MKT437 Exam # 3 Chapter 12- Good Questions/Important Criteriao Does it provide the necessary decision making information?o Always get client approvalo Consider the respondent, consider the setting Use the right terminology/language Survey can be taken by the people I want to take ito Must Pretesto Incentiveso Editing, coding, data entry and data analysiso Introduction, flowo Skip patterns-screening (qualifiers), branching Branching: might skip around to another question if you answer noo Piping Insert something from pervious question to another question - Advantages/Disadvantages of open-ended questions o Advantages Probing to gain information, don’t have to have a definite listo Disadvantages Editing/coding- What are the different types of questions to ask?o Multiple choice Closed-ended questions Need a mutually exclusive and exhaustive list Make sure all important categories are present Include don’t know if relevant The more choices you have the larger the issueo Dichotomous Closed-ended questions that ask the respondent to choose between two answers o Scaled-response questions Closed-ended questions where the respondent is choosing an answer to capturethe intensity o Open-ended Questions to which the respondent replies in his or her own words o Closed-ended Questions that require the respondent to choose from a list- Questionnaire flow/Layout o Use screening questions to Identify Qualified Respondents o Begin with a question that gets the respondent’s interesto Ask general questions firsto Ask questions that require “work” in the middleo Insert “Prompters” at strategic pointso Position sensitive, threatening, and demographic questions at the endo Put instructions in capital letters and include space for open-ended questionso Consider attention filters o Use a proper introduction/closing - Costs o Incidence rates People who would qualify for the surveyo Response rates How many people responded to the surveyo Premature termination People end the survey early - Skip Logico If respondent answers a certain way to a question it will take them to another question - Double-barreled question o Two questions being asked at the same timeChapter 13 - Probability vs. Nonprobability samples o Probability Samples in which every element of the population has a known, nonzero likelihood of selection o Nonprobability Samples in which specific elements from the population have been selected in a nonrandom manner- Probability is more generalizable- Different types of samples (probability)o Simple random sampling Get total population then assign everyone a number and then choose at randomo Systematic sampling Pick every nth person - To get rid of similarity problems: put list in alphabetical order o Stratified sampling Two or more subsets Looking for differences - Ex: male vs. female votingo Cluster samples Two or more subsets Not looking for difference - Four Different types of nonprobability sampleso Convenience Survey people that are convenient to youo Judgment samples Make best judgment that they are convenient (ex: mall surveys)o Quota samples Sample and meet certain numbers for demographics Members are not selected randomlyo Snowball samples Glorified pyramid scheme Ask 3 people then they ask 3 people, etc.- Errors o Random Error that results from chance variationo Administrative o Measurement All errors other than sampling error - 7 Steps for Developing Sampling Plano Define the population of interesto Choose the data collection methodo Identify the sampling frameo Select a sampling method o Determine sample size o Develop operational procedures for selecting sample elementso Execute plan and consider errors - Populationo Group of people we are trying to interview- Censuso Everyone in the population- Sampleo Portion of population - Ways that we define the population o Geographic areao Demographicso Usageo Awareness Chapter 15- Validation vs. Validity o Validation Conducted as we specifiedo Validity Survey measures what it is supposed to measure- Validation of the sampleo Adequately represents the % of what we are measuring - Measures of Central tendency o Meano Median o Mode - Measures of dispersion o Standard deviation o Variance - Coding of open-ended
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