Chapter 7 Part 2

Question 1

Reputation and consumer reaction

Answer 1

Perceived Quality

Question 2

What are the methods for collecting data?

Answer 2

Direct Observation
Survey Tools
Interviews

Question 3

Researchers observe by spending time in the environment they are studying

Answer 3

Direct Observation

Question 4

Gathering information from respondents in a uniform manner through administration of predefined and structured questions.

Answer 4

Survey Tools

Question 5

Series of open-ended questions that are posed to individuals either in person or by phone.

Answer 5

Interviews

Question 6

Define the goal of the survey in clear and precise terms

Keep the purpose and the audience of the survey in mind

Item format should be as consistent as possible

Questions should be designed from general to specific

Standardization of the data collected

Answer 6

Survey Design - Limiting the number of possible responses

Question 7

Using terms, phrases and words that are known to both the PI Team and the respondent ensures clarity of terminology.

Answer 7

Operational

Question 8

Is a survey more successful if delivered in person or by phone?

Answer 8

In person

Question 9

Predetermined list of questions

Answer 9

Structured Interview

Question 10

Not planned in advance

Used when trying to uncover preliminary problems that need in-depth analysis and investigation

Answer 10

Unstructured Interview