Lecture Notes on Informed Consent and Ethical Research (2)

Informed Consent

• Also referred to as a preamble.
• Informs participants about the purpose of the research, ensuring ethical conduct.
• Includes details on privacy and confidentiality.
• Placed at the beginning of surveys given to friends, family, etcetera.

Creating a New Project in Qualtrics

• Start a new project.
• Familiarize with question options. Red removes questions. Blue adds questions.
• Understand question blocks: groupings of question types.

Question Blocks

• Grouping of question types within a survey.
• Example structure: Introduction, Brand Perception, Socio-demographics.
• Socio-demographics are traditionally at the end.

Introduction Block

• Preamble text explaining the survey's purpose.
• Includes: What the survey is about, basic details, time estimate, ethical information.
• Thank you note included automatically in Qualtrics.

Screener Questions

• Used to filter participants based on demographic constraints.
• Example: Age.
• Ensures participants are the target demographic.
• Include an email address for questions about the survey.

Forced Choice

• Requires participants to answer a question.
• Important for legal or essential survey aspects.
• Not always necessary, especially with sensitive medical/health data, to prevent discomfort and survey abandonment.

Skip Logic

• Directs participants to different parts of the survey based on their answers.
• Example: If a participant is not 18 or older, they are directed to the end of the survey.

Measuring Brand Perception and Equity

• Requires secondary data to understand measurement methods.
• Brand equity: the worth of a brand.
• Can be measured using stock prices or other metrics.
• Brand awareness: how familiar people are with a brand.
• Corporate reputation: public perception of a company's ethics and values.

Halo Effect

• Positive perception of a brand due to its reputation or other factors.
• Can stem from doing good in the world or providing good value for money.

Perceptions of Quality

• Assess how a brand is viewed compared to its competitors.
• L'Oreal is used as one shampoo brand competitor example.

Using Blocks for Structure

• Divide survey into blocks, such as "Introduction" and "Perceptions."
• Add questions within each block related to the block's theme.

Matrix Questions

• Efficient way to ask multiple questions about different brands or items.
• Use Likert scales (e.g., strongly agree to strongly disagree) to measure opinions.
• Easy to set up within Qualtrics using matrix table questions.

Likert Scales

• Commonly used in marketing research.
• Participants choose from options like "strongly agree" to "strongly disagree".
• Assign numerical values to each response for data analysis (e.g., 1 = strongly disagree).

Category Experience

• Assesses how often participants use a product category.
• Options include "never", "sometimes", "always".

Rich Text Editor

• Allows customization of the survey's appearance.
• Change fonts, colors, and add graphics, but be careful with adding things like brand images too early.

Recoding Values

• Assign numerical values to responses for data analysis.
• Standard practice to use 0 for "no" and 1 for "yes" in binary questions.

Randomization

• Alters the order of questions or options to reduce bias.
• Order effect: a bias where the order of items influences responses.
• Statement randomization: shuffles the order of statements in a matrix question.

Brand Association and Word Clouds

• Explore what words or phrases people associate with certain brands.
• Use text entry questions or form fields to collect responses.
• Form field is used for text input.
• Can use multiple questions to get what five things come to mind from the survey respondent when is thinking of the listed brand.

Socio-Demographics

• Gathered at the end of the survey because it can be sensitive.
• Include questions about age, gender, education level, etcetera.
• Softening the response: add a blurb before the questions to ease people's privacy concerns.

Constructs

• Abstract concepts (e.g., love, personality) that are difficult to quantify directly.
• Measure through related, quantifiable variables (e.g., heart rate, sweating).

Psychographics

• Lifestyle, opinions, interests used in market segmentation.
• Help determine where to advertise products.
• Example: Attitudes towards sustainability.

Survey Flow

• Organize the survey logically with multiple blocks (aim for at least 5-7).
• Consider dedicating a block to each section (e.g., category familiarity, brand perception).

Qualtrics as a tool

• Is user friendly and contains many useful videos created and posted by Qualtrics themselves.
• Contains many features that can learned while using the tool so there is no need to use help files.
• Intro to Qualtrics. It's pretty easy to use.