COMMERCE 3MA3 Chapter 7: Chapter 7 Textbook

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 3MA3
• Professor: Mohammad Hossein Tajvarpour

Document Summary

Questionnaire: a set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument. Editing: going through each questionnaire to ensure that skip patterns were followed and the required questions filled out. Kip patte(cid:396)(cid:374): a se(cid:395)ue(cid:374)(cid:272)e i(cid:374) (cid:449)hi(cid:272)h (cid:395)uestio(cid:374)s a(cid:396)e asked (cid:271)ased o(cid:374) a (cid:396)espo(cid:374)de(cid:374)t"s a(cid:374)s(cid:449)e(cid:396). Coding: the process of grouping and assigning numeric codes to the various responses to a question. Step 1: determine survey objectives, resources, and constraints. Survey objectives: outline of the decision-making information sought through the questionnaire. Laddering: used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden, preconscious fa(cid:272)to(cid:396)s that i(cid:374) uence purchase. Open-ended questions: questions to which the respondent replies in her or his own words. Probing: open-ended questions often require probes from the interviewer to encourage the respondent to elaborate or clarify an incomplete response.