lecture 7

Question 1

A poll consists of

Answer 1

one multiple choice question

Question 2

Surveys consist of

Answer 2

A large number of questions across a wide range of question types

Question 3

Example of a poll

Answer 3

A company has committed 1% of its profits to charity. However, it wants its employees to decide where they should spend it. In such a case, it can create a poll for its employees and make it live on the company’s intranet portal, asking employees for their preferences. Free online polls can for example be created here.

Question 4

Example of a survey:

Answer 4

A company wants to learn about its customers’ experiences to improve the quality of its products and minimize future negative feedback. In such a case, it can create a customer satisfaction survey, asking a number of questions about customers’ overall satisfaction and their experience with several features of the product.

Question 5

Polls only allow for

Answer 5

Descriptive research

Question 6

Descriptive reserach

Answer 6

Research done to describe reality

Eg, you may need to know the frequency of a phenomenon before beginning to theorize what is associated with it. however, facts alone do not explain why things are what they are.

Question 7

Explanatory research

Answer 7

Research done to test theories of associations

Question 8

When to use survey research

Answer 8

Survey research is not always the best approach to address a research question.

Question 9

When should we use survey research

Answer 9

Survey research is particularly useful to find out peoples (consumers, managers, investors,mmm) perceptions, beliefs, annd attitudes. For example, do people believe that investing in art is good or bad? do they have a positive attitude towards a product or not? How satisfied are they with a service provided

Question 10

For every variable in their conceptual model, survey researchers need to decide whether to use:

Answer 10

An open ended or a clost ended question
A single item or a multi item measure
An off the shelf measure or an own developed measure

Question 11

Open ended questions

Answer 11

Allow respendents to answer any way they like

Drawback is that they are relatively difficult and time consumer for researchers to code and analyze

Question 12

Closed-ended questions

Answer 12

Offer a number of answering options from which the respondent is instructed to pick. Closed-ended questions are more efficient to analyze (especially for large groups of respondents)

Question 13

Response formats for closed-ended questions

Answer 13

Ranking questions: where the respondent is asked to rank order something

Rating questions: where the respondent is asked to rate a statement

Categorical questions: where the respondents answer can fit only one category

Question 14

Comparative scales:

Answer 14

Paired comparison

rank ordering

Constant sum (e.g. divide 100 points among the following brands, indicating your preference for personal use)

Question 15

Non-comparative scales (rating scales)

Answer 15

Continuous rating scale (how would you rate de bijenkorf as a department store 0-100

Likert scale (agree or disagree with a statement 1 not at all 7 very much)

semantic differentials:
What do you think of the apple iphone
Good/bad
powerful/weak
Modern/old fashioned

Question 16

response categories for categorial scales

Answer 16

Should be mutually exclusive (only 1 answer applies)

Should be collectively exhaustive: the answer possibilities cover the entire realm of possibilities

Question 17

single item measure

Answer 17

Consists of a single questions

Question 18

Multi item measure

Answer 18

Consists of two or more questions

Question 19

single item measure

Answer 19

When concrete singular object/attribute:
What is your marital status
What is your profession

Question 20

Multi item measures

Answer 20

Use off-the-shelf scales
Develop your own scale

Question 21

off-the-shelf scales (advantages/disadvantages)

Answer 21

Advantages: known and “good” validity and reliability
Comparability of results
Low costs

Disadvantages: Not tailored to your exact research need
Require translation if in different language (source of error)

Question 22

Double barreled questions

Answer 22

A questions that lends itsself to different responses of its sub parts

E.g. How is the taste and appearance of your pancakes
1. might like the look but haste the taste

Question 23

Ambiguous questions

Answer 23

a questions that has no specific query

Question 24

Leading questions

Answer 24

Phrased in a way that they lead the respondent to give the answer you want

Question 25

Developing questions (loaded questions)

Answer 25

A questions that has an alterior motive

Question 26

Double negatives

Answer 26

Questions containing two negative words

Question 27

Survey modes

Answer 27

Interview assisted
-Telephone or personal

Self administered
-Mail or electronic

Question 28

Survey mode decision (factors that play a role)

Answer 28

1) measurement
-interactivity, multi-media, interviewer presence or self-administration

2) Representation
-Coverage quality
-Sampling control
-Response rate

3) Economics
-Sample size
-Questionnaire size
-Survey speed
-Survey costs

Question 29

mixed mode surveys

Answer 29

Combine different ways (modes) of collecting data for a single reserach project. you may use mixed mode survey designs to address problems associated with the under-coverage of key groups of interest or to improve response rates

Some mixed-mode surveys can also be conducted at a lower cost than single-mode surveys