Principles of Survey Research

001Principles of Survey Research 002Contents 003Chapter opener 004Introduction 005What is Research? 006Survey 007Market Research 008Practical Application of Surveys 009Market Research Process — the "5 D's" 010When should you not start market research projects? 011Introduction 012Types of Market Research 013Market Research by Objectives 014Market Research by Data Source 015Market Research by Methodology 016Triangulation 017But in reality everything is messier.

018Chapter opener 019Survey: Measurement and Scaling 020Measurement 021Scaling 022Primary Scales of Measurement 023Some Commonly Used Scales in Marketing 024Classification of Scaling Techniques 025Comparison of Scaling Techniques 026Survey: Measurement and Scaling 027Classification of Scaling Techniques 028Pros-and-Cons of Comparative Scales 029Comparative Scales: Paired Comparison 030Comparative Scales: Paired Comparison 031Paired Comparison: Pros-and-Cons 032Violations of transitivity in paired comparison 033Violations of transitivity when aggregating preferences 034Comparative Scales: Rank Order Scaling 035Rank Order Scales: Example 036Rank Order Scales: Examples 037Rank Order Scales: Example 038Rank Order Scales: Pros-and-Cons 039Comparative Scales: Constant Sum Scaling 040Constant Sum Scaling: Example of Analysis 041Constant Sum Scaling: Example 042Constant Sum Scaling: Examples 043Constant Sum Scaling: Pros-and-Cons 044Comparative Scales: Q-Sort Scaling 045Survey: Measurement and Scaling 046Classification of Scaling Techniques 047Continuous Rating Scale 048Perception Analyzer 049Likert Scale 050Likert Scale: Examples 051Some Commonly Used Scales in Marketing 052Semantic Differential 053Semantic Differential: Profile 054Semantic Differential Scale: Example 055Stapel Scale 056Basic Non-Comparative Scales 057Constructing Itemized Rating Scales 058Number of Scale Categories 059Balanced or Unbalanced Scales 060Even or Odd Number of Scale Categories 061Forced or Non-Forced Response? 062Labeling the Scale Points 063How Much to Label? — Four Variants 064Peaked vs. Flat Response Distribution 065Survey: Measurement and Scaling 066Latent Constructs and Multi-Item Scales 067Latent Constructs: Hierarchy of Measurement 068Multi-Item Scales: Advantages 069Multi-Item Scales: Make or Steal 070Secure Customer Index 071Extended Secure Customer Index by Burke Inc. 072Survey: Measurement and Scaling 073The True-Score Model 074Reliability and Validity 075Relationship between Reliability and Validity 076Why both matter 077Net Promoter Score® — a predictor of company growth? 078Net Promoter Score®: Warning

079Chapter opener 080Definition & objectives 081Questioning Techniques and Questioning Tactics 082Influence of Formulation on the Answer 083What Should Be Considered When Developing a Questionnaire? 084Questionnaire 085Asking Questions 086Avoid Ambiguity, Confusion and Vagueness 087"Which brand of shampoo do you use?" — what is unclear? 088Make Answer Options Complete & Unambiguous 089Scales and Answer Options Must Be Unambiguous 090Avoid Jargon, Slang and Abbreviations 091Avoid Double-Barreled Questions 092Avoid Leading 093Avoid Implicit Assumptions 094Avoid implicit alternatives 095Avoid Treating Beliefs as Real Facts 096Avoid Generalizations and Estimates 097Questionnaire 098Overcoming Inability to Answer 099Is the respondent informed? 100Can the respondent remember? 101Can the respondent articulate it? 102Questionnaire 103Overcoming Unwillingness to Answer 104Reduce the effort 105Clarify the context 106Explain the purpose 107Questionnaire 108Handling sensitive topics 109Chapter 110Three principles 111Funneling and Skip Logic 112Example: Flowchart of a Questionnaire 113Questionnaire 114Design a Convincing Introduction 115Pretest! Pretest! Pretest! 116Recap

