149 Cards in this Set
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questionnaire
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a _______________ is a set of questions designed to generate the data necessary to accomplish the objectives of the research project; it is a formalized schedule for collecting information from respondents.
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uniformity
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a questionnaire standardizes the wording and sequencing of questions and imposes ____________ on the data-gathering process.
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interview schedule or survey instrument
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a questionnaire can also be called a ____________
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questionnaire
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the production line of marketing research. it is here that the product is created.
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questionnaire
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the tool that creates the basic product
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survey objectives
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the questionnaire must translate the _____ ________ into a form understandable to respondents and "pull" the requisite information from them
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1. Does it provide the necessary decision-making information?
2. does it consider the respondent?
2. does it meet editing and coding requirements?
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what are the criteria for a good questionnaire?
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primary
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the ________ role of any questionnaire is to provide the information required for management decision making. Any questionnaire that does not do this should be discarded or revised
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interviewing environment
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the researcher designing a questionnaire must consider not only the topic and the type of respondent, but the _________ _________ and questionnaire length as well.
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jargon
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the questionnaire designer must strip away any marketing ______ and business terminology that may be misunderstood by the respondent
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Editing
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going through each questionnaire to make certain that skip patterns were followed and the required questions filled out
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skip pattern
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sequence in which questions are asked based on a respondents answers
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branching
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takes the participant to a different set of questions based on the answer that is given to a prior question
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piping
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integrates responses from a question into later questions
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Questionnaire design process
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1. Objective, resources, constraints
2. data collection method
3. question response format
4. question wording
5. questionnaire flow and layout
6. evaluate the questionnaire
7. obtain approval of relevant parties
8. pretest and revise
9. prepare final copy
10. implement survey
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survey objectives
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outline of the decision making information sought through the questionnaire
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research method
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_______ _______ will have an impact on questionnaire desgin
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open-ended questions
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questions for which participants formulate their own responses
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open ended questions
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_____ ______ ________ enable respondents to give their general reactions to questions
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researcher
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open ended responses have the advantage of providing the _________ with a rich array of information
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inspection
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the _________ of open ended responses also can serve as a means of interpreting closed-ended questions
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probing
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an interviewer encourages the respondent to elaborate or continue the discussion
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the three probe categories
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proactive, reactive, and spontaneous
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natural
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a spontaneous probe cause also be called a ________ probe
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proactive
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a _______ probe can be planned ahead of time
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Reactive probes
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-almost like "natural probes" except they are more "knee jerk"
-most common include: "What makes you say that?" or "What is the basis for that belief?"
- question the baseline thinking of respondent, rather than relying on a report of behavior
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“Silent” probe:
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This is a nonverbal probe and is characterized by such actions as raised eyebrows or hand gestures such as moving the right hand in a rolling motion
that signifies “Tell me more.”
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Precoding
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___________ necessitates that the researcher have sufficient familiarity with previous studies of a similar nature to anticipate respondents’ answers.
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biased
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Open-ended questions may be biased toward the articulate interviewee.
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interpretation-processing
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A basic problem with open-ended questions lies in the ___________ ____________ area.
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open-ended questions
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A final difficulty _______ ________ ________with is their inappropriateness on some self administered questionnaires.
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closed-ended questions
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______ _____ _________ requires the respondent to make a selection from a list of responses
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dichotomous questions
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Closed-ended questions
that ask the respondents
to choose between two
answers
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Dichotomous questions
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__________ ___________ are prone to a large amount of measurement error
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inappropriateness
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A final difficulty with open-ended questions is their ______________ on some self administered questionnaires.
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closed-ended questions
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Questions that require the
respondent to choose
from a list of answers.
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multiple-choice questions
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Closed-ended questions
that ask the respondent to
choose among several
answers; also called multichotomous questions
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measurement error
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Dichotomous questions are prone to a large amount of __________ ______
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dichotomous question
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Another problem with the _______ ________ is that responses frequently fail to communicate any intensity of feeling on the part of the respondent
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multiple-choice
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With __________ ________ questions, replies do not have to be coded as they do with open-ended questions, but the amount of information provided is more limited.
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First, the researcher
must spend time generating the list of possible responses.
Second, the
researcher must settle on a range of possible answers.
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What are the disadvantages to MC questions?
