Marketing Research Ch 8

Which of the following is an example of a transition phrase used in questionnaires?

"Now just a few more questions before we complete the survey."

Questionnaire

-A document consisting of a set of questions and measurement scales designed to gather primary data -Good questionnaires collect reliable, valid information

Step 4: Determine Layout and Evaluate Questionnaire

-An introductory section gives respondent's an overview of the research •Screening questions identify qualified respondents -The second section, the research questions section is based on the objectives and arranged from general to specific -The last section includes lifestyle, social media usage patterns, and demographic questions - after the "comfort zone" is established -The questionnaire ends with a thank-you statement

Carefully consider the words used in questions and measurement scales

-Avoid ambiguous words and phrases or difficult vocabulary -When unsure, use a pretest for questionable words -Words and phrases influence a respondent's answer

Which of the following must a researcher do before determining layout and evaluating the questionnaire to be used in a survey?

-Choose appropriate data collection method -Develop questions and scaling -Confirm research objectives and information requirements

Identify the instructions included in interviewer instructions

-Detailed information on the nature of the study -Screening procedures -Start and completion dates -Sampling instructions

Step 7: Implement the Survey

-Focus on the process followed to collect the data using the agreed upon questionnaire -Process varies depending on whether the survey is self-administered or interviewer-completed --Methods are used to increase response rates of self-administered surveys --With online surveys the format sequence, skip patterns, and instructions must be thoroughly checked -Implementation involves following up to ensure all previous decisions are properly implemented

Step 5: Obtain Initial Client Approval

-Give copies of the questionnaire to all parties for feedback -When conducting research using human respondents, academic researchers must pass the Institutional Review Board (IRB) --Federally mandated with authority to approve and monitor research

Identify the true statements about designing questionnaires

-Good questionnaires, or well-designed questionnaires, allow researchers to gather information that is not only reliable but also valid -The principles of designing questionnaires remain essentially the same regardless of advances in communication systems

Step 6: Pretest, Revise, and Finalize Questionnaire

-In the pretest, the questionnaire is given to a small group (10-20) of respondents to fill out and provide feedback to researchers -The pretest helps the researcher determine: -How much time respondents need to complete the survey -Whether to add or revise instructions and questions -What to say in the cover letter -Problems with question formatting or understanding -A pilot study is a small-scale version of the main study, with data collection and analysis, given to 100-200 respondents -Sometimes used to examine specific subcomponents of the overall research plan, and to see if refinements are needed

Identify the functions of a transition phrase in a questionnaire

-It communicates to the respondents that a change in their process of thinking is about to take place -It indicates that the task of completing the survey is nearly over

Identify the true statements about an Institutional Review Board (IRB)

-It decides whether a proposed research plan is good enough to proceed -It is an administrative body overseen by the Department of Health and Human Services

Identify the information gathered from call records

-Number of terminated interviews -Duration of the interview -Completions by quota categories -Number of contacts or calls made per hour

Incentives

-Offers to do something for the respondent to increase the probability that the respondent will participate in the survey -Other forms of incentives address respondent anxieties concerning privacy. Two methods that tend to reduce anxieties and, therefore increase participation are: --Anonymity --Confidentiality

Questionnaire organization

-Pertains to the sequence of statements and questions that make up a questionnaire -Well-organized questionnaires motivate respondents to be conscientious and complete -Poorly organized questionnaires discourage and frustrate respondents and may even cause them to stop answering questions in the middle of the survey

Structure sensitive questions carefully to increase response rates

-Questioned behaviors may be considered socially unacceptable -Guidelines for asking sensitive questions start with not asking them unless they are required to achieve the research objectives -If necessary, assure respondents their answers are confidential

Identify the guidelines for asking sensitive questions

-Refrain from asking sensitive questions unless they are necessary to achieve a research objective -Assure participants that their responses will be kept confidential

The introduction

-Sets the stage -It is what a potential respondent reads or hears before they begin answering survey questions -Sponsors of a survey can either be disguised or undisguised -The introduction should also indicate to respondents how they were selected -Incentives

Ask questions in a general-to-specific order to reduce sequence bias

-Skip questions can appear anywhere in the questionnaire and ensure only qualified respondents answer certain items -Prior to developing the layout, the researcher should assess the reliability and validity of the scales

