Ad Research Chapters 7- 8

measurement

determining the description or the amount of some property of an object that is of interest to the researcher

person administered survey

an interviewer reads questions, either face to face or over the telephone, to the respondent and records his or her answers without the use of a computer

Advantages of person administered surveys

Feedback, rapport, quality control, and adaptability

Disadvantages of person administered survey

Humans make errors, slow speed, high cost, fear of interview evaluation

Interview evaluation

may occur when another person is involved in the interviewing process and some respondents are apprehensive that they are answering "correctly “.

Computer assited survey

the interviewer basically verbalizes the questions while relying to some degree on computer technology to facilitate the interview work

Mixed mode surveys

sometimes referred to as hybrid surveys, use multiple data collection modes

Mall intercept survey

the respondent is encountered and question while here she is visiting a shopping mall

In office survey

takes place in person while they responded as in his or her office or perhaps in a company lounge area

Central location, telephone surveying

involves a field data collection company housing a multitude of telephone lines at one location from which the interviewers make calls

Computer-assisted telephone, interviews, (CATI)

each interviewer is equipped with a hands-free headset and a seated in front of a computer screen that has driven by the company’s computer system

Fully automated surveys

the survey is administered by a computer, but not online

The Internet based questionnaire

the respondent answers questions online, has become the industry standard for surveys and virtually all high penetrated countries

Group self administered survey

entails administering a questionnaire to respondents in groups rather than individually for convenience and gain economies of scale

Drop off survey

the survey representative approaches, a prospective respondent, introduces the general purpose of the survey to the prospect and leaves it with the respondent to fill out on his or her own

Mail survey

the questions are mailed to prospective residence who are asked to fill them out and return them to the researcher by mail

Non-response

refers to questionnaires that are not returned

Self selection bias

those who do not respond, are probably different from those who do not fill out the questionnaire and return it. Therefore, the sample gained through this method is not representative of the general population.

Panel company

recruits large numbers of potential respondents who agreed to take part in surveys for compensation

Incidence rate

referring to the percentage of the population that possesses some characteristic necessary to be included in the survey

Properties

the specific features or characteristics of an object that can be used to distinguish it from another object

Objective properties

physically, verifiable characteristics, such as age income, number of bottles purchased, store last visited, and so on

Subjective properties

cannot be directly observed because there are mental constructs, such as a person's attitude or intentions

Scale development

design designing questions and response formats to measure the subjective properties of an object

Ordinal measures

permit the researcher to rank order the respondents or their responses

Scale measures

those in which the distance between each level is known. There are two types of scale measures.

Ratio scale

one in which a true zero origin exist, such as an actual number of purchases in a certain time period, dollar spent, Miles travel, number of children in the household, or years of college education

Interval scale

measures rating skills for subjective properties where, for adjacent levels, the distance is normally defined as one skill unit. For example, a coffee brand rated three and taste in one unit away from one rated four.

Workhorse scales

scale formats found time again on questionnaires

The Likert scale

respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree – disagree scale for each of a series of statements

Lifestyle inventory

takes into account, the values and personality traits of people as reflected in their unique activities, interest, and opinions toward their work

Semantic differential scale

contains a series of bipolar adjectives for the various properties of the object understudy and respondents indicate their impressions of each property by indication locations along its continuum.

Halo effect

a general feeling about a store brand that can bias a respondent impressions on it specific properties

A Stapel scale

relies not on bipolar terms, but on positive and negative numbers typically ranging from +5 to -5

Symmetric interval scale

"balanced "as it has equal amounts of positive and negative positions, and typically it has "no opinion "or “neutral” separating the negative and positive

Nonsymmetric interval scale

has mainly degrees of positive positions

Reliable measure

a respondent response in the same way or very similar manner to an identical or identical question

Valid measure

Refers to accuracy of the statement. The response is true.

Questionnaire design

a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, words, the various questions carefully, organize the questionnaires layout, and ultimately launches the survey

Question bias

Defined as the ability of a questions, wording or format to influence respondents answers

Question development

the practice of selecting appropriate response, formats and wording questions that are understandable, unambiguous, and unbiased

Question evaluation

Amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it, and can respond to it with relatives

A leading question

gives a strong key or expectation as to what answer to provide

Loaded question

Has buried in its wording elements, a sneaky presupposition, or it might make reference to universal beliefs or rules of behavior

A double barrel question

really two different question posed in one question. With two questions post together, it is difficult for a respondent to answer either one directly.

Overstated question

places, undo emphasis on some aspect of the topic. It uses what might be considered "dramatic " to describe the topic.

Face validity

the questions "look right “

Questionnaire organization

is the sequence or "flow” of statements and questions that make up a questionnaire

Introduction

set the stage, it is what a potential respondent reads or hears before he or she begins answering survey questions

Undisguised survey

the sponsoring company is identified

Disguised survey

The sponsor's name is not divulged to respondent

Incentives

offers to do something for the respondent to increase the prof probability that the respondent will participate in the survey

Anonymity

the respondent is not known, and therefore is assured that neither the respondents name nor any identifying designation will be associated with his responses

Confidentiality

the respondents name is known by the researcher, but not default to a third-party, namely, the client.

Screening questions

used to ferret out respondents who do not meet the qualifications necessary to take part in the research study

Warm-up questions

simple and easy to answer questions that are used to get the respondent interest and to demonstrate the ease of responding to the research request

Transitions

statements or questions you still let the respondents know that changes in question topic or format are about to begin

Skip question

affects which question will be answered next

Classification questions

almost always include demographic questions, used to classify respondents into various groups for purpose of analysis

Computer assisted questionnaire design

Refers to software that allows users to use computer technology to develop and disseminate questionnaires and retrieve and analyze data gathered by the questionnaire

Skip logic

let the questionnaire designer direct the online survey to skip questions based on answers given to the previous questions

Display logic

similar to logic, the survey displays or asked questions that are appropriate based on their respondents prior answers

Coding

using numbers associated with question response options to facilitate data analysis after the survey has been conducted

"All that apply" question

ask response to select more than one item from a list of possible responses

Developing question best practices

• Should be focused and specific

• Should be brief, no unnecessary words

• Should be grammatically simple

• Be crystal clear

• No leading questions

• No loaded questions

• No double barrel questions

• Do not overstate the situation

What to have in the introduction

• who is doing the survey

• What is the survey about?

• How/why they were selected to participate

• Assure anonymity and confidentiality

• Offer an incentive for their participation if that is part of the equation

• Is generally a good idea not to reveal who commissioned the research as it might buy us the respondent

• Be quick

Questionnaire body

comprised of question blocks, which are sets of questions that pertain to particular topics