Market Research: Chapter 10

Front 1

Question Response Formats

Back 1

1. open-ended
2. closed-ended
3. scaled-response

Front 2

Open-ended Questions

Back 2

-presents no response options to the respondents

Front 3

Open-ended: Unprobed

Back 3

-format seeks no additional information
-advantages: allows respondent to use own words
-disadvantage: difficult to code and interpret

Front 4

Open-ended: Probed

Back 4

-included a response probe instructing the interview to ask for additional info (can you think of anymore?)
-advantages: elicits complete answers
-disadvantages: difficult to code and intepret

Front 5

Closed-ended Questions

Back 5

-provides options on the questionnaire that can be answered quickly and easily

Front 6

Closed-ended: Dichotomous

Back 6

-response has only two options such as yes or no
-advantage: simple to administer
-disadvantage: may oversimplify response options

Front 7

Closed-ended: Multiple Category

Back 7

-has more than two options for the response
-advantages: allows for broader range of responses and is simple
-disadvantages: must distinguish "pick one" from "pick all that apply"

Front 8

Scaled-response Questions

Back 8

-uses a scale developed by the researcher to measure attributes

Front 9

Scaled Response: Unlabeled

Back 9

-uses a scale that may be numerical or only the endpoints of the scale are identified
-advantages: allows for degree of intensity and is simple
-disadvantage: may not relate well to scale

Front 10

Scaled Response: Labeled

Back 10

-uses a scale in which all of the scale positions are identified with some description
-advantages: allows for degree of intensity, simple, respondents can relate to scale
-disadvantages: scale may be forced or overly detailed

Front 11

Considerations in Choosing Format

Back 11

-nature of the property being measured
-previous research studies (if you want to compare results)
-data collection mode
-ability of respondents
-scale level desired

Front 12

Measurement

Back 12

-determining how much of a property is possessed by an object

Front 13

Properties

Back 13

-specific feature of characteristic of an object that can be used to distinguish

Front 14

Scale Characteristics

Back 14

1. description (male/female)
2. order (greater/less than)
3. distance ($5-$4=$1)
4. origin (natural zero)

Front 15

Nominal Scales

Back 15

-those that only use labels (labeling someone by their occupation-doctor, teacher, lawyer)
-possesses description only

Front 16

Ordinal Scales

Back 16

-researcher can rank/order the respondents or responses (ranking choices of brands, how often)
-possesses description and order

Front 17

Interval Scales

Back 17

-the distance between each descriptor is equal (very friendly, somewhat friendly, somewhat unfriendly, very unfriendly)
-possesses description, order and distance

Front 18

Ratio Scales

Back 18

-where a true zero exists (dollars spent, children in household)
-possesses description, order, distance and origin

Front 19

Measuring Objective Properties

Back 19

-physically verifiable characteristics such as age, genders, sales

Front 20

Measuring Subjective Properties

Back 20

-cannot be directly observed because they are mental constructs such as attitudes

Front 21

Reliability

Back 21

-respondent responds in the same or similar manner to an identical or nearly identical measure

Front 22

Validity

Back 22

-accuracy of responses to a measure