session 7 Flashcards
Surveys:
systematic process of recording consumer information via structured questionnaire; focus on consumer attitudes and emotion
Attitudes have three components:
affective, behavioural and cognitive
behavioural
whether consumers intend to do something with an object) ex: i intend to buy dr pepper
Affective component:
Affective component (= how consumers feel about an object)✓E.g., I like DrPepper.
Cognitive component
what consumers believe about an object. For example i believe dr pepper has 23 flavors
cognitive attiudes
Knowledge, opinions –Which brands are you familiar with?–What are the key features of the brand
affective attitudes
Liking, emotions–Which would you prefer?–How do you feel about the brand
behavioural attitudes
Actions, intentions–How many times have you previously purchased the brand?–How likely are you to recommend to a friend
Survey methods
In person: door to door, executive, mall intercept
Internet is the most accessible way and less effortful , most popular, ad hoc, internet panel
Mail: not popular
Phone: traditional, computer assisted, computerized
Different questionnairs you can use
Google forms: free collaborative user friendly, basic design
Survey monkey : free, popular, user friendly, more flexible design
Amazon mechanical turk: survey and panel, paid, experienced survey takers
Qualtrics: survey and panel, paid
Internet surveys
Positives :reach, cost effective, can be done wherever
Negatives: people are not taking them properly, people are not paying attention (can have attention check questions) people use bots to complete their surveys, excludes groups of people who don’t have internet access (non response bias) can use quota sampling to combat this , panel management, representativeness
Concerns: multiple completes (one person takes the survey multiple times to make money, can use qualtrics to help with this), lying for compensation and worse
You can address all negative points
Errors that can take place while you run a survey
Systematic error aka bias
Difference due to intentional or unintentional bias
Reduce with careful design and implemntatom
measurement errors
non respinse bias, interviewer bias, respinse bias, processing error
Non response bias:
due to difference between respondents and non respondents
Ex: how would you recruit? For example you recruit Only mcgill students that live on campus, or maybe you only ask grad students→ this shows bias because if you only have one group you are looking at you cant generalize your findings, need to ask diverse and large groups to combat this→ ask all mcgill students
You might make a mistake but only requiring mcgill on campus students (non response biases, you exclude a certain group )
Interviewer bias:
due to unintentional influence of the interviewer → interviewer starts by saying “since current campus options are good/bad…”