117Chapter opener 118Dewey Defeats Truman 119Sampling 120Sampling 121Sampling: Two General Methods 122Sampling Techniques 123Sampling 124Convenience Sampling 125Judgmental Sampling 126Quota Sampling 127Snowball Sampling also chain sampling 128Sampling 129Sampling Techniques 130Simple and Systematic Random Sampling 131Stratified Sampling 132Cluster Samplingalso called cluster sampling 133Sampling 134Strengths and Weaknesses of Basic Sampling Techniques 135Sampling 136Determining the Sample Size 137Sample Sizes Used in Marketing Research Studies 138A survey result — and how certain is it? 139Margin of Error Approach to Determining Sample Size 140Margin of error approach: two formulas 141Margin of Error Approach: Two Formulas 142Margin of Error Approach: Two Formulas 143z-Values and Maximum Margin of Error 144What Is the Margin of Error? 145How Large Must the Sample Be? 146What If the Population Is Small? 147Correcting the Sample Size 148Correction for a small population: ± 1 % 149Correction for a small population: ± 5 % 150Correction for a small population: ± 10 % 151Confidence Interval and Confidence Level 152Confidence Interval, Margin of Error, and Sample Size 153What the Margin of Error Formula Tells Us

154Chapter opener 155Types of Statistical Data Analysis 156Data Analysis 157Data Analysis 158Frequencies and Relative Frequencies 159Bar Graph 160Pie Chart 161Data Analysis 162Tables 163Tables and Histograms 164Histogram 165Frequency Polygon 166Cumulative Tables and Ogives 167Data Analysis 168Measures of Central Tendency 169Measures of Central Tendency 170Measures of Central Tendency 171Measures of Central Tendency: Using Mean and Median to Identify the Distribution Shape 172Measures of Dispersion 173Measures of Dispersion 174Measures of Dispersion 175Relationship between the Standard Deviation and the Shape of the Normal Distribution 176Data Analysis 177Cross-Tabulations 178Cross-Tabulations 179Cross-Tabulations 180Cross-Tabulations 181Cross-Tabulations 182Cross-Tabulations 183Data Analysis 184Data Analysis 185Hypothesis Testing 186Hypothesis Testing 187Hypothesis Testing 188Hypothesis Testing 189Hypothesis Testing 190Hypothesis Testing 191Hypothesis Testing 192Hypothesis Testing 193Hypothesis Testing 194Hypothesis Testing 195Hypothesis Testing 196Hypothesis Testing 197Hypothesis Testing 198Hypothesis Testing 199Hypothesis Testing 200Hypothesis Testing 201Data Analysis 202Testing the Strength of a Relationship 203Phi Coefficient 204Contingency Coefficient 205Cramer's V 206Lambda Coefficient 207Lambda Coefficient 208Data Analysis 209Types of Relationships between Two Variables 210Linear Correlation 211Linear Correlation Coefficient 212Linear Correlation Coefficient 213Regression Analysis 214Regression Analysis

215Chapter opener 216Advanced Techniques of Market Analysis 217Conjoint Analysis 218Conjoint Analysis 219Conjoint Analysis 220Conjoint Analysis 221Conjoint Analysis 222Conjoint Analysis 223Advanced Techniques of Market Analysis 224Market Simulations 225Market Simulations 226Market Simulations 227Market Simulations 228Why Market Simulations? 229What Do Market Simulations Do? 230What Do Market Simulations Do? 231Advanced Techniques of Market Analysis 232Market Segmentation 233Effective Market Segmentation 234Typology of Segmentation Bases 235Benefit Segmentation 236Evaluation of Segmentation Bases 237How do the segments differ? 238Benefit Segmentation Paradox 239Advanced Techniques of Market Analysis 240Positioning 241The Role of Perception 242Perceptual Positioning Maps 243Objective of Positioning 244Perceptual map of armchair designs 245Perceptual Positioning Maps 246Perceptual Positioning Maps 247Perceptual Positioning Maps 248Perceptual Positioning Maps 249Perceptual Positioning Maps 250Perceptual Positioning Maps 251Perceptual Positioning Maps 252Example: Perception Map of Pain Relievers 253Example: Perception Map of Pain Relievers 254On Importance of Perception in Positioning 255On Importance of Perception in Positioning

256Chapter opener 257The final stage of the research process 258Why the report and presentation matter 259From data result to follow-up 260The typical structure — eleven elements 261What comes before the report itself 262The substantive core 263Principles of good writing 264Guidelines for tables 265Chart types at a glance 266Two rules you won't forget 267The talk shapes the first impression 268Research Follow-up 269Reports across countries and languages 270Integrity in interpretation and reporting 271From "Push" to "Pull" 272The key takeaways 273About the Author 274References & License