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BADM 531 How respondents answer questions: Cognitive models

BADM 531 How respondents answer questions: Cognitive models. Audrey PATTEE Samantha ROZIER January 24 th. Summary of readings. Survey = Transfer between 3 participants (interviewer, respondent, questionnaire) Respondents have multiple tasks: Interpret/understand the question

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BADM 531 How respondents answer questions: Cognitive models

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  1. BADM 531How respondents answer questions: Cognitive models Audrey PATTEE Samantha ROZIER January 24th

  2. Summary of readings • Survey = Transfer between 3 participants (interviewer, respondent, questionnaire) • Respondents have multiple tasks: • Interpret/understand the question • Retrieve/recall information • Compute judgment/opinion • Format response • Edit response

  3. Summary of readings • Response process model: • Comprehension • Retrieval • Judgment • Response • Now let’s examine the questions brought up by the readings…

  4. Cannell, Miller & Oksenberg What causes the respondent to depart from the theoretical answering process? • Situational cues (social desirability, acquiescence, p 395) → in class survey What about those questions? • Is it true for every type of survey? Face/phone interviews vs at-home questionnaires? Impact of commitment procedure (p416)? • Relief and likeliness to honesty/accuracy?

  5. Cannell, Miller & Oksenberg Effect of elapsed time (p397)? • Is this so surprising considering our busy lives? • How many of you have responded inaccurately or even failed to answer a survey question? • Preventative measures? Control group (p417)? • Need of a third group with no feedback of any kind?

  6. Tourangeau, Rips & Rasinski Four steps response process? • Need for a unique/universal model? • Authors assimilate every survey to a long processing response method. Best use of a surveys when it comes to impulsive/compulsive purchase? Influence of cues and other questions? • Normal? Use in everyday conversations?

  7. Tourangeau, Rips & Rasinski Dual theories? • Low road (superficial) vs High road (optimizing) • Existing vs Newly elaborated judgments • Could it really be different? Depending on • Interest on the matter? • External conditions (bad day, previous bad experience, etc)? • Choose respondents or not? • Influences • Influence of personality? • Influence of cues – bad?

  8. Dholakia & Morwitz Possible to measure true satisfaction? • Discussion of outside source Study design? • Controlled for marketing from business in question, what about controlling competing/similar businesses? • Possible influences? Influences • Satisfaction survey or survey in general? • Hawthorne type effect?

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