1. Overview of Survey Research Methods n Large-scale research design procedures for collecting large amounts of raw data using questionnaires.

2. Conceptualization and Constructs n A concept is an abstract idea to explain how things work. Closely related, a construct is more abstract and developed for scientific inquiry

3. Concrete Features & Abstract Constructs Airplane Concrete properties: number engines, height, weight, length, seating capacity, physical characteristics of seats, type of airplane, etc. Abstract constructs: quality of in-flight cabin service, comfortability of seating, smoothness of takeoff and landing, etc. Consumer Concrete properties: age, sex, marital status, income, brand last purchased, dollar amount of purchase, types of products purchased, color of eyes and hair, etc. Abstract properties: attitudes toward a product, brand loyalty, high-involvement purchases, emotions (love, fear, anxiety), intelligence, personality, risk taker, etc.

4. Concrete Features & Abstract Constructs Organization Concrete properties: name of company, number of employees, number of locations, total assets, Fortune 500 rating, computer capacity, types and numbers of products and service offerings, type of industry membership, etc. Abstract constructs: competence of employees, quality control, channel power, competitive advantages, company image, consumer-oriented practices, etc.

5. Operationalizing A Construct When a research team operationalizes a construct they go through a process of “breaking-it-down.” In other words, they create questions to reflect a construct. How would you operationalize …  Brand loyalty  Customer satisfaction 12-5

6. Various Variables n Independent variables n Dependent variables n Extraneous (uncontrolled) variables –Lead to spurious conclusions

7. Use simple, interesting, non-threatening opening questions Do your respondents understand the question. Use the funnel approach, asking broad questions first Carefully design branching questions Place difficult or sensitive questions near the end Ask for classification information last Pre-test the survey Guidelines for Question Quality (to control for non-sampling error) n Questions must tap into the research problem

8. A Funnel Sequence How would you rate your last experience when eating at ABC restaurant? n n Extremely Extremely n n Poor Poor So-So Good Good How would you rate the quality of the service? n n Extremely Extremely n n Poor Poor So-So Good Good

9. A question framed to give the respondent an indication about how he or she should answer. Example Do you feel that limiting taxes by law is an effective way to stop the government from picking your pocket every payday? Yes No Undecided Leading Questions

10. A question that calls for two responses Double-Barreled Question Example Are the food and service at the local Green Mill good? YesNo

11. Branching Question Example 1. Did you, personally, give money to Canopy of Care last year? ___ Yes ___ No {If Yes, go to #3.} 2.We are interested in why people do not contribute. The following is a list of answers others have given. Please tell me which, if any, apply to you. a. ___ Someone else in my household had already contributed. b. ___ I did not have the money at the time. c. ___ I gave to other charities. d. ___ I volunteered my services to Canopy of Care instead of contributing money. e. ___ I volunteered my services to other charities instead of contributing to Canopy f. ___ I did not give because Canopy of Care spends its money inefficiently. g. ___ None of the above. 3.To how many different charities do you think Canopy of Care gives money? a. ___ 0-20 d. 81-100 b. ___ 21-40e. More than 100 c. ___ 41-80f. Don’t know.

12. Creating the instrument

13. Open-Ended Questions n the respondent can reply in his or her own words. “What advantages, if any, do you think ordering from a mail order catalog company offers compared with local retail outlets? ______________________________________ ______________________________________ ______________________________________

14. n Closed-Ended Questions – response is “forced” –does avoid problems (such as subjectivity) of open-ended questions. But you can lose compelling data. Closed-Ended Questions

15. Closed Questions n RESPONSES MUST BE... n Exhaustive n Mutually exclusive n Should have a “Don’t know”

16. Types of Scale n Nominal Scale –labels and categories (e.g. gender, major) n Ordinal Scale –order (ie., rank restaurants in order of preference) n Interval Scale (it is inherently ordinal) –equal differences (e.g. temperature) n Ratio Scale –Natural zero (e.g. weight, height)

17. Scale Characteristics n Order – numbers on scale are ordered n Distance – differences exist between the ordered numbers n Origin – There is a unique origin indicated by the number zero

18. n Dichotomous Questions –The simplest form of a closed-ended question. –Nominal response 1. Where do you live? A. Large urban area1 B. Small rural area2

19. Nominal Scale Which of the following soft drinks do you like? Check all that apply.  Coca-Cola  Mountain Dew  Seven Up  Dr. Pepper  Pepsi  Sprite

20. 1. Now that you have read a sample of the Wall Street Journal, would you say that you would…(Check one) Definitely buy it Probably buy it Might or might not buy it Probably will not buy it Definitely will not buy it Ordinal Scale

21. Interval Scale What is your overall opinion about each of these brands? unfavorable favorable Coca-Cola 1 2 3 4 5 6 7 Dr. Pepper 1 2 3 4 5 6 7 Pepsi 1 2 3 4 5 6 7 Sprite 1 2 3 4 5 6 7

22. Likert Scale n How much do you agree with the following statements: n SD SA n People who live in BH are rich 1 2 3 4 5 n People who live in BH are sad 1 2 3 4 5

23. Semantic Differential n People who live in Beverly Hills are: n rich1 2 3 4 5 poor n friendly 1 2 3 4 5 snobby n young 1 2 3 4 5 old n happy1 2 3 4 5 sad

24. Ratio Scale (numeric response) Divide 100 points among these soft drinks according to your likelihood of purchasing each within the next week: ___ Coca-Cola ___ Mountain Dew ___ Seven Up ___ Dr. Pepper ___ Pepsi ___ Sprite Age ___

25. Hierarchy of Measurement Scales Ratio – the “elite” scale. Possesses order, distance, origin (absolute zero) Data Analysis? ___________ Interval – possess order and distance, but not origin (zero point is arbitrary. Data Analysis? ____________ Ordinal – ranking scales. Possess only the characteristics of order. Data Analysis? ____________ Nominal – names, labels, tags. Does not possess order, distance, origin Data Analysis? ____________ HIGHER

26. Scale Validity and Reliability n Validity: Does the measurement “mean” what you wanted it to mean? –Content validity –Construct validity »Convergent »Discriminant –Predictive validity n Reliability: Has to do with how accurate the measure is