MKT 3413 Lecture Notes - Lecture 10: Data Analysis, Qualtrics

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22 Feb 2017
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Traditional: static and linear, non-interactive, page by page. Contemporary: dynamic and nonlinear, interactive, customized, fun, graphic sliders. Fieldwork errors: fieldwork error is any incorrect or biased response in a survey, intentional errors, unintentional errors, fieldwork errors and respondent errors both lead to intentional/unintentional errors. How to control data collection errors: control means to eliminate or minimize, intentional field work errors. Validation- calling people back after survey to: unintentional field worker errors confirm/validate they took place in survey. Heavy avatar- less likely to think attractive, less real-life exercise, and higher bmi. Give the interviewer an orientation; basic summary of. Role playing dry run training session, interviewer what survey"s about becomes respondent. Breaks- they have to take a break, survey is mixed up. Prompters: prompts respondent to stay: (cid:498)you have this much left of survey (cid:499, intentional respondent errors. Assuring anonymity and confidentiality: people more willing.

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