Week Eight Flashcards
Questionnaire design, measurement and scaling (39 cards)
An SPSS analysis of data includes:
- Associations between variables
2. Differences between groups of participants
SPSS can help you:
Analyse the differences and associations between the data to help you segment.
What are the three aims in designing a questionnaire?
- translate the info needed (MRP) into a set of questions that the respondents can answer.
- To encourage the respondent to become involved in the interview, to cooperate and to complete the interview.
- To minimise response error.
What are the 10 stages of the questionnaire design process? (I doubt we will need to know this process but it’s good to know what’s included).
- Specify what info will be sought.
- Determine type of question and method of administration.
- Determine content of individual questions.
- Determine form of response to each question.
- Determine working of each question.
- Determine sequence of questions.
- Determine physical characteristics of questionnaire
- re-examine steps 1-7, revise if necessary.
- pre-test questionnaire, review if necessary
- implement the survey.
What are some ways to increase willingness to get respondents to complete your survey?
- have an effective cover letter.
- offer a reward/incentive for completion.
- have interesting questions.
- follow-up
- advanced notification
- survey sponsorship from a credible org.
- gain confidence early
- save personal questions for the end
- leave the back cover blank.
- ask if they have any extra comments.
What is a dichotomous question?
Only gives two response alternatives. Eg. Yes or no. Male or female. $50,000.
What are the kinds of questions found in a survey?
- Dichotomous
- Multiple choice
- ## Scale Eg. 5 choices on the continuum
What is a leading question?
A question which gives the respondent a clue as to what the answer should be. Eg. Don’t you think smoking is anti-social? Avoid this.
What is a double-barrel question?
A single question which attempts to cover two issues. Such as questions cab be confusing to respondents and result in ambiguous responses. Eg. Have you seen an improvement in the quality of this hotel’s food and accommodation? Avoid this.
What is a filter question?
An initial question which screens potential respondents to ensure that they meet the requirements of the sample. Eg. Are you likely to take a short break holiday in the next year?
What are branching questions?
They guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given. Eg. If YES, go to Q4.
What’s the reasons for pre-testing a questionnaire?
Identifies and eliminates potential problems with:
- question content
- wording
- sequence
- question difficulty, instruction
- time it takes
- mistakes
What is nominal in a questionnaire?
- It is a number.
- We are allocating numbers to the answers. Eg. gender, occupation, postcode, buy - did not buy.
- Measures of nominal include frequencies and mode.
What is ordinal in a questionnaire?
- Allocating a number but also ranking it but we don’t know how far between they are.
- It is an order, but not distance between. Eg. Education level, preferences for brands, social class, user levels.
- Measures of ordinal include frequencies, mode, median, and range.
What is interval in a questionnaire?
- Equal intervals between values, zero point is arbitrary. Eg. Zero celsius is not true zero (-273), grade point average, attitudes, and performance ratings.
- Comparisons of intervals.
- Common arithmetic operations.
- Measures of interval include mean, median, variance, and standard deviation.
What is ratio in a questionnaire?
- Equal intervals with a natural zero. Eg. Weight and distance, Units sold, number of purchasers, height.
- Comparison of absolutes.
- All arithmetic operations.
- Measures of Ratio include mean, median, variance, and standard deviation.
What is an attribute?
A single characteristic or feature that pertains to an object, person or issue. Eg. What does a ‘good cafe’ feature? (Construct is ‘good cafe’. What is it that people look at when deciding this?).
What is a composite measure?
A composite measure (index) of several variables to measure a single concept/construct.
What is conation?
- Predisposition to action.
- Intentions to act.
- Behavioural expectations.
- It measures peoples intention to purchase.
Cognition =
Awareness
Affect =
Liking
Conation =
Intent to buy
What is paired comparison scaling?
A participant is presented with two objects (Eg. new coke and original coke) and asked to select one accordingly to some criterion.
What is comparative rating scales?
Compares one concept to another. Eg. In comparison to the free-range eggs that you have previously bought from Coles, rate the quality of the eggs from Woolworths using a rating scale…
