GR#13-090923399

Surveys

Outline

● Purpose ● Question ● Response

How’ve you been?

What you been up to?

How’s school?

How’s work?

I’ve been good, man.

Met someone recently.

Work’s been tough.

Studying for finals.

Why do you like Disneyland?

What do you like about Disneyland?

What don’t you like about Disneyland?

Why do you go to Disneyland?

Being there makes me happy.

I have nothing else to do on weekends.

The rides are really fun.

The tickets are too expensive.

Why do you like Disneyland?

What do you like about Disneyland?

What don’t you like about Disneyland?

Why do you go to Disneyland?

Being there makes me happy.

I have nothing else to do on weekends.

The rides are really fun.

The tickets are too expensive.

Question Response

The Impact of Question Wording (Loftus & Palmer 1974)

“About how fast were the cars going when they _______ each other?”

A. Contacted

B. Hit

C. Bumped

D. Collided

E. Smashed

31.8 MPH

34.0 MPH

38.1 MPH

39.3 MPH

40.8 MPH

Which one?

Do: Be direct

Goal: What exactly do you want to know?

What do you prefer to wear when you go out?

What shoe brand do you prefer to wear when you go out?

What shoe brand do you prefer to wear when you work out at the gym?

What shoe brand do you prefer to wear when you do cardio at the gym?

How’s life?How’s work?How’s school?

Do: Break big ideas into smaller ones

Goal: Take complex ideas and break them into easier questions

How happy are you with your Nike purchase?

How much do you enjoy using the product in your workouts?

To what extent does the product meet your exercise needs?

How likely are you to purchase another pair of Nikes in the future?

Be direct

Big thoughts -> small ideas

Where will challenge you more?

Don’t: Lead them on!

Goal: Don’t key participants on how they should answer!

Have you heard about the new Nike shoe that everyone is buzzing about?

Have you heard about the new Nike shoe yet?

Have you heard about the new Nike shoe?

Don’t: lead them on!

Goal: Don’t key participants on how they should answer!

How much weight will you plan to lose by wearing your Nike shoes?

How much weight will you plan to gain or lose by wearing your Nike shoes?

Don’t: be greedy!

Goal: Don’t try to get two questions for the price of one!

Are you satisfied with the design and comfort of your shoe?

Are you satisfied with the design of your shoe?

Are you satisfied with the comfort of your shoe?

Be direct

Big thoughts -> small ideas

Lead them on

Be greedy

Outline

● Purpose ● Question ● Response

Response

Nominal Interval

Quantitative vs. Qualitative Traits

Characteristics of a person that cannot be measured numerically

Examples: Race

Religion Gender

Characteristics of a person that can be measured numerically

Examples: Age

Weight Salary

Quantitative Qualitative

Nominal

Idea: Means to characterize consumers’ qualitative traits

What is your race?

A. Caucasian-American B. Hispanic-American C. African-American D. Asian-American E. Other

What is your favorite sport?

A. Football B. Basketball C. Baseball D. Hockey E. Other

Interval

Idea: Means to characterize consumers’ quantitative traits

Please indicate your age:

10-19

1 2 3 4 5 6 7

20-29 30-39 40-49 50-59 60-69 70-79

Please indicate your income:

0-25K

1 2 3 4 5 6 7

26-50K 51-75K 76-100K 101-150K 151-200K 201K+

Interval

Idea: Means to characterize consumers’ quantitative traits

Please indicate your age:

10-19

1 2 3 4 5 6 7

20-29 30-39 40-49 50-59 60-69 70-79

+10 +10 +10 +10 +10

“Value”Worse Better

Nominal

Idea: Means to characterize consumers’ qualitative traits

What is your race?

A. Caucasian-American B. Hispanic-American C. African-American D. Asian-American E. Other

What is your favorite sport?

A. Football B. Basketball C. Baseball D. Hockey E. Other

Satisfaction Importance

Interval

Idea: Means to characterize consumers’ qualitative traits, quantitatively

How satisfied are you with the service you received at Nike Ontario Mills?

Strongly Dissatisfied Dissatisfied

Somewhat Dissatisfied

Neither Satisfied nor Dissatisfied

Somewhat Satisfied Satisfied

Strongly Satisfied

1 2 3 4 5 6 7

“Value”Worse Better

Quantitative vs. Qualitative Traits

Characteristics of a person that cannot be measured numerically

Examples: Race

Religion Gender

Characteristics of a person that can be measured numerically

Examples: Age

Weight Salary

Quantitative Qualitative

Quantitative vs. Qualitative Traits

Characteristics of a person that cannot be measured numerically

Examples: Race

Religion Gender

Characteristics of a person that can be measured numerically

Examples: Age

Weight Salary

Quantitative Qualitative

Characteristics of a person that cannot be measured numerically, but can be “modeled” as such:

Examples: Satisfaction

Approval Importance

Qualitative

Interval Nominal Interval

Interval

Idea: Means to characterize consumers’ qualitative traits, quantitatively

How satisfied are you with the service you received at Nike Ontario Mills?

Strongly Dissatisfied Dissatisfied

Somewhat Dissatisfied

Neither Satisfied nor Dissatisfied

Somewhat Satisfied Satisfied

Strongly Satisfied

1 2 3 4 5 6 7

Likert Scale

Idea: Scale used to measure a variable

Keys: ● Either 5, 7, or 9 points ● Variable increases linearly down the scale

Strongly Dissatisfied Dissatisfied

Somewhat Dissatisfied

Neither Satisfied nor Dissatisfied

Somewhat Satisfied Satisfied

Strongly Satisfied

1 2 3 4 5 6 7

How satisfied are you with the service you received at Nike Ontario Mills?

Strongly Dissatisfied

Neither Satisfied nor Dissatisfied

Strongly SatisfiedSatisfied

1 2 3 4 5

Dissatisfied

Very Dissatisfied

Slightly Dissatisfied

Neither Satisfied nor Dissatisfied

Slightly Satisfied

Very Satisfied

2 3 4 5 6 7 8

Extremely Dissatisfied

Extremely Satisfied

Moderately Dissatisfied

Moderately Satisfied

1 9

1 2 3 4 5 6 7

Frequency Never Rarely Occasionally Sometimes Frequently Usually Always

Acceptability Totally unacceptable

Unacceptable Slightly unacceptable

Neutral Slightly acceptable

Acceptable Perfectly acceptable

Priority Not a priority

Low priority

Somewhat priority

Neutral Moderate priority

High priority

Essential priority

Agreement Strongly disagree

Disagree Somewhat disagree

Neither agree nor disagree

Somewhat agree

Agree Strongly agree

Approval Strongly disapprove

Disapprove Somewhat disapprove

Neither approve nor disapprove

Somewhat approve

Approve Strongly approve

Accuracy Very untrue

Untrue Somewhat untrue

Neutral Somewhat true

True Very true

Importance Not at all important

Low importance

Slightly important

Neutral Moderately important

Very important

Extremely important

Satisfaction Strongly dissatisfied

Dissatisfied Somewhat dissatisfied

Neither satisfied nor dissatisfied

Somewhat satisfied

Satisfied Strongly satisfied