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scaled-response
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A primary advantage of using _______ _________ questions is that scaling permits measurement of the intensity of respondents’ answers.
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numbers
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many scaled-response forms
incorporate __________ that can be used directly as codes.
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writing
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Once the marketing researcher has decided on the specific types of questions and the
response formats, the next task is the actual _______ of the questions.
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Four general guidelines about
the wording of questions are useful to bear in mind:
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(1) The wording must be clear, (2) the
wording must not bias the respondent, (3) the respondent must be able to answer the questions, and (4) the respondent must be willing to answer the questions
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scaled-response questions
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Closed-ended questions
in which the response
choices are designed to
capture the intensity of
the respondent’s feeling.
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Jargon
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________ should be avoided, and verbiage should be geared to the target audience.
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precise meanings, universal usage, and minimal connotative confusion
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Words with ________ ________, __________ _______, and __________ _________ __________ should be selected.
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wording questions
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________ _________ is the need to tailor the language to the target respondent group, whether it is lawyers or construction laborers.
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beginning
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Clarity can be improved by stating the purpose of the survey at the ___________ of the
interview.
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double-barreled question.
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To achieve clarity in wording, the researcher should avoid asking two questions in one, sometimes called a ________ ________ _________.
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distort
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Sponsor identification early in the interviewing process can _______ answers.
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respondent biasing
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Leading questions that
give away the research
goal or sponsor identity
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respondent’s question answering ability
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Factors affecting this ability include lack of required information, forgetfulness,
or incomplete recall
ability.
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respondent’s willingness to
answer
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Embarrassing, sensitive,
or threatening questions
or questions divergent
from respondent’s selfimage may cause them to
refuse to answer
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simple
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After introductory comments and screens to find a qualified respondent, the initial questions
should be , ______ interesting, and nonthreatening
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logical
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Once the interview progresses beyond the opening warm-up questions, the questionnaire should proceed in a _______ fashion.
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screeners
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Questions used to identify
appropriate respondents.
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objectives
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the __________ of a study sometimes necessitate questions on topics about which respondents may feel uneasy.
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capital
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all instructions for self-administered questionnaires
should be in _________ letters.
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prompters
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Short encouraging statements to rebuild respondent interest.
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model opening/intro
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Hello, my name is _________ and I’m calling from (company). Today/Tonight we are
calling to gather opinions regarding (general subject), and are not selling anything. This study
will take approximately (length) and may be monitored (and recorded) for quality purposes.
We would apprecia…
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model closing
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Thank you for your time and cooperation. I hope this experience was a pleasant one and you
will participate in other marketing research projects in the future. Please remember that your
opinion counts! Have a good day/evening.
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necessary questions
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Pertain directly to the
stated survey objectives
or are screeners, interest
generators, or required
transitions.
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Steps to evaluate the questionnaire (step 6)
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is the question necessary?
is the questionnaire too long?
will the questions provide information needed to accomplish the research objectives?
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approval by managers
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Managerial review approval after questionnaire drafting to prevent
false starts and expensive
later redrafts.
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pretest
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trial run of a questionnaire
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Completion
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__________ of the questionnaire establishes the basis for obtaining the desired decision-making information from the marketplace.
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supervisor’s instructions
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Written directions to the
field service firm on how
to conduct the survey.
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field management
companies
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Firms that provide such
support services as questionnaire formatting,
screener writing, and
coordination of data
collection.
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design
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field management companies generally do not have
______ and analytical capabilities.
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the marketing research client has no questionnaire software to install, and no programming or administration is required.
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advantage of the internet with questionnaires
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Some of the capabilities of SSI
Web
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■Easy-to-use, template-based authoring on the researcher’s own PC
■Randomization of pages, questions, and response options
■Data piping
■Constructed (dynamic) lists
■Automatic question response verification.
■Powerful skip logic
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Some of the capabilities of SSI
Web
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■Quota control
■Foreign language character support
■Questionnaire preview and testing on local PC
■Ability to create your own custom questions with HTML and “Free Format”
question type
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some of the capabilities of SSI Web
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■Power users may insert HTML, JavaScript, or Perl
■Respondent restart (without cookies)
■Similar look across different browsers, including Mac and legacy browsers
■Automatic respondent password generation, or import from text file
■Link to/from other online interviewing systems and We…
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some of the capabilities of SSI Web
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■Online administrative module for real-time reports, download, and data
management
■Exports to common formats (including Excel, SPSS), with label
13
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questionnaire costs and
profitability
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Factors affecting costs
and profits include overestimating, overbidding,
incidence rate, roadblocks to completed interviews, and premature
interview terminations.
