Use of Language
- Eg, avoid technical terms
- The interview as conversation
o Audience design
§ Questionnaire not framed for any specific person
o Grounding
o Minority languages
Avoiding Ambiguity in the Question
Determining the Pre-Codes
- Issues
o Mutually exclusive
o Exhaustive
o Precise
o Meaningful
- Recording values
- Constructing ranges
Using Prompts
- Picture prompts
o Brand awareness
o Likelihood to purchase
o Brand image
o Advertising recognition
Order Bias and Prompts
- Scalar responses
o Primacy effect
o Telephone interviewing – recency effect
- Batteries of statements
o Fatigue effect
o Statement clarification
o Response lists
§ Fixed list of options
§ Primacy & recency effects
§ Satisficing
· Taking first acceptable answer rather than reviewing full list.
Question Order
- Funnelling
o Funneling sequences are used to take the respondent from general questions on a topic through to questions that are more specific without allowing the earlier questions to condition or bias the responses to the latter.
- Question order bias
o Priming effects
§ Act of asking a question can have effect on response
o Consistency effect
§ Particular type of priming
§ Can occur because respondents are led along a particular route of responses to a conclusion to which they can only answer one way if they are to appear consistent
Standardizing Questions
- To allow tracking over time
Tracking Studies
Omnibus Studies
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