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? 1. AT&T 2. Verizon 3. Sprint Nextel 6. How frequently do you use a telephone calling card? 4. Others Infrequently 1 2 3 4 5 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. Very Important 3 4 3 4 3 4 3 4 3 4 555SS 5 mmm 22222 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 1 2 e. Quality of customer service 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!