RESEARCH METHOD

ASSIGNMENT-1
ON
“QUESTIONNAIRE TO ASSESS
CUSTOMER SATISFACTION ON
PURCHASE OF MI MOBILES”
Submitted by: Group –5
Name Registration No. Signature

Swostik Rout MBA/19-21/44

Jayalalita Mohanty MBA/19-21/13

Shibangi Agarwal MBA/19-21/48

Bhabani Shankar Das MBA/19-21/05

Kamakhya prasad Dwivedi MBA/19-21/15

Priyadarshini Samantaray MBA/19-21/53

Debasmita Biswal MBA/19-21/08

Guided by: Prof. Bhakta Bandhu Dash

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 CONTENTS

Sl. No. Topic Page No.

1 Introduction 3-6

2 About MI brand 6-7

3 Objective 7

4 Design of customer satisfaction questionnaire 7

5 Questionnaire 8-9

6 Conclusion 10

7 Bibliography 10

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1. INTRODUCTION
A questionnaire is a research instrument that consists of a set of questions or other types of
prompts that aims to collect information from a respondent. A research questionnaire is
typically a mix of close-ended questions and open-ended questions. Open-ended, long-
form questions offer the respondent the ability to elaborate on their thoughts. Research
questionnaires were developed in 1838 by the Statistical Society of London.
The data collected from a data collection questionnaire can be both qualitative as well
as quantitative in nature. A questionnaire is the main means of collecting quantitative
primary data. Questionnaire enables quantitative data to be collected in a standardized way so
that data are internally consistent and coherent for analysis, questionnaire ensures
standardization and comparability of the data across interviews.
A questionnaire may or may not be delivered in the form of a survey, but a survey always
consists of a questionnaire.
Some examples of a questionnaire are:
✓ Customer Satisfaction Questionnaire: This type of research can be used in any
situation where there’s an interaction between a customer and an organization. For
example, you might send a customer satisfaction survey after someone eats at your
restaurant. You can use the survey to determine if your staff is offering excellent
customer service and if the overall experience was positive.
✓ Product Use Satisfaction Questionnaire: You can use a product use research
questionnaire to better understand the usage trends of your product and similar products.
This also allows you to collect customer preferences about the types of products they
enjoy or want to see on the market.
✓ Company Communications Evaluation Questionnaire: Unlike other types of
questionnaire examples, a company communications evaluation looks at both internal and
external communications. It can be used to check if the policies of the organization are
being enforced across the board, both with employees and clients.
The above survey questionnaire examples are typically less expensive to execute than in-
person surveys or interviews. Additionally, the standardized answers of a survey

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questionnaire instead of a person-to-person conversation make it easier to compile useable
data.
Questionnaires aren’t without limitations. The biggest limit of a data collection
questionnaire is that respondents need to read all of the questions and respond to them. For
example, you send a questionnaire invitation through email asking respondents to complete
the questions on social media. If a target respondent doesn’t have the right social media
profiles, they can’t answer your questions.

• Advantages of a Questionnaire
✓ With a survey questionnaire, you can gather a lot of data in less time.
✓ There is less chance of any bias creeping in if you have a standard set of questions to be
used to your target audience. You can apply logic to questions based on the respondents’
answers, but the questionnaire will remain common for a group of respondents that fall in
the same segment.
✓ Conducting a survey through online survey software is really quick and cost-effective. It
offers you a rich set of features to design, distribute and analyze the response data.
✓ A questionnaire can be customized to reflect your brand voice. Thus, it can be used to
reinforce your brand image.
✓ The responses can be compared with the historical data and understand the shift in
respondents’ choices and experiences.
✓ Respondents can answer the questionnaire without revealing their identity. Also, many
survey software comply with major data security and privacy regulations.

• Characteristics of a Questionnaire
Your questionnaire design depends on the type of information you need to collect from
respondents. Qualitative questionnaires are used when there is a need to collect exploratory
information to help prove or disprove a hypothesis. Quantitative questionnaires are used to
validate or test a previously generated hypothesis. However, most questionnaires follow
some basic characteristics:

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✓ Uniformity: One of the biggest characteristics of questionnaires is uniform design and
standardization. Every respondent sees the same questions. This helps in data
collection and statistical analysis of this data.
✓ Exploratory: To collect qualitative data, the questionnaire should be exploratory. There
is no restriction to questions that can be in your questionnaire or the specific objective of
the questions.
✓ Question Sequence: A questionnaire typically follows a structured flow of questions to
increase the number of responses. This sequence of questions is screening questions,
warm-up questions, transition questions, skip questions, difficult questions, and
classification questions.

• Types of Questionnaires
As we explored before, questionnaires can be either structured or free-flowing. The various
types of questionnaires are:
✓ Structured Questionnaires: Structured questionnaires collect quantitative data. The
questionnaire is planned and designed to gather precise information. It also initiates a
formal inquiry, supplements data, checks previously accumulated data, and helps validate
any prior hypothesis.
✓ Unstructured Questionnaires: Unstructured questionnaires collect qualitative data.
They use a basic structure and some branching questions but nothing that limits the
responses of a respondent. The questions are more open-ended to collect specific data
from participants.

• Types of Questions in a Questionnaire

We can use multiple question types in a questionnaire. In fact, using multiple question types
can help increase responses to your research questionnaire as they tend to keep participants
more engaged. Some of the widely used types of questions are:
✓ Open-Ended Questions: Open-ended questions help collect qualitative data in a
questionnaire where the respondent can answer in a free form with little to no restrictions.

