6. A new graduate hired by the marketing research department of a major telephone company is asked to prepare a questionnaire to determine household preferences for telephone calling cards. The questionnaire is to be administered in mall-intercept interviews. Using the principles of questionnaire design, critically evaluate this questionnaire.

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Household Telephone Calling Card Survey 1. Your name 2. Age. 3. Marital status 4. Income 5. Which, if any, of the following telephone calling cards do you have? 2. Verizon 3. Sprint Nextel 1. AT&T 6. How frequently do you use a telephone calling card? Infrequently 1 2 3 4 5 4. Others Very Frequently 6 7 7. What do you think of the telephone calling card offered by AT&T? 8. Suppose your household were to select a telephone calling card. Please rate the impor- tance of the following factors in selecting a card. a. Cost per call Not Important 1 b. Ease of use 1 c. Rebates and discounts on calls 1 d. Quality of telephone service 1 e. Quality of customer service 1 22222 3 2 2 33 44 4 4 2 3 2 3 +4 4 4 9. How important is it for a telephone company to offer a calling card? Not important 1 2 Very Important 3 4 5 6 7 10. Do you have children living at home? Thank You For Your Help! Very Important 55555