1 / 8

BADM 531 How respondents answer questions: Cognitive models

BADM 531 How respondents answer questions: Cognitive models. Audrey PATTEE Samantha ROZIER January 24 th. Summary of readings. Survey = Transfer between 3 participants (interviewer, respondent, questionnaire) Respondents have multiple tasks: Interpret/understand the question

akina
Download Presentation

BADM 531 How respondents answer questions: Cognitive models

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. BADM 531How respondents answer questions: Cognitive models Audrey PATTEE Samantha ROZIER January 24th

  2. Summary of readings • Survey = Transfer between 3 participants (interviewer, respondent, questionnaire) • Respondents have multiple tasks: • Interpret/understand the question • Retrieve/recall information • Compute judgment/opinion • Format response • Edit response

  3. Summary of readings • Response process model: • Comprehension • Retrieval • Judgment • Response • Now let’s examine the questions brought up by the readings…

  4. Cannell, Miller & Oksenberg What causes the respondent to depart from the theoretical answering process? • Situational cues (social desirability, acquiescence, p 395) → in class survey What about those questions? • Is it true for every type of survey? Face/phone interviews vs at-home questionnaires? Impact of commitment procedure (p416)? • Relief and likeliness to honesty/accuracy?

  5. Cannell, Miller & Oksenberg Effect of elapsed time (p397)? • Is this so surprising considering our busy lives? • How many of you have responded inaccurately or even failed to answer a survey question? • Preventative measures? Control group (p417)? • Need of a third group with no feedback of any kind?

  6. Tourangeau, Rips & Rasinski Four steps response process? • Need for a unique/universal model? • Authors assimilate every survey to a long processing response method. Best use of a surveys when it comes to impulsive/compulsive purchase? Influence of cues and other questions? • Normal? Use in everyday conversations?

  7. Tourangeau, Rips & Rasinski Dual theories? • Low road (superficial) vs High road (optimizing) • Existing vs Newly elaborated judgments • Could it really be different? Depending on • Interest on the matter? • External conditions (bad day, previous bad experience, etc)? • Choose respondents or not? • Influences • Influence of personality? • Influence of cues – bad?

  8. Dholakia & Morwitz Possible to measure true satisfaction? • Discussion of outside source Study design? • Controlled for marketing from business in question, what about controlling competing/similar businesses? • Possible influences? Influences • Satisfaction survey or survey in general? • Hawthorne type effect?

More Related