Market Research MT Class 7

Open-ended question advantages

replies in own words, easy to get rid of random/bogus data

Close-ended questions

content-validated blank (number only, email addres, etc.), dichotomous, multiple choice, scale response

Double barreled question

2 questions in 1: “do you like UBC and enjoy being a student here?”

questions regarding frequency

use specific numbers rather than “often”

Attitude measurement: ABC

Affect (good/bad brand feeling), Behaviors (do you actually buy? would you recommend?), Cognitions (how effective is this?)

Affect

How does x product make you feel?

Behavior

How likely are you to buy x product?

Cognitive

How effective do you think x is?

Questionaire flow

Screeners, warm-ups, transitions, complicated questions/main section, respondent classification

Overcoming unwillingness to answer

Make questions simpler (ex. provide boxes to check), ask personal info from 3rd person (ex. how many people do you know who…)