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sampling
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Process of obtaining
information from a subset
of a larger group.
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motivation
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The ____________ for sampling is to be able to make these estimates more quickly and at a
lower cost than would be possible by any other means.
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small
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The key to making accurate predictions about the characteristics or behavior of a
large population on the basis of a relatively _______ sample lies in the way in which individuals are selected for the sample.
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population
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Entire group of people
about whom information
is needed; also called
universe or population of
interest.
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census
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Collection of data
obtained from or about
every member of the population of interest.
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census
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Collection of data
obtained from or about
every member of the population of interest.
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Steps to developing a Sampling Plan
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Define the Target Population
Select the Data collection Method
Identify the Sampling Frame(s) needed
Select the appropriate sampling method
Determine the necessary sample size
Create an operating plan for selecting sampling units
Execute
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sampling frame
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List of population elements from which units to
be sampled can be
selected or a specified
procedure for generating
such a list.
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random-digit dialing
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Method of generating lists
of telephone numbers at
random.
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nonprobability
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In the case of ___________ samples, researchers tend to rely on such factors as
available budget, rules of thumb, and number of subgroups to be analyzed in their
determination of sample size.
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probability
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the ability to make statistical inferences about population values based on sample results is the major advantage of ___________ samples.
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nonprobability samples
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Samples in which specific
elements from the population have been selected
in a nonrandom manner.
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sample size
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The identified and
selected population subset for the survey, chosen
because it represents the
entire group.
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probability samples
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Samples in which every
element of the population
has a known, nonzero
likelihood of selection
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population parameter
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A value that accurately
portrays or typifies a factor of a complete population, such as average age
or income.
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measurement error
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nonsampling error can also be called ___________ _____
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sampling error
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Error that occurs because
the sample selected is not
perfectly representative of
the population
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nonsampling error
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All errors other than
sampling error; also
called measurement error.
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simple random sample
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Probability sample
selected by assigning a
number to every element
of the population and then
using a table of random
numbers to select specific
elements for inclusion in
the sample
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systematic sampling
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Probability sampling in
which the entire population is numbered and elements are selected using
a skip interval.
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1. The original, or parent, population is divided into two or more mutually exclusive
and exhaustive subsets (for example, male and female).
2. Simple random samples of elements from the two or more subsets are chosen independently of each other.
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Stratified samples are probability samples that are distinguished by:
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stratified
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Researchers prefer __________ samples to simple random samples because of their
potential for greater statistical efficiency.
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stratified sample
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Probability sample that
is forced to be more
representative through
simple random sampling
of mutually exclusive and
exhaustive subsets.
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First, the information necessary to properly stratify the sample frequently may not be available.
Second, even if the necessary information is available, the potential value of the information may not warrant the time and costs associated with
stratification..
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If stratified samples are statistically more efficient, why are they not used all the
time? There are two reasons:
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Three steps involved in implementing a properly stratified sample
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1. Identify salient (important) demographic or classification factors
2. Determine what proportions of the population fall into the various subgroups under
each stratum
3. Select separate simple random samples from each stratum
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proportional allocation
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Sampling in which the
number of elements
selected from a stratum
is directly proportional to
the size of the stratum
relative to the size of the
population.
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disproportional, or optimal,
allocation
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Sampling in which the
number of elements taken
from a given stratum is
proportional to the relative
size of the stratum and
the standard deviation of
the characteristic under
consideration.
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two basic steps in cluster sampling
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1. The population of interest is divided into mutually exclusive and exhaustive
subsets.
2. A random sample of the subsets is selected.
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cluster sample
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Probability sample in
which the sampling units
are selected from a number of small geographic
areas to reduce data collection costs.
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multistage area sampling
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Geographic areas
selected for national or
regional surveys in progressively smaller population units, such as
counties, then residential
blocks, then homes.
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convenience samples
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Nonprobability samples
based on using people
who are easily
accessible.
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Nonprobability sampling methods
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convenience, quota, judgement, snowball
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judgment samples
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Nonprobability samples in
which the selection criteria are based on the
researcher’s judgment
about representativeness
of the population under
study.
