3220Lecture11Chapter9.PPT
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Transcript 3220Lecture11Chapter9.PPT
Open ended questions: no options provided.
◦ Pros:
access ideas the researcher has not considered
insight into respondents’ vocabulary
insight into relative importance (based on ordering)
◦ Cons:
difficult to record, to code, and to enter data
results in greater expense and time
Closed ended questions (fixed alternative):
◦ Pros:
cheaper, faster, easier data collection and entry
◦ Cons:
miss “rich” data, only measures what researcher has
conceived.
Dichotomous: choose one of two
◦ e.g. yes/no
Multiple choice alternatives:
◦ determinant choice: select only one
◦ checklist: select all that apply
Scale responses
◦ Likert, Semantic differential, sum scales, distance, etc.
Single issue per question
Brief
Common interpretation
Comprehensible vocabulary
Simple
Exhaustive categories
Mutually exclusive categories
Write your own “awful” question.
The worst you can image.
Marketing Research
8/5/2016
6
No unclear assumptions
◦ Why do you download music? (You may check off more than
one box.)
____
____
____
____
____
____
____
CDs are too expensive
CDs only contain a few good songs
It is more practical (no need to leave home)
Rather spend money elsewhere
Do not believe in supporting the music industry
Convenience
Other
◦ This assumes that they download
Not beyond experience/ability
◦ Who was the best U of L president?
No specific examples (unless needed)
What is your favourite brand of chocolate bar? (e.g. Coffee Crisp,
Snickers, etc.) __________________
Stating a few limits ability to remember others (cueing effect)
Don’t ask info they can’t remember
How much did you spend on groceries in the last month?
____________
No ambiguity
How many advertisements promoting music sharing can you recall?
A) 0
B) 1-2
C) 3-4
D) more than 4
[Does this mean different ads, or different showings of an ad?]
No double-barreled questions
◦ I believe that all that is legal is ethical and all that
is illegal is unethical.
Strongly disagree 1
2
3
4
5
6 Strongly agree
What if they believe all that is illegal is unethical, but all that is legal
isn’t necessarily ethical?
No leading questions
◦ Do you support the school board’s innovative
new math curriculum?
Not at all 1 2 3 4 5 6 Strongly support
“Innovative, new” may suggest what the “correct” answer is
No loaded questions
Not overly complex
Do you support helping child victims of AIDS?
Not at all 1
2
3
4
5
6 Strongly
[The “morally correct” answer is obvious]
◦ Do you feel that the contractual clause 59B
section II should be revised to indicate the new
funding options available to employees in the
temporary worker category when workers are
eligible for maternity/paternity leave, conditional
upon their years of service and job classification?
◦ Yes__ No__
Use attractive single unit (a nice “booklet)”
Offer incentives (don’t have to be large)
Use postcard to warn
Use postcard to remind
“Cover letter”
◦ Who, instructions, incentive, screening (if needed)
Instructions
◦ How to proceed (e.g. don’t skip ahead/back)
Screening
◦ Get the right people
Warm-up (if necessary)
◦ Easy and interesting questions
Transition statement (if necessary)
Key content/difficult questions
Demographics
Gain attention, pique interest
◦ Start easy and interesting
Avoid priming concepts, directing responses
◦ General to specific; Open to closed
Randomize or counterbalance
◦ Response order; Question order
Place similar questions together
◦ mind frame
Clearly distinguish question and responses
◦ CAPS versus lower case, etc.
LAYOUT A (bad):
Do you agree, disagree or have no opinion that this company has:
A good vacation policy - disagree/not sure/agree.
Good management feedback - disagree/not sure/agree.
Good medical insurance - disagree/not sure/agree.
LAYOUT B (better):
Does this company have:
Disagree Not Sure Agree
A good vacation policy
1
2
3
Good feedback
1
2
3
Good medical insurance
1
2
3
Pretest the questionnaire
◦ Test on “experts”
◦ Test on target market
Pretesting approaches
◦ Complete the survey
◦ Interpret the questions: what do they “mean”
◦ Define key words
◦ Comment on confusing items, missing items
◦ Address response options as well as questions
Halo effect
Positivity/negativity bias
Extremeness aversion/extremeness seeking
Framing
Priming