Transitions

-Statements used to let the respondent know that changes in the question topic or format are about to happen -Response to a skip question affects which question will be answered next -The more complicated and difficult to answer questions are place deep in the questionnaire

Online Survey Considerations

-The number of questions appearing on the screen must be considered -Some measurement scale formats may not work on all devices -Online survey researchers must plan how respondents are solicited -Consider the length of time needed to complete the survey -"Straight liners" may be removed from the usable sample

The Role of a Cover Letter

-The primary role of the cover letter is to explain the nature of the survey and obtain the respondent's cooperation in participating in the survey •With personal or telephone interviews, interviewers use a verbal statement •Online survey have an introduction designed to motivate respondents, explain the survey, and communicate contact information •Self-administered surveys often have low response rates, but good cover letters increase those rates

Structured questions

-They are closed-ended questions that require a respondent to choose from a predetermined set of responses or scale points -Reduces respondents' effort -In quantitative surveys, structured questions are used more often than unstructured -They are easy to answer and easy to code

Pretests

-They are more frequently associated with exploratory and causal experimental research designs -It is a descriptive research activity representing a small-scale investigation of 5 to 30 subjects that are representative of the main study's defined target population but focus on a specific subcomponent of the main studyIn the context of questionnaire design, arrange the steps that researchers should complete before implementing a survey in the order of occurrence

Pilot studies

-They are most often associated with empirical descriptive or predictive quantitative research studies -It is a small-scale version of the intended main research study, including all the subcomponents that make up the main study, including the data collection and analysis from about 50 to 100 participants that are representative of the main study's target population

Unstructured questions

-They are open-ended questions formatted to allow respondents to reply in their own words -Responses are unaided and unlimited -Open-ended questions are more difficult to code for analysis -They also require more thought from respondents -Works best in self-administered and in-person surveys -Open-ended questions are often skipped

The researcher must develop the screening questions and responses

-They must consider how the data will be collected -Appropriate questions and measurement scales differ between online, email, text message, and telephone surveys

Bad questions prevent or distort communications between the researcher and the respondent

-Unanswerable: Either because the respondent does not have access to the needed information, or no answer choice apply -Leading (or loaded): When the respondent is directed to a response that would not ordinarily be given -Double-barreled: When the respondent is asked to address more than one issue at a time

Identify the situations in which the bias introduced by common methods variance (CMV) is most likely to occur

-When a respondent identifies a correlation between an independent and dependent variable -When the same respondent answers both independent and dependent variable questions that are subjective in nature at the same time

In the context of questionnaire design, arrange the steps that researchers should complete before implementing a survey in the order of occurrence

1. Confirm research objectives and information requirements 2. Select appropriate data collection method 3. Develop questions and scaling 4. Determine layout and evaluate questionnaire 5. Obtain initial client approval 6. Pretest, revise, and finalize the questionnaire 7. Implement the survey

Before submitting the questionnaire, the researcher should review the document carefully:

1. Focus on whether each question is necessary and if the survey length is acceptable 2. Check to make sure the survey meets the research objectives 3. Make sure that the scale formats and survey instructions work well 4. Check that questions move from general to specific 5. With online surveys, view it on the screen as a respondent would 6. Mail or drop-off surveys should be physically inspected 7. Self-administered questionnaires should look professional and visually appealing

In the context of questionnaire design, arrange the sections typically included in a good questionnaire in the order of occurrence

1. Introductory section 2. Research questions section 3. Social media usage patterns, lifestyle, and demographic questions

Unanswerable questions

A participant is unable to access the required information to answer, or none of the response options are applicable to him or her

________, a primary metric for traditional data collection methods, is difficult to measure for online surveys

A primary metric for traditional data collection methods, is difficult to measure for online surveys

Double-barreled questions

A respondent is asked to address more than one issue at a time

Leading or loaded questions

A respondent is directed to an answer that would not normally be chosen if all possible response categories or concepts were provided or if all the facts about a situation were provided

Final approval of a questionnaire must be obtained from clients by researchers ______

Before pretesting

The term "________", also referred to as either reporting or tracking approaches, refers to a recording document that gathers basic summary information about an interviewer's performance efficiency

