广告调查（第二版）英文 课件 乔尔•戴维斯 ch13 Questionnaire Design、ch14 Experimentation

Slide13-1AdvertisingResearch

JoelJ.DavisChapter13:QuestionnaireDesign

Slide13-2DetermineDataCollectionMethodQuestionnaireappearanceandstructurereflectsdatacollectionmethodAbsenceofface-to-facecontactrequireslesscomplexquestionnaireSelf-andinterviewer-administeredcanusepicturesormanipulativesTelephonewrittenconversationallyandnotpicturesormanipulatives

Slide13-3DetermineNeedforDisguiseUndisguisedquestionnairesmakepurposeofresearchexplicitThankyouforagreeingtoparticipateinthisstudyofconsumeropinions.Inthisstudywewillaskyouaboutyouropinionstowardanumberofoilandgasolinecompaniesandtheirproductsandservices.Remember,therearenorightorwronganswerstoanyquestions.Justtellmeyourhonestopinion.

Slide13-4DetermineNeedforDisguiseDisguisedquestionnairesprovidegeneraloverviewofresearchpurposebutnoexplicitinformationThankyouforagreeingtoparticipateinthisstudyofconsumeropinions.Inthisstudywewillaskyouaboutyouropinionstowardanumberofdifferentcompaniesandtheirproductsandservices.Remember,therearenorightorwronganswerstoanyquestions.Justtellmeyourhonestopinion.

Slide13-5CreateQuestionnaireComponentsIntroductionScreenerMainbodyofinformationalquestionsClassificationquestions

Slide13-6QuestionnaireIntroductionExplainsresearchpurposeandgoalsAsksforrespondent’scooperationandparticipationSpecificwordingdependentupon:NeedfordisguiseStudycomplexitySensitivenature(ifany)ofrequireddata

Slide13-7QuestionnaireIntroductionKeyelementsinclude:ExplicitorimplicitreferencetoimportanceRationaleandgoalsofresearchExplicitrequestforparticipationReassurancethattaskisnotburdensomeNeedfortruthfulanswersPromiseofconfidentialityReassurancethatitisreal,legitimateresearch

Slide13-8QuestionnaireScreenerActsasagateAdmitsallwhopossessdesiredcharacteristicsEliminatesallwholackatleastonedesiredcharacteristicImportantthatscreeneronlycontainquestionsnecessarytodistinguishtargetfromnontargetindividualsOthernonessentialquestionscanbeincorporatedintomainquestionnaire

Slide13-9ExampleScreener1.Intowhichofthefollowingcategoriesdoesyouragefall? under25

THANKANDDISCONTINUE 25to34

CONTINUEWITHQ.2 35to49

CONTINUEWITHQ.2 50andolder

THANKANDDISCONTINUE2.Areyoucurrentlyemployedfull-timeoutsidethehome? yes

CONTINUEWITHQ.3 no

THANKANDDISCONTINUE3.Haveyoudieted,thatis,regulatedthetypeandamountofyourfood

consumption,inordertomaintainadesiredweightorreduceyourweight

inthelasttwelvemonths? yes

CONTINUEWITHQ.4 no

THANKANDDISCONTINUE

Slide13-10ExampleScreener4.Areyoucurrentlyonadiet? yes

1CONTINUEWITHQ.5 no

2SKIPTOQ.65.Whichofthefollowingproductshaveyoupurchasedforyourownpersonalconsumptionwithinthepastweek?READLIST. reducedcaloriesaladdressing

reducedcaloriesoftdrink

reducedcaloriefrozendinner

... IFYES,INVITETOINTERVIEW IFNO,THANKANDDISCONTINUE6.Whichofthefollowingproductshaveyoupurchasedforyourownpersonalconsumptionwithinthepastmonth?READLIST. reducedcaloriesaladdressing

reducedcaloriesoftdrink

reducedcaloriefrozendinner

... IFNO,INVITETOINTERVIEW IFYES,THANKANDDISCONTINUE

Slide13-11QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestions

Slide13-12QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestionsGroupquestionsonsametopictogetherCompleteonetopicbeforemovingontoanother

Slide13-13QuestionnaireMainBodyBeginwithsimple,nonthreatening,interesting,easytoanswerquestionsGroupquestionsonsametopictogetherCompleteonetopicbeforemovingontoanotherWithinatopicmorefrommostgeneralquestionstomostspecific

Slide13-14QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaire

Slide13-15QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaireAvoidbiasingquestionsappearinglaterinquestionnairewithquestionsaskedearlier

Slide13-16QuestionnaireMainBodyPlacedifficultorsensitivequestionsatendofquestionnaireAvoidbiasingquestionsappearinglaterinquestionnairewithquestionsaskedearlierAddressmostimportanttopicsfirst

Slide13-17ClassificationQuestionsCollectrelevantinformationnotcollectedinscreenerofmainbodyofquestionnaireProvidesmeansforexaminingsubgroupswithinlargersample

Slide13-18PhysicallyPrepareQuestionnaireFourareasmustbeaddressedVisualappearanceTransitionsInterviewer/respondentinstructionsResponsecolumncoding