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quota samples
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Nonprobability samples in
which quotas, based on
demographic or classifi-
cation factors selected by
the researcher, are established for population
subgroups.
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snowball samples
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Nonprobability samples in
which additional respondents are selected based
on referrals from initial
respondents
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snowball
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The costs of finding members of these rare populations may be
so great that the researcher is forced to use a technique such as ________ sampling.
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Internet Sampling
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■Target respondents can complete the survey at their convenience.
■Data collection is relatively inexpensive
■The interview can be administered under software control.
■The survey can be completed quickly.
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all the individuals can be sent invitations to participate and reminders to complete the survey.
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one advantage of internet sampling is:
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Data Analysis Procedure
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Step One. Validation and editing (quality control)
Step Two. Coding
Step Three. Data entry
Step Four. Logical cleaning of data
Step Five. Tabulation and statistical analysisinition
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editing
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involves checking for interviewer and respondent
mistakes
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editing
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Process of ascertaining
that questionnaires were
filled out properly and
completely
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coding
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Process of grouping and
assigning numeric codes to the
various responses to a question.
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coding
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open ended questions create a ______ delimma
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Coding process
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1. list responses
2. consolidate responses
3. set codes
4. enter codes
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data entry
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Process of converting
information to an electronic format
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intelligent data entry
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Form of data entry in
which the information
being entered into the
data entry device is
checked for internal logic.
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Intelligent entry systems
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___________ _____ ________ can
be programmed to avoid certain types of errors at the point of data entry, such as invalid
or wild codes and violation of skip patterns.
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scanning technology
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Form of data entry in
which responses on
questionnaires are read in
automatically by the data
entry device.
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computerized error check
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Regardless of which computer package is used, it is important to do a final __________ _____ _____ of the data
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logical or machine cleaning
of data
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Final computerized error
check of data
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error checking routines
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Computer programs that
accept instructions from
the user to check for
logical errors in the data
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one-way frequency table
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Table showing the
number of respondents
choosing each answer to
a survey question
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1. total respondents
2. number of people asked the particular question
3. number of people answering the question
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An issue that must be dealt with when one-way frequency tables are generated is
what base to use for the percentages for each table. There are three options for a base:
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Cross tabulations
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represent a simple-to understand, yet powerful, analytical tool.
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cross tabulation
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Examination of the
responses to one
question relative to the
responses to one or more
other questions.
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column, row, and total percentages
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Three different percentages may be calculated for each cell in a cross-tabulation
table:
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collumns
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■A common way of setting up cross-tabulation tables is to use _________ to represent
factors such as demographics and lifestyle characteristics, which are expected to be
predictors of the state of mind, behavior, or intentions data, shown as rows of the
table.
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summarization
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Cross tabulations provide a powerful and easily understood approach to the _____________ and analysis of survey research results.
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hypotheses
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The cross-tabulation plan should be created with the research objectives and
__________ in mind.
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graphic representations of data
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■Quickly produce graphs.
■Display those graphs on the computer screen.
■Make desired changes and redisplay.
■Print final copies on a laser, inkjet, or dot matrix printer
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line charts
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particularly useful for presenting a given measurement taken at several points over time.
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pie charts
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appropriate for
displaying marketing research results in a wide range of situations.
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bar chart
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Anything that can be shown in a line graph or a pie chart also can be shown in a ___ _____. In addition, many things that cannot be shown—or effectively shown—in other
types of graphs can be readily illustrated in ___ ______
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1. plain bar chart
2. clustered bar chart
3. stacked bar chart
4. multiple-row, 3D bar chart
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bar chart types
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Descriptive statistics
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__________ _________ are the most efficient means of summarizing the characteristics of
large sets of data.
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nominal, ordinal, interval, and ratio
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there are four basic types of measurement scales:
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mean
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Sum of the values for all
observations of a variable
divided by the number of
observations.
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nominal
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median can be computed for all types of data except _______ data.
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interval or ratio (metric)Term
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mean is properly computed only from ________ __ ______ ________ data.
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mode
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The ____ can be computed for any type of data (nominal, ordinal, interval, or
ratio)
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median
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Value below which 50 percent of the observations fall.
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mode
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Value that occurs most
frequently
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MKT 473: TEST 3