Vanilla

1. Vanilla

2. Apple

3. Coconut

4. Peanut Butter

5. Rootbeer

6. Bubble Gum

7. Buttered Popcorn

8. Cinnamon

9. Jalapeno Pepper

10. Strawberry Dacquiri

11. Mean Class Ratings

12. Standard Deviations

13. % Positive Experience

16. Measurement • Measurement: assigning numbers to reflect the relative or absolute amount of some property • Goal is to achieve objectivity: "When description gives way to measurement, calculation replaces debate.“

17. 4 types of Scales: Categorical: Where do you live? (1) Arlington (2) Beacon Hill (3) Cambridge (4) Somerville Ordinal: Rank the following colas, from best to worst: (Coke, Meijer, RC, Shaw's,) Interval: Rate the 4 brands of colas, on a 10 point scale: S M RC C 0...1...2...3...4...5...6...7...8...9...10 very bad fantastic Ratio: How many cans of Coke did you drink last year? ____

18. Fresh-Samantha Paradox Fresh Samantha Flavors Carrot Orange Carrot Orange Soy Shake Average Rating 2.7 3.0 2.3 2.0 Market Share 33% 0% 33% 33% 1 2 3 4 Worst best

19. Highest average ranking, but 0 market share (4 points) (3 points) (2 points) (1 point) (A)Carrot Orange-Carrot Orange Soy Shake (B) Orange Orange-Carrot Carrot Soy Shake (C) Soy Shake Orange-Carrot Carrot Orange

20. 3 cognitive stages in answering a survey question retrieve information & form judgment map judgment onto response scale interpret Question

21. Do people interpret the question as intended? • What brand of soft drink do you typically buy? retrieve information & form judgment map judgment onto response scale interpret question

22. Can people retrieve the relevant information? • How many ounces of alcohol did you consume last year? map judgment onto response scale retrieve information & form judgment interpret Question

23. How do people select responses? • How successful are you on a scale from 1 to 10? retrieve information & form judgment map judgment onto response scale interpret Question

24. Effects of response scale format How successful have you been in life ? 0 1 2 3 4 5 6 7 8 9 10 not at all very -5 -4 -3 -2 1 0 1 2 3 4 5 not at all very

25. Response scale may provide cues as to theexpected or "normal" levels of a behavior How many times do you floss in a typical day ? 0 1 2 3 4 5 6 7 8 9 10 >10 How many times do you floss in a typical year ? 0 1 2 3 4 5 6 7 8 9 10 >10 How likely are you to develop gum disease? How much would you pay for a bottle of Scope mouth wash?

26. Response scale may provide cues as to theexpected or "normal" levels of a behavior How many hours a day do you spend watching TV ? How many hours a day do you spend watching TV ?

27. Extracting sensitive information • Do you happen to have done X in the last year? • As you know, many people have been doing X these days. Do you happen to have done X? • Do you know anyone who has done X? How about yourself? • Pull a coin from your pocket. If it lands Heads, answer Question 1. If it lands Tails answer Question 2: 1. Is your birthday between January 1st and June 1st ? 2. Have you ever done X?

28. "YES" "NO" Have done "X" "YES" "NO" Have not done "X"

29. Question Order 1. How is the weather down there? 2. How satisfied are you with your life overall? 1. How satisfied are you with your life overall?

30. Question Order • How many dates did you have last month? • 2. How satisfied are you with • your life, in general? 1. How satisfied are you with your life? 2. How many dates did you have last month? r = 0.66 r = 0

31. Question Wording • The government is spending too little on "welfare“ Yes No 25% 75% • The government is spending too little on "assistance to the poor“ Yes No 65% 35%

32. "Double Barreled" Questions • Do you like Rudy Guiliani's policies and the way he has conducted himself after the World Trade Center disaster of September 11th ? Yes No • Do you like low-salt wheat thins and other Nabisco snack products? Yes No

33. Leading questions • "A roach disk poisons a roach slowly. The dying roach returns to the nest and after it dies it is eaten by other roaches. In turn these roaches become poisoned and die." • How effective do you think this product would be in killing roaches? not effective slightly effective very effective

34. The importance of context • How bad is it to jaywalk? • 0 1 2 3 4 5 6 7 8 9 10 • not at very • all bad bad 1. How bad is it to murder your professor? 0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad 2. How bad is it to spray paint the side of a building? 0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad 2. How bad is it to spray paint the side of a building? 0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad

35. Which information do you choose to emphasize? • "It is estimated that disposable diapers account for less than 2 percent of the trash in today's landfills. In contrast, beverage containers,third- class mail, and yard waste are estimated to account for about 21 percent of the trash in landfills.“ • Given this, would it be fair to ban disposable diapers? YES NO It is estimated that disposable diapers create over 3 billon pounds of trash. These plastic in these diapers take 20,000 years to disintegrate.“ • Given this, should disposable diapers be banned? YES NO

36. Ease of recall affects liking Condition 1 List 10 reasons to buy a BMW: 1) __________________ 2) __________________ 3) __________________ 4) __________________ 5) __________________ 6) __________________ 7) __________________ 8) __________________ 9) __________________ 10) __________________ Condition 2 List 1 reason to buy a BMW: 1)_________________

37. calculating expected value &expected value of perfect information (EVPI) Decision Decision

38. A more complicated example Decision

39. Decision 5.9 (with research) – 2 (without research) = 3.9