A Study of Consumer’s Behavior towards Questionnaire Completion in Marketing Research
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Abstract
Marketing research is one of the most effective ways to gather insights to help marketers better understand the market environment, discover new opportunities, and also identify problems. The self-administered questionnaire is the most common instrument for data collection in marketing research. As the quality of data is critical to the accuracy of research findings, thus the researcher expects the respondents to answer the questionnaire honestly.
This research has three purposes: 1) to examine consumer’s behavior towards questionnaire completion, 2) to investigate relationship between internal factor and questionnaire completion, 3) to investigate relationship between external factor and questionnaire completion. A total of 400 consumers participated in this survey. The major findings from this study include: 1) 88.2 percent of consumers reported that they truly intended to complete the online questionnaires, and 86.9 percent of consumers reported that they truly intended to complete the face-to-face questionnaires; 2) there is a positive correlation between internal factor and questionnaire completion; and
3) there is a positive correlation between external factor and questionnaire completion.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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