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Week 5 - Coggle Diagram
Week 5
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Descriptive Research
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Main objective : market characteristics, functions, relationships
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Questionaire design
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Process
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- Hypothesis and research questions
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Comparative: rqs that make comparisons across groups. They compare the average value of two different variables.
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- Specification of information needed
Things to avoid
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Tips: Help consumers with their memory, provide context and place sensitive topics at the end of the questionnaire
Structure
- Short opening statement describing the purpose of the study
- Questions for information collection
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- Short concluding statement that thanks the respondant
Measurement and scaling
Measurement: assigning numbers or other symbols to characteristics of objects according to certain pre specific rules
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Measurements scales
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Open ended questions also make use of a scale, it is just that the scale is implicit and the range of values are not explicitly stated
Types
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Ordinal (categorical)
Numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic
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Frequency, percentiles (quartiles, median)
Interval (metric)
Most measures of the strenghts of feelings, emotions, attitudes and beliefs
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Frequency, percentiles, mean, stdev
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Ratio (metric)
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Frequency, percentiles, mean, stdev
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