Slide13-19Self-AdministeredQuestionnairesQuestionsdistinguishedfromresponsesResponsecodingisunobtrusiveQuestionsdonotcontinueacrosscolumnsColumnshelptoMaintainfocusSavespaceSimplifyresponse

Slide13-20OnlineQuestionnairesThreeimportantconsiderationsFormandvisualappearanceRangeofquestiontypesavailableWayinwhichspecificquestiontypesarepresented

Slide13-21OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecision

Slide13-22OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpage

Slide13-23OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpageUnderstandrelationshipbetweenspaceprovidedanddepthofresponseinopen-endedquestions

Slide13-24OnlineQuestionnaires:FormandAppearanceUseofpicturesisnotatrivialdecisionCarefullyconsidernumberofquestionsperwebpageUnderstandrelationshipbetweenspaceprovidedanddepthofresponseinopen-endedquestionsNotallformatsforclosed-endedquestionsareequivalent

Slide13-25OnlineQuestionnaires:

DisplayofSingleItemRatingScale

Slide13-26OnlineQuestionnaires:

DisplayofSingleItemRatingScale

Slide13-27OnlineQuestionnaires:

DisplayofMultipleItemRatingScales

Slide13-28OnlineQuestionnaires:

DisplayofMultipleItemRatingScales

Slide13-29OnlineQuestionnaires:

DisplayofMultipleItemRatingScales

Slide13-30OnlineQuestionnaires:

Ranking

Slide13-31OnlineQuestionnaires:

Ranking

Slide13-32InterviewerInstructions

Foryoupersonally,whatisthemostimportantconsiderationindecidingwhichcellphoneservicetouse?DONOTREADLIST.CHECKFIRSTMENTION.

Slide13-33InterviewerInstructions

Now,Iwouldliketofocusonadvertisingforchildren'stoystores.Thinkaboutanyadvertisingthatyoumighthaveseenoverthepastweekforachildren'stoystore.Doyourecallseeinganyadvertisingforthistypeofstore? Yes[ ](1)->GOTOQ.2 No[ ](2)->GOTOQ.4

Slide13-34ColumnCoding11.Areyouaged... 18-29 [](1)

30-49 [](2)

50-64 [](3)

65andolder [](4)

(32)

Slide13-35InternalEvaluationChecktomakecertainthatquestionnaireisclearandconciseQuestionsareclear,unambiguousandappropriateLayoutisclearandeasytofollow

Slide13-36QuestionnairePretestingProblemswithadministration

Slide13-37QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehension

Slide13-38QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemands

Slide13-39QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemandsProblemsrelatedtoresponseoptions

Slide13-40QuestionnairePretestingProblemswithadministrationProblemsrelatedtoquestioncomprehensionProblemsrelatedtoquestiondemandsProblemsrelatedtoresponseoptionsProblemsrelatedtoorganizationandsequencing

Slide13-41PretestingUsingCognitiveInterviewsThinkaloudmethodRespondentsverbalizethoughtsastheyareansweringquestionInterviewerispassiveparticipant

Slide13-42PretestingUsingCognitiveInterviewsActiveprobingIntervieweractiveparticipantProbestounderstandbasisofresponse

Slide13-43CommonTypesofActiveProbesComprehension/interpretationParaphrasingConfidencejudgmentRecallprobeGeneralprobe

Slide13-44FieldSupportMaterialsCoverletterIdentifiesstudyItemizesmaterialsDiscussesdatacollectiontechniquesIdentifiesspecialneedsorrequirementsConfirmsstudycost,timingandproceduresMemodescribingquestionnaire

Slide13-45Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide14-46AdvertisingResearch

JoelJ.DavisChapter14:Experimentation

Slide14-47DescriptiveVs.ExperimentalResearchDescriptive-ataparticularpointintimeExperimental-movesbeyonddescriptiontodeterminecausalityCausalityistheeffectofchangesinoneareaononeormoreotherareas

Slide14-48DescriptiveVs.ExperimentalResearch:

AnExampleResearchtoexploreconsumerreactionstobanneradsWhataspectsofbanneradsaremostlikelytoinfluenceaclick-through?

Slide14-49ResultsofDescriptiveResearch

Slide14-50ResultsofExperimentalResearch

Slide14-51AdditionalExperimentalInsightsRelationshipbetweendiscountcodesandrelevanceDiscountcodesonlyimportantwhenlevelofrelevanceislow

Slide14-52AdditionalExperimentalInsightsRelationshipbetweendiscountcodesandrelevanceDiscountcodesonlyimportantwhenlevelofrelevanceislowRelationshipbetweenadsizeandrelevanceAdsizeisonlyimportantwhenadsdonotcontainadiscountcode

Slide14-53LimitationsofSurveyResearchSurveyresultsbecomelessreliableforexplainingbehaviorswhen:Questionsrequirerecall,especiallyoverlongperiodsIndividualsareaskedforintrospectioninareasofbehaviornotnormallythoughtaboutIndividualsareaskedtousememorytoattributecauseandeffectTheremaybecomplex,multipleorinterrelatedinfluencesonbehavior

Slide14-54StepsinExperimentationIdentifywhatyouneedtolearnTakerelevantactionsObserveeffectsandconsequencesDeterminecausality

