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ADV 281 Research Methods Test 4About surveys-provide “point in time” snapshotfour data collection methodspersonal (face to face)telephone (mail and self administered)onlinePersonal InterviewsIntercept – recruit Rs on the spot, location-dependentPre-recruited – contact in advance, pre screening, set appointmentTend to provide highest level of data quality dut to:Personal administration of interview by trained interviewerFace to face contactOther advantages include:Work well for complex questionairesPermit use of visual stimuliCan confirm respondent understandingBut…expensive and time consumingTelephone interviewsConducted from central location, use CATI (computer assisted telephone interviewing)Advantages:Easily administer complex skip patterns, lower cost, can obtain true random sampleDisadvantages: Short length, simple questions, hard to get sensitive data, high refusal rates, no visual stimuliMail surveysRespondents receive packets –cover letter, questionnaire, instructions for completion and return, return envelope, incentrive (optional)Randomly selected sample of populationMail panel (versus randomly selected sample-higher response ratesgreater cost efficienciesmore efficient pre screeningmail surveyspro-cost-efficiencyrespondent conveniencecon:lower response ratelimited online surveys advantagescan automatically execute complex skip patterns random assignment (survey can be experiment)lower costworld-wide sampledisadvantagessample representativeness due to differences in internet accessCriteria for selecting data collection method-cost (length, response rate, geo. Coverage, sample characteristics)-time (telephone & online fastest, personal interviews slowest)-sample (who responds), interview (circumstances for respondents), and administrative (monitor interviewer quality) control-information needs (phone and mail elicit more honest interview more thorough)topic and Q complexityinterview lengthComplexity-personal interviews best when both topics and questionnaire are complextelephone works well when complexity is entirely due to questionnaire structureonline appropriate for relatively simple topics, with or without questionnaire complexitymail appropriate for simple topics and simple questionnairesResponse RatePercentage of valid sample who provide a valid completed interviewCalculated by diving number of respondents completing survey by total number of respondents in the valid sampleResponse Rate exampleSources and remedies for nonresponse errorSource: refusal, not at homesRemedies: advance notification, incentives, callbacks, recontactNote:Text is specific about how these remedies may be used for personal telephone, mail, and onlineResearch questions:Free samples on purchase rateMeasurement:The way by which abstract typically not observable concepts are linked to observable eventsRules for assigning numbers to objects in such a way as to represent qualities of attributesMeasuring conceptsScalesCriteria for good measurementMeasurement processStage one- identify and define concept of interest  Identify concept of interest, develop conceptual definition, develop operational definitionStage two - specify an observable event   Determine level of measurement, select question typeStage three- evaluate and reuse observable event  Rewrite question, access validity and reliabilityConceptGeneralized idea about class of objects, attributes, occurrences, or processesConceptualize, conceptual definitionVerbal explanation of meaning of a concept, expresses central or core ideaof the concept defines what the concept is and what it is notCommonly access attitudes toward products, ads, and brandsWhat is attitudePsychological tendency to evaluate something with some degree of favor or disfavorAttitude towards an adPredisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure situationAkers brand personalitySet of human characteristics associated with a brandSincerity, excitement, competence, sophistication, ruggednessOperation ism, operation definitionConcepts in scientific theories must be grounded in, linked to, observable event that can be measuredAn explanation that gives meaning to a concept by specifying the activities or operations necessary to measure itOperational definition removed concept from the feelings/intuitions of a particular individual and allows it to be tested by anyone who can carry out the measurable operationsFrom conceptual to operational definitionExplicitly specify the concept of interestExplore different aspects of the concepts meaningExplicitly state what can be observedEvaluate and select one or more of the alternativesExample: operational definition of attitude toward the adMeasuring anything that exists ie loveLevels of measurementDifferent levels of measurement provide different types of informationNominal-Numbers or letters assigned to the object served as labels for identificationor classificationGoalCategorize responses through assignment to mutually exclusive ** and exhaustive categoriesDichotomous - yes or noChecklist -Combines a series of related dichotomous into single questionLess time consuming and tediousMust define criteria on which checklist items will be selectedMust be constructed I reduce bias: order, equal number of pos neg itemsExampleWhat words describe how you felt about the commercial you just sawNominal scaleOrdinal Arranges objects or alternatives according to their magnitude in an ordered relationshipGoal Order responses according to a predefined characteristicRank Order ScalingIntervalArranges objects according to their magnitudes and also distinguishes in units of equal magnitudeGoalProvide an estimate of the relative distance between itemsGraphic, semantic differential, likertRatioHas absolute rather than relative quantities, and an absolute zero where there is the absence of an attributePeriods of time, dollars spent, number of items purchasedConstant sum scaleSelecting a level of measurementDetermined by:Characteristic or attribute being measuredDesired depth of detailLevel of detail required for data analysisGeneral rule: collect data at highest level of measurementLeles of measurement determines what information you will have about the object of study; determines what you can and cannot say about the objectLevel of measurement determines what type of stat analysis you can perform, high level scales permit more


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UIUC ADV 281 - Research Methods Test 4

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