Ch. 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire.pdf

Understanding Measurement, Developing Questions, and Designing the Questionnaire Midterm - - - Thursday, February 9th - 50 questions Multiple choice True/false Covers: Chapter 1-9 J. Crew & Coop Case Decision problems & options presented in the case Need to bring a green scantron AND PENCIL Will hav...

Understanding Measurement, Developing Questions, and Designing the Questionnaire Midterm - - - Thursday, February 9th - 50 questions Multiple choice True/false Covers: Chapter 1-9 J. Crew & Coop Case Decision problems & options presented in the case Need to bring a green scantron AND PENCIL Will have full class time Review on Tuesday Basic Concepts in Measurement Measurement: determining a description or amount of some property of an object that is of interest We are measuring properties—sometimes called attributes, or qualities—of objects. Objects include consumers, brands, stores, advertisements, or whatever construct is of interest to the researcher working with a particular manager. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Basic Concepts in Measurement Properties: specific features or characteristics of an object that can be used to distinguish it from another object – Objective properties are observable and tangible. – Subjective properties are unobservable and intangible and must be translated onto a rating scale via scale development. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved How Measurement Works Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Types of Measures Nominal scales label objects - Examples include designations as to race, religion, dwelling type, gender, brand last purchased, and buyer/non-buyer Ordinal scales indicate only relative size differences between objects. - Ordinal measures permit the researcher to rank order the respondents or their responses. - Ordinal scales indicate only relative size differences among objects: greater than, less than, or equal to. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Types of Measures Scale measures: those in which the distance between each level is known – Interval scales are used to measure unobservable constructs. Measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit. – Ratio scales have a true zero point, such as an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Nominal Scale Questions Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Ordinal Scale Questions Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Interval Scale Questions Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Ratio Scale Questions Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved The Continuum Underlying Scaled-Response Question Forms Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Interval Scales Commonly Used in Marketing Research Likert Scale Semantic Differential Scale Stapel Scale Slider Scales Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Likert Scale An interval scale commonly used by marketing researchers is the Likert scale, in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree–disagree scale for each of a series of statements. The Likert scale format measures intensity of agreement or disagreement. With this scale, it is best to use “flat” or plain statements, and let the respondent indicate the intensity of his or her feelings by using the agree–disagree response continuum position. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Example of a Likert Scale Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Lifestyle Inventory A special application of the Likert scale question form called the lifestyle inventory takes into account the values and personality traits of people as reflected in their unique activities, interests, and opinions (AIOs) toward their work, leisure time, and purchases. It measures a person’s activities, interests, and opinions with a Likert scale. Examples: - “I shop a lot for specials” - “I prefer to pay for purchases with my debit card” - “My children are an important part of my life.” Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Semantic Differential A semantic differential scale contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum. It is a good way to measure a brand, company, or store image. One concern with this type of scale is the halo effect, in which a general overall feeling about a brand or store could bias responses on its specific properties. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Examples of a Semantic Differential Scale Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Stapel Scale The Stapel scale relies on positive and negative numbers, typically ranging from +5 to The scale may or may not have a neutral zero. The Stapel scale is easier to construct than a semantic differential scale because the researcher does not need to come up with bipolar adjectives for each attribute. It is also flexible to administer; however, to use a Stapel scale properly, respondents must feel comfortable with the use of negative numbers. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Slider Scale Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Two Issues with Interval Scales Used in Marketing Research Should the scale include a middle or neutral point? Should the scale be symmetric or non-symmetric? Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Interval Scales Used in Marketing Research A symmetric interval scale is “balanced,” as it has equal amounts of positive and negative positions, and typically it has “no opinion” or “neutral” separating the negative and positive sides. But not all constructs have counter opposing ends. A non-symmetric interval scale has mainly degrees of positive positions, would be more appropriate because most people do not think in degrees of negative importance. Most slider scales are nonsymmetric because the lowest point is usually 1 with no negative amounts. