Survey Methods + Ch7 (Test 1 Inclusive)

Question 1

Surveys

Answer 1

Systematic process of recording consumer info via structured questionnaire; focus on consumer attitudes and emotion

Question 2

Attitude

Answer 2

Lasting, general evaluation of:
people
objects
places
behaviours
ideas

Question 3

3 components of an attitude (ABC)

Answer 3

Affective component (how consumers FEEL about x)
Behavioural component (whether consumers intend to DO something with x)
Cognitive component (what consumers BELIEVE about x)

Question 4

Questions to ask for cognitive attitudes (knowledge/opinions)

Answer 4

Which brands are you familiar with?
What are the key features of the brand?

Question 5

Questions to ask for affective attitudes (liking/emotions)

Answer 5

Which would you prefer?
How do you feel about the brand?

Question 6

Questions to ask for behavioural attitudes (actions/intentions)

Answer 6

How many times have you previously purchased the brand?
How likely are you to recommend to a friend?

Question 7

Likert Scales

Answer 7

Provide a numerically weighted scale for consumers to answer a question on

Likert scales provide endpoints (eg: 1 = not at all)

Question 8

Survey methods (IPEI)

Answer 8

In-person
Phone
Email
Internet

Question 9

Internet surveys, advantages and disadvantages

Answer 9

Advantages:
Fast, cheap, personalized

Neutral:
Response rates, representativeness, hard-to-reach groups, panel management

Disadvantages:
Multiple completes
Response fraud for compensation

Question 10

4 types of survey platforms

Answer 10

Google Forms
Survey Monkey
Amazon Mechanical Turk
Qualtrics

Question 11

Systematic error aka bias

Answer 11

Difference due to intentional or unintentional mistakes
Reduce with careful design and implementation

Question 12

4 types of measurement errors (NIRP)

Answer 12

Non-response bias
Interviewer bias
Response bias
Processing errors

Question 13

Non-response bias

Answer 13

Due to difference between respondents and non-respondents

Question 14

Interviewer bias

Answer 14

Due to intentional or unintentional influence of the interviewer

eg: interviewer starts by saying the current campus options are “good”

Question 15

Response bias

Answer 15

Due to intentional or unintentional misrepresentation of info

Participants are embarrassed to admit how much they love “McDonalds”

Question 16

Processing error

Answer 16

Due to errors in data recording, transcription, etc

Question 17

Tackling non-response bias (financial incentives)

Answer 17

Questionnaire with money enclosed using the principle of reciprocity had the highest response rates

Question 18

Advantages of surveys

Answer 18

Provides standardization
Easy to administer
Gets “beneath the surface” to uncover motivations, attitudes, beliefs
Easy to analyze
Reveals subgroup differences - respondents can be divided into segments or subgroups for comparison

Question 19

Disadvantages of surveys

Answer 19

Asking can change behaviour
Requires careful design to mitigate measurement errors
Can be more contrived responses (unnatural)
Instrument error - items don’t measure the actual concepts the researcher wants to study
Not guaranteed to be representative of population

Question 20

Six main advantages of surveys

Answer 20

Standardization
Efficiency
Ease of administration
Ability to tap the “unseen”
Suitable for statistical analysis
Sensitivity to subgroup differences

Question 21

Incidence rate

Answer 21

The percentage of the population that qualifies to be included in a survey, affects decisions about data collection modes for that survey