1. Traditional descriptors Multi-item measures Preference measurement
1 SURVEYS
Traditional descriptors
Multi-item measures
Preference measurement
Master’s seminar , Merja Halme

2. Planning of survey in brief
Needs careful planning
What are the research questions?
You need to formulate the questions basing on some theoretical framework
Pay attention to reliability and validity
Pay attention to the verbal formulation – test the questionnaire
Pay attention to scales
Example of a sum variable

3. Questionnaire objectives
Translate the info needed into questions
Must make the respondent involved and finish the interview
Minimize the response error

4. Questionnaire must base on previous research
Do not design a questionnaire before checking what has been written on the topic, defining your theoretical framework, how you can utilize previous surveys
And get acquainted with questionnaire techniques

5. Important points in questionnaire planning 1/2
What is being studied and why
What is the information needed
What is the inverviewing method
Content of individual questions
Question structure

6. Important points in questionnaire planning 2/2
Question wording
How to order the questions
Form and layout
Eliminate problems by pilot-testing
How to overcome inability and unwillingness to answer

7. Measurement and scaling
PRIMARY SCALES OF MEASUREMENT Nominal Ordinal Interval Ratio
Example questionnaire

8. Example questionnaire
What kind of analyses?
SCALE?
How many years have you already studied for your current degree?
 this is my second year
this is my third year
this is my fourth or later year
I study for a PhD
open university
Example questionnaire

9. Example questionnaire
What kind of analyses?
SCALE?
What is your sex?  
 male
female
Example questionnaire

10. Example questionnaire
What kind of analyses?
SCALE?
We would like to know something about your working experience. Choose the alternative in the following which BEST corresponds to your situation.
I worked only temporarily and in the summer
I have worked around one year full time
I have worked more than one year full time
Example questionnaire

11. Example questionnaire
What kind of analyses?
The following is called the Likert scale. Which SCALE in our categorization?
For me it is more important to aim at a job with a substantial salary than a job which is interesting. -3 Completely disagree
-2 Strongly disagree
-1 Somewhat disagree
 0 Neither disagree nor agree
 1 Somewhat agree
 2 Strongly agree
 3 Completely agree
Example questionnaire

12. Why multi-item measures
RELIABILITY – with a single item (question) people are less likely to give consistent answers over time.
VALIDITY – more holistic picture is received if multiple questions are asked
When questions are asked there is an expectation which question responses are correlated

13. Reliability of multi-item measures
Multi-item measures can be formed e.g. using factor analysis. However, there is no reliability measure for that in SAS or SPSS (there is one in SURVO, a Finnish statistical software)
Very often the question responses that load on the same factor are simply summed instead of using factor scores. The reliability measure of the sum is e.g. Cronbach alfa. Normally we wish alfa have the minimum value of 0.7.

14. Use already tested questions if possible
Can be found in literature
E.g. Handbook of Marketing Scales
There exist many standardized scales, e.g. the Schwartz scale for inner values

15. Example of multi-item questions-
PONDE When I am studying the course materials, I usually stop once in a while to think if I have actually understood the contents of the material
REPEA When I am preparing for the exams, I often repeat in my mind the things to be studied again and again
CONCE When studying, I often concentrate only on the content that I expect to find in the exam
SCHED I often find it difficult to stick to the schedule during the course
ARGUM When I am reading the course materials, I usually carefully ponder if the author’s hypotheses are correct and argumentation strong
FOCUS On a course, I often skip the most difficult tasks and only focus on the easiest ones
Example questionnaire

16. Conjoint analysis for preference measurement
Can be embedded in addition to other questions in questionnaire
Enables to see what respondents’ valuations are with respect to some product/service
Is not restricted to marketing purposes, is employed everywhere in business
The result can be individual or segment level or aggregate preferences

17. Choice-based conjoint analysi - example

18. CBC – example

19. You need statistics studies
Pls study at least the Second course of statistics course
Test theory is central – you study samples to get information about a population

20. Electronic questionnaire software
The study used SSI Web
The school has additionally Webropol
Example questionnaire

21. Example questionnaire
Statistical software
Such as SAS EG or SAS Jmp or SPSS is the convenient way to do data analyses
For conjoint analysis SSIWeb / CBC
Example questionnaire

22. COURSES Models in Marketing concentrates very much on the advanced
methods of surveys and marketing research
- multi-item measures
- conjoint analysis
- segmentation

23. Database Marketing-Data-driven marketing
Predictive modeling
Logistic regression
Neural networks
Decision trees
Validation questions
Segmentation