Slide14-55StepsinExperimentationIdentifywhatyouneedtolearnEffectofwatercontentoncrusttextureTakerelevantactionsVaryamountofwaterinrecipeObserveeffectsandconsequencesEvaluatecrusttextureDeterminecausalityEliminatealternativeexplanations

Slide14-56ComponentsofanExperiment(Atleast)oneindependentvariable(Atleast)onedependentvariable(Atleast)onemanipulation

Slide14-57IndependentandDependentVariablesIndependentvariableiswhatexperimentmanipulatesWaterinPeter’spizzacrustexperiment

Slide14-58IndependentandDependentVariablesIndependentvariableiswhatexperimentmanipulatesWaterinPeter’spizzacrustexperimentDependentvariableiswhatresearcherisinterestedinexplainingRatingsofpizzacrustfirmness,crispnessandcolor

Slide14-59IndependentandDependentVariables(Independentvariablecausesachangein(dependentvariable)anditisn’tpossiblethat(dependentvariable)couldcauseachangein(independentvariable)

Slide14-60IndependentandDependentVariables(Independentvariablecausesachangein(dependentvariable)anditisn’tpossiblethat(dependentvariable)couldcauseachangein(independentvariable)(Theamountofwater)causesachangein

(pizzacrustcharacteristics)butitisn’tpossiblethat

(pizzacrustcharacteristics)couldcauseachangein

(theamountofwater)

Slide14-61RequirementsforCausalityEventsmusttakeplaceinproperorder

Slide14-62RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationship

Slide14-63RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationshipAlternativeexplanationsmustbereducedoreliminated

Slide14-64RequirementsforCausalityEventsmusttakeplaceinproperorderEventsmustshowanexplicitrelationshipAlternativeexplanationsmustbereducedoreliminatedRelationshipmustshowstrengthofassociation

Slide14-65InternalValidityReferstoextentthatonecaneliminatealternativeexplanationsfortheobservedexperimentalresultsTherelationshipbetweentheindependentanddependentvariables

Slide14-66ThreatstoInternalValidityProblemsassociatedwithaninitial,pretestsurveyProblemsduetodatacollectionProblemsassociatedwiththesampleProblemscausedbythestudycontextProblemsattributabletoresearcherbehavior

Slide14-67PremeasurementandInteractionErrorsCloselyrelatedEithermayoccurwhenindividualsareinterviewedatstartofexperiment,beforeexposuretoindependentvariable

Slide14-68PremeasurementandInteractionErrorsPremeasurementerrorcanoccurwheneveraninterviewgivenbeforestartofexperimenthasdirecteffectonrespondent’sattitudes,actionsorbehaviorsduringexperiment

Slide14-69PremeasurementandInteractionErrorsPremeasurementerrorcanoccurwheneveraninterviewgivenbeforestartofexperimenthasdirecteffectonrespondent’sattitudes,actionsorbehaviorsduringexperimentInteractionerrorscanoccurwheneveraninterviewgivenbeforestartofexperimentaffectsrespondent’ssensitivityorresponsivenesstoindependentvariable

Slide14-70TestingErrorResultsfromrepeatedadministrationofsamequestionnairebeforeandafterexperimentalmanipulationObservedchangesmaynotbeduetomanipulation,butrathertogettingbetteratansweringquestions

Slide14-71InstrumentationErrorReferstochangesmaketomeasurementinstrumentduringexperimentObservedchangesmaynotbeduetomanipulation,butrathertochangesinmeasurementinstrument

Slide14-72MaturationErrorReferstochangesinrespondentsduringcourseofexperimentObservedchangesmaynotbeduetomanipulation,butrathertochangesinrespondents’mentalorphysicalstate

Slide14-73SelectionandMortalityErrorsSelectionerroroccurswhentestandcontrolgroupsdifferinsignificantwayspriortostartofexperiment

Slide14-74SelectionandMortalityErrorsSelectionerroroccurswhentestandcontrolgroupsdifferinsignificantwayspriortostartofexperimentMortalityerroroccurswhenrespondentsdropoutofexperimentbetweenpre-andpost-test

Slide14-75HistoryErrorReferstoanyeventsorinfluencesbeyondthoseintentionallymanipulatedbyresearcherwhichhavepotentialtoaffectexperimentaloutcome

Slide14-76ResearcherBiasErrorOccurswhenactionsofexperimenterbiasoutcomeofexperimentCanbeintentionalorunintentional

Slide14-77OneGroupPost-TestOnly

Slide14-78OneGroupPre-TesttoPost-Test

Slide14-79TwoGroupPost-TestWithControl

Slide14-80TrueExperimentalDesignsDifferfromquasi-experimentaldesignsintwoimportantwaysHaveacontrolgroupUserandomassignmenttoformtestandcontrolgroups

Slide14-81TrueExperimentalDesignsSimulatedpre-testtopost-testPost-testonlywithcontrolPre-testtopost-testwithcontrolSolomonfour-groupdesignFactorialdesigns

Slide14-82SimulatedPre-TestPost-TestDesign

Slide14-83Post-TestOnlyW