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Questionnaire Design, Survey Methods, and Sampling

Questionnaire Design, Survey Methods, and Sampling. Market Intelligence Julie Edell Britton Session 5 September 4, 2009. Today’s Agenda. Announcements Comparative Advertising, Measurement Scales & Data Analysis Introduction to Survey Research Sampling Procedures Causal Research - maybe.

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Questionnaire Design, Survey Methods, and Sampling

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  1. Questionnaire Design, Survey Methods, and Sampling Market IntelligenceJulie Edell Britton Session 5 September 4, 2009

  2. Today’s Agenda • Announcements • Comparative Advertising, Measurement Scales & Data Analysis • Introduction to Survey Research • Sampling Procedures • Causal Research - maybe

  3. Announcements • For Sat prepare Milan Food case – download data (Milan.sav) from the platform, please post your responses by 8 pm tonight – no slides needed. • For Sat prepare WSJ/ Harris Survey – no slides

  4. Comparative Advertising Measurement Scales & Data Analysis • Page 52 packet What do you conclude? Remember – Percentage change or difference can only be calculated with Ratio scales This is an interval scale (at best).

  5. Descriptive Survey Research • Surveys usually used for descriptive research • Provide a snapshot at a point in time • Most analyses univariate or bivariate (but can do elaboration model with control variables) • Would you recommend National to a friend interested in insurance services? Yes 1 No 2 • Bivariate allows for hypothesis testing • Hypothesis: Less educated people more likely to recommend • Descriptive, not causal • Recommendation could be driven by some 3rd factor correlated with education such as income

  6. Sources of Survey Errors • Population definition • Representativeness of the sample frame • Sampling Procedure Used • Respondent Participation: • Willing to participate (Do Not Call) • Comprehend questions • Have knowledge, opinions • Willing & able to respond (language or memory) • Interviewer understands & records accurately

  7. Raising Willingness to Participate • A good response rate requires persuasion • Survey Introduction • Phone or send letter in advance • Introduce self, give affiliation unless this would bias • Describe purpose briefly, w/o making survey sound threatening or demanding • Make respondent feel that s/he is getting chance to provide opinions that will influence market offerings & that her/his cooperation is extremely important

  8. Comprehends Questions? Advice on Question Wording • Be simple and precise • Give clear instructions • Check for question applicability • respondent screening • question branching based on prior answers • Avoid leading & double barrel questions

  9. What’s the Problem? • “Laws should be passed to eliminate the possibilities of special interests giving huge sums of money to candidates” • “Laws should be passed to prohibit interest groups from contributing to campaigns, as groups do not have the right to contribute to candidates they support?”

  10. Comprehends Questions? • Literacy, translation considerations • Conversational Norms • How demanding was Term 3? How demanding was Core Finance? • How demanding was Core Finance? How demanding was Term 3? • How demanding was Managerial Accounting? How demanding was Core Finance? How demanding was Global Economic Environment of the Firm? How demanding was Term 3? “Question order effects in measuring service quality,” by DeMoranville and Bienstock, in International Journal of Research in Marketing, September, 2003

  11. Do Respondents Have Knowledge? • Retrieve answer from memory vs. construct it on spot • Constructed answers are more likely to be influenced by question wording & prior questions. • When answering later questions or engaging in later behavior, likelihood of using earlier answer input A: • positively related to accessibility of A • positively related to diagnosticity (relevance) of A • negatively related to accessibility, diagnosticity of alternative inputs B, C, etc. (Feldman & Lynch) • e.g., when political poll respondents asked: • issue opinion A, presidential voting intention, issue opinion B, • answers to A predict intention, but only for those who did not vote for either candidate in primary

  12. Survey Best Practices: Survey Content, Question Order • Survey Questions • First figure out what questions are needed! • Then order • Lead with interesting, nonthreatening, easy questions • Do you like to play golf? • Have you ever travelled with your clubs? • Can you remember the last time you traveled with your clubs? • Put difficult or sensitive questions well into the interview • How many times did you have to see your doctor for your reconstructive surgery? • What is the size of your company (revenue)? • Usually use funnel order (general to specific) • Use product category? • Brand X? • Do you like Brand X? • Why? 12

  13. Question Order (Cont.) • Survey Questions (cont.) • Inverted funnel (specific to general) for complex topics. • Is your company considering offering training courses on word processing over the Internet? • Database? Spreadsheets? • In general, how big is the untapped market for your software training courses if offered over the Internet? • Group questions in logical order • All questions about one subject together, with transitional phrases in between, “Now I’m going to ask you about agricultural applications of GPS systems...”

  14. Survey Best Practices: Question Order (cont.) • Demographics Questions • Put last—these are less sensitive to prior questions • Seem nosy if put first • Rely on standard approaches for assessing • http://www.norc.org/GSS+Website/ • The Process of Survey Design • Use Backwards Marketing Research to decide what is “need to know” • Draft the survey • Pretest for time, clarity, variability in responses • Revise and retest • Field the survey and keep an eye open for problems

  15. Survey Best Practices:Choosing a Survey Method • Mail, phone, web, in person? • Cost • Complexity of inquiries (branching) • Need for aids • Issue sensitivity • Control over sample

  16. Web and Telephone • Web surveys now dominate. To compare web, in person, phone, mail, see • http://knowledge-base.supersurvey.com/ 17

  17. Free to Fuqua students: Qualtrics • http://www.qualtrics.com/duke#submit • Set up an account • Build surveys • Allows for complex designs • Available to you during this course

  18. Multi-Attribute Attitude Model (MAAM) • Liking for a product as a whole = sum of liking for component parts • Attitude toward brand j = (sum from i = 1 to n for salient attributes) •  Importance of Attributei * Evaluationij • Importance • 0 – 100 (allocate 100 points across attributes) • Rating on 1 (unimportant) to 7 (very important) where 0 undefined but implicitly entirely unimportant ) • Evaluation of brand j on attribute I • -4 = poor to +4 = excellent

  19. MAAM and SUVs

  20. Diagnostics of Advantage

  21. Measure Types Revisited • Nominal (Unordered Categories) • Just need unique number for each category • Ordinal: ranking scale, intervals not assumed equal • Interval: Intervals assumed equal, zero is arbitrary • Ratio: Intervals assumed equal, zero means zero • To multiply X * Y, (e.g., importance * evaluation), both X and Y must be on ratio scales. • If X1*Y1 > X2*Y2 (XYbrand 1 >XYbrand 2), it does NOT follow that (X1+a)*Y1 > (X1+a)*Y2…. • e.g., 2*2 > 2*(-2), but (2-4)*2 < (2-4)*(-2) • To say % change in Y, Y must be on ratio scales

  22. More on Scaling • To multiply importance x evaluation for each attribute, both must be on ratio scales • 0 on scale must be 0 of underlying quantity • Importance unipolar (all positive). Completely unimportant = 0 weight • Evaluation bipolar (negative to positive). To multiply, must code “neutral” as zero.

  23. I got these by subtracting 4 from the values three slides back Improper Rescaling

  24. Consumer Attitudes • We want to be able to predict consumer behavior • However, instead of examining behavior directly (e.g., choice modeling), we often measure attitudes because… • Measuring attitudes is sometimes easier than observing choice • Attitudes are more diagnostic • Attitudes are sometimes easier to interpret • Attitudes can be reasonable predictors of behavior • Attitudes toward products or brands typically derive from beliefs, actions, and perceptions

  25. Types of Attitude Scales • Semantic differential • Colgate Combo is: • low quality __:__:__:__:__:__:__ high quality • unappealing __:__:__:__:__:__:__ appealing • Constant sum (e.g., Importance) • Purchase intent • Likert scale (Agree-Disagree)

  26. Recap • Survey Design: responses constructed on the spot • Moving parts of a good survey Population definition, choosing a survey method, determining what information needed • Order of questions • Attitude Measurement & multi-attribute attitude model • To multiply or examine percentage differences, data must be on ratio scales

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