Flashcards Marketing Study Guide: Scales and Questionnaires

Unidimensional scale

Measures one attribute.

Multidimensional scale

Measures multiple attributes or dimensions.

Attitude measurement scales

Not directly observed because they exist in the consumer's mind

Unlike physical measures like weight, attitudes are measured indirectly

Usually nominal or ordinal level

Graphic rating scale

Includes a graphic continuum anchored by two extremes.

Itemized rating scale

Respondents choose from a set of ordered response categories.

Rank order scale

respondents compare multiple items and rank them relative to one another

Rank order scale pros and cons

Pro: Instructions are simple and straightforward and forces participants to make tradeoffs, resulting in the customers true rank of the options.

Cons: Can be misleading if alternatives are omitted and does not reveal why rankings were assigned.

Paired comparison scale

Respondents choose one of two items based on a criterion, reducing order bias. Easier than ranking multiple items at once

Constant sum scale

Respondents distribute 100 points across attributes to show ranking and relative importance. Allow respondents to give equal importance to multiple attributes

Semantic differential scale

measures perceptions of a product, brand, or company by asking respondents to rate it between opposite

Two pairs of adjectives (modern or old-fashioned, high quality or low quality)

Disadvantages to semantic differential scales

Lack of standardization - no universal set of bipolar adjectives, so it is difficult to compare studies

Choosing the right number of scale points is

Staple scale

Rates how well an adjective describes a concept on a +5 to -5 scale without bipolar pairs.

Measures attitude direction and intensity simultaneouslyR

Likert scale

Measures agreement or disagreement with statements using combined scores.

Ex. Rate the quality of our product. 1-very bad and 5-very good

Purchase intent scale

Measures how likely consumers are to purchase a product or service to predict demand.

Balanced vs. non-balanced scale

Balanced scales have equal positive/negative categories; non-balanced have more on one side.

Forced vs. non-forced choice

Non-forced includes a neutral or 'Don't know' option; forced requires a positive or negative response.

Role of a questionnaire

Translates objectives, collects needed info, supports analysis, meets management needs, and affects costs.

Criterion for a good _____

Does it provide the necessary decision-making information?

Does It Consider the Respondent?

Does It Meet Editing Requirements?

Questionnaire Design Process

1. Determine Survey Objectives, Resources, and Constraints

o Clearly define survey objectives: Specify the decision-making information needed as clearly and precisely as possible.

2. Determine the Data-Collection Method

o Survey methods: Data can be collected through smartphones, self-administered surveys, or online surveys

3. Determine the Question Response Format

Open-ended questions

Allows respondents to write or type whatever they want to answer. Harder to code

Closed-ended questions

Respondents choose from a list of given answers, making them easy to code.

Dichotomous questions

Closed-ended questions that ask respondents to choose between two answers.

Ex. Do you like starbucks

Multiple-choice questions

Closed-ended questions that ask the respondent the choice among several answers; also called multichotomous questions

o EX. Which fast food would you typically go to, select all that apply

Scaled-response questions

Response choices designed to capture the intensity of feeling.

Position bias

A flaw where respondents disproportionately prefer the first or last option.

Questionnaire flow structure

Starts with screeners and warm-ups, moves to transitions and difficult questions, and ends with demographics.

Pretesting a survey

Conducted beforehand to check for misinterpretations, confusion, or poor skip patterns.

Respondent fatigue

Occurs when respondents become bored or tired; mitigated by progress bars and short surveys.

How to reduce respondent fatigue

Adding a progress bar.

Keeping surveys short (ideally ≤20 minutes).

Varying question types and formats.

Giving an honest time estimate at the start.

Offering a small incentive or gift for completion.