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Slide13-1AdvertisingResearch
JoelJ.DavisChapter13:QuestionnaireDesign
Slide13-2DetermineDataCollectionMethodQuestionnaireappearanceandstructurereflectsdatacollectionmethodAbsenceofface-to-facecontactrequireslesscomplexquestionnaireSelf-andinterviewer-administeredcanusepicturesormanipulativesTelephonewrittenconversationallyandnotpicturesormanipulatives
Slide13-3DetermineNeedforDisguiseUndisguisedquestionnairesmakepurposeofresearchexplicitThankyouforagreeingtoparticipateinthisstudyofconsumeropinions.Inthisstudywewillaskyouaboutyouropinionstowardanumberofoilandgasolinecompaniesandtheirproductsandservices.Remember,therearenorightorwronganswerstoanyquestions.Justtellmeyourhonestopinion.
Slide13-4DetermineNeedforDisguiseDisguisedquestionnairesprovidegeneraloverviewofresearchpurposebutnoexplicitinformationThankyouforagreeingtoparticipateinthisstudyofconsumeropinions.Inthisstudywewillaskyouaboutyouropinionstowardanumberofdifferentcompaniesandtheirproductsandservices.Remember,therearenorightorwronganswerstoanyquestions.Justtellmeyourhonestopinion.
Slide13-5CreateQuestionnaireComponentsIntroductionScreenerMainbodyofinformationalquestionsClassificationquestions
Slide13-6QuestionnaireIntroductionExplainsresearchpurposeandgoalsAsksforrespondent’scooperationandparticipationSpecificwordingdependentupon:NeedfordisguiseStudycomplexitySensitivenature(ifany)ofrequireddata
Slide13-7QuestionnaireIntroductionKeyelementsinclude:ExplicitorimplicitreferencetoimportanceRationaleandgoalsofresearchExplicitrequestforparticipationReassurancethattaskisnotburdensomeNeedfortruthfulanswersPromiseofconfidentialityReassurancethatitisreal,legitimateresearch
Slide13-8QuestionnaireScreenerActsasagateAdmitsallwhopossessdesiredcharacteristicsEliminatesallwholackatleastonedesiredcharacteristicImportantthatscreeneronlycontainquestionsnecessarytodistinguishtargetfromnontargetindividualsOthernonessentialquestionscanbeincorporatedintomainquestionnaire
Slide13-9ExampleScreener1.Intowhichofthefollowingcategoriesdoesyouragefall? under25
THANKANDDISCONTINUE 25to34
CONTINUEWITHQ.2 35to49
CONTINUEWITHQ.2 50andolder
THANKANDDISCONTINUE2.Areyoucurrentlyemployedfull-timeoutsidethehome? yes
CONTINUEWITHQ.3 no
THANKANDDISCONTINUE3.Haveyoudieted,thatis,regulatedthetypeandamountofyourfood
consumption,inordertomaintainadesiredweightorreduceyourweight
inthelasttwelvemonths? yes
CONTINUEWITHQ.4 no
THANKANDDISCONTINUE
Slide13-10ExampleScreener4.Areyoucurrentlyonadiet? yes
1CONTINUEWITHQ.5 no
2SKIPTOQ.65.Whichofthefollowingproductshaveyoupurchasedforyourownpersonalconsumptionwithinthepastweek?READLIST. reducedcaloriesaladdressing
reducedcaloriesoftdrink
reducedcaloriefrozendinner
... IFYES,INVITETOINTERVIEW IFNO,THANKANDDISCONTINUE6.Whichofthefollowingproductshaveyoupurchasedforyourownpersonalconsumptionwithinthepastmonth?READLIST. reducedcaloriesaladdressing
reducedcaloriesoftdrink
reducedcaloriefrozendinner
... IFNO,INVITETOINTERVIEW IFYES,THANKANDDISCONTINUE
Slide13-11QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestions
Slide13-12QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestionsGroupquestionsonsametopictogetherCompleteonetopicbeforemovingontoanother
Slide13-13QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestionsGroupquestionsonsametopictogetherCompleteonetopicbeforemovingontoanotherWithinatopicmorefrommostgeneralquestionstomostspecific
Slide13-14QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaire
Slide13-15QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaireAvoidbiasingquestionsappearinglaterinquestionnairewithquestionsaskedearlier
Slide13-16QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaireAvoidbiasingquestionsappearinglaterinquestionnairewithquestionsaskedearlierAddressmostimportanttopicsfirst
Slide13-17ClassificationQuestionsCollectrelevantinformationnotcollectedinscreenerofmainbodyofquestionnaireProvidesmeansforexaminingsubgroupswithinlargersample
Slide13-18PhysicallyPrepareQuestionnaireFourareasmustbeaddressedVisualappearanceTransitionsInterviewer/respondentinstructionsResponsecolumncoding
Slide13-19Self-AdministeredQuestionnairesQuestionsdistinguishedfromresponsesResponsecodingisunobtrusiveQuestionsdonotcontinueacrosscolumnsColumnshelptoMaintainfocusSavespaceSimplifyresponse
Slide13-20OnlineQuestionnairesThreeimportantconsiderationsFormandvisualappearanceRangeofquestiontypesavailableWayinwhichspecificquestiontypesarepresented
Slide13-21OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecision
Slide13-22OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpage
Slide13-23OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpageUnderstandrelationshipbetweenspaceprovidedanddepthofresponseinopen-endedquestions
Slide13-24OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpageUnderstandrelationshipbetweenspaceprovidedanddepthofresponseinopen-endedquestionsNotallformatsforclosed-endedquestionsareequivalent
Slide13-25OnlineQuestionnaires:
DisplayofSingleItemRatingScale
Slide13-26OnlineQuestionnaires:
DisplayofSingleItemRatingScale
Slide13-27OnlineQuestionnaires:
DisplayofMultipleItemRatingScales
Slide13-28OnlineQuestionnaires:
DisplayofMultipleItemRatingScales
Slide13-29OnlineQuestionnaires:
DisplayofMultipleItemRatingScales
Slide13-30OnlineQuestionnaires:
Ranking
Slide13-31OnlineQuestionnaires:
Ranking
Slide13-32InterviewerInstructions
Foryoupersonally,whatisthemostimportantconsiderationindecidingwhichcellphoneservicetouse?DONOTREADLIST.CHECKFIRSTMENTION.