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✓ Dichotomous Questions: The dichotomous question is generally a “yes/no” close-ended
question. This question is generally used in case of the need of basic validation. It is the
easiest form of a questionnaire.
✓ Multiple-Choice Questions: Multiple-choice questions are a close-ended question type
in which a respondent has to select one (single select multiple choice question) or many
(multiselect multiple choice question) responses from a given list of options. The
multiple-choice question consists of an incomplete stem (question), right answer or
answers, incorrect answers, close alternatives, and distractors. Of course, not all multiple-
choice questions have all of the answer types. For example, you probably won’t have the
wrong or right answers if you’re looking for customer opinion.
✓ Scaling Questions: These questions are based on the principles of the four measurement
scales – nominal, ordinal, interval, and ratio. A few of the question types that utilize the
fundamental properties of these scales are rank order questions, Likert scale
questions, semantic differential scale questions, and stapel scale questions.
✓ Pictorial Questions: This question type is easy to use and encourages respondents to
answer. It works similar to a multiple-choice question. Respondents are asked a question,
and the answer choices are images. This helps respondents choose an answer quickly
without over-thinking their answers, giving you more accurate data.

• Post Questionnaire Design Survey

As a survey creator, we may want to pre-test the survey by administering it to a focus group
during development. We can try out a few different questionnaire designs to determine which
resonates best with your target audience. Pre-testing is a good practice as the survey creator
can comprehend in the initial stages if there are any changes required in the survey.

2. ABOUT MI BRAND
Xiaomi is a privately owned company that designs, develops, and sells smart phones, an
Android-based OS, and other consumer electronics. Xiaomi also makes fitness trackers, TVs,
air purifiers, and tablets. It has a skin for its Android phones and tablets – MIUI. The
company largely sells its phones via flash sales in India. Xiomi is committed to continuous
innovation, with an unwavering focus on quality and efficiency. Xiomi is currently the

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world’s fourth-largest Smartphone brand, and has established the world’s largest consumer
IoT platform, with more than 213.2 million smart devices connected to its platform.
Currently, Xiomi products are present in more than 90 countries around the world and have a
leading foothold in many markets.

3. OBJECTIVE

The main objectives of this report are:

✓ To design a customer satisfaction questionnaire for customers on purchase

of MI mobile phones.
✓ To understand the design process and usability of questionnaire.
✓ To determine dominant factors affecting customer satisfaction.

4. DESIGN OF CUSTOMER SATISFACTION QUESTIONNAIRE

Questionnaire design is a multistep process that requires attention to detail at every step.
Researchers are always hoping that the responses received for a survey questionnaire yields
useable data. If the questionnaire is too complicated, there is a fair chance that the respondent
might get confused and will drop out or answer inaccurately.

Customer satisfaction is a term frequently used in marketing. It is a measure of how products

and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services exceeds specified satisfaction
goals.

A customer satisfaction survey is a questionnaire designed to help business understand what

their customers think about their products or services, their brand, and their customer support.
This is one type of customer experience and can be used to gauge customers needs,
understand problems with your products and services or segment customers by their score.
they often use rating scales to measure changes over time, and gain a deeper understanding of
whether or not you’re meeting the customer’s expectations.

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5. QUESTIONNAIRE

Please take a few minutes to complete this survey. Your specific answers will be completely
anonymous, but your views, in combination with those of others, are extremely important.
This survey is regarding the customer satisfaction on purchase of new mobile phones in
relation to the different demographic factors. The responses given will be used for the
academic purpose.

• Section -A (Respondent’s profile and Mobile information)

Please fill in the required details or tick the option as per requirements.

1. Name: ___________________________________________________________

2. Gender :  Male
Female

3. Marital Status:  Married

Unmarried

4. Age Group  10-20

 20 – 30
 30-50
 50 & above

5. Occupation  Salaried
 Self Employed
 Student
 Others

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• Section-B (Customer Satisfaction Indicator Response)
Each indicator mentioned in the table below contains a unique statement. Please choose/ tick
one among the five options corresponding to each of the statements.

Strongly Disagree

Strongly Agree
In between
Disagree
Sl.

Agree
No. INDICATOR STATEMENTS

1 Product MI mobile’s quality matches with the

Quality customer expectations.
2 Product Customers are satisfied with the brand
Brand Value value of MI mobile in the market.

3 Product The MI mobile’s price is competitive

Pricing and is affordable for every class of
consumer.
4 Product The MI mobile is available on both
Availability offline stores and e-commerce websites.

5 Product The MI mobile phone comes with varied

Design and lucrative designs to match the needs of
style different age groups.
6 After-sales MI provides prompt customer care
Services service and 24X7 remote assistance
support.
7 Service MI’s customer service consistency is
Consistency applaud-able as they give the same or
better service every time.
8 Security MI provides regular security updates for
updates all its users.

9 Service MI regularly updates new features for

Innovativeness making the UI more user-friendly.

10 Brand Customers like the MI mobile and will

Loyalty go for future updated version smart-
phones from MI.

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6. CONCLUSION
Making a questionnaire can seem very straightforward, but unless it is designed properly, the
results can be skewed and unreliable. After analysisng the questionnaire design process, we
understood that certain key factors/ indicators should be kept in mind for getting a standard
questionnaire and to get appropriate results from the respondent’s end. The results can lead to
re-branding, decision-making, and policy changes if the feedback is sound.

7. BIBLIOGRAPHY

• https://shodhganga.inflibnet.ac.in/bitstream/10603/21293/18/18_annexture.pdf

• https://www.researchgate.net/publication/307655185_Factors_Affecting_Customer_Satis
faction_in_Mobile_Telecommunication_Industry_in_Bangladesh
• https://www.questionpro.com/blog/what-is-a-questionnaire/

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