MARKETING MARKETING RESEARCHRESEARCH

Week 2Week 2Session BSession B

IBMS Term 2, 2008-09IBMS Term 2, 2008-09

Today:

•Quiz Results

•Lecture: Questionnaire Design (a) Measurement in Marketing (Ch 10)

Break

•Lecture: Questionnaire Design (b)

Designing the Questionnaire (Ch 11)

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Last Lecture

• Research Design: – Its importance: potential errors– 3 types– Exploratory: when you know nothing– Descriptive: when you know a little– Independent & Dependent variables– Validity (Internal vs. External)

• Information Sources:– Primary vs. Secondary

Measurement in Marketing Research

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Measurement?

• Yes, MEASUREMENT!

• Your job is to measure– How satisfied are your customers?– What tastes do your customers prefer?

– What courses are young people interested in?– How satisfied are students with their current

education program?etc etc etc etc etc…………….

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How do you Measure?

• You measure via questions!

• i.e. Overall, how satisfied are you with your education program at EuroPort?– Not at all satisfied– Slightly satisfied– Somewhat satisfied– Very satisfied– Completely satisfied

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Basic Question-Response Formats

• Open-ended

• Closed-ended

• Scaled-response

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Open-Ended

• Open-ended question presents no response options to the respondent.

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Open-Ended

• Unprobed format seeks no additional information

• Probed format includes a response probe instructing the interviewer to ask for additional information

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Closed-Ended

• Closed-ended question provides options on the questionnaire that can be answered quickly and easily.

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Closed-Ended: Dichotomous

• Dichotomous has only two response options, such as “yes” or “no”

– Advantage:• Simple to administer and code

– Disadvantage:• May oversimplify response options

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Closed-Ended: Multiple Category

• Multiple response has more than two options for the response– Advantages:

• Allows for broad range of possible responses• Simple to administer and code

– Disadvantages:• Must distinguish “pick one” from “pick all that

apply”• May alert respondents to response options of

which they were unaware

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Scaled-Response

• Scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study.

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Scaled-Response: Unlabeled

• Unlabeled uses a scale that may be purely numerical or only the endpoints of the scale are identified– Advantages:

• Allows for degree of intensity/feelings to be expressed

• Simple to administer and code

– Disadvantage:• Respondents may not relate well to the

scale

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Scaled-Response: Labeled

• Labeled uses a scale in which all of the scale positions are identified with some description– Advantages:

• Allows for degree of intensity/feelings to be expressed

• Simple to administer and code• Respondents can relate to scale

– Disadvantage:• Scale may be “forced” or overly detailed

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Scaled-Response:

• Note: a scaled response, can also be a close-ended reponse

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Considerations in Choosing a Question-Response Format

• The nature of the property being measured– Gender=dichotomous; – Liking for chocolate=scale

• Previous research studies– Use format in previous study if desire to

compare

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Considerations in Choosing a Question-Response Format

• The data collection mode– Cannot use some scales on the phone

• The ability of the respondent– Kids can’t relate to scaled response

• The scale level desired

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The Four Scale Properties

• A scale may have from 1 to 4 properties;– Labels - words or symbols that designate scale

differences (e.g., male versus female, 3 gallons)

– Order - relative size differences between the labels

– Distance - equal distances between adjacent labels

– Origin - a true zero point (vs. a neutral answer)

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Levels of Measurement Scales

• Nominal scales: those that use only labels

• Ordinal scales: those with which the researcher can rank-order the respondents or responses

• Interval scales: those in which the distance between each descriptor is equal

• Ratio scales: ones in which a true zero exists

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Examples of Scaling Assumptions

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Why the Level of a Measurement Scale is Important

• The scale affects what may or may not be said about the property being measured.

– Examples:• If you wish to calculate an average,

you must use an interval or ratio scale.

• If you have a nominal or ordinal scale, you must summarize the results with a percentage or frequency distribution.

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Objective vs. Subjective

• Objective = expressing things as perceived without distortion of personal feelings, insertion

of fictional matter, or interpretation

• Subjective = expressing personal feelings about a subject, and which may include false

information about the subject

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Measuring Objective Properties

• Physically verifiable characteristics such as age, gender, number of bottles purchased, etc.

• Easily observed

• Easily measured

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Measuring Subjective Properties

• Cannot be directly observed because they are mental constructs such as a person’s attitudes, opinions, or intentions.

• For subjective properties, researchers must translate mental constructs onto a numerical scale.

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Workhorse Scales Used in Marketing Research

• The Modified Likert Scale

• The Life-Style Inventory

• The Semantic Differential Scale

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Reliability and Validity

• Reliability: respondent responds in the same or a similar manner to an identical or nearly identical measure

• Validity: accuracy of responses to a measure

– Face validity

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Break

• 15 minutes

• Next Session: Lecture Ch 11

Designing the Questionnaire

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What is a Questionnaire?

• A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.

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Questionnaire Design

• = a systematic process• the researcher contemplates various

question formats• considers words for the various

questions very carefully• organizes the questionnaire’s layout.

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The Functions of a Questionnaire

• Translates the research objectives into specific questions

• Standardizes those questions and the response categories

• Can serve as the basis for reliability and validity measure

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Steps in the Questionnaire Development Process (Figure 11.1)

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Developing Questions

• Question development is the practice of selecting appropriate response formats and wording questions so that they are: • Understandable• Unambiguous• Unbiased.

