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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 10

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 10', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Measurement in Marketing Research Basic Question-Response Formats Open-ended Closed-ended Scaled-response Ch 10 Basic Question-Response Formats Open-Ended Open-ended question presents no response options to the respondent. Ch 10 Basic Question-Response Formats Open-Ended: Unprobed Unprobed format seeks no additional information Advantage: Allows respondent to use his or her own words Disadvantages: Difficult to code and interpret Respondents may not give complete answers Ch 10 Basic Question-Response Formats Open-Ended: Probed Probed format includes a response probe instructing the interviewer to ask for additional information Advantage: Elicits complete answers Disadvantage: Difficult to code and interpret. Ch 10 Basic Question-Response Formats Closed-Ended Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10 Basic Question-Response Formats Closed-Ended: Dichotomous Dichotomous has only two response . | Measurement in Marketing Research Basic Question-Response Formats Open-ended Closed-ended Scaled-response Ch 10 Basic Question-Response Formats Open-Ended Open-ended question presents no response options to the respondent. Ch 10 Basic Question-Response Formats Open-Ended: Unprobed Unprobed format seeks no additional information Advantage: Allows respondent to use his or her own words Disadvantages: Difficult to code and interpret Respondents may not give complete answers Ch 10 Basic Question-Response Formats Open-Ended: Probed Probed format includes a response probe instructing the interviewer to ask for additional information Advantage: Elicits complete answers Disadvantage: Difficult to code and interpret. Ch 10 Basic Question-Response Formats Closed-Ended Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10 Basic Question-Response Formats Closed-Ended: Dichotomous Dichotomous has only two response options, such as “yes” or “no” Advantage: Simple to administer and code Disadvantage: May oversimplify response options Ch 10 Basic Question-Response Formats Closed-Ended: Multiple Category Multiple response has more than two options for the response Advantages: Allows for broad range of possible responses Simple to administer and code Disadvantages: Must distinguish “pick one” from “pick all that apply” May alert respondents to response options of which they were unaware Ch 10 Basic Question-Response Formats Scaled-Response Scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study. Ch 10 Basic Question-Response Formats Scaled-Response: Unlabeled Unlabeled uses a scale that may be purely numerical or only the endpoints of the scale are identified Advantages: Allows for degree of intensity/feelings to be expressed Simple to administer and code Disadvantage: Respondents may not relate well to the scale Ch 10 .