febuary 12th

Question 1

The case of the apple watch

Answer 1

Apple was interested in looking at how many people would purchase the apple watch, used a survey to examine new product launch
When apple conducted the survey a lot of people didnt like the apple watch and it would fail
Some surveys said it would succeed
Why do we find different surveys and data: maybe apple conducted different surveys with different questions, different interpretations

Question 2

What matters when conducting a survey

Answer 2

1) When you conduct the survey
Depended when apple conducted the surveys: before vs after launch
Survey timing: at announcement, pre-launch, after 3 months, after 6 months should conduct surveys
Consumer perception change very quickly
2) Survey location
Apple store/forum, watch store/forum samsung store/forum, random sample…
Is it online, in the apple store, regular watch store

Question 3

graphic rating

Answer 3

continuum anchored by extremes

Question 4

itemized rating

Answer 4

limited number of ordered ctgeorries on a scale

Question 5

Open and closed response questions

Answer 5

Open and closed response questions
Open response: why do you shop at j crew
Closed response: why do you shop at j crew→ convenience, prices, quality, style, other
One technique is: thematic coding, statistical methods, calculate the mean

Question 6

good question design

Answer 6

Applicable
Cleary define the issue
use simple words
avoid single question
neutral
ambigious
have mutually exclusive options
Have collectively exhausted options

Question 7

applicable

Answer 7

how satisfied were you with your desert
better question is: did you order dessert? (if no, skip.. If yes…). How satisfied are you with your dessert

Question 8

clearly define the issue

Answer 8

Which desserts do you eat
Better: which desserts have you ordered from our menu in the last month? Please list all of themu

Question 9

use simple words

Answer 9

Is the distribution of desserts adequate
Better: were you able to find a dessert you were interested in on our menu

Question 10

ask single question

Answer 10

Avoid double barreled
Better: Are you satisfied with our deserts and dessert menu

Question 11

neutral

Answer 11

Avoid loaded or leading question
We have some of the best desserts in the business. Do you like our desserts
Better: how much do you like or dislike our desserts

Question 12

unambigious

Answer 12

Do you eat dessert often (often is not a good word to use)
Instead be very clear: on average how often do you eat desert (3-5 times per week, 6-8 times per week…)h

Question 13

have mutually exclusive options

Answer 13

0-3 times per week, 3-5 times per week, 5-7 times per week
There is overlap→ if a person eats 3 times per week, do they select 0-3 or 3-5 times per week, not mutually exclusive there is overlap
0-2 times per week 3-5, 6-8

Question 14

Have collectively exhausted options

Answer 14

0-2 times per week, 3-5 times per week, 6-7 times per week
Add in 7 plus per week or 6 plus per week
The big issue is if they eat more than 7 times per week
If i eat 8 times per week, i cant answer the question, but with more options for example 6+ can answer the question