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Developing Questions

• Marketing research questions measure

– Attitudes

– Beliefs

– Behaviors

– Demographics

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How wording affects answers

Did you see…

A broken headlight?

The broken headlight?

Which generates more agreement?

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Four “Do’s” of Questionnaire Wording

1.The question should be focused on a single issue or topic. “What type of hotel do you stay in on a trip?” Pleasure or business trip? En route or final destination?

2.The question should be brief.3.The question should be

grammatically simple, if possible.4.The question should be crystal clear.

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Four “Do Not’s” of Questionnaire Wording

1.The question should not “lead” the respondent to a particular answer. “Don’t you see any problem with using credit cards for online purchases?”

2.The question should not have “loaded” wording or phrasing. Use universal beliefs…Since our Founding Fathers gave us the right to bear arms…

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Four “Do Not’s” of Questionnaire Wording

3.The question should not be “double-barreled.”

4.The question should not use words that overstate the condition…do not use “dramatics.” “Would you buy sunglasses that protect your eyes from harmful ultraviolent rays that cause blindness?”

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What is wrong with each question?How do you feel about Sears?When some gasoline or electric-powered product in your house breaks, do you call the Sears repair service?

If the Sears repair service schedule was not convenient for you, would you consider or not consider calling a competing repair organization to fix the problem you have?

How much do you think you would have to pay to have Sears fix something that needs to be repaired?

Shouldn’t concerned parents use car seats?

Should car seats be used for our loved ones?

Do good parents and responsible citizens use car seats?

Do you believe infant car seats can protect riders from being maimed?

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Individual Question Wording

• “Do’s” for all questions– Keep it focused on a single topic

– Keep it brief

– Keep it grammatically simple

– Keep it crystal clear

How do you feel about Sears?

When some gasoline or electric-powered product in your house breaks, do you call the Sears repair service?

If the Sears repair service schedule was not convenient for you, would you consider of not consider calling a competing repair organization to fix the problem you have?

How much do you think you would have to pay to have Sears fix something that needs to be repaired?

Please rate each aspect of Sears…

When you need it, do you call Sears repair service?

If you did not use Sears repair service, would you use another repair service?

How much do you think Sears charges for a repair service call?

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Do you believe infant car sears can protect riders from being maimed?

Individual Question Wording

• ““Do not’sDo not’s” for all questions” for all questions– Don’t ask leading questions

– Don’t ask loaded questions

– Don’t ask double-barreled questions

– Don’t use overstated questions Do you think children’s car seats are useful?

Should car seats be used for our loved ones?

Shouldn’t concerned parents use car seats?

Do good parents and responsible citizens use car seats?

Do you think infant car seats are useful?

Do you think car seats are useful for family members?

Do you think parents who use car seats are responsible?

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Questionnaire Organization

• Questionnaire organization is the sequence of statements and questions that make up the questionnaire.

• It is important because the questionnaire appearance and ease of flow affect the quality of the information gathered.

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Questionnaire Organization

• The introduction is called a “cover letter” if the introduction is written to accompany a mail survey or online survey.

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Questionnaire Organization

• Five functions:– Identifies the surveyor/sponsor– Indicates the purpose of the survey– Explains how the respondent was

selected– Requests for/provides incentive for

participation– Determines if respondent is

suitable

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Incentives

• Incentives are offers to do something for the respondent to increase the probability that the respondent will participate in the survey.

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Incentives

• Incentives may be monetary or non-monetary.– Anonymity: respondent assured

name not identified– Confidentiality: respondent’s name

is known by the researcher but not divulged to a third party

– Both are used as non-monetary incentives to increase participation

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Screening Questions

• Screening questions are used to ferret out respondents who do not meet research study qualifications.

• Research objectives should specify who should and should not be included in the research study.

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Question Flow

• Question flow pertains to the sequencing of questions or blocks of questions.

– Warm-up questions

– Transitions

– Skip questions

– Classification and demographic questions

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Question Flow in a Questionnaire

• First Questions – Screens/Qualifiers

– Have you shopped at Winn-Dixie in the last month?

• Immediately following screens - Warm-ups

– How many major grocery shopping trips do you do in a month?

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Question Flow in a Questionnaire

• Prior to major sections - Transitions– Did you purchase any cereal on your

last trip?– Do you use coupons for groceries?

• Middle of questionnaire - Complicated & Difficult-to-Answer– Rate each of the following aspects of

Winn-Dixie on how satisfactory it is for you.

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Question Flow in a Questionnaire

• Last Section - Classification

– What is the highest level of education you have earned?

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Computer-Assisted Questionnaire Design

• Computer-assisted questionnaire design: software programs allow users to use computer technology to develop and disseminate questionnaires

• Advantages: – Easier– Faster– Friendlier– More flexibility

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Coding the Questionnaire

• Coding: use of numbers associated with question responses

• Numbers are preferred for two reasons: – Numbers are easier and faster to

keystroke into a computer file.– Computer tabulation programs are

more efficient when they process numbers.

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Performing the Pretest of the Questionnaire

• A pretest involves conducting a dry run of the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched.

• It is important to pretest on respondents that are representative of the target population to be studied.

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Next: Project Session

• 1pm – 4pm– Guided

– Draw up a Conceptual Diagram• Conduct a Focus Group session• Refine your Conceptual Diagram

– Draft up a Project Brief• Problem Definition• The Client• Research Objectives

– Draft up your Questionnaire