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Week-3-Set-2.pdf

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B u i l d i n g a Q u e s t i o n n a i r e

W E E K 3

I n t r o d u c t i o n

• I d e n t i f i c a t i o n o f t h e s p o n s o r / s u r v e y o r

• Disguised

• Undisguised

• P u r p o s e o f S t u d y

• E x p l a n a t i o n o f r e s p o n d e n t s e l e c t i o n

• R e q u e s t o f p a r t i c i p a t i o n / p r o v i d e i n c e n t i v e s

• Confidentiality

• Anonymity

Dear Jane Doe.

ABC Survey Company is conducting an online survey on behalf of Gap, Inc.

You were randomly selected to take the survey from a group of people who made a recent purchase at the Gap.

Gap, Inc. would like your feedback on your most recent in-store experience. If you complete this five-minute survey, you will be entered to win a $500 Gap gift card.

Please click the link below to start the survey.

Start the survey now!

S c r e e n i n g

• D e t e r m i n e w h e t h e r t h e p o t e n t i a l r e s p o n d e n t q u a l i f i e s t o p a r t i c i p a t e i n t h e s u r v e y

• ( b a s e d o n r e s e a r c h o b j e c t i v e s ) • This very important step ensures we get input from the right people

• B e w a r e o f Q u e s t i o n n a i r e D o n ’ t s # 2 a n d

• # 5 h e r e :

• #2: Beyond their ability/experience

• #5: Leading them to the right answer

1. When was the last time you made an in-store purchase at the Gap? o Within the past month o 1-2 months ago o 3-4 months ago o More than 4 months ago

Wa r m - u p s

G e t t h e r e s p o n d e n t i n t e r e s t e d a n d d e m o n s t r a t e t h e e a s e o f r e s p o n d i n g t o t h e s u r v e y

2. In general, how often do you go shopping for clothing? Please select one. o More than once a week o Once a week o Once a month o Once every 2-4 months o Once every 5-6 months o Once a year o Less than once a year

3. How do you typically shop for clothes? Please select one. o Mostly in-store o About an equal mix of in-store and online o Mostly online

Wa r m - u p s

G e t t h e r e s p o n d e n t i n t e r e s t e d a n d d e m o n s t r a t e t h e e a s e o f r e s p o n d i n g t o t h e s u r v e y

3. How do you typically shop for clothes? Please select one. o Mostly in-store o About an equal mix of in-store and online o Mostly online

Tr a n s i t i o n s

S t a t e m e n t s m a d e t o l e t t h e m k n o w a b o u t a n y c h a n g e s i n t o p i c s o r r e s p o n s e f o r m a t

At the beginning: “First, I’d like to understand about your shopping habits in general.”

When changing topics: “Next, I’d like to ask you some questions specifically about shopping at the Gap.” “The next set of questions pertain to ...”

Towards the end: “We are almost done. We just have a few more questions for you.”

Before the demos: “The last few questions are for classification purposes only.”

Next, I’d like to ask you some questions about your most recent visit to the Gap store.

4. What did you purchase during your most recent visit to the Gap store? Please select all that apply. o Jeans o Shorts o Skirts o Tops o Jackets / hoodies o Belts o Shoes o Handbags o Other (please specify)

_________________

S k i p Q u e s t i o n s

T h e a n s w e r t o t h i s q u e s t i o n a f f e c t s w h i c h q u e s t i o n t h e r e s p o n d e n t w i l l s e e n e x t

Only those who answer “not very” or “not at all” satisfied would see Q6. All others would skip to Q7

5. Overall, how satisfied are you with your purchase(s)? Please select one. o Extremely satisfied o Very satisfied o Somewhat satisfied o Not very satisfied o Not at all satisfied

6. You indicated that you were not satisfied with your most recent purchase. Why not? Please be as specific as possible.

C o m p l i c a t e d Q u e s t i o n s

T h e m o r e c o m p l i c a t e d q u e s t i o n s a r e r e g u l a r l y p l a c e d i n t h e m i d d l e o f t h e q u e s t i o n n a i r e

7. How would you rate the salespeople you encountered during your most recent visit to the Gap? Please select one for each.

8. How much do you agree with the following statements about the Gap? Please select one for each.

C l a s s i f i c a t i o n a n d D e m o g r a p h i c Q u e s t i o n s

Q u e s t i o n s t h a t a r e p e r s o n a l a n d p o s s i b l y o f f e n s i v e a r e p l a c e d a t t h e e n d o f t h e q u e s t i o n n a i r e

The last few questions are for classification purposes only.

