Order a small number of stores brands or objects on

This preview shows page 28 - 33 out of 51 pages.

order a small number of stores, brands, or objects on the basis of overall preference or some characteristic of the stimulus. Rating: A measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses. Sorting: A measurement task that presents a respondent with several objects or product concepts and requires the respondent to arrange the objects into piles or classify the product concepts. Choice Attitude Rating Scales: Simple Rating scales Agree/disagree; like/dislike Limited mathematical use Nominal (2 responsive categories) Category scale (Likert) Position on a continuum Expand category options More precise Semantic differential Series of 7 point scale Bipolar adjectives (image profile) Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
Image of page 28

Subscribe to view the full document.

Stuvia.com - The study-notes marketplace Numeric scale Similar to sematic differential Numeric value Staple scale Single adjective Even number of values Constant sum scale Distribute a value to indicate weight Graphic rating scale Scale Criteria: Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
Image of page 29
Stuvia.com - The study-notes marketplace Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
Image of page 30

Subscribe to view the full document.

Stuvia.com - The study-notes marketplace STEP 3: Questionnaires: Relevance and Accuracy:   1) What should be asked? 2) How should it be phrased? 3) In what sequence should the questions be arranged? 4) What questionnaire layout would be best? 5) How should the questionnaire be presented? Wording Questions (design): Open-ended Answer in their own words Interviewer may probe for more information Exploratory research When range of responses are not yet known Valuable at the beginning of an interview and after fixed- alternative questions Very costly, risk of interviewer bias Analysis is difficult and extensive Eg. What names of banks can you think of?; what comes to mind when you think of this advertisement Fixed-alternative: Closed-ended questions, specific limited alternative responses Requires less interviewer skills Comparability of answers due to standardizing alternative responses Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
Image of page 31
Stuvia.com - The study-notes marketplace Cannot be used if unaware of the potential responses to a question Unanticipated alternatives Respondent bias Types of questions: o Simple dichotomy question: choose 1 of 2 alternatives o Determinant choice questions: one response from multiple alternatives o Frequency-determination: ask for an answer about general frequency o Checklist questions: allow respondent to provide multiple answers What to avoid: Double-barrel items Making assumptions Burdensome questions Ambiguity Leading questions Complexity Questions that don’t generate variance Downloaded by:: bryce0736 | [email protected]
Image of page 32

Subscribe to view the full document.

Image of page 33
  • Fall '19
  • researcher

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes