Week 7

Question 1

Survery vs Poll

Answer 1

Survey - many questions (also questionnaire) [Answerers - respondents] (Allow Explanatory research)

Poll - single/few questions (Allow only Descriptive research)

Question 2

Descriptive vs explanatory research

Answer 2

Descriptive - Research that draws a detailed picture of the current state of affairs

Explanatory - allow deep diving into the reasons behind certain outcomes

Question 3

Survery vs Census

Answer 3

Census - survey of the entire population, doesnt use sampling.

Survey - uses sampling instead of collecting data from all population members

Question 4

When to use survey research

Answer 4

When individuals (consumers, managers, investors, etc.) are the unit of analysis.

Question 5

What is called “item” when collecting data from respondents

Answer 5

A Question (or phrase)

Question 6

Double-barred question meaning

Answer 6

when you ask two different questions in one, but allow for only one answer

Question 7

Three types of closed-ended question

Answer 7

1. Rating questions (rate a statement)
2. Comparative questions (rank order something)
3. Categorical questions (answer can fit only one category)

Question 8

Likert scale question (closed-q)

Answer 8

asks respondents to agree or disagree with a statement [How much do you agree with a statement?]

Part of Rating questions (close-ended type)

Question 9

Semantic differential scale (closed-q)

Answer 9

use a pair of polar-opposite adjectives at the extremes of the scale, on the left and the right, and respondents are asked to indicate their attitudes toward an individual/product etc

Part of Rating questions (close-ended type)

Question 10

Rank ordering scales (closed-q)

Answer 10

Rank objects relative to one another, among the alternatives that are provided [What features are most important by order]

Part of Comparative questions (close-ended type)

Question 11

Constant sum scales (closed-q)

Answer 11

A budget of X points (often 100). Ask respondents to allocate points on how they spend their income

Part of Comparative questions (close-ended type)

Question 12

Categorical scales (closed-q)

Answer 12

Respondents choose from a limited number of discrete answer categories [Q: How many years living in house:
A: A) less than 2 years B) 2-5 years ….]

Question 13

Online survery pros & cons

Answer 13

Pros:
+Large reach
+Affordable
+Available templates

Cons:
-Coverage bias (old ppl)
-Survey fatigue

Question 14

Survey fatigue meaning

Answer 14

Too many survey are asked, thus they are filled out only when there are complains

Question 15

River sampling (way of recruiting online survey participants)

Answer 15

Recruiting respondents by inviting them to follow a link to a survey placed on a web page, email, or somewhere else where it is likely to be noticed by members of the target population [Booking review]

Question 16

Panel sampling (way of recruiting online survey participants)

Answer 16

Select members of a preassembled panel to take part in their survey. This is a great way to guarantee responses since panel members have already agreed to participate in the research [Centerlab]

Question 17

Pros and Cons Paper surveys

Answer 17

Pros:
+Target audience don’t need internet knowledge and access
+More honest answers
+More Trusted by respondents

Cons:
-Costs of printing,etc.
-Might not answer all questions
-Too costly for alternating question orders

Question 18

Pros and Cons of Phone surveys

Answer 18

Pros:
+Extensive geographic access
+Easy access to obtain a sample
+Can incurange to answer all questions by interviewers and provide assistance

Cons:
-Intrusive
-Might be perceived as advertisers
-High risk of dishonesty (just to end call)

Question 19

Pros and Cons of Face-to-Face surveys

Answer 19

Pros:
+Can incurange to answer all questions by interviewers and provide assistance
+offering audio and visual stimuli, can let touch, taste, and smell materials

Cons:
-Longer to conduct
-Expensive

Question 20

How to order questions in a survey

Answer 20

1. Most easy and straightforward question
2. More thought-requiring questions
3. Demographics

Question 21

Closure for a survey

Answer 21

1. Gratitude for respondent
2. Contacts
3. If applicable, instructions on how to return the survey

Additionally: Comment box

Question 22

Response sets meaning

Answer 22

shortcut people can take when answering a series of survey questions. Especially towards the end of a long survey, people might answer all questions positively, negatively, or neutrally rather than think carefully about each question.

Question 23

Yea-saying (acquiescence bias) / Nea-saying

Answer 23

Always saying Yes/No to every question instead of carefully thinking about it

Question 24

Fence-sitting meaning

Answer 24

consistently choose the middle neutral option, suggesting that they do not have an opinion while they actually do

Question 25

Social desirability bias

Answer 25

tendency of survey respondents to answer questions in a manner that others will view favorably (over-report "good behavior" or under-report "bad behavior.") [alcohol, health, income, achievements]

Question 26

How to solve social desirability bias

Answer 26

Use leading questions to normalize behavior ["Even the most truthful people may sometimes not declare all income for taxes. Has this happened to you?"]

Question 27

Survey-mode effect

Answer 27

when respondents answer at least some questions differently depending on the survey mode used

Question 28

Pilot testing meaning

Answer 28

Most of the time at least 10 people who try out the survey before its public. (Family, friends etc.)

Question 29

When is high non-response a problem

Answer 29

Only when non-respondent are systematically different than respondents affecting the findings (Comparable by early and late respondents)