Podcast
Questions and Answers
Which question type best measures a respondent's order of preference for items?
Which question type best measures a respondent's order of preference for items?
What is a common mistake associated with overlap in response options?
What is a common mistake associated with overlap in response options?
Which type of question allows respondents to express levels of agreement or satisfaction using a graduated scale?
Which type of question allows respondents to express levels of agreement or satisfaction using a graduated scale?
What type of question combines two distinct inquiries into one?
What type of question combines two distinct inquiries into one?
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Which of the following errors involves using specialized terms that may confuse respondents?
Which of the following errors involves using specialized terms that may confuse respondents?
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What mistake is indicated by asking respondents about specific technical knowledge?
What mistake is indicated by asking respondents about specific technical knowledge?
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Which question type allows respondents to provide multiple pieces of feedback in a single query?
Which question type allows respondents to provide multiple pieces of feedback in a single query?
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Which of these is considered a leading question?
Which of these is considered a leading question?
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What sample size is conventionally accepted for the central limit theorem to hold?
What sample size is conventionally accepted for the central limit theorem to hold?
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Which of the following statements accurately describes the central limit theorem?
Which of the following statements accurately describes the central limit theorem?
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Why is a normal distribution significant in statistical analysis?
Why is a normal distribution significant in statistical analysis?
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Which of the following is a potential disadvantage of using questionnaires?
Which of the following is a potential disadvantage of using questionnaires?
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What is the primary purpose of establishing a confidence interval?
What is the primary purpose of establishing a confidence interval?
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What is the first step in designing a questionnaire from a research question?
What is the first step in designing a questionnaire from a research question?
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Which analysis method would be suitable for evaluating brand logos in a questionnaire?
Which analysis method would be suitable for evaluating brand logos in a questionnaire?
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What factor distinguishes a large sample size from a small one in the context of the central limit theorem?
What factor distinguishes a large sample size from a small one in the context of the central limit theorem?
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What is an important consideration when designing demographic questions for a questionnaire?
What is an important consideration when designing demographic questions for a questionnaire?
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Why is it important to provide a debrief page in research involving deception?
Why is it important to provide a debrief page in research involving deception?
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What should a brand statement in a questionnaire not include?
What should a brand statement in a questionnaire not include?
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What is the primary focus when creating the instruction page of a questionnaire?
What is the primary focus when creating the instruction page of a questionnaire?
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Which of the following is essential for ensuring the quality of a questionnaire?
Which of the following is essential for ensuring the quality of a questionnaire?
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What should be avoided in a brand logo used for an A/B test?
What should be avoided in a brand logo used for an A/B test?
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What is the primary purpose of a consent form in research studies?
What is the primary purpose of a consent form in research studies?
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Which statement best describes open-ended questions?
Which statement best describes open-ended questions?
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Which of the following elements is NOT typically included in a consent form?
Which of the following elements is NOT typically included in a consent form?
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What is a key purpose of peer feedback before distributing a survey?
What is a key purpose of peer feedback before distributing a survey?
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In questionnaire design, what should be prioritized when formulating research questions for academic research?
In questionnaire design, what should be prioritized when formulating research questions for academic research?
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Which of the following is NOT a common mistake to avoid when preparing a questionnaire?
Which of the following is NOT a common mistake to avoid when preparing a questionnaire?
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What should a consent form state regarding participants' ability to withdraw from the study?
What should a consent form state regarding participants' ability to withdraw from the study?
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What is a significant drawback of closed-ended questions?
What is a significant drawback of closed-ended questions?
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Which aspect is crucial for minimizing missing data in responses?
Which aspect is crucial for minimizing missing data in responses?
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Which best describes the nature of collecting 'valuable' data in non-academic research?
Which best describes the nature of collecting 'valuable' data in non-academic research?
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Which element in a consent form explains how participants' data will be handled?
Which element in a consent form explains how participants' data will be handled?
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What characteristic of questionnaires is highlighted by suggesting brevity in language?
What characteristic of questionnaires is highlighted by suggesting brevity in language?
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What is a crucial aspect of the 'Deception' element in a consent form?
What is a crucial aspect of the 'Deception' element in a consent form?
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What is a common challenge associated with analyzing open-ended responses?
What is a common challenge associated with analyzing open-ended responses?
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Which information is typically included in the 'Contact Information' section of a consent form?
Which information is typically included in the 'Contact Information' section of a consent form?
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What should be the aim of the language used in questionnaire instructions?
What should be the aim of the language used in questionnaire instructions?
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What does the 'Benefits' section of a consent form focus on?
What does the 'Benefits' section of a consent form focus on?
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What is the main difference between descriptive statistics and inferential statistics?
What is the main difference between descriptive statistics and inferential statistics?
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What kind of information is contained in the 'Title of the Study' section of a consent form?
What kind of information is contained in the 'Title of the Study' section of a consent form?
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Which type of sampling method involves participants recruiting future participants?
Which type of sampling method involves participants recruiting future participants?
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Which of the following is NOT considered a 'hard' incentive for study participation?
Which of the following is NOT considered a 'hard' incentive for study participation?
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What is a primary concern associated with convenience sampling?
What is a primary concern associated with convenience sampling?
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What does the term 'WEIRD' refer to in the context of non-representative sub-populations?
What does the term 'WEIRD' refer to in the context of non-representative sub-populations?
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What is an assumption related to the Law of Large Numbers?
What is an assumption related to the Law of Large Numbers?
