Survey Methods: Questionnaire + Ch8

Question 1

2 components to survey administration

Answer 1

Survey Timing - at announcement, pre-launch, launch, after 3 months…

Survey Location - from OEM store/forum, product store/forum, etc

Question 2

8 points of good questions

Answer 2

Are applicable (skip questions)
Clearly define the issue
Use simple words
Ask a single question
Are neutral
Are unambiguous
Have mutually exclusive options
Have collectively exhaustive options

Question 3

Non-comparative question

Answer 3

Judgement is made without reference to another object, concept, or person on a scale

Question 4

Comparative question

Answer 4

One object, concept, or person is compared with another on a scale

Question 5

Ranking question

Answer 5

Ranking options with numerical numbers

Question 6

Constant sum scale

Answer 6

Allocate a total of 100 points amongst options depending on criteria (eg: the more highly you think of a brand)

Question 7

Need for uniqueness scale

Answer 7

Disagree-agree scales