MARK 302 Chapter Notes - Chapter 7: Computer-Assisted Telephone Interviewing, Word Association, Jargon
18 Oct 2016
School
Department
Course
Professor
Document Summary
/interview schedule/survey instrument - set of questions designed to generate data necessary to accomplish objectives of research project. Questionnaire"s pivotal role in the research process. If manager doesn"t sign off, then marketing researcher must continue to revise questionnaire. Respondents will answer somewhat longer questionnaires when they are interested in the topic and when they perceive that they will have little difficulty in responding to the questions. Should fit questions to prospective respondent (best to use simple, everyday language) Editing - going through each questionnaire to ensure that skip patterns were followed and required questions filled out. Skip pattern - sequence where questions are asked based on respondent"s answer. Cati and internet software programs take care of skip patterns automatically. In mall and telephone interviews, replies to all open-ended questions are recorded verbatim by interviewer. Coding - process of grouping and assigning numeric codes to various response to question. Step 1: determine survey objectives, resources, and constraints.
