Survey Administration and Questionnaire Design

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What are some factors to consider when deciding how to administer a survey?

Mail, computer, telephone, the Internet, or personal interview

Why is it important to decide whether to collect data at one time or at regular intervals?

To determine the timing and frequency of data collection

What influences can the characteristics of the interviewer have on the responses to measurement questions?

Interviewer bias

How can reliability and validity be achieved in research?

By using appropriate research methods and techniques Signup and view all the answers

What tool does Witte mention as a tremendous asset for improving customer experience across different channels?

OpinionLab Signup and view all the answers

What is the critical task when estimating the benefits of research?

Quantifying the benefits Signup and view all the answers

What is described as the new standard for 21st-century research?

Real-time interaction Signup and view all the answers

How can managers assess the value of research when faced with multiple options?

Conducting a formal analysis Signup and view all the answers

What did The Container Store learn through its OpinionLab feedback process, besides the issue with unclear photos?

Customers' questions, needs, and comments Signup and view all the answers

What is the purpose of the Management question in the hierarchy of research stages mentioned in the text?

Restatement of manager's dilemma(s) in question form Signup and view all the answers

What do Research questions aim to define in the hierarchy of research stages outlined in the text?

Hypothesis that states the objective of the research Signup and view all the answers

What is the platform that helps customers provide feedback in real time as described in the text?

OpinionLab Signup and view all the answers

How can the value of research information be judged in a business situation?

The value of research information may be judged in terms of 'the difference between the result of decisions made with the information and the result that would be made without it.' Signup and view all the answers

What does Twedt suggest about the evaluation of the value of research?

The evaluation of the value of research is usually an after-the-fact event. Signup and view all the answers

According to Twedt, what percentage of decision situations would have the correct decision even without the benefit of research information?

60 percent Signup and view all the answers

In what percentage of cases did the research lead to the correct decision according to Twedt's evaluation?

40 percent Signup and view all the answers

How did Twedt estimate the return on investment in marketing research for the company he studied?

3.5 times for the year studied Signup and view all the answers

What type of evaluation method is commonly used to measure the value of research after it has been conducted?

Ex Post Facto Evaluation Signup and view all the answers

What must a question be in order to be researchable?

A question must be one for which observation or other data collection can provide the answer. Signup and view all the answers

Why should Myra be cautious according to the text?

Myra should not let Jason steamroll her into using an instrument he has. Signup and view all the answers

What do questions of value and policy often involve in management decisions?

Questions of value and policy often involve weighing additional considerations beyond information alone. Signup and view all the answers

What may questions of value be transformed into according to the text?

Questions of value may be transformed into questions of fact. Signup and view all the answers

What is a common mistake made by individuals knowledgeable in some techniques but not others?

They are often blinded by their special competencies. Signup and view all the answers

What has led to the development of numerous standardized customer satisfaction questionnaires?

The advent of total quality management (TQM) has led to the development of these questionnaires. Signup and view all the answers

What are the problems of trading off exploration and pilot testing under tight budgetary constraints?

The immediate effect is the risk of insufficient testing and potentially missing crucial insights. The long-term effect is the possibility of implementing solutions that are not well-validated leading to costly failures. Signup and view all the answers

What is the importance of thorough documentation in research proposals?

Thorough documentation is essential in research proposals to clearly outline the research question and specific tasks, aiding in securing necessary funding. Signup and view all the answers

In the context of poor inventory management, what are the issues to consider when evaluating alternative research proposals?

When evaluating alternative research proposals, key issues to consider are the feasibility of recommendations, the impact on current procedures and systems, and the potential for improvement in inventory management. Signup and view all the answers

Why are carefully constructed delimitations essential in sampling studies?

Carefully constructed delimitations are essential to specify an appropriate probability sample, ensuring the generalizability of study results. Signup and view all the answers

What is the purpose of pilot tests in research studies?

Pilot tests are conducted to identify weaknesses in the study's design, data collection instruments, and procedures before the full-scale implementation. Signup and view all the answers

Why do most researchers undertake sampling studies?

Most researchers undertake sampling studies to estimate population values accurately or test statistical hypotheses. Signup and view all the answers