MKTG 460 Chapter Notes - Chapter 11,12: Bias Of An Estimator, Response Bias, Central Tendency
Document Summary
Key decisions that you need to make when using communication: Structured = every has same set of questions and answers to choose from. Fixed-alternative questions or closed-ended questions: questions in which the responses are limited to stated alternatives. Less structure: open-ended question: a question in which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives. Used for collecting primary data for descriptive research. Questions used for indepth and exploratory research have less structure. High structure: most useful when possible replies are well known, limited in number, and clear-cut ex. Factual info age, education, etc and for assessing attitudes. Greater reliability or consistency of answers obtained. Open-ended questions are more difficult to code. Ma force an answer to a question which respondent has no opinion. Low structure allows respondents to more precise communicate their responses, they aren"t forced to choose from among a set of general responses.
