Innovative Marketing Consultant has been contracted to conduct a job-satisfaction survey among the 2,470 employees of United Machine Tools, Inc., Dayton, Ohio. The management insists that the questionnaire be comprehensive and incorporate all the views of the respondent in order to improve the work environment.
a. What factors should Innovative Marketing Consultant consider in choosing the survey method to be used?
b. Which question form would be most likely to supply management with the information it has requested?
c. Design a sample questionnaire that Innovative Marketing Consultant will use in conducting the job-satisfaction survey.
d. What possible sources of survey error might be encountered?
e. United Machine Tools, Inc., has a wholly owned subsidiary in Madras, India. What additional factors must Innovative Marketing Consultant consider in choosing the survey method to assess the job-satisfaction levels of the employees at the Madras plant?