Slide13-33InterviewerInstructions
Now,Iwouldliketofocusonadvertisingforchildren'stoystores.Thinkaboutanyadvertisingthatyoumighthaveseenoverthepastweekforachildren'stoystore.Doyourecallseeinganyadvertisingforthistypeofstore? Yes[ ](1)->GOTOQ.2 No[ ](2)->GOTOQ.4
Slide13-34ColumnCoding11.Areyouaged... 18-29 [](1)
30-49 [](2)
50-64 [](3)
65andolder [](4)
(32)
Slide13-35InternalEvaluationChecktomakecertainthatquestionnaireisclearandconciseQuestionsareclear,unambiguousandappropriateLayoutisclearandeasytofollow
Slide13-36QuestionnairePretestingProblemswithadministration
Slide13-37QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehension
Slide13-38QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemands
Slide13-39QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemandsProblemsrelatedtoresponseoptions
Slide13-40QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemandsProblemsrelatedtoresponseoptionsProblemsrelatedtoorganizationandsequencing
Slide13-41PretestingUsingCognitiveInterviewsThinkaloudmethodRespondentsverbalizethoughtsastheyareansweringquestionInterviewerispassiveparticipant
Slide13-42PretestingUsingCognitiveInterviewsActiveprobingIntervieweractiveparticipantProbestounderstandbasisofresponse
Slide13-43CommonTypesofActiveProbesComprehension/interpretationParaphrasingConfidencejudgmentRecallprobeGeneralprobe
Slide13-44FieldSupportMaterialsCoverletterIdentifiesstudyItemizesmaterialsDiscussesdatacollectiontechniquesIdentifiesspecialneedsorrequirementsConfirmsstudycost,timingandproceduresMemodescribingquestionnaire
Slide13-45Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.
Slide14-46AdvertisingResearch
JoelJ.DavisChapter14:Experimentation
Slide14-47DescriptiveVs.ExperimentalResearchDescriptive-ataparticularpointintimeExperimental-movesbeyonddescriptiontodeterminecausalityCausalityistheeffectofchangesinoneareaononeormoreotherareas
Slide14-48DescriptiveVs.ExperimentalResearch:
AnExampleResearchtoexploreconsumerreactionstobanneradsWhataspectsofbanneradsaremostlikelytoinfluenceaclick-through?
