Chapters 2-3: Secondary Data; Online Marketing Research; Measurement to Build Marketing Insight

Question 1

What is a measurement in the context of marketing research?

Answer 1

Measurement in marketing research is the process of using rules to assign numbers or labels to objects, in such a way as to represent quantities or qualities of attributes.

Question 2

Explain the importance of rules in the measurement process.

Answer 2

Rules are crucial in the measurement process because they provide a guide, method, or command that tells a researcher what to do.

Question 3

What is a construct and why are they useful in marketing research?

Answer 3

A construct is a specific concept, such as brand loyalty or customer satisfaction, that researchers are interested in measuring. Constructs are useful because they represent complex ideas that can be studied by measuring related, observable variables.

Question 4

Describe the steps involved in the measurement process.

Answer 4

The steps involved in the measurement process are: defining the concept of interest, creating an operational definition of the concept, developing a measurement scale, and evaluating the reliability and validity of the scale.

Question 5

What is a constitutive definition of a concept, and why is it necessary in marketing research?

Answer 5

A constitutive definition defines a concept using other concepts, much like a dictionary definition. It’s necessary to clarify the meaning of abstract ideas.

Question 6

Explain the difference between a constitutive definition and an operational definition.

Answer 6

A constitutive definition is a dictionary-like explanation of a concept, while an operational definition specifies how a concept will be measured in a research study.

Question 7

Define the four types of measurement scales, and give an example of each.

Answer 7

The four types of measurement scales are: Nominal scale (e.g., gender), Ordinal scale (e.g., customer satisfaction ranking), Interval scale (e.g., temperature scale), and Ratio scale (e.g., age).

Question 8

Explain the concept of scaling in marketing research.

Answer 8

Scaling in marketing research is the process of creating a continuum on which measured objects are located.

Question 9

What is reliability in measurement, and how is it different from validity?

Answer 9

Reliability is the extent to which a measurement instrument provides consistent results over time, while validity is the extent to which it accurately measures what it is supposed to measure.

Question 10

Describe three methods for assessing reliability.

Answer 10

Three methods for assessing reliability are: Test-retest reliability, Equivalent form reliability, and Internal consistency reliability.

Question 11

Describe three methods for assessing validity.

Answer 11

Three methods for assessing validity are: Content validity, Criterion-related validity, and Construct validity.

Question 12

Explain a situation where a scale might be reliable but not valid.

Answer 12

A scale could be reliable but not valid if it consistently measures something, but not the concept the researcher intended to measure.

Question 13

Explain a situation where a scale might be valid but not reliable.

Answer 13

A scale could be valid but not reliable if it measures the intended concept accurately, but the results are not consistent each time.

Question 14

Describe the different types of attitude scales.

Answer 14

The different types of attitude scales are: Likert scale, Semantic differential scale, Stapel scale, and Constant sum scale.

Question 15

What are some basic considerations in selecting a type of scale?

Answer 15

Basic considerations include the nature of the attitude being measured, the type of data needed for analysis, and the ease of understanding and use by respondents.

Question 16

What is a balanced versus non-balanced scale and why does it matter?

Answer 16

A balanced scale has an equal number of positive and negative response options, whereas a non-balanced scale does not. The choice depends on expected response skew.

Question 17

What are some important things to consider about the number of scale categories?

Answer 17

The number of scale categories can affect the sensitivity and accuracy of the measurement.

Question 18

Explain forced versus non-forced choice and why it can affect results.

Answer 18

Forced choice requires respondents to select from the given options, while non-forced choice allows for a neutral option. This can affect the decisiveness of responses.

Question 19

Explain what is meant by a Net Promoter Score (NPS).

Answer 19

A Net Promoter Score (NPS) is a metric used to measure customer loyalty based on a single question about recommending the company to a friend.

Question 20

What is the role of a questionnaire in the marketing research process?

Answer 20

The role of a questionnaire is to translate survey objectives into specific questions that can gather the necessary data from respondents.

Question 21

What are the key criteria for a good questionnaire?

Answer 21

Key criteria include providing necessary decision-making information, considering the respondent, meeting editing and data analysis requirements, and soliciting information in an unbiased manner.

Question 22

Describe the steps involved in the questionnaire design process.

Answer 22

The steps include determining survey objectives, data-collection method, question response format, question wording, questionnaire flow, evaluation, obtaining approval, pretesting, and preparing the final copy.

Question 23

What is the importance of the survey objectives in designing a questionnaire?

Answer 23

The survey objectives define the purpose and goals of the research, guiding the questions that need to be asked.

Question 24

Explain how the data-collection method influences questionnaire design.

Answer 24

The data-collection method determines the type of questions, instructions, and format that are most appropriate.

Question 25

What are the different types of question response formats?

Answer 25

The different types include open-ended questions, closed-ended questions, and scaled-response questions.

Question 26

Explain the difference between open-ended and closed-ended questions, and give an example of each.

Answer 26

Open-ended questions allow respondents to answer in their own words (e.g., 'What do you think is most in need of improvement?'), while closed-ended questions require choosing from a list (e.g., 'What is your favorite flavor of ice cream?').

Question 27

What are dichotomous questions? Give an example.

Answer 27

Dichotomous questions are closed-ended questions with two response options, such as 'yes' or 'no'. For example, 'Did you heat the Danish roll before serving it?'.

Question 28

What are scaled-response questions? Give an example.

