For each objective, indicate where on the questionnaire you recommend placing the questions pertaining to that research objective.

Be sure to also state your reasoning for your recommended order for each.

Active Learning Decide on Questionnaire Order in a Questionnaire For a survey to determine the attractiveness of a possible new restaurant, the following table identifies each of the research objectives as well as a possible measurement scale to be used with each research objective. Using your newly acquired knowledge of question flow and questionnaire organization, for each objective, indicate where on the questionnaire you rec- ommend placing the question(s) pertaining to that research objective. Jot down your reason- ing for your recommendation on question order as well. Research Objective and Order in the Questionnaire Description How to Measure? and Reason(s) for This Order Will the restaurant be Describe the restaurant concept successful? and ask intentions to purchase Will a sufficient number of people there on a scale. patronize the restaurant? How should the restaurant be Determine respondents' prefer designed? ences for each of the several What about dcor, atmosphere, possible design features on a specialty entres and desserts, preference scale. wait staff uniforms, reservations, special seating, and so on? What should be the average Describe standard entres and price of entres? possible house specials and How much are potential patrons identify how much respondents willing to pay for the entres as are willing to pay using price well as for the house specials? ranges What is the optimal location? Determine furthest driving dis- How far from patrons' homes tance respondents are willing to are patrons willing to drive, and drive to the new restaurant for are there any special location each location feature features (such as waterfront deck seating, free valet parking, no reservations, etc.) to take into consideration? What is the profile of the target Ask for demographics of the market? respondents. What are the best promotional Determine normal use of various media? local media, such as newspaper, What advertising media should radio, and television, and iden- be used to best reach the target tify specifics, such as what news- market? paper sections are read, what radio programming respondents prefer, and what local television news times are watched