Marketing Research Principles, 2e
Putting Research Into Practice
Kenneth E. Clow and Karen E. James

Chapter 11

Questionnaire Design
Videos
Clow James Marketing Research - Chapter 11 Videos

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Topic
Video Link
Title and Description (time)

Leading Questions
Clow James Marketing Research - Chapter 11 Video
Clow James Marketing Research Video Lab - Chapter 8Leading Questions
This is a humorous example of using leading questions to skew an opinion survey to support or refute an issue. (2:16)
Questionnaire Design Clow James Marketing Research - Videos Chapter 11
Clow James Marketing Research Video Lab - Chapter 8Guide to Questionnaire Design
This video provides a 10-step guide to producing good questionnaires. (4:36)

Clow James Marketing Research Videos - Chapter 11Clow James Marketing Research Video Lab - Chapter 8Questionnaires
This video focuses on question phrasing and problems with wording. (7:36)

Statistical Reporting Clow James Marketing Research Videos - Chapter 11 Clow James Marketing Research Video Lab - Chapter 8How to Color Radar Chart Rings in Excel
This video illustrates the process for creating a radar chart, then coloring a ring within it. (5:19)

Statistics Review
Dealing with Data

Clow James Marketing Research Videos - Chapter 11
Please see the Dealing with Data video in Chapter 4 on how to recode variables.
Clow James Marketing Research Video Lab - Chapter 8Clow James Marketing Research Video Lab Chapter 5Compute a Mean Score in SPSS
This video explains how to compute a mean score of a set of variables. The same procedure can be used to obtain a sum. (2:14)


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