V. Primary Quantitative Research

1
V. Primary Quantitative Research

• Questionnaire development and design
• ADV 3501 Advertising Research
• Spring 04

2
Housekeeping

• To read
• Chapters 13 and 14.
• To do
• Qualitative report 3/23
• Quantitative proposal 3/25 (email)
• Team (3/25, E-Mail)
• Individual (3/30, X-Credit In class)
• 3nd assignment (Questionnaire) 3/30
• Handouts
• 1030-1130 Monday 3/29, Weimer 2066.
• Coffee with Andrew Lynch account planner at
  Arnold Communications.

3
Revised schedule (Next 5 classes)

• 3/23 Questionnaire development and design
• 3/25 Team work day
• 3/30 Data collection, coding and sampling
• 4/1 Lab CSE E211
• 4/6 Catch-up, review

4
Question development forms

• Closed-ended
• Pre-defined response categories
• Open-ended
• Encourages free response

5
Closed-ended questions

• Recall Four levels of quantitative measurement
• Nominal, ordinal, interval, ratio.
• Which level is the appropriate that will
  contribute to management decisions?

6
Nominal level questions

• Appropriate for categorizing responses
• Main purpose is to describe patterns among the
  sample (descriptive statistics)
• Types
• Dichotomous (Gender Male __ Female __ )
• Multiple choice (Age 12-15 ___ 16-20___ )
• Checklist (Brands bought Dasani ___ Aquafina __
• Notice that a checklist is a set of dichotomous
  questions

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Considerations for writing nominal questions

• Alternatives should be exhaustive
• Age 12-15 ___ 16-20 __ 45-65 ___
• Options should avoid response bias
• Length of list influences choice

8

• Response alternatives should be typical for the
  behavior
• How many hours a day do you spend watching TV?

9
Ordinal level questions

• Appropriate when the order of responses is
  important (Rank)
• Presents respondents with a series of options and
  asks for an evaluation relative to other options
  in the series.
• Instructions must be explicit
• Place a 1 next to the attribute that you feel is
  more important, a 2 next to the next most
  important attribute, through 4. There can be no
  ties and please use each number only once.

10
Interval level questions

• Appropriate when responses to an explicit,
  well-defined question is needed

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Interval questions Rating scale

• Explicit, well-defined continuum
• Frame of reference
• Non comparative How believable or unbelievable
  would you say the commercial was?
• Comparative How believable or unbelievable would
  you say the commercial was compared to other beer
  advertising that you have seen in the past month?

12
Interval questions Rating scale

• Graphic and itemized scales
• Graphic
• Extremely Extremely
• Believable ____________________ Unbelievable
• Itemized
• Extremely believable
• Slightly believable
• Slightly unbelievable
• Extremely unbelievable

13
Interval questions special types

• Semantic differential
• Bipolar adjectives anchors
• The ad was
• Funny __ __ __ __ __ Not funny
• Elegant __ __ __ __ __ Plain
• Stapel scale
• Semantic differential simplified
• Funny 5 4 3 1 0 -1 -2 -3 -4 -5

14
Interval questions special types

• Likert scale
• Agreement/disagreement scale

15
Considerations for writing interval questions

• Lead in questions to the alternatives should be
  unbiased
• Scales should be constructed (visually/verbally)
  so that there are equal intervals between points

16
Considerations for writing interval questions

• Correspondence between info requested and
  response items
• 5 to 10 response categories
• Odd number gives you a neutral choice

17
Ratio level questions

• Appropriate when degree of behavior, attitude or
  relative weight is important
• Constant sum scale
• Generally dividing sums of 10 or 100
• Target object, respondents task and evaluation
  criteria are VERY clear.

18

• What percentage of your major credit card
  purchases (200) do you put on each of these
  major cards?

19
Open-ended questions

• Open-ended questions are analyzed as nominal data
• Wording of the question should facilitate free
  response
• What are your feelings about PBS?
• Do you like PBS or not?

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Open-ended questions

• Use simple language
• Active voice and commonly used language
• Avoid leading questions
• Dont you believe SUVs are good for off-road
  driving?
• Avoid double-barreled questions
• What do you think about the ad and the brand?

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Open-ended questions

• Avoid ambiguity, be specific
• What kind of shampoo do you use?
• Avoid assumptions
• Explain what you like about PBS
• What, if anything, do you like about PBS?
• Justify requests for personal information
• classify responses
• Responses are strictly confidential

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V. Primary Quantitative Research

• Questionnaire design
• ADV 3501 Advertising Research
• Spring 04

23
Elements of a questionnaire

• Introduction
• Purpose and goals
• Screener
• Filter
• Main body
• Questions that answer the informational needs of
  the researcher
• Classification
• Demographic, brand usage information

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Structure considerations

• How are we going to administer?
• Does it have a structure?
• Does it flow well?
• Easy to difficult
• General to specific
• Topic by topic
• Sensitive questions should be last
• Sequencing bias

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Structure considerations

• Visual appearance
• Interviewer script
• Interviewer directions
• Open, airy format
• Coding info.
• Clarity
• Clear directions
• Logical transitions (In no, go to)
• Conciseness
• SHORT!

26
Questionnaire evaluation

• Compare informational needs and concepts to be
  analyzed with the questionnaire.
• Think about how the data are going to be analyzed
• Revise again for
• Objectives
• Clarity of questions and layout

27
Pilot testing

• Active vs passive testing
• Uncovers problems with
• Administration
• Comprehension
• Terminology
• Response options
• Organization
• Sequencing

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Please answer the following questions

• What thoughts and feelings went through your mind
  as you read the ad?
• In your opinion, do you think this ad is
  effective for the targeted market?