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Commonly Used Interval Scales for Selected Constructs Construct Response Scale Brand/store image Semantic differential (with 5 or 7 scale points) using a set of bipolar adjectives Example: Refer to example on page 181. Frequency of use Labeled (Never, Rarely, Sometimes, Often, Quite often, Very often) or number of times per relevant time period (e.g., month) Example: How often do you buy takeout Chinese dinners? Importance Labeled (Unimportant, Slightly important, Important, Quite important, Very important) or numbered rating using 5 scale points Example: How important is it to you that your dry-cleaning service has same-day service? Intention to purchase Labeled (Very unlikely, Unlikely, Somewhat unlikely, Undecided, Somewhat likely, Likely, Very likely) or 100% probability Example: The next time you buy cookies, how likely are you to buy a fat-free brand? Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Commonly Used Interval Scales for Selected Constructs Construct Response Scale Lifestyle or opinion Likert (Strongly disagree–Strongly agree with 5 scale points) using a series of lifestyle statements Example: Indicate how much you agree or disagree with each of the following statements. 1.I have a busy schedule. 2.I work a great deal. Performance or attitude Labeled (Poor, Fair, Good, Very good, Excellent) or numbered rating scale using 5 scale points or Stapel scale using Example: Indicate how well you think Arby’s performs on each of the following features. 1.Variety of items on the menu 2.Reasonable price 3.Location convenient to your home Satisfaction minus 3 to plus 3 Labeled (Very satisfied, Satisfied, Somewhat satisfied, Neutral, Somewhat unsatisfied, Unsatisfied, Very unsatisfied) or 10-point satisfaction scale where 1 = ;Not at all satisfied”” and 10 = ;Completely satisfied” Example: Based on your experience with Federal Express, how satisfied have you been with its overnight delivery service? Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Reliability and Validity of Measurement Reliability: respondent responds in the same or a similar manner to an identical or nearly identical measure Validity: accuracy or exactness of the measurement Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Designing A Questionnaire A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Key Functions of A Questionnaire Translates the research objectives into specific questions asked of respondents Standardizes those questions and the response categories so every participant responds to identical stimuli Serves as an enduring record of the research Depending on the data collection mode used, such as online, a questionnaire can speed up the process of data analysis Contains the information on which reliability and validity assessments may be made Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Questionnaire Design Process Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions carefully, and organizes the questionnaire’s layout. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Questionnaire Design Process The researcher should strive to minimize question bias. Question bias is the ability of a question’s wording or format to influence respondents’ answers. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Question Development and Questionnaire Design Process Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Developing Questions Question development is the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased. Marketing researchers take great care in developing research questions that measure: – Attitudes – Beliefs – Behaviors – Demographics Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Four “Dos” of Question Wording Question evaluation is scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Four “Dos” of Question Wording The question should be focused on a single issue or topic. The question should be brief. The question should be grammatically simple. The question should be crystal clear. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Examples of Do’s and Don’ts for Question Wording Do-or-Don’t Guideline Problematic Question Improved Question Do: Be focused How do you feel about your automobile’s navigation system? Please rate your automobile’s navigation system on each of the following features. (Features are listed.) Do: Be brief When traffic conditions are bad, do you or do you not rely on your automobile’s navigation system to find the fastest way to work? Does your automobile navigation system help you arrive at work on time? Do: Be grammatically simple If you needed to find your child’s best friend’s house that was over 10 miles from your house for your child to attend a birthday party, would you rely on your automobile navigation system to get you there? To what extent would you rely on your automobile navigation system to find someone’s house? Do: Be crystal clear Is your automobile navigation system useful? How useful is your automobile navigation system for each of the following occasions? (Occasions are listed.) Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Four “Dont’s” of Question Wording Do not “lead” the respondent to a particular answer – A leading question gives a strong cue or expectation as what answer to provide. – “Don’t you worry when using your credit card for online purchases?” – “Do you have concerns when using your credit card for online purchases?” Do not use “loaded” wording or phrasing – A loaded question has buried in its wording elements a sneaky presupposition, or it might make reference to universal beliefs or rules of behavior. – It may even apply emotionalism or touch on a person’s innermost fears. – “Should people be allowed to protect themselves from harm by using a Taser in self-defense? Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved – “Do you think carrying a Taser for personal safety is acceptable?” Four “Dont’s” of Question Wording Do not use a “double-barreled” question – A double-barreled question is really two different questions posed in one question. – “Were you satisfied with the restaurant’s food and service?” Do not use words that overstate the case – An overstated question places undue emphasis on some aspect of the topic. It uses what might be considered “dramatics” to describe the topic – “How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun’s harmful ultraviolet rays, which are known to cause blindness?” – “How much would you pay for sunglasses that will protect your eyes from the sun’s glare? Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Questionnaire Organization Questionnaire organization pertains to the sequence of statements and questions that make up a questionnaire. – Well-organized questionnaires motivate respondents to be conscientious and complete. – Poorly organized questionnaires discourage and frustrate respondents and may even cause them to stop answering questions in the middle of the survey. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved The Introduction The introduction sets the stage; it is what a potential respondent reads or hears before he or she begins answering survey questions. What is the survey about? Who is doing the survey? With an undisguised survey, the sponsor is identified, but with a disguised survey, the sponsor’s name is not divulged to respondents. The introduction should also indicate to respondents how they were selected. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved The Introduction Incentives are offers to do something for the respondent to increase the probability that the respondent will participate in the survey. Other forms of incentives address respondent anxieties concerning privacy. Two methods tend to reduce anxieties and, therefore, increase participation. The first is ensuring anonymity. The second method is confidentiality. Anonymity means the respondent is not known and, therefore, may not be identified, while confidentiality means the respondent’s identity is not to be divulged to a client or any other third party. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved The Introduction Screening questions are used to identify respondents who do and who do not meet qualifications necessary to take part in the research study. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Question Flow Question flow pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire. A question block is a set of questions that pertain to a particular topic, say, for instance, demographic questions. Warm-up questions are simple and easy-to-answer questions that are used to get the respondents’ interest and to demonstrate the ease of responding to the research request. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Question Flow Transitions are statements or questions used to let the respondent know that changes in question topic or format are about to happen. Response to a skip question affects which question will be answered next. The more complicated and difficult-to-answer questions are placed deep in the questionnaire. Classification questions (typically demographics) are used to classify respondents. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Logical Sequence of Survey Questions Question Type Order Examples Rationale Screens First questions asked “Have you shopped at Kohl’s in the past month?” “Is this your first visit to Kohl’s?” Used to select the respondent types desired by the researcher to be in the survey Warm-ups Immediately after any screens “How often do you go shopping for casual clothes?” “On what days of the week do you usually shop for casual clothes?” Easy to answer; shows respondent that survey is easy to complete; generates interest Transitions (statements and questions) Prior to major sections of questions or changes in question format “Now, for the next few questions, I want to ask about your TV viewing habits.” “Next, I am going to read several statements and, after each, I want you to tell me if you agree or disagree with this statement.” Notifies respondent that the subject or format of the following questions will change Complicated and difficult-to-answer questions Middle of the questionnaire; close to the end “Rate each of the following 10 stores on the friendliness of their salespeople on a scale of 1 to 7.” “How likely are you to purchase each of the following items at Kohl’s in the next three months?” Respondent has committed himself or herself to completing the questionnaire; can see (or is told) that there are not many questions left Classification and demographic questions Last section “What is the highest level of education you have attained?” Questions that are “personal” and possibly offensive are placed at the end of the questionnaire Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Computer-Assisted Questionnaire Design Computer-assisted questionnaire design refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire. Use of computer-assisted questionnaire design is easy, fast, friendly, and flexible. They have question types, question libraries, real-time data capture, and downloadable datasets. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Skip and Display Logic Computer-assisted surveys can use logic to display questions. Skip logic lets the questionnaire designer direct the online survey to ask questions based on previous answers. Display logic is similar to skip logic. The survey displays or asks questions that are appropriate based on the respondent’s prior answers. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Coding The Questionnaire Codes are numbers associated with question responses to facilitate data entry and analysis. The codes for an “all that apply” question are set up as though each possible response was answered with “yes” or “no.” Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Pretesting The Questionnaire A pretest is a dry run of a questionnaire to find and repair difficulties that respondents encounter while taking the survey. Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved