During the one-month-long field phase in which participants had each day 24-hour
access to the internet questionnaire, a total of 545 people – men and women of different
ages – took part in the questionnaire.
After the online questionnaire had been deactivated, all those data sets of the Kano
questionnaires not completely filled in by the interviewee or where information
concerning gender and/or age (which is important for the segment-specific evaluation)
had not been given were removed.
Later analysis of data sets which had been removed from the data table and not
usable for later evaluation showed that the majority of participants who did not fully
complete the questionnaire discontinued on seeing the introductory explanations or
after answering the first three questions. In all, 216 questionnaires in this category
were discontinued. Furthermore, it was noted that three times as many participants
who completed the questionnaire in the evening or at night time (6.00 p.m. to 6.00 a.m.)
discontinued filling in the questionnaire than those persons who participated during
the day (6.00 a.m. to 6.00 p.m.).
This illustrates that completion of the two-part question form of the Kano
questionnaire carefully requires comparative concentration. It would appear that the
level of concentration decreases in the evening and night and is the reason for the high
number of discontinued participations. Furthermore, the interviewees often stated that
they declined to answer the questions or did not understand the questions in the typical
functional-dysfunctional formulation in the Kano questionnaire.
An analysis of the underlying data material further shows that more than 85 per cent
of those persons interviewed who answered the first three questions went on to complete
the remaining questions in the Kano questionnaire. Discontinued questionnaires after
the third question were the exception.
Finally, the functional-dysfunctional question form in the Kano questionnaire was
accepted by approximately one-third of all participants (183 completed questionnaires).