Survey Research and Interview Methods

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Questions and Answers

What is a primary drawback of using bipolar adjective pairs in research?

They are difficult to create

The choice of adjectives can influence results (correct)

They are always used in commercial research

They provide limited insights

What is a key feature of Likert scales?

Responses are given a numerical weight (correct)

Participants answer open-ended questions

They avoid classification of statements

They measure purchase intent directly

What does a purchase-intent scale aim to measure?

A respondent's agreement with statements

The demographic characteristics of respondents

The intention to buy a product (correct)

Respondent's level of satisfaction

Which format allows respondents to generate their own responses?

Open-ended questions Signup and view all the answers

What is a disadvantage of open-ended questions?

They require significant editing and coding time Signup and view all the answers

What is an advantage of closed-ended questions?

They require minimal coding Signup and view all the answers

In what phase are purchase-intent scales first asked?

During concept testing Signup and view all the answers

Which option is NOT a benefit of using Likert scales?

Directly measures purchase intent Signup and view all the answers

What is a primary reason decision makers value survey research?

It elucidates reasons behind people's decisions. Signup and view all the answers

Which interview method involves questioning executives about industrial products?

Executive Interviews Signup and view all the answers

What is a major challenge associated with executive interviews?

Scheduling can be difficult due to cancellations. Signup and view all the answers

Which of the following is a disadvantage of mall-intercept interviews?

They have high representativeness concerns. Signup and view all the answers

What is an advantage of telephone interviews?

They have a high reach potential due to phone ownership. Signup and view all the answers

What is a noted disadvantage of using CATI for telephone interviews?

It may result in no responses or hang-ups. Signup and view all the answers

Which type of e-mail survey is also known as one-shot?

Ad hoc surveys Signup and view all the answers

Which of the following is often a limitation in telephone interviews?

They cannot ask complex questions. Signup and view all the answers

What is one disadvantage of using multiple-choice questions in surveys?

They can limit insights if the list of options is not exhaustive. Signup and view all the answers

Which factor should be considered to avoid biasing respondents in survey questions?

Wording questions in a clear and simple manner. Signup and view all the answers

What characteristic is essential for scaled-response questions?

They should allow measuring the intensity of responses. Signup and view all the answers

What is a common issue with double-barreled questions?

They confuse the respondent about what is being asked. Signup and view all the answers

What should be avoided in order to ensure that survey questions are answerable?

Incorporating complex language and jargon. Signup and view all the answers

Which of the following is an example of a dichotomous question?

Did you have to heat your meal before serving it? Signup and view all the answers

In survey design, why is specificity in wording important?

It reduces the likelihood of ambiguity. Signup and view all the answers

What is one potential downside of using scaled-response questions in surveys?

They may lead to misinterpretation of numerical values. Signup and view all the answers

What is a reason for mixing other brands in questions during an interview?

To disguise the specific purpose of the inquiry Signup and view all the answers

What is one effect of asking embarrassing or sensitive questions?

Answers may be distorted in a socially desirable direction Signup and view all the answers

Which of the following is a strategy to reduce measurement error for embarrassing questions?

Rephrase the question in the third person Signup and view all the answers

Which approach is best when designing questions that require specific information?

Include a 'Don't know' option Signup and view all the answers

What is the first step recommended for ideal questionnaire flow?

Use screening questions to identify qualified respondents Signup and view all the answers

Why is it advisable to start a questionnaire with a question that engages interest?

To ensure higher completion rates Signup and view all the answers

What should you avoid when responding to questions that require nuanced answers?

Using black and white answers Signup and view all the answers

What is a common issue when respondents answer questions about their spending on specific items?

They may provide estimates that lack reliability Signup and view all the answers

What is crucial to minimize both sampling and measurement errors?

Defining the target population precisely Signup and view all the answers

What is a key component of avoiding measurement error during research?

Carefully selecting and training interviewers Signup and view all the answers

Which feature is NOT a function of free online survey software?

Advanced data analysis capabilities Signup and view all the answers

What participant right is related to ensuring privacy during a study?

The right to privacy protection as per laws Signup and view all the answers

What must researchers avoid when designing questionnaires to minimize measurement errors?

Using leading questions Signup and view all the answers

Which of the following is an important step in maintaining an accurate sampling frame?

Conducting quality control checks Signup and view all the answers

Which is a right of participants during a research study?

To know the researcher's name and study nature Signup and view all the answers

Which aspect is NOT typically available in a free online survey tool compared to paid options?