Answer 28

Scaled-response questions capture the intensity of feelings using a scale. For example, 'On a scale of 1 to 5, how satisfied are you with our service?'.

Question 29

What should researchers consider when deciding on question wording?

Answer 29

Researchers should consider clarity, avoiding bias, respondents' ability to answer, and their willingness to answer.

Question 30

Explain the concept of a double-barreled question and why it should be avoided.

Answer 30

A double-barreled question combines two questions into one, making it hard for respondents to provide a clear answer.

Question 31

Explain why it is important to avoid jargon when phrasing questions.

Answer 31

Avoiding jargon ensures that all respondents understand the questions, leading to clearer and more valid results.

Question 32

Why is it important to create a logical questionnaire flow and layout?

Answer 32

A well-organized questionnaire elicits more thoughtful and detailed answers.

Question 33

What are screening questions and when are they used in a questionnaire?

Answer 33

Screening questions identify qualified respondents and are used at the beginning of a questionnaire.

Question 34

Where should sensitive, threatening, and demographic questions be placed in a questionnaire?

Answer 34

These questions should be placed at the end of the questionnaire.

Question 35

Why should instructions be in capital letters on a survey?

Answer 35

Instructions should be in capital letters to avoid confusion and clarify their purpose.

Question 36

What is the purpose of pretesting a questionnaire?

Answer 36

The purpose is to identify any problems with the questions, such as misinterpretation or poor skip patterns.

Question 37

What should be considered when evaluating a questionnaire?

Answer 37

Consider whether each question is necessary, if the questionnaire is too long, and whether the questions provide the necessary information.

Question 38

Why is it important to obtain approval of all relevant parties when designing a questionnaire?

Answer 38

It's important to ensure that all decision-makers agree on the questionnaire's ability to deliver needed information.

Question 39

Describe some strategies for reducing respondent fatigue.

Answer 39

Strategies include keeping questionnaires short, using clear language, interesting question types, and offering incentives.

Question 40

What is a skip pattern in a questionnaire, and why is it necessary?

Answer 40

A skip pattern is the sequence in which questions are asked based on prior answers, ensuring relevance.

Question 41

What is the role of editing in the questionnaire process?

Answer 41

Editing ensures that skip patterns were followed and required questions were filled out.

Question 42

What is coding in the context of questionnaires?

Answer 42

Coding is the process of grouping and assigning numeric codes to the responses.

Question 43

What are some of the ways in which technology has impacted the process of questionnaire design and data collection?

Answer 43

Technology has impacted questionnaire design through online platforms, automated skip patterns, mobile devices, and AI analysis.

Question 44

A marketing research firm is attempting to measure customer satisfaction with a local restaurant. Which type of scale would you choose to measure the different aspects of this satisfaction?

Answer 44

Likert scales would be appropriate to measure the level of agreement about different aspects individually.

Question 45

How would you use open-ended questions in a questionnaire to uncover unanticipated issues or ideas?

Answer 45

Open-ended questions allow respondents to express their thoughts and feelings without limitations.

Question 46

What steps would you take to ensure that a questionnaire is unbiased?

Answer 46

Avoid leading questions, use neutral language, and include all valid responses.

Question 47

How can the use of screening questions improve the efficiency of a survey?

Answer 47

Screening questions help identify qualified respondents, making the survey more efficient.

Question 48

You are designing a survey for a new product launch. What types of questions would you include to measure both customer attitudes and purchase intent?

Answer 48

Include Likert scale questions for attitudes and dichotomous questions for purchase intent.

Question 49

How would you determine if your survey is too long or if some questions are unnecessary?

Answer 49

Evaluate if each question is necessary and if the questionnaire is too long.

Question 50

What are the potential issues that might arise from poorly designed questionnaires, and how can they be avoided?

Answer 50

Issues include unclear questions and biased responses, which can be avoided by pretesting and careful design.

Question 51

How can you use a split-questionnaire design to deal with long surveys?

Answer 51

A split-questionnaire design allows for dividing the survey into sections, reducing respondent fatigue.

Question 52

What is the purpose of open-ended questions in surveys?

Answer 52

Open-ended questions can uncover unanticipated issues or ideas by allowing respondents to express their thoughts and feelings without limitations.

Question 53

How can probing enhance survey responses?

Answer 53

Probing encourages respondents to elaborate on incomplete responses, revealing unexpected or rich information.

Question 54

What are key practices to ensure an unbiased questionnaire?

Answer 54

Avoid leading questions, use neutral language, avoid assumptions about respondents' knowledge, and include all valid responses.

Question 55

What is the role of screening questions in surveys?

Answer 55

Screening questions improve survey efficiency by quickly eliminating unqualified respondents.

Question 56

What types of questions should be included in a new product launch survey?

Answer 56

Include scaled-response questions, open-ended questions, multiple-choice questions, and demographic questions at the end.

Question 57

How can you determine if a survey is too long or has unnecessary questions?

Answer 57

Time the survey completion, evaluate question relevance to research objectives, check for excessive demographic questions, and look for non-unique questions.

Question 58

What are potential issues from poorly designed questionnaires?

Answer 58

Issues include incomplete information, inaccurate data, and lower response rates due to respondent fatigue or lack of interest.

Question 59

What is a split-questionnaire design?

Answer 59

A split-questionnaire design divides the questionnaire into a core component and multiple subcomponents, reducing respondent burden while gathering comprehensive information.