Extra 1 – Marketing Survey Flashcards
Survey Building:
- what are the objectives of data collection?
- What types/formats can survey questions take?
- What mistakes can a person make when creating a survey?
- How should a survey be organized (sections of survey)?
Why is care important?
-lack of right questions: lack of decision relevant info->what?
- presence of wrong questions: meaningless/incorrect info->how?
Open ended vs close ended questions
opportunity for unexpected learning vs less bias and subjectivity, precision in conclusions
deviation, ambiguity, higher effort in analysis. vs unanswered questions, limited info
Wording of questions do’s and dont’s:
To do:
- Brevity
- Objectivity
- Non-ambiguity and specificity
Avoid:
- Negatively constructed questions
- Jargon, abbreviations, acronyms, slang
Questions order:
- easy and less personal questions first
- Most important in the middle
- least important/more personal last
- cluster questions by topics
- broader before narrower questions
ASurvey Sections:
- INTROduction encourages participation and legitimizes the study
- ensure confidentiality and anonymity
- request help and frankness - SUSTANTIVE data and critical questions
- carefully designed questions (precision and concision) - CLASSIFICATION data - demographic data
- socioeconomic data
Questionnaire Evaluation:
- what else might we know?
- is this question necessary or proper?
- pretest in person with a convenience sample
Happiness:
sense of subjective well-being, an overall sense that life is good and that life contains many positive situations and emotions
Sources of Happiness:
- genetic
- personality traits
- life circumstances
- behavioural factors
Purchasing a good or a service & happiness:
- Pre-Purchase:
- consumer disgust
- choosing among few vs many options
- depletion(decision fatigue) and intuitive decision-making - Use and Enjoyment:
- Price- benefits gained
- Brand- product efficacy - Post-Purchase:
- product form and size- recycle
