Podcast
Questions and Answers
What are individual differences in the context of survey validity?
What are individual differences in the context of survey validity?
- Consistency in participant demographics
- Standardized scoring of responses
- Differences in survey administration methods
- Variations in participant responses that may threaten validity (correct)
Which of the following best describes the purpose of the hypotheses in a questionnaire?
Which of the following best describes the purpose of the hypotheses in a questionnaire?
- To guide the formatting of the questionnaire
- To determine the target demographic
- To specify what information relationships will be investigated (correct)
- To analyze existing behavior trends
What is the mediating variable in a consumer experience study?
What is the mediating variable in a consumer experience study?
- Participants' demographic information
- Consumer experiences (correct)
- Consumer purchasing habits
- Overall market trends
Which of the following is a critical step when designing a questionnaire?
Which of the following is a critical step when designing a questionnaire?
What is the Hawthorne effect in research studies?
What is the Hawthorne effect in research studies?
What should researchers check before including a question in a survey?
What should researchers check before including a question in a survey?
What impact does a confound effect have on a research study?
What impact does a confound effect have on a research study?
Which aspect is necessary for collecting valid and reliable survey data?
Which aspect is necessary for collecting valid and reliable survey data?
What is the first step in the decision-making process regarding data collection?
What is the first step in the decision-making process regarding data collection?
What is a primary purpose of conducting a pretest for a questionnaire?
What is a primary purpose of conducting a pretest for a questionnaire?
In the context of experiments, what does the independent variable represent?
In the context of experiments, what does the independent variable represent?
Which of the following is a characteristic of between-subjects designs?
Which of the following is a characteristic of between-subjects designs?
What characterizes a probability sample?
What characterizes a probability sample?
What is a common misconception regarding sample size?
What is a common misconception regarding sample size?
What advantage does field studies have over experiments?
What advantage does field studies have over experiments?
Which type of sampling requires the researcher to interview a specific number of individuals in designated categories?
Which type of sampling requires the researcher to interview a specific number of individuals in designated categories?
What is the objective of conducting a within-subjects design?
What is the objective of conducting a within-subjects design?
What is a major disadvantage of experiments compared to field studies?
What is a major disadvantage of experiments compared to field studies?
What does selection bias refer to in research sampling?
What does selection bias refer to in research sampling?
Which assessment method is distinctly emphasized in the risk evaluation portion of the decision-making process?
Which assessment method is distinctly emphasized in the risk evaluation portion of the decision-making process?
What distinguishes online data as a method of data collection?
What distinguishes online data as a method of data collection?
What is social desirability bias?
What is social desirability bias?
Which type of question gives respondents the freedom to reply in their own words?
Which type of question gives respondents the freedom to reply in their own words?
What is a characteristic of a dichotomous question?
What is a characteristic of a dichotomous question?
What type of scale requires respondents to specify their level of agreement to a statement?
What type of scale requires respondents to specify their level of agreement to a statement?
Why is the phrasing of survey questions critical?
Why is the phrasing of survey questions critical?
What is the purpose of using scales in survey questions?
What is the purpose of using scales in survey questions?
What is a potential issue with using ambiguous wording in survey questions?
What is a potential issue with using ambiguous wording in survey questions?
In a multichotomous question, respondents are expected to...
In a multichotomous question, respondents are expected to...
What type of questions should be avoided to minimize bias?
What type of questions should be avoided to minimize bias?
Why is it important to avoid asking about the impact in surveys?
Why is it important to avoid asking about the impact in surveys?
What should be included when asking respondents to rate options from 1 to 5?
What should be included when asking respondents to rate options from 1 to 5?
What is a recommended method to assess a respondent's knowledge on a subject?
What is a recommended method to assess a respondent's knowledge on a subject?
Why is questionnaire length an important consideration?
Why is questionnaire length an important consideration?
What is a common mistake when asking respondents about their age?
What is a common mistake when asking respondents about their age?
How can designing a questionnaire reflect the importance of the study?
How can designing a questionnaire reflect the importance of the study?
What does measurement bias refer to in the context of surveys?
What does measurement bias refer to in the context of surveys?
Study Notes
Threats to Internal Validity
- Longer duration of an experiment and/or increased number of participants, may lead to fatigue effects.
- Individual differences among participants might affect internal validity.
- The Hawthorne effect occurs when individuals change their behavior knowing they are being observed.
