Fluent Essays

Suppose you are trying to collect data for a research project by conducting an online survey. Based on the discussions presented in Chapter 5 of the Zikmund textbook: ●      Assess what information you will provide to your target audience in order to address some of the ethical issues in data collection. BUSINESS RESEARCH METHODS N I N T H E D I T I O N Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. BUSINESS RESEARCH METHODS Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States William G. Zikmund Barry J. Babin Max P. Watson Professor of Business Louisiana Tech University Head, Department of Marketing & Analysis Jon C. Carr M.J. Neeley School of Business Texas Christian University Department of Management, Entrepreneurship, & Leadership Mitch Griffin Professor of Marketing Bradley University N I N T H E D I T I O N Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Business Research Methods, Ninth Edition William G. Zikmund Barry J. Babin Jon C. Carr Mitch Griffin Vice President of Editorial, Business: Jack W. Calhoun Publisher: Erin Joyner Executive Editor: Michael Roche Developmental Editor: Elizabeth Lowry Editorial Assistant: Megan Fisher Marketing Manager: Gretchen Swann Marketing Coordinator: Leigh Smith Content Project Manager: Emily Nesheim Media Editor: John Rich Manufacturing Planner: Ron Montgomery Senior Marketing Communications Manager: Jim Overly Production Service: diacriTech Senior Art Director: Stacy Shirley Internal Designer: PreMediaGlobal Cover Designer: cmiller design Cover Image: ©Getty Images/Leonard McLane Royalty-Free Rights Acquisition Specialist: Deanna Ettinger Photo Research: Susan Van Etten Printed in the United States of America 1 2 3 4 5 6 7 15 14 13 12 11 © 2013, 2010 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to [email protected] ExamView® is a registered trademark of eInstruction Corp. Windows is a registered trademark of the Microsoft Corporation used herein under license. Macintosh and Power Macintosh are registered trademarks of Apple  Computer, Inc. used herein under license. © 2013 Cengage Learning. All Rights Reserved. Cengage Learning WebTutor™ is a trademark of Cengage Learning. Library of Congress Control Number: 2011943687 Student edition ISBN-13: 978-1-111-82694-9 Student edition ISBN-10: 1-111-82694-3 Student edition package ISBN-13: 978-1-111-82692-5 Student edition package ISBN-10: 1-111-82692-7 South-Western 5191 Natorp Boulevard Mason, OH 45040 USA Cengage Learning products are represented in Canada by Nelson Education, Ltd. For your course and learning solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.cengagebrain.com Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. To our families. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. vi Preface, xviii PART ONE Introduction, 1 1 The Role of Business Research, 2 2 Information Systems and Knowledge Management, 17 3 Theory Building, 37 4 The Business Research Process: An Overview, 48 5 The Human Side of Business Research: Organizational and Ethical Issues, 73 PART TWO Beginning Stages of the Research Process, 105 6 Problem Definition: The Foundation of Business Research, 106 7 Qualitative Research Tools, 131 8 Secondary Data Research in a Digital Age, 159 PART THREE Research Methods for Collecting Primary Data, 183 9 Survey Research: An Overview, 184 10 Survey Research: Communicating with Respondents, 205 11 Observation Methods, 235 12 Experimental Research, 253 PART FOUR Measurement Concepts, 287 13 Measurement and Scaling Concepts, 288 14 Attitude Measurement, 310 15 Questionnaire Design, 333 PART FIVE Sampling and Fieldwork, 383 16 Sampling Designs and Sampling Procedures, 384 17 Determination of Sample Size: A Review of Statistical Theory, 409 18 Fieldwork, 441 PART SIX Data Analysis and Presentation, 457 19 Editing and Coding: Transforming Raw Data into Information, 458 20 Basic Data Analysis: Descriptive Statistics, 483 21 Univariate Statistical Analysis, 506 22 Bivariate Statistical Analysis: Differences Between Two Variables, 528 23 Bivariate Statistical Analysis: Measures of Association, 560 24 Multivariate Statistical Analysis, 582 25 Communicating Research Results: Report Generation, Oral Presentation, and Follow-Up, 610 PART SEVEN Comprehensive Cases with Computerized Databases, 635 Glossary of Frequently Used Symbols, 645 Glossary, 646 Endnotes, 659 Index, 666 BRIEF CONTENTS Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. vii CONTENTS Preface, xviii PART ONE Introduction CHAPTER 1 The Role of Business Research, 2 Introduction, 3 Survey This!, 4 The Nature of Business Research, 4 Business Research Defined, 5 Applied and Basic Business Research, 5 The Scientific Method, 6 Managerial Value of Business Research, 7 Identifying Problems or Opportunities, 8 Diagnosing and Assessing Problems or Opportunities, 8 Selecting and Implementing a Course of Action, 8 Evaluating the Course of Action, 