Mkt Research Ch.7-11

Front 1

4 types of survey collection methods

Back 1

person administered, computer administered, self administered, hybrid

Front 2

person administered survey collection pros/cons

Back 2

pros: feedback, rapport, quality control, and adaptability

cons:human error, slow, high cost, respondent apprehension

Front 3

computer administered survey collection pros/cons

Back 3

pros: speed, no error, visual presentations, real-time capture of data, reduced interview evaluation (apprehension)

cons: technical skills required, high setup cost

Front 4

self administered survey collection pros/cons

Back 4

pros: reduced cost, respondent control, no apprehension

cons: respondent error, lack of supervision, stand-alone questionnaire

Front 5

hybrid survey collection pros/cons

Back 5

pros: collects variety of data, higher response rate, lower costs, better representation of respondents

cons: complex, response coding system

Front 6

1. in-home interview
2. mall intercept
3.in office

say cons/pros

Back 6

cons/pros
1. high costs, timely/effective
2. misrepresented sample, survey refusal/ low cost
3. survey refusal/in work environment

Front 7

4.central location telephone interview
5. comp. assisted telephone
6. fully computerized interview

say cons/pros

Back 7

d. Central location telephone interview: telephone interviewers work in a data collection company’s office.
e. Computer assisted telephone interview: questions are programmed for a computer screen and telephone interview reads them sequentially. Problem is that systems are programmed to make wrong answers impossible.
f. Fully computerized interview: computer administers questions, respondent does it on their own

Front 8

7. online survey
8.mail survey
9. group administered survey
10. drop off survey

Back 8

g. Online survey: fast speed, ease of use, low cost
h. Mail survey: problems with non-response, and self selection bias (may differ from original sample)
i. Group administered survey: respondents take survey in group context, but work individually.
j. Drop off survey: self administered, administrator may return at a later time to pick up or may be mailed in. Must be self explanatory

Front 9

factors deciding on technique to use

Back 9

1. time/deadlines
2. money
3. type of respondent interaction (verbal or nonverbal)
4. special considerations? incidence rate(% of people who include desired characteristics)

Front 10

3 levels of measurement formats

Back 10

open-ended, categorical, and metric

Front 11

categorical format

def, p/c

Back 11

ex./ multiple choice categorical format

pros-quick, easier to analyze
cons- closed-ended questions do not let the respondent fully discuss their answer

Front 12

natural vs. synthetic answers

def and p/c

Back 12

natural- age, number of visits
synthetic-1-10 satisfaction rating, descriptor scales

Front 13

synthetic number metric scale

ex./

Back 13

scale the movie you just watched 1-5

Front 14

synthetic label metric scale

Back 14

"poor, fair, good" scale

Front 15

two goals of scale development
reliable scale and valid scale

Back 15

reliable: respondent responds in the same or in a very similar manner to an identical or nearly identical scale

valid: one that truly measures the conduct under study

Front 16

likert scale

Back 16

asked to indicate their degree of agreement or disagreement on a symmetric agree- disagree scale for each of a series of statements.

ex./ levi jeans are good-looking. strongly disagree is 1, strongly agree is 5.

Front 17

semantic differential scale

Back 17

-uses bipolar adjectives as scale
-translate qualitative judgments in quantitative estimates.

ex./ diet coke survey bitter-sweet expensive-cheap

Front 18

semantic differential scale halo effect

Back 18

when you like Target, so you just check all down the L side, but really not ALL aspects you like.

to control for this: switch bipolar adjectives around so respondent has to read question and analyze scale options.

Front 19

stapel scale ex.

Back 19

-uses counter-balancing positive and negative numbers to represent your opinion on the factor
-easier bc NO bipolar adjectives to think of.
ex./ at best buy rate your experience and feelings about your best buy purchase… -3 -2 -1 0 1 2 3.

Front 20

symmetrical vs. non-symmetrical scales

Back 20

symmetrical- positives AND negative

non-symmetrical scales- only positives

Front 21

graphic reading scale

Back 21

uses visuals to express degree of opinion

ex./ smiley faces getting bigger to answer question about children's book.

use for people with difficulty reading

Front 22

leading question

def. and ex.

Back 22

biased question that 'leads' the respondent to one side

ex./ you are satisfied with your BMW, aren't you?

Front 23

what is the recommended type of scale(s) to use if you want to know....

1. brand image
2. frequency of use
3. importance
4. intention to purchase
5. lifestyle or opinion
6. performance
7. satisfaction

Back 23

1. brand image
semantic differential (bipolar adj) OR stapel scale
2. frequency of use
one-way labeled scale
3. importance
one-way labeled scale
4. intention to purchase
symmetric labeled scale (ext. unlikely .... ext. likely)
5. lifestyle or opinion
likert scale
6. performance
one-way labeled scale
7. satisfaction
symmetric labeled scale

Front 24

loaded question

Back 24

wording or phrases that are universal beliefs, so people automatically agree with them.

“our founding fathers gave us the right to bear arms, so don’t you believe we should be able to protect ourselves?”

Front 25

double barreled question

Back 25

2 questions in 1.

were you satisfied with restaurant food and service?

Front 26

5 functions of the questionnaire introduction

Back 26

1. identifies surveyor
2. indicates purpose of survey
3. explains how respondent was selected
4. participation: requests for/provides incentive
5. determines if respondent is suitable

S, P, S, P, S

Front 27

difference between anonymity and confidentiality

Back 27

anonymity-never identified with data collected

confidentiality-nothing is given out to THIRD PARTY

Front 28

question flow (easier to harder)

Back 28

screens, warm-up questions, transitions, complicated in middle, end in demographic

Front 29

skip questions

Back 29

answer affects next question

Front 30

order of questions (flow)

Back 30

beginning1. conversational -warmup
middle2. intrusive - difficult
end3. demographic - 'personal'

Front 31

sample error, caused by 2 factors

Back 31

1. method of sample selection
2. size of sample

Front 32

simple sampling technique

Back 32

random numbers process selects each individual into the sample

-ensures identical chance of selection, but everyone must have unique code (SSN)

ex./ random digital dialing

Front 33

systematic sampling technique

Back 33

select random sample from physical directory or list using “skip interval technique”

-don't need unique code
-don't need computer
-less time and effort

Front 34

cluster sampling technique

Back 34

population divided into subgroups(clusters) each of which represent the entire population

-easy to administer

Front 35

stratified sampling technique

Back 35

1.separates pop’n into strata (dissimilar groups) AND 2.random sample taken from all strata

-more accurate
-good when no pop'n bell-dist'n

Front 36

4 probability techniques

Back 36

simple,systematic, cluster, stratified

-population is specifically known and can be calculated

Front 37

convenience sampling

Back 37

high-traffic locations to intercept respondents.

-location is subjective

Front 38

judgment sampling

Back 38

using judgment from prior knowledge to identify/pick the sample

sample is subjective

used when researcher is NOT seeeking to generalize about the entire pop'n

Front 39

referral sampling

Back 39

non probability sampling

respondents provide names of additional respondents

used when sample frame is small and its hard to find qualified ppl

Front 40

quota sampling

Back 40

non probability sampling

using screening and qualification criteria to be in final sample

ex./ 50% non caucasian candidates

most ACCURATE non probability

Front 41

3 online survey errors

Back 41

1. multiple submissions
2. fictitious person
3. misrepresentation of pop'n, because on internet to begin with

Front 42

3 non response errors

Back 42

1. refusal, doesn't take survey at all
2. break-off, stops in middle of taking survey
3. item omission- doesn't answer particular 'personal' questions