9. What is your gender? o Male o Female

10. Which of the following best describe your age? o Under 18 o 18-24 o 25-34 o 35-44 o 45-54 o 55+

Thank you. Those are all the questions we have for you today.

S u r v e y P r o g r a m m i n g & I n t r o d u c t i o n

W h a t i s S u r v e y M o n k e y ?

A n o t h e r o n l i n e s u r v e y p r o g r a m a n d p r o v i d e r .

O f f e r s a F R E E v e r s i o n f o r s u r v e y s t h a t h a v e 1 0 q u e s t i o n s o r l e s s

I n t r o V i d e o : https://www.youtube.com/watch?v=BFo0m5Lf grg

Sampling & Recruitment

T h e I m p o r t a n c e o f S a m p l i n g

We can’t talk to everyone. It’s too:

• Costly • Time consuming • Error prone

Think about a pot of soup… • Do you need to eat the

whole pot to determine if the soup tastes good? No, you just need a few bites.

But … we need to be rigorous in or sampling methods to ensure we are talking to the right people.

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T h e S a m p l e P l a n

Sample Plan: refers to the process used to select the types of people from the population to be included in the research sample and how these people will be selected

The sample plan consists of answering two main questions: • Sample size • Sampling method

• Probabilistic • Non-probabilistic

S o m e D e f i n i t i o n s

• Population: the entire group under study as

specified by the research project

• Sample Frame: a master list of all the

members of the research population (the

group of people from which you will draw

your sample)

• Sample: a subset of the population from the

sample frame that should represent the whole

population

• Sample Size: number of people from the

population to be included in the sample

• Sampling Error: the difference between

the real value in the population and the

sample estimate, caused by :

• Sample selection method

• Sample size

5 S t e p S a m p l i n g P r o c e s s

IDENTIFY the research population of interest

SPECIFY a sample frame

SPECIFY a sampling method +Probabilistic (random) +Non-Probabilstic (Not random)

DETERMINE +In general, larger samples are better (to a point), but they require more time, money and effort to manage

IMPLEMENT the plan to select your sample

Pro b a b i l i s t i c S a m p l i n g Met h od s

A random sample or probabilistic sample is one in which every member of the population has an equal chance of being selected into that sample

0 1

Only probability sampling plans result in representative samples

0 2

Four types: Simple Random Sampling* Systematic Sampling* Cluster Sampling Clusters Stratified Sampling

0 3

* Common sampling technique for business/corporate research

S i m p l e R a n d o m S a m p l i n g

The probability being selected into the sample is known and equal for all members of the of population

0 1

The researcher uses: • A table of random numbers • Random digit dialing (RDD) • Other random selection

procedure • Assumes every participant

has an ID number

0 2

S y s t e m a t i c S a m p l i n g

• Selects a random sample from a directory or list more effectively

• and efficiently

• Begins at a random starting point in the list, and then it “skips” the list in a systematic way

• Skip Interval = Population List Size Sample Size

0 1

N o n - P r o b a b i l i s t i c S a m p l i n g

• Members of the population do not have an equal chance of being selected

• These methods cannot produce a truly representative sample – but are still used for business research

• Accuracy cannot be measured, however, these methods are faster, simpler, and less costly than probably methods

• Four types: • Convenience Sampling • Judgment Sampling • Referral Sampling

(the “snowball” sample) • Quota Sampling*

0 1

* Common sampling technique for business/corporate research

Q u o t a S a m p l i n g

• Identifies quota characteristics such as demographics to set up quotas for each class of respondent, trying to approximate the population

• Reduces sample selection error but cannot eliminate it

O n l i n e S a m p l i n g

Three types: 1. Random Online Intercept

Sampling* 2. Invitation Online Sampling* 3. Online Panel Sampling*

* Common sampling technique for business/corporate research

R a n d o m O n l i n e I n t e r c e p t S a m p l i n g

• Relies on a random selection of website visitors

• Selection can be obtained in several ways: • Based on algorithms that select

participants according to a random time and day

• If the program starts at a random place and then skips based on a skip interval, it is a systematic sample

• If the algorithm stratifies the visitors and then selects randomly from those strata it becomes a stratified sample

I n v i t a t i o n O n l y S a m p l i n g

• Potential respondents receive an email invitation to participate in a survey

• If the researcher has a complete list of emails the sampling might result probabilistic

• If the sample frame (list of emails) is not representative then the resulting sample is non-probabilistic

O n l i n e S a m p l i n g

• Participants are selected from a consumer panel based on certain criteria (demographics, behavior, attitudes, etc.)