Confound Effect
- It is important to not alter the perception of a product during an experiment, for example, changing the shape of a bottle could influence opinions about its quality.
Designing a Questionnaire
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STEP 1: Information
- Determine the information needed based on the research hypotheses.
- Specify the target audience for acquiring data.
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STEP 2: Administration
- Choose the method for administering the questionnaire, considering factors like accessibility and cost-effectiveness.
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STEP 3: Content
- Identify the independent variable (IV), dependent variable (DV), mediating variable, and moderating variable.
- Utilize relevant variables from existing literature, especially for complex variables.
- Consult scales handbooks for measuring specific constructs: Handbook of Marketing Scales by Bearden et al. (2012).
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STEP 4: Design
- Ensure the questionnaire's physical appearance is appealing and conducive to participation.
- Sequence questions logically, prioritizing the most important aspects of the study.
- Optimize questionnaire length, aiming for brevity.
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STEP 5: Pretest
- Carefully review each question for clarity, ambiguity, offensiveness, and leading questions.
- Seek feedback from peers for constructive criticism and suggestions.
- Conduct a pretest with a representative sample similar to the target audience to identify potential problems.
Sampling and Biases
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A sample is a subset of the population representing the larger group.
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Sample size does not determine its representativeness.
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Probability samples guarantee every member of the population has an equal chance of selection.
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Nonprobability samples include:
- Convenience samples: Selecting readily accessible individuals.
- Quota samples: Interviewing a pre-determined number of participants from specific categories.
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Selection bias occurs when the selection process systematically excludes certain segments of the population.
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Non-response bias arises when individuals who decline to participate have different characteristics than the population.
Coding the Data
- Coding refers to assigning numerical values to variables for analysis. It allows for easier processing and interpretation of data.
Data Collection Methods
- Primary data can be obtained through:
- Field studies: Observing and measuring variables in the real world.
- Experiments: Manipulating variables to determine causality.
- Online data: Collecting data through digital platforms.
Comparing Field Studies and Experiments:
| Method | Independent Variable (X) | Moderating Variable (Z) | Advantage | Disadvantage |
|---|---|---|---|---|
| Field Studies | Measured | Measured | Association/Correlation | Lack of Causality |
| Experiments | Controlled/Manipulated | Controlled/Manipulated | Causality | Lack of Reality |
Types of Experiments: Between vs Within
- Between-subjects design: Participants are assigned to different conditions (independent samples).
- Within-subjects design: The same participants are tested across all conditions (paired samples).
Rationale for Each Design Type:
| Design Type | Description |
|---|---|
| Between-subjects design | At least one control group and one experimental group, where the groups differ on a specific variable |
| Within-subjects design | The same participants are tested repeatedly to assess differences between conditions. |
Questionnaire Design: Questions and Response Options
- Open-ended questions: Allow respondents to provide free-form answers in their own words.
- Multichotomous questions: Offer multiple fixed-alternative options for respondents to choose from.
- Dichotomous questions: Provide two fixed-alternative options for respondents to select.
- Scales: Utilize pre-defined rating scales to provide structured responses.
Scales: Likert and Osgood
- Likert-type scales: Measure the level of agreement or disagreement with a statement.
- Osgood-type scales: Measure the semantic differential between two opposing concepts.
Phrasing Questions Effectively:
- Use simple language and avoid ambiguity.
- Avoid implicit assumptions or generalizations.
- Prevent double-barreled questions that combine two distinct ideas.
- Be mindful of age-appropriate language.
- Avoid asking for subjective impacts or rankings.
Biases Related to Poor Question Phrasing:
- Measurement bias: Occurs when the method of data collection systematically deviates from the true value.
- Social desirability bias: Respondents tend to answer questions in a way that presents a favorable image of themselves.
Decision-Making Process:
- Evaluate existing information: Determine whether there is sufficient data or if additional information is required.
- Collect additional information: Utilize appropriate data collection methods.
- Summarize data: Organize and present the data in a clear and informative manner.
- Analyze data: Use statistical methods to identify patterns and relationships.
- Draw conclusions and make decisions: Based on the data analysis, make informed choices and consider the risk of potential errors.
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Description
This quiz covers important concepts related to internal validity threats, confounding effects, and questionnaire design in psychological research. It will test your understanding of various variables like independent and dependent variables, and the impact of participant behavior on research outcomes.
