MKT 500 Study Guide - Psychographic, Operational Definition, Face Validity
Document Summary
Three basic question-response formats: open-ended response format questions: the subject is asked to respond in his or her own words. Unaided open-ended format: does not prompt or probe the respondent beyond the initial question. Aided open-ended format: there s response probe in the form of a follow-up question instructing interviewer to ask for additional information. Intent is to encourage respondent to provide information beyond the initial and possibly superficial first comments: categorical response format questions: provides answer options on the questionnaire. Used when researcher already knows possible response to a question. Dual-choice question: respondent must select one answer from only two possible alternatives. Multiple-choice category question: several options to choose from. Natural metric/scaled response format: respondent asked to give a number that measures the property being investigated, such as age, number of visits, number of dollars, and so on. Synthetic metric/scaled response format: uses artificial number to measure the property, such as scale descriptors (poor, fair, good, very good, excellent)