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In stratified sampling, what is the first step taken by researchers?
In stratified sampling, what is the first step taken by researchers?
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Which statement best describes a sample in research?
Which statement best describes a sample in research?
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Study Notes
Marketing Management Tutorial 5
- Learning Objectives: Understand sampling, questionnaire creation, and testing brand effectiveness.
Agenda
- Theoretical background
- Questionnaire best practices
- Questionnaire creation
Textbook Basics
- Two types of statistics:
- Descriptive: Describes data features.
- Inferential: Draws inferences from samples to larger populations.
Sampling
- Sample: A subset of a population.
- Population: All possible observations.
-
Sample types:
- Simple random: Each member has an equal chance of selection.
- Stratified: Dividing the population into subgroups (strata) before random sampling.
- Snowball: Current participants recruit future participants.
- Convenience: Participants selected based on availability.
Issues of Convenience Sampling
-
BEELab:
- Self-selection
- Non-representative sub-populations (WEIRD: Western, Educated, Industrialized, Rich, and Democratic)
- Students
Creating Your Own Convenience Sample
- At least 100 responses required.
- Methods include:
- Your network
- Recruitment
- Social media groups
- Crowdworkers ($$$, Amazon Mechanical Turk, Prolific, Qualtrics.XM)
Incentives for Participation
-
Hard Incentives:
- Money
- Gift lotteries
- Gifts (e.g., coffee)
- Course credit
- Office contributions
-
Soft Incentives:
- Being nice
- Transparency/honesty
- Good study design
- Interesting topics
- Short surveys
The Law of Large Numbers
- Sample statistics may differ from population statistics.
- Larger samples lead to sample means closer to the population mean.
Central Limit Theorem (CLT)
- Sample means approximate a normal distribution with increasing sample size.
- Larger samples are more reliable than smaller ones.
- The normal distribution is the basis for many statistical tests and confidence intervals.
Confidence Interval
- A 95% Confidence Interval (CI): a range derived from sampled data.
- There is a 95% chance the true population value falls within this range under repeated sampling.
- X – (1.96 × SEM) ≤ μ ≤ X + (1.96 × SEM)
Questionnaire Design
-
From Research Question to Questionnaire (I):
- Identify the research question and hypothesis.
- Define needed data and choose measurement method.
- Determine data analysis techniques.
- Select data collection methods (questionnaire elements)
-
From Research Question to Questionnaire (II):
- Examples of research questions: effectiveness of brand elements, brand statement, logo, brand name.
- Methods of data analysis: ANOVAs, t-tests, chi-square tests.
Questionnaire Disadvantages
- Non-engagement/lying
- Incomplete responses
- Misunderstandings
- Limitation in providing more information
Questionnaire Flow
- Order for best participant motivation:
- Consent and instructions
- Easier questions
- More demanding questions
- Demographics
- Feedback and Debrief
Questionnaire Elements: Consent Form
- Purpose: Provide information about the study, ensuring the participant's full understanding and voluntary participation.
- Content: Title, purpose/objectives, deception if any, procedures, duration, risks, benefits, confidentiality, voluntary participation, contact details, acknowledgement
Questionnaire Elements: Instruction Page
- Brief description intended for participants to grasp context and relevance.
- Guiding questions/suggestions to clarify response format: gut reactions vs extensive deliberation, factual responses vs opinions.
- Use of simple & unambiguous language.
Questionnaire Elements: Main Body
- Includes actual research questions.
- Structure for academic research ("backwards"): start with outcome, measure process second.
- Prioritising "valuable" questions first in non-academic research.
General Question Types
- Open-ended: Allows comprehensive responses in full sentences, lists, stories. Helps with theoretical constructs.
- Closed-ended: Restricts answers to pre-defined options. Provides specific data. Better for easier analysis.
Questionnaire Elements: Feedback and Debrief
- Allow participants to express any issues they faced/feedback.
- Crucial for deception studies: If deception used, include a debriefing page to clarify the true nature of the study.
From Question to Data
- Questions convert to variable names (columns) for analysis.
Closed-Ended Question Types
- Includes: Multiple choice, multiple select, ranking order, rating order, scales, matrix tables, sliders.
Common Mistakes in Questionnaires
- Non-exclusive answers (overlapping options)
- Double-barreled questions (multiple questions in one)
- Leading questions (implying a certain response)
- Complex wording/jargon
- Assuming knowledge
Quality Checks and Peer Feedback
- Validate and refine the questionnaire.
- Check elements, spelling, grammatical correctness, randomization, data completeness, and recode values.
- Share with peers for feedback (A→B→C).
Questionnaire Exercise (Example)
- Questionnaire on AquaVerve beverage: Includes questions on age, gender, purchase location, consumption frequency, taste/packaging opinions, agreement with statements, and recommendations
Creating Your Questionnaire
- Brand statement: use Geuens et al (2009).
- Brand logo: conduct A/B testing.
- Brand name: side-by-side choice.
Questionnaire Elements: Demographics
- Record relevant data (age, gender, income, education, etc.) for population description.
- Allow skipping of questions.
- Understand GDPR guidelines.
Summary:
- All of these elements go into creating a well-structured and effective questionnaire that achieves the research objective.
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Description
Explore the intricacies of sampling and questionnaire creation in marketing management. This tutorial covers best practices for crafting effective questionnaires and the role of descriptive and inferential statistics in understanding data. Enhance your knowledge on different sampling methods and their implications for research.
