- Week 7 Marketing Research - 2 survey research

Double barreled questions 2 unstated criteria 3

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Double-barreled questions 2. Unstated criteria 3. Inapplicable questions What to Avoid
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41 Stimulus Double-Barreled Questions Could provide two  different responses Two questions  contained in one  item Response samples
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42
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43 Inapplicable Questions Stimulus Ask a question that does not apply or is beyond their  ability. Response ? samples
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44 Faculty Sat. Survey
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45 Stimulus Unstated Criteria Response is  contingent on some  criterion. Ask a Question If the criterion is not  obvious you must state it in  the question. Response samples
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46 a. How important is something?  Well, to whom?  You or other people? b. How do you evaluate service at the restaurant?   When?  Last visit or this visit?  c. How likely are you to return to the hotel?  Assumes that in the future the respondent will  be in need of a hotel in the area. d. How likely are you to recommend the hotel? 3. Unstated Criteria
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47   Pre Coding,  Title, &  Sequence
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48 Response codes 1 Use numbers and/or letters 3 To facilitate data entry 4 Survey item codes 2 Pre Coding
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49 Faculty Sat. Survey
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50 Appeals to the respondent’s ego.  “Survey of Top Hotel Executives” Subject that will be of interest to the population studied.  “Study on Technology in Hotel Rooms” Importance of the study.       “Campus-Wide Survey on Internet Use” Tie between researcher and respondent.       “The Cornell Quarterly - A Confidential Survey Among Our  Subscribers” Title
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51        Title 1        Demographics 3       Thank the respondent 4       Body—logical sequence 2 Sequence       When/how to return 5 CoBA Adv.
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52
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53 Construct scale at highest appropriate level  - can always collapse to lower level. Dictates the type of  analysis that can be done Why Care?
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54 Description Distance between Ratio Rank order Information Conveyed Nominal Interval Ratio Ordinal Levels of  measurement Distinguish objects
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55       Assign numbers to objects 1       Represent  type/amount/degree 3       Distinguish objects 4       Use rules 2 Measurement Scales
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