Advanced features like randomization Signup and view all the answers

Study Notes

Why Decision Makers Like Survey Research

Survey research provides insights into why people do or don't participate in a certain behavior.
Surveys uncover who makes decisions and who influences them.

Occasions for Using Questionnaires

Different survey methods are available for gathering information: Executive Interviews, Mall intercept Interviews, Telephone Interviews (CATI), and E-mail Surveys.

Executive Interviews

This method involves interviewing business people online or at their offices about industrial products or services.
It's a costly process due to locating decision-makers, scheduling interviews, and potential delays or cancellations.

Mall-Intercept Interviews

This method involves intercepting shoppers in malls or high-traffic locations for face-to-face interviews.
It's a simple approach for data collection, but has faced limitations due to health risks (COVID) and mall restrictions.
There's also the concern about sample representativeness.

Telephone Interviews / CATI

Telephone interviews, especially through computer-assisted telephone interviewing (CATI), were once the most popular survey form.
Advantages include cost-effectiveness, speed, wide reach (most have phones), and the ability to ask follow-up questions.
Disadvantages include unanswered calls, hang-ups, questionable representativeness, and the requirement for brevity.

E-Mail Surveys

There are two types of email surveys: ad hoc (one-shot) and researcher-led.
Researcher-led surveys offer more detailed insights by measuring attitudes.

Stapel Scale

This scale measures the intensity of feelings or attitudes about a specific topic using a bipolar adjective pair.

Likert Scales

This widely used scale quantifies agreement or disagreement with statements about a favorable or unfavorable attitude toward a topic.
The researcher carefully classifies statements as favorable or unfavorable and assigns numerical weights (1-5) to each response.

Purchase-Intent Scales

This type of scale measures a respondent's intention to buy or not buy a product.
It's used during concept testing and evaluated at each developmental stage to refine demand estimates.
It can predict consumer choice for frequently purchased and durable consumer goods.

Response Formats: Open-Ended Questions

Open-ended questions allow respondents to provide their own answers, potentially suggesting alternatives not offered in closed-ended formats.
However, they require extensive editing and coding, consuming significant time.

Response Formats: Closed-Ended Questions

Participants choose from a set of provided responses.
This method reduces coding time, provides guidance to respondents, and minimizes measurement errors.

Response Formats: Dichotomous Questions

These are typically yes/no questions, allowing for quick responses.
A neutral response option can be added.

Response Formats: Multiple-Choice Questions

This closed-ended format offers a range of alternatives for respondents to express their preferences, feelings, or opinions.
Limited insights and the possibility of an incomplete list of alternatives are limitations.
Position bias (choosing based on location) can also occur.

Response Formats: Scaled-Response Questions

These closed-ended questions allow for measuring the intensity of respondent answers.
They offer greater potential for analysis using statistical tools.

Question Wording

Guidelines for crafting effective question wording:
- Ensure clarity, simplicity, and specificity.
- Avoid ambiguity.
- Tailor wording to the target audience.
- Avoid double-barreled questions (ask one question at a time).
- Minimize bias and leading.
- Consider respondent willingness to answer sensitive or embarrassing questions.
- Ensure questions are answerable.

Ideal Questionnaire Flow and Layout

Questionnaire structure should be logical and flow effectively for participants:
- Use screening questions to identify qualified respondents.
- Begin with engaging questions.
- Progress from general to complex questions.
- Minimize sample design and measurement errors:
  - Define the target population accurately.
  - Conduct quality control checks for accurate sampling.
  - Ensure randomness in participant selection.
  - Train interviewers and design questionnaires carefully.
  - Avoid leading questions, data entry errors, and encourage participation.

Online Software for Designing Surveys

Online software offers free versions for survey design with various features, including question limits, participant caps, advanced features, and data analysis capabilities.

Research Ethics: Participant Rights

Participants have the right to:
- Know who is contacting them and the purpose of the study.
- Verify the legitimacy of the study.
- Ensure they won't be sold anything or asked for money.
- Confirmm their privacy protection.
- Know the study duration and request to be contacted later.
- Decline participation or specific questions.
- Expect high professional standards throughout the study.

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Description

This quiz explores the various methods of survey research, including executive interviews, mall-intercept interviews, and telephonic surveys. Understand why decision-makers prefer survey research and the occasions for using questionnaires. Gain insights into the complexities and advantages of different data collection techniques.