AKP-MKTG3710-Ch10-11

AKP-MKTG3710-Ch10-11 - Chapter10...

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Chapter 10 Measurement in Marketing Research MKTG 3710 Audhesh Paswan
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Basic Question-Response Formats Open-ended Close-ended Scaled-response
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Basic Question-Response Formats Open-Ended Unprobed Open-ended question: presents no response options to the respondent Unprobed format: seeks no additional information Advantage: Allows respondent to use his or her own words Disadvantages : Difficult to code and interpret Respondents may not give complete answers
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Basic Question-Response Formats Open-Ended Probed Open-ended question: presents no response options to the respondent Probed format: includes a response probe instructing the interviewer to ask for additional information Advantage: Elicits complete answers Disadvantage : Difficult to code and interpret
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Basic Question-Response Formats Close-Ended Dichotomous Close-ended question: provides response options on the questionnaire that can be answered quickly and easily Dichotomous: has only two response options, such as “yes” or “no” Advantage: Simple to administer and code Disadvantage : May oversimplify response options Assumes researcher knows options
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Basic Question-Response Formats Close-Ended Multiple Category Close-ended question: provides options on the questionnaire that can be answered quickly and easily Multiple response: has more than two options for the response Advantages: Allows for broad range of possible responses Simple to administer and code Disadvantages : Must distinguish “pick one” from “pick all that apply” May alert respondents to response options of which they were unaware
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Basic Question-Response Formats Scaled-Response Unlabeled Scaled-response question: utilizes a scale developed by the researcher to measure the attributes of some construct under study Unlabeled: uses a scale that may be purely numerical or only the endpoints of the scale are identified Advantages: Allows for degree of intensity/feelings to be expressed Simple to administer and code Disadvantage : Respondents may not relate well to the scale
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Basic Question-Response Formats Scaled-Response Labeled Scaled-response question: utilizes a scale developed by the researcher to measure the attributes of some construct under study Labeled:
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AKP-MKTG3710-Ch10-11 - Chapter10...

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