• Participants are invited via email and if they meet all they qualified they are incentivized to fill out the survey

• Benefits include: • Higher response rates than

other sampling methods • Affordable • Fast • Convenient • Flexible

S a m p l e S i z e

I n c i d e n c e R a t e s

When you calculate the sample size, you are computing the number of respondents you should have complete your survey

Sample Size: number of people from the population to be included in the sample

We calculate the sample size of probabilistic samples to ensure a level of accuracy for the population inferences to be made with the sample information

The sample size of non-probabilistic samples is an arbitrary choice

Incidence Rate: percentage of people in your research population who meet all your research criteria (i.e. age, income, purchase behavior). This will have an impact on project time and costs

• Suppose we want to determine the effectiveness of the new Geico advertising campaign (the piglet) by measuring the following:

• % of households aware of the new series of ads (yes/no)

Determine the appropriate sample size if you want to have 95% confidence and a margin of error no greater than

2% or ½ point of the scale.

Example

• Awareness is measured with a yes/no scale

• Hence, it is nominal, we need to use the estimation for a percent

• There is no previous variance estimate, therefore:

Sample Size for the Awareness

• Small increases in sample size can lead to large increases in sample accuracy … up to a point

• Beyond that point, there are diminishing returns in accuracy but there may other benefits to having additional sample: • Better data cleaning • More flexible reporting

options • Additional sub-group analysis

Diminishing Returns for Sample Sizes

Sample Size 50 200 500 750 1000

1250 A

cc ur

ac y

100%

80%

60%

40%

20%

From a sample size of about 500 or more, there is very little gain in accuracy. Yet, costs will still increase with each person.

Sample Size and Accuracy

S o w h a t ’ s t h e r i g h t s a m p l e s i z e ?

General rule of thumb: Survey samples should range from 200-500 completes (depending on the objectives and data analysis plan)

It should be large enough to: 1. Comfort your

stakeholders and execs 2. Represent your research

target 3. Enable to run the proper

statistical tests (usually sub-group differences) without violating any statistical rules

In-field management

• Recruiting the right participants • Based on your research objectives

• Finding enough of the right participants • Tied to incidence rates • Being able to contact them

• Getting the required number of responses from the right participants • Respondent non-response

In-field management issues

Refusal is the Marketing Research Industry’s biggest challenge! • Lots of great literature about increasing quality respondents and improving respondent

engagement.

Three Types of Respondent Nonresponse

• Presents research participants (i.e. target consumers) with either a written description of the proposed product or a prototype of the product/service and measures participant attitudes and intentions

• Helps identify which concept is preferred (if presenting multiple concepts) and avoid costly mistakes

Concept testing

Conjoint analysis A form of experimentation

Concept Testing vs. Conjoint Analysis

Concept Testing • Selection at the global or bundled level (aka at the total product level) • No extrapolation beyond the concepts tested

Conjoint Analysis • Selection in terms of attribute and attribute level (decomposition) • Extrapolation to any combination of the attributes and levels tested

• Product conceptualized as a bundle of attributes, with each attribute conceived as having 2 or more levels • The product space holds Nk possibilities, where N is the number of levels and k is the number of attributes

• Consumer responds to X full profiles, where each profile is a specific combination of attributes and levels • The X profiles rated have been systematically selected so that the consumer’s global rating can be decomposed to show the relative contribution of each level of each attribute

How Conjoint Analysis works

• A regression equation is used to determine coefficients or ‘weight’ for each level of each attribute • Desirability or preference ratings typically serve as the dependent variable

• Each profile rated provides one case • Coefficients across the levels for an attribute are used to calculate the relative importance of that attribute

• Can use the coefficients and the regression equation to determine the ideal combination of attributes to design the optimal product

How Conjoint Analysis works (con’t)

• Where do the attributes come from? • If the attributes are not those actually used by consumers to make choices, then the conjoint will not produce the optimal product design

• Where do the levels come from? • Should be meaningful to the consumer and actionable by the manager

• The key managerial responsibilities include: • Understanding how consumers make choices—key attributes and realistic levels to examine • Understanding which aspects of product design and configuration are actionable by management • Having clear decision criteria for use of the data

Considerations for Conjoint Analysis