Methods 2

Question 1

Definition of Quantitative Research

Answer 1

A highly structured and standardized method of interviewing amenable to quantification of the responses and statistical analyses

Question 2

Characteristics of Survey Research

Answer 2

1. Done when there is a clear idea about the problem or issue
2. Constructs statistical models to explain what is observed
3. Responses are more likely to be independent

Question 3

Biases that could be found in survey participants

Answer 3

1. Non-response bias
2. Uninformed response bias
3. Self-presentation bias
4. Response construction

Question 4

What is Non-response bias?

Answer 4

The average consumer has no incentive to participate in the survey

Question 5

What is Uninformed response bias?

Answer 5

Participants answer the survey even though they lack knowledge about it

Question 6

What is Self-presentation bias?

Answer 6

Respondents would like to be seen as rational, well-informed, and normal

Question 7

5 steps in survey design decisions

Answer 7

1. Objective
2. Administration
3. Content
4. Questionnaire design
5. Sampling

Question 8

Characteristics of Survey Objective

Answer 8

1. Typically descriptive/correlational, rather than causal
2. The better defined the survey objectives are, the tighter and better designed is the survey instrument

Question 9

Characteristics of Survey Administration

Answer 9

There are 4 different methods (the most optimal depends on the consumers, instruments, and resources)
1. Personal interview
2. Telephone
3. Mail/fax
4. Web-based

Question 10

What are the different types of Survey Content

Answer 10

1. Awareness
   -> Uncued
   -> Cued/Total
2. Beliefs/Knowledge
3. Preferences/Attitudes
4. Behavior
5. Demographics

Question 11

What Survey Content should I not ask about?

Answer 11

1. Information that can be obtained through secondary research
2. Where memory is likely to be unreliable

Question 12

Things to consider for Survey Questionnaire Design

Answer 12

1. Question wording
2. Scaling
3. Question order

Question 13

Tips regarding Question Wording

Answer 13

1. Be specific
2. Don’t ask leading questions
3. Avoid double-barreled questions
4. Be sensitive to ‘framing’

Question 14

3 most common Scaling

Answer 14

1. Choice from a number of responses
2. Rating
3. Ranking

Question 15

2 different types of Rating scales

Answer 15

1. Likert scale
2. Semantic differential scale

Question 16

How can Question Order affect the responses?

Answer 16

1. Asking specific questions may bias responses to overall questions later
2. Asking overall questions first might create a halo effect on specific attribute-level questions

Question 17

What are the different types of Survey Sampling?

Answer 17

1. Random sampling
2. Convenience sampling