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  • Surveys & Multivariate Analysis: Chapter 2, 8, 9, 10: Approach Development, Measurement and Questionnaire

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    Thanh Ngan
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    This document provides an overview of key concepts in surveys and multivariate analysis covered in chapters 2, 8-10. It discusses developing an approach to a marketing research problem, including defining objectives and research questions. It also covers measurement scales, questionnaire design, question wording and order. The key topics covered include measurement scales, developing itemized rating scales, scale decision criteria, multi-item scales, questionnaire objectives, question structure and order, and closing with gratitude and assigning homework.

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    This document provides an overview of key concepts in surveys and multivariate analysis covered in chapters 2, 8-10. It discusses developing an approach to a marketing research problem, including defining objectives and research questions. It also covers measurement scales, questionnaire design, question wording and order. The key topics covered include measurement scales, developing itemized rating scales, scale decision criteria, multi-item scales, questionnaire objectives, question structure and order, and closing with gratitude and assigning homework.

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    7 views17 pages

    Surveys & Multivariate Analysis: Chapter 2, 8, 9, 10: Approach Development, Measurement and Questionnaire

    Uploaded by

    Thanh Ngan
    This document provides an overview of key concepts in surveys and multivariate analysis covered in chapters 2, 8-10. It discusses developing an approach to a marketing research problem, including defining objectives and research questions. It also covers measurement scales, questionnaire design, question wording and order. The key topics covered include measurement scales, developing itemized rating scales, scale decision criteria, multi-item scales, questionnaire objectives, question structure and order, and closing with gratitude and assigning homework.

    Copyright:

    © All Rights Reserved
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    of 17

    SURVEYS &

    MULTIVARIATE
    ANALYSIS

    Chapter 2, 8, 9, 10:
    APPROACH
    DEVELOPMENT,
    MEASUREMENT and
    QUESTIONNAIRE

    Vu Quang Nguyen
    MARKETING RESEARCH
    Problem Definition

    Development of an Approach to
    the Problem

    Research Design Formulation

    Marketing Research

    Fieldwork

    Data Preparation and Analysis

    Report Preparation and


    Presentation
    DEVELOPING AN APPROACH
    Objective/Theoretical Framework

    Analytical Model

    Development of an Approach to
    Research Questions
    the Problem

    Hypotheses

    Specification of Information
    Needed
    MEASUREMENT

    Measurement
    SCALES
    Nominal

    Ordinal

    Scales

    Interval

    Ratio
    ITEMIZED RATING SCALE

    Likert

    Itemized Rating Scale Semantic Differential

    Stapel
    SCALE DECISION
    Number of Scale Categories

    Balanced vs Unbalanced Scales

    Odd or Even Number of


    Categories

    Scale Decisions

    Forced vs Nonforced Scales

    Nature and Degree of Verbal


    Description

    Physical Form or Configuration


    CONSTRUCT

    Multi-Item Scales Construct


    EVALUATION

    Scale Evaluation

    Reliability VS Validity
    QUESTIONNAIRE

    Survey Questionnaire
    QUESTIONNAIRE

    Translating

    Objectives Motivating

    Minimizing Error
    QUESTIONNAIRE

    Double-Barreled Question
    QUESTIONNAIRE

    Are Respondents Informed? Filter Question


    QUESTIONNAIRE

    Unstructured Questions

    Question Structure

    Structured Questions
    QUESTIONNAIRE
    Define Issue

    Ordinary Words

    Unambiguous Words

    Leading Questions

    Question Wording

    Implicit Alternatives

    Implicit Assumptions

    Generalizations and Estimates

    Dual Statements
    QUESTIONNAIRE
    Opening Questions

    Types of Information

    Order of Questions Difficult Questions

    Subsequent Questions

    Logical Order
    THANK YOU!
    THANK YOU!

    BÀI TẬP VỀ NHÀ: 1, 2, 3, 4, 5

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