdom has developed the following general guidelines concerning questionnaire flow.

    Use the screener questions to identify qualified respondents. Most data acquisition processes today employ some variation of quota sampling. Only qualified respondents are interviewed and specific minimum numbers (quotas) of various types of qualified respondents may be desired. A study on food for instance, generally has quotas of users of specific brands, a magazine study screens for readers, a cosmetic study screens for brand awareness and so forth. Screeners are questions designed to identify appropriate respondents. Screeners may be on the questionnaire or, in many cases, a screening questionnaire is provided. In this instance, a screener is filled out for everyone interviewed. Thus, any demographics obtained provide a basis for comparison against people who qualify for a full study. A long screener can significantly increase the cost of the data acquisition process, since interviewers are gathering more information from

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    quota sampling. Only qualified respondents are interviewed and specific minimum numbers (quotas) of various types of qualified respondents may be desired. A study on food for instance, generally has quotas of users of specific brands, a magazine study screens for readers, a cosmetic study screens for brand awareness and so forth. Screeners are questions designed to identify appropriate respondents. Screeners may be on the questionnaire or, in many cases, a screening questionnaire is provided. In this instance, a screener is filled out for everyone interviewed. Thus, any demographics obtained provide a basis for comparison against people who qualify for a full study. A long screener can significantly increase the cost of the data acquisition process, since interviewers are gathering more information from
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    , a cosmetic study screens for brand awareness and so forth. Screeners are questions designed to identify appropriate respondents. Screeners may be on the questionnaire or, in many cases, a screening questionnaire is provided. In this instance, a screener is filled out for everyone interviewed. Thus, any demographics obtained provide a basis for comparison against people who qualify for a full study. A long screener can significantly increase the cost of the data acquisition process, since interviewers are gathering more information from
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    or everyone interviewed. Thus, any demographics obtained provide a basis for comparison against people who qualify for a full study. A long screener can significantly increase the cost of the data acquisition process, since interviewers are gathering more information from each respondent. Short screeners quickly eliminate unqualified people and eliminate unqualified people and enable the interviewer to move immediately to the next potential respondent. Most important, screeners provide a basis for estimating the costs of a survey.

    After obtaining a qualified respondent, begin with a question that sparks a respondent's interest. After introductory comments and screens to find a qualified respondent, the initial questions should be simple, interesting and non-threatening. To open a questionnaire with an income or age question might be disastrous. These are considered threatening and immediately put the respondent on the defensive.

    Ask general questions first. Once the interviewer proceeds beyond the opening warm-up questions, the questionnaire should proceed in a logical fashion. General questions are covered first to get the person thinking about a concept, company, or type of product and then to the specifics. For example, a data acquisition questionnaire on shampoo might begin with "Have you purchased a hair spray, hair condit

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