Slide14-49ResultsofDescriptiveResearch
Slide14-50ResultsofExperimentalResearch
Slide14-51AdditionalExperimentalInsightsRelationshipbetweendiscountcodesandrelevanceDiscountcodesonlyimportantwhenlevelofrelevanceislow
Slide14-52AdditionalExperimentalInsightsRelationshipbetweendiscountcodesandrelevanceDiscountcodesonlyimportantwhenlevelofrelevanceislowRelationshipbetweenadsizeandrelevanceAdsizeisonlyimportantwhenadsdonotcontainadiscountcode
Slide14-53LimitationsofSurveyResearchSurveyresultsbecomelessreliableforexplainingbehaviorswhen:Questionsrequirerecall,especiallyoverlongperiodsIndividualsareaskedforintrospectioninareasofbehaviornotnormallythoughtaboutIndividualsareaskedtousememorytoattributecauseandeffectTheremaybecomplex,multipleorinterrelatedinfluencesonbehavior
Slide14-54StepsinExperimentationIdentifywhatyouneedtolearnTakerelevantactionsObserveeffectsandconsequencesDeterminecausality
Slide14-55StepsinExperimentationIdentifywhatyouneedtolearnEffectofwatercontentoncrusttextureTakerelevantactionsVaryamountofwaterinrecipeObserveeffectsandconsequencesEvaluatecrusttextureDeterminecausalityEliminatealternativeexplanations
Slide14-56ComponentsofanExperiment(Atleast)oneindependentvariable(Atleast)onedependentvariable(Atleast)onemanipulation
Slide14-57IndependentandDependentVariablesIndependentvariableiswhatexperimentmanipulatesWaterinPeter’spizzacrustexperiment
Slide14-58IndependentandDependentVariablesIndependentvariableiswhatexperimentmanipulatesWaterinPeter’spizzacrustexperimentDependentvariableiswhatresearcherisinterestedinexplainingRatingsofpizzacrustfirmness,crispnessandcolor
Slide14-59IndependentandDependentVariables(Independentvariablecausesachangein(dependentvariable)anditisn’tpossiblethat(dependentvariable)couldcauseachangein(independentvariable)
Slide14-60IndependentandDependentVariables(Independentvariablecausesachangein(dependentvariable)anditisn’tpossiblethat(dependentvariable)couldcauseachangein(independentvariable)(Theamountofwater)causesachangein
(pizzacrustcharacteristics)butitisn’tpossiblethat
(pizzacrustcharacteristics)couldcauseachangein
(theamountofwater)
Slide14-61RequirementsforCausalityEventsmusttakeplaceinproperorder
Slide14-62RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationship
Slide14-63RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationshipAlternativeexplanationsmustbereducedoreliminated
Slide14-64RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationshipAlternativeexplanationsmustbereducedoreliminatedRelationshipmustshowstrengthofassociation
Slide14-65InternalValidityReferstoextentthatonecaneliminatealternativeexplanationsfortheobservedexperimentalresultsTherelationshipbetweentheindependentanddependentvariables
Slide14-66ThreatstoInternalValidityProblemsassociatedwithaninitial,pretestsurveyProblemsduetodatacollectionProblemsassociatedwiththesampleProblemscausedbythestudycontextProblemsattributabletoresearcherbehavior
Slide14-67PremeasurementandInteractionErrorsCloselyrelatedEithermayoccurwhenindividualsareinterviewedatstartofexperiment,beforeexposuretoindependentvariable
Slide14-68PremeasurementandInteractionErrorsPremeasurementerrorcanoccurwheneveraninterviewgivenbeforestartofexperimenthasdirecteffectonrespondent’sattitudes,actionsorbehaviorsduringexperiment
Slide14-69PremeasurementandInteractionErrorsPremeasurementerrorcanoccurwheneveraninterviewgivenbeforestartofexperimenthasdirecteffectonrespondent’sattitudes,actionsorbehaviorsduringexperimentInteractionerrorscanoccurwheneveraninterviewgivenbeforestartofexperimentaffectsrespondent’ssensitivityorresponsivenesstoindependentvariable
Slide14-70TestingErrorResultsfromrepeatedadministrationofsamequestionnairebeforeandafterexperimentalmanipulationObservedchangesmaynotbeduetomanipulation,butrathertogettingbetteratansweringquestions
Slide14-71InstrumentationErrorReferstochangesmaketomeasurementinstrumentduringexperimentObservedchangesmaynotbeduetomanipulation,butrathertochangesinmeasurementinstrument
Slide14-72MaturationErrorReferstochangesinrespondentsduringcourseofexperimentObservedchangesmaynotbeduetomanipulation,butrathertochangesinrespondents’mentalorphysicalstate
Slide14-73SelectionandMortalityErrorsSelectionerroroccurswhentestandcontrolgroupsdifferinsignificantwayspriortostartofexperiment
Slide14-74SelectionandMortalityErrorsSelectionerroroccurswhentestandcontrolgroupsdifferinsignificantwayspriortostartofexperimentMortalityerroroccurswhenrespondentsdropoutofexperimentbetweenpre-andpost-test
Slide14-75HistoryErrorReferstoanyeventsorinfluencesbeyondthoseintentionallymanipulatedbyresearcherwhichhavepotentialtoaffectexperimentaloutcome
Slide14-76ResearcherBiasErrorOccurswhenactionsofexperimenterbiasoutcomeofexperimentCanbeintentionalorunintentional
Slide14-77OneGroupPost-TestOnly
Slide14-78OneGroupPre-TesttoPost-Test
Slide14-79TwoGroupPost-TestWithControl
Slide14-80TrueExperimentalDesignsDifferfromquasi-experimentaldesignsintwoimportantwaysHaveacontrolgroupUserandomassignmenttoformtestandcontrolgroups
Slide14-81TrueExperimentalDesignsSimulatedpre-testtopost-testPost-testonlywithcontrolPre-testtopost-testwithcontrolSolomonfour-groupdesignFactorialdesigns
Slide14-82SimulatedPre-TestPost-TestDesign
Slide14-83Post-TestOnlyW
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