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Basic Marketing Research Vol 2

Basic Marketing Research Vol 2

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market research objectives an methods
market research objectives an methods

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Published by: Alakshendra Pratap Theophilus on May 16, 2013
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BasicMarketingResearch
Building Your Survey
Scott M. Smith and Gerald S. Albaum
© Copyright 2013, Qualtrics Labs, Inc.
 
ISBN: 978-0-9849328-2-5© 2013 Qualtrics Labs Inc.All rights reserved. This publication may not be reproduced or transmitted in any orm or by any means, electronic or mechanical,including photocopy, recording, or any inormation storage and retrieval system, without permission in writing rom Qualtrics.Errors or omissions will be corrected in subsequent editions.
Scott M. Smith
is Founder o Qualtrics, Proessor Emeritus o Marketing, Brigham Young University.Proessor Smith is a Fulbright Scholar and has written numerous articles published in journals such as Journal o ConsumerResearch, Journal o the Academy o Marketing Science, Journal o Business Ethics, International Journal o Marketing Research, Journal o Marketing Research, and Journal o Business Research. He is the author, co-author, or editor o books, chapters, andproceedings including An Introduction to Marketing Research. Qualtrics, 2010 (with G. Albaum); Fundamentals o MarketingResearch. Thousand Oaks, CA: Sage Publishers 2005 (with G. Albaum); Multidimensional Scaling. New York: Allyn and Bacon 1989(with F. J. Carmone and P. E. Green), and Computer Assisted Decisions in Marketing. Richard D. Irwin 1988 (with W. Swinyard).
Gerald S. Albaum
is Research Proessor in the Marketing Department at the Robert O. Anderson Schools o Management, theUniversity o New Mexico, Proessor Emeritus o Marketing, University o Oregon.Proessor Albaum has written numerous articles published in journals such as Journal o Marketing Research, Journal o theAcademy o Marketing Science, Journal o the Market Research Society, Psychological Reports, Journal o Retailing, Journal oBusiness and Journal o Business Research. He is the author, co-author, or editor o twenty books including International Market-ing and Export Management. Pearson Education Limited (UK), Fourth Edition, 2002 (with J. Strandskov, E. Duerr); Fundamentals oMarketing Research. Thousand Oaks, CA: Sage Publishers 2005 (with S.M. Smith); Research or Marketing Decisions. EnglewoodClis, NJ: Prentice-Hall, Fith Edition, 1988 (with P. Green and D. Tull)
CONTRIBUTING EDITOR:
Tyler Page
GRAPHIC AND COVER DESIGN:
Myntillae NashPublished byQualtrics Labs, Inc.2250 N. University Parkway #48CProvo, Utah, 84604, USA+1.801.374.6682Website Addresswww.Qualtrics.comQualtrics and the Qualtrics logos are registered trademarks o Qualtrics Labs, Inc.
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Acknowledgments 
 
Table o Contents 
 |3
Table of Contents
Introduction ................................................... 7Chapter 1: 7 Tips For Writing Surveys ............ 9
 Keep It Simple ........................................................ 10Use Scales Whenever Possible ................................ 10 Keep Coded Values Consistent ............................... 11 Explain Why ............................................................ 12Speak Your Respondents’ Language ....................... 13 Follow a Logical Order ............................................ 13Take Your Survey or a Test Drive ..............................14
Chapter 2: 7 Tips or Writing Questions ....... 15
 Avoid Leading Words / Questions ........................... 16Give Mutually Exclusive Choices...............................16Ask Direct Questions ................................................17Add a “Preer Not to Answer” Option ........................17Cover All Possible Answer Choices ...........................18Use Unbalanced Scales Careully .............................19Ask One Question at a Time ......................................19
Chapter 2 Note: Concepts, Constructs,Variables and Measurement ........................ 21
 Denitions in Marketing Measurement ................... 21Building Blocks or Measurement and Models .........22Inaccuracies in Measurement ..................................25
Chapter 3: 14 Question Types ...................... 27
 
Multiple Choice ...................................................... 28Matrix Table ............................................................ 29Side-By-Side .......................................................... 31Text Entry ................................................................ 32Text / Graphic ......................................................... 33Constant Sum ........................................................ 34Slider ...................................................................35Sliding Scales ........................................................ 36Rank Order ............................................................. 37Pick, Group and Rank ............................................. 38Drill Down ............................................................... 39Heat Map ................................................................ 41Hot Spot ................................................................. 42Gap Analysis .......................................................... 43File Upload ............................................................. 44Timing ...................................................................45Meta Ino ................................................................ 47
Chapter 3 Note: Measurementand Scaling ................................................... 49
 
Primary Types o Scales .......................................... 49 Nominal Scales ..................................................50Ordinal Scales ...................................................50Interval Scales ...................................................51Ratio Scales.......................................................51Relationships Among Scales..............................51
Chapter 4: 50 Scales .................................... 53
 
The Beauty o Scales .............................................. 5450 Scales .................................................................56 Likert Scale ........................................................56Semantic Dierential.........................................56Stapel Scale.......................................................57Satisaction Scales .......................................... 58Agreement Scales ............................................. 58Agree–Disagree .........................................58Descriptiveness .........................................59Describes My Feelings ...............................59Just Like Me ...............................................60True–False ........................................................60No-Yes ........................................................61

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