Session 3: Interviews & surveys Flashcards
What is the primary goal of qualitative studies in market research?
To understand poorly understood phenomena, such as consumer dissatisfaction or decision-making processes, by identifying their qualities rather than quantifying them.
How do qualitative and quantitative studies complement each other?
Qualitative studies help define issues and generate survey questions, while quantitative studies test these findings, measure phenomena, and establish relationships between variables.
What are the main types of qualitative studies?
- Ethnographic/Observation-Based Studies: Observing consumers in their natural environments.
- Individual In-Depth Interviews: Semi-structured, open-ended interviews focusing on specific phenomena.
- Focus Groups: Group discussions moderated to uncover insights through participant interaction.
What is the structure and sample size of individual in-depth interviews?
These are semi-structured with open-ended questions, usually conducted with a small sample (~20 participants) representative of the phenomenon under study.
What defines a survey in market research?
A method to collect quantitative primary data using structured questionnaires designed to gather specific information from respondents.
What are the two main types of sampling techniques?
- Probabilistic Sampling: Every individual has an equal chance of selection.
- Non-Probabilistic Sampling: Selection based on researcher judgment or convenience (e.g., snowball, judgmental, or convenience sampling).
What are the key steps in preparing a questionnaire?
- Define objectives and variables.
- Draft the questionnaire, including question order and filters.
- Pilot test for clarity, flow, and effectiveness.
What are the main types of questions used in surveys?
- Open-Ended: Allow respondents to provide their own answers.
- Closed-Ended: Provide pre-coded answers.
- Likert Scales: Measure agreement or satisfaction.
- Semantic Differentials: Use a scale with bipolar labels.
- Continuous Rating: Rate on a continuum
What are the primary ways to administer surveys?
- Face-to-Face: High control but costly.
- Telephone: Fast but limited to short questionnaires.
- Mail: High response rates with periodic participants.
- Electronic: Flexible and cost-effective but prone to self-selection bias.
Why are validated scales important in survey design?
They ensure reliability and validity in measuring psychological constructs, avoiding potential issues with poorly constructed questions.
What are the common goals of surveys in market research?
- Measure behaviors and attitudes.
- Quantify insights from qualitative studies.
- Identify brand positioning and consumer profiles.
- Evaluate customer satisfaction.
What are the typical challenges faced during surveys?
- Respondents may lack willingness or awareness.
- Questionnaires can be difficult to develop.
- Misinterpretation of ambiguous or poorly phrased questions.
What is the difference between dependent and independent variables?
- Dependent Variables: Outcomes marketers aim to achieve (e.g., customer satisfaction).
- Independent Variables: Factors influencing dependent variables (e.g., product price or quality).
Why is pilot testing critical in survey development?
To ensure questions are clear, the flow is logical, respondents understand instructions, and any errors or issues are identified before the survey is distributed.