9 Research Snapshot Harley-Davidson Goes Abroad, 10 When Is Business Research Needed?, 10 Time Constraints, 10 Availability of Data, 10 Research Snapshot Business Class Success?, 11 Nature of the Decision, 11 Benefits versus Costs, 11 Business Research in the Twenty-First Century, 12 Communication Technologies, 12 Research Snapshot “Jacques” Daniels, 13 Global Business Research, 13 Overview, 14 Summary, 15 Key Terms and Concepts, 16 Questions for Review and Critical Thinking, 16 Research Activities, 16 CHAPTER 2 Information Systems and Knowledge Management, 17 Introduction, 18 Information, Data, and Intelligence, 18 The Characteristics of Valuable Information, 19 Relevance, 19 Survey This!, 20 Quality, 20 Timeliness, 20 Completeness, 20 Research Snapshot RFID Technology Gets Cheaper—Business Knowledge Grows, 21 Knowledge Management, 21 Research Snapshot Are Businesses Clairvoyant?, 22 Global Information Systems, 22 Decision Support Systems, 23 Databases and Data Warehousing, 24 Input Management, 24 Research Snapshot Staying Home at Home Depot, 26 Computerized Data Archives, 27 Networks and Electronic Data Interchange, 29 The Internet and Research, 29 What Exactly Is the Internet?, 29 How Is the Internet Useful in Research?, 30 Navigating the Internet, 31 Interactive Media and Environmental Scanning, 31 Information Technology, 32 Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Intranets, 33 Internet2, 33 Summary, 34 Key Terms and Concepts, 35 Questions for Review and Critical Thinking, 35 Research Activities, 35 CASE 2.1 Harvard Cooperative Society, 36 CHAPTER 3 Theory Building, 37 Introduction, 38 What Is a Theory?, 38 What Are the Goals of Theory?, 38 Survey This!, 39 Research Concepts, Constructs, Propositions, Variables, and Hypotheses, 39 Research Concepts and Constructs, 39 Research Snapshot Social Network Theory, 40 Research Propositions and Hypotheses, 41 Understanding Theory, 42 Verifying Theory, 43 Theory Building, 43 The Scientific Method, 44 Practical Value of Theories, 46 Summary, 46 Key Terms and Concepts, 47 Questions for Review and Critical Thinking, 47 Research Activities, 47 CHAPTER 4 The Business Research Process: An Overview, 48 Introduction, 49 Decision Making, 49 Certainty, 49 Survey This!, 50 Uncertainty, 50 Ambiguity, 50 Types of Business Research, 51 Research Snapshot Cute, Funny, or Sexy? What Makes a Mascot Tick?, 52 Exploratory Research, 52 Descriptive Research, 53 Research Snapshot Taking a Swing at Business Success, 54 Causal Research, 54 Uncertainty Influences the Type of Research, 58 Stages in the Research Process, 59 Alternatives in the Research Process, 60 Defining the Research Objectives, 60 Planning the Research Design, 64 Research Snapshot Rolling Rock, 66 Sampling, 66 Gathering Data, 67 Processing and Analyzing Data, 68 Drawing Conclusions and Preparing a Report, 68 The Research Program Strategy, 68 Summary, 69 Key Terms and Concepts, 70 Questions for Review and Critical Thinking, 70 Research Activities, 71 CASE 4.1 A New “Joe” on the Block, 71 CHAPTER 5 The Human Side of Business Research: Organizational and Ethical Issues, 73 Introduction, 74 Survey This!, 76 Organizational Structure of Business Research, 76 Business Research Jobs, 77 The Director of Research as a Manager, 79 Sources of Conflict between Senior Management and Research, 79 Research Snapshot The True Power of Research, 80 Research Snapshot When Your Brain “Trips Up,” 81 Reducing the Conflict between Management and Researchers, 82 Cross-Functional Teams, 84 Research Suppliers and Contractors, 85 Syndicated Service, 85 Standardized Research Services, 85 Research Snapshot Finding Häagen-Dazs in China, 86 Limited Research Service Companies and Custom Research, 86 Largest Research Organizations, 86 Ethical Issues in Business Research, 87 Ethical Questions Are Philosophical Questions, 88 General Rights and Obligations of Concerned Parties, 88 Rights and Obligations of the Research Participant, 89 Research Snapshot Crazy Good! Have Fun, Play Games (and Buy Pop-Tarts)!, 92 Rights and Obligations of the Researcher, 93 Research Snapshot Is It Right, or Is It Wrong?, 95 Rights and Obligations of the Client Sponsor (User), 99 Privacy, 100 Privacy on the Internet, 100 A Final Note on Ethics, 100 Summary, 101 Key Terms and Concepts, 102 Questions for Review and Critical Thinking, 102 Research Activities, 103 CASE 5.1 Global Eating, 103 CASE 5.2 Big Brother Is Watching?, 104 viii Contents Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. PART TWO Beginning Stages of the Research Process CHAPTER 6 Problem Definition: The Foundation of Business Research, 106 Introduction, 107 Importance of Starting with a Good Problem Definition, 107 Survey This!, 108 Problem Complexity, 108 Research Snapshot Good Answers, Bad Questions?, 109 The Problem-Definition Process, 111 Problems Mean Gaps, 111 The Problem-Definition Process Steps, 111 Research Snapshot Poor Questