Questionnaire

Rank order scale

A measurement scale in which the respondent compares two or more items and ranks them Instructions - Please rank the following eye shadows, with 1 being the brand that best meets the characteristic being evaluated and 6 the worst brand on the characteristic being evaluated. The sixe brands are listed below. Lets start by which brand would rank as having the highest quality compacts or containers? which is Second? (RECORD BELOW) having the highest quality Avon _____ Cover girl ______ estee Lauder Loreal Instructions - Based on you personal Exeprience or what you have seen heard or read Please rank The following car brands based on _____. Place a "1" next to the brand that has the highest ____ , a "2" next to the brand that _____ and so fourth. Remember no two cars have the same Rating - Its a comparative scale - a measurement scale in which one object concept or person is compared with another on a scale - They are easy to use and give ordinal measurements of the items evaluated. Instructions are easy to understand and the process typically moves at a steady pace. -disadvantages - if all the alternatives in a respondents choice set are not included the results could be misleading. 2. the concept of being ranked may be completely outside a person choice set, thus produce meaningless data. 3. another limitation is that the scale gives the researcher only ordinal data. 4 the researcher does not known why the respondent ranked the Items as he or she did

Likert scale

A measurement scale in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study. DOES NOT INCLUDE QUESTIONS THERE STATEMENTS Instructions - How do fell about the following statements Strongly agree, Somehwat disagree, neutral Somewhat agree, strongly agree Allowing companies to advertise on the internet allows more to access free services OOOOO Thers is extremely to much advertisement on the internet - likert created the scale so that a researcher could look at a summed score and tell whether a persons attitude toward a concept was positive or negative

Paired Comparisons

A measurement scale that asked the respondents to pick on of two objects in a set based on some stated criteria. The respondents make a series of paired judgment between objects Instructions - Here are some characteristics used to describe sun care products in general. Please tell me which characteristic in each pair is more important to you when selecting a sun care product. A tans evenly B Tans without burning A prevents burning C Protects againstt burning and tanning THEN EVENTUALLY FLIPP THEM THROW THEM OFF Advantages against ranked ordered scales - 1. it is easier for people to select one item from a set of two than to rank a large set of data. 2. the problem of order bias is over come; there is no pattern in the ordering of items or questions to create a source of bias Diadvantages - because all possible pairs are evaluated the number of paired comparisons increase geometrically as the number of objects to be evaluated increases arithmetically. So the number of objects to be evaluated should remain fairly small to prevent interviewee fatigue

Constant sums scale

A measurement scale that asks the respondent to divide a give number of points typically 100 among two or more attributes based on their importance to him or her Instructions - below are seven characteristics of womens tennis sportswear. Please allocate 100 Points amoung the characteristics such that the allocation represents the importance of each characteristics to you. The more points you assign to a characteristic the more important its is. If the Characteristics totally unimportant you should not allocate points to it. When you have finished please double check to make sure that you total adds too 100 Chracteristics Number of points Is it comfortable to wear ___ Is it durable ______ 100 Points - Advantage - is that if the respondent perceives two characteristics to have equal value he or she can so indicate - Disadvantage - is that the respondent may have difficulty allocating the points to total 100 if there are a lot of characteristics or items

Sematic differential Scale

A measurement scale that examines the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile or image Adjective 1 Mean of each adjective pair Adjective 2 12345 Modern OOOO Oldfashion Halo effect - Disadvantage - the rating of a specific image component may be dominated by interviewees overall impression of the concept being rated - advantage - is a quick and efficient means of examining the strengths a weaknesses of a product or company image versus those of the competitors Disadvantage - It suffers from a lack of standardization. It is a highly generalized technique that must be adapted for each research problem

Graphic Rating scale

A measurement scale that includes a graphic continuum, anchored by two extremes 3 types Example - Uncomfortable--------------------------------------- Comfortable - can be constructed easily and are simple to use. The enable a researcher to discern fine distinctions assuming that rater has adequate discriminatory abilities. - Disadvantage - of this scale is that overly extreme anchors tend to force respondents toward the middle of the scales. Some research has suggested that such scales are not as reliable as itemized rating scales

Stapel scale

A measurement scale that requires the respondent to rate on a scale ranging from +5 to -5 how closely and in what direction a descriptor adjective fits a given concept Instructions - Select a plus number for words you think describe the website accurately. The more accurately you think the word describes the website, The larger the Plus number you should choose. Select a "minus: number for words you think do no describe the web site accurately. The less accurately you think the word describes the web site the larger the "Minus" number you should choose.There for you can select any number from 5 for words you think are very accurate all the way to -5 for words you think are very inaccurate +5 +5 +4 +4 +3 +3 +2 +2 +1 Cheap prices__ Easy to navigate -1 -2 -3 the technique is designed to measure both the direction and the intensity of attitudes simultaneously Advantage - is that it enables the researcher to avoid arduous task of creating bipolar adjective pairs

Purchase intent scale

A scale used to measure a respondents intention to buy or not to buy a product questions - If a set of three traps sold for approximately 3.00 and was available in the stores where you normally shop: would you definitely buy the set of traps 1 Probably buy 2 probably not buy 3 Definitely not buy 4 Would you use the traps (a) instead of or (b) in addition to existing product? Instead of 1 in addition 2 Would you recommend this product to your friends defiantly Probably Probably not definitely not - The purchase intent scale has been found to be a good predictor of Consumer choice of frequently purchased and durable consumer products.

questionnaire opening and closing

Introduction - Hell my name is Jenny falcone and I am calling from (Company). Today/tonight we are calling to gather opinions regarding (general subject), and are not selling anything. This study will take approximately (length) and may be monitored( and recorded) for quality purposes. We would appreciate your time. May I include your opinions? Closing - thank you for your time and cooperation. I hope this experience was a pleasant one and you will participate in other marketing research projects in the future. Please remember that you opinion counts! have a good day/evening. Participate in collecting respondent satisfaction data to improve survey quality - Thank you very much for taking part in this survey. because consumers like you are such a valued part of what we do, Id like you to think about the survey you just participated in. On a scale from one to 10 where 10 means "it was good use of my time," and 1 means "it was not a good use of my time," which number between 1 and 10 best describes how you feel about your experience toay? that's all the questions I have. Please remember that your opinion counts! have a good day/ evening.

Itemized rating scale

non comparative scale A measurement scale in which the respondent selects an answer from a limited number of ordered categories If offered how likely would you be to used the following areas on this site? Scale A A) Auctions Not at all likely to use o1 o2 o3 o4 o5 Extremely likely to use B fee based education tools Not at all likely to use o1 o2 o3 o4 o5 Extremely likely to use Scale B Wed like to get your feedback regarding your experience submitting a request for a hotel reservation at our website. Please rate your satisfaction with each of the following aspects of Fasthotels.com based on your experience this visit Or used not at all important to very important and instructions be what factors influence you choice of music websites (Rate the importance of each Item) Very satisfied Very dissatisfied 1 2 3 4 5 Ability to access the offer page O O O O O Ability to locate hotel information Ability to locate city information Scale D How interested would you be in obtaining additional information about this customer relationship management solution for your business? O extremely interested O somewhat likely O not at all likely O very Likely O not very likely - are similar to graphic rating scales except that respondent must select from a limited number of ordered categories rather than placing a mark on a continuous scale - don't allow for fine distinctions that can be achieved in a graphic rating scales they are easy to construct and administer - Definitive categories found in itemized rating scales usually produce more reliable ratings _ research has shown that two stage format can provide better data quality in detecting extreme views than a single state itemized rating scale. Two Stage How Effective Would that be very or Somewhat o Effective o very o Ineffective o somewhat o no opinion