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Factors: Situational Characteristics

Factors: Situational Characteristics. 9-10a. Factors: Situational Characteristics. 9-10b. Factors: Task Characteristics. 9-11a. Factors: Task Characteristics. 9-11b. Factors: Respondent Characteristics. 9-12. Sensitive Topics in Marketing Research. Income Racial Issues

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Factors: Situational Characteristics

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  1. Factors: Situational Characteristics 9-10a

  2. Factors: Situational Characteristics 9-10b

  3. Factors: Task Characteristics 9-11a

  4. Factors: Task Characteristics 9-11b

  5. Factors: Respondent Characteristics 9-12

  6. Sensitive Topics in Marketing Research • Income • Racial Issues • Environmental Issues • Politics • Religion • Personal Hygiene • Sexual Preference • 9/11/2000 • Capital Punishment • Gun Control 9-13

  7. Respondent Characteristics • Diversity • Incidence • Participation 9-14

  8. SURVEY DATA & ERROR State of the dataError type THEORETIC POPULATION | Definitional Error POPULATION OF REALITY | Frame ErrorOPERATIONALIZED POPULATION | Sampling ErrorSAMPLE SELECTED | Not-At-Home ErrorSAMPLE REACHED | Refusal ErrorSAMPLE RESPONDING | Measurement ErrorSAMPLE MEASURED | Statistical ErrorSTATISTICAL CONCLUSIONS | Logic ErrorOPERATIONAL CONCLUSIONS

  9. Types of Error: Nonresponse Nonresponse error: Occurs when a sufficient number of the initial prospective respondents are not included in the final sample of a study. Results in a portion of the population not being represented or being underrepresented when the response pool is systematically and significantly different from those respondents who did respond. Main biases:Refusal: when a prospective respondent is simply unwilling to participate in the question-and-answer exchange.Not at home: when reasonable attempts to initially reach the prospective respondent fail to produce an interviewer/respondent encounter.Wrong mailing address: when prospective respondent’s address is outdated or no longer active.Wrong telephone number: when the prospective respondent’s telephone number either is no longer in service or is incorrect on the sample list. 9-15

  10. Types of Error: Response Response error: Occurs when a significant number of respondents either unconsciously misrepresent or deliberately falsify their responses. Main biases:Hostility: responses that arise from feelings of anger or resentment engendered by the response task. Social desirability: response is based on what is perceived as being socially acceptable or respectable. Prestige: response intended to enhance the image of the respondent in the eyes of others. Auspices error: response dictated by the image or opinion of the sponsor, rather than the actual question. 9-16a

  11. Types of Error: Response Response error: Occurs when a significant number of respondents either unconsciously misrepresent or deliberately falsify their responses. Main biases:Yea- and nay-saying: response influenced by the global tendency toward positive or negative answers. Mental set error: cognitions or perceptions based on the influence of previous response over later ones. Extremity error: responses influenced by clarity of extreme scale points and ambiguity of midrange options. Acquiescence error: response based on respondent’s perception of what would be desirable to the sponsor. 9-16b

  12. Types of Error: Measurement & Design Construct development error: Occurs when the researcher does not accurately or completely identify the important subdimensions of the various topics or constructs being included in the survey research. The necessary data is misdefined, or mistakes are made of what the overall composite should be of the critical concepts and constructs being investigated. Main biases:Incomplete constructs: only partial data requirements are met; creates inappropriate guidelines for scale measurement and questionnaire design activities. Low reliability/validity: construct validity is not maintained, which increases the likelihood of collecting either irrelevant or low quality data. 9-17

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