Call records

Descriptive questionnaires

Collect data that can be turned into knowledge about a person, object, or issue

A biased variance that results from the measurement method used in a questionnaire instead of the scales used to obtain data is called _______

Common Methods Variance (CMV)

A biased variance that results from the measurement method used in a questionnaire instead of the scales used to obtain data is called ________

Common Methods Variance (CMV)

A separate written communication to a prospective respondent designed to enhance that person's willingness to complete and return a survey in a timely manner is called a __________

Cover Letter

Unlike unstructured question formats, structured question formats __________

Decrease the amount of thought and effort required by participants

The main objective of using qualitative procedures during the development stage of understanding the aspects of constructs is to establish that the constructs have _________

Face validity

True or false: In the context of implementing a survey, the process followed for data collection does not vary irrespective of whether the survey is interviewer-completed or self-administered

False

True or false: Response rates are independent of good cover letters

False

True or false: Using both qualitative and quantitative procedures in the same research study leads to the collection of low quality data

False

In the context of the steps followed in questionnaire design, implementing a survey involves ________

Following up to make sure that all previous decisions are properly implemented

A(n) _________ (IRB), also referred to as an Independent Ethics Committee, Ethical Review Board, Research Ethics Board, or Human Research Protection Program, is a federally mandated administrative body that reviews and approves all research projects that involve the use of human participants as the source of data, to make sure their rights are protected

Institutional Review Board

__________ are used to train interviewers on how to select prospective respondents, screen them for eligibility, and conduct the actual interview

Interviewer instructions

Which of the following steps comes after determining the layout and evaluating a questionnaire?

Obtaining initial client approval

Question flow

Pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire

Response order biases are most often present in ______

Phone surveys

Predictive survey questionnaires

Predict changes in attitudes and behaviors, and test hypotheses

Predictive designs

Product features that are likely to increase customer loyalty

A formal framework consisting of a set of questions and scales designed to generate primary raw data is called a(n)

Questionnaire

A ______ is a tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample as specified

Quota

A _______ is a tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample as specified

Quota

Jenny, an interviewer, requires a representation of six people from ArtJunk, four people from GoodNBetter, and seven people from DaintyPaint, all of which are art supplies companies, for the study that she is conducting. In this scenario, Jenny is using _______

Quotas

Identify an issue researchers should consider when designing online surveys

Recruiting respondents is challenging

A bias that occurs when the order of the questions, or of the closed-end responses to a particular question, influences the answer given is called _______

Response Order Bias

_________, a primary metric for traditional data collection methods, is difficult to measure for online surveys

Response rate

Which of the following questions includes income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly?

Sensitive questions

Warm-up questions

Simple and easy to answer questions that are used to obtain the respondents' interests and to demonstrate the ease of responding to the research request

____________, also known as branching questions, are used if the next question, or set of questions, should be responded to only by respondents who meet a previous condition

Skip questions

A form that serves as a blueprint for training people on how to execute an interviewing process in a standardized fashion is called a(n)

Supervisor Instruction Form

Which of the following outlines the process by which to conduct a study that uses personal and telephone interviews?

Supervisor instruction forms

Descriptive designs

The age and income levels of a specific group of consumers

Which of the following defines bad questions?

They are questions that prevent or distort the fundamental communication between a researcher and respondents

Identify a true statement about skip questions

They help make sure that only specifically qualified respondents respond to particular items

Predictive research designs

They use questionnaires to gather a wider range of information that can be used in forecasting changes in attitudes and behaviors and also in testing hypotheses

Descriptive research designs

They use questionnaires to gather information that can be converted into knowledge about people, objects, or issues

Research questions section

This section contains questions that are based on the information requirements and research objectives

Introductory section

This section gives respondents an overview of the research and begins with a statement that establishes the legitimacy of the questionnaire

Demographic questions section

This section often asks for personal information of the respondents and is placed at the end of the questionnaire

Classification questions

Used to classify respondents and should always be placed toward the end of the questionnaire

Screening questions

Used to ferret out respondents who do not meet the qualifications necessary to participate in the research study

The researcher decides on the following:

•Question format - unstructured or structured •Wording of questions, scales, and instructions for responding to questions and scales Type of data required - nominal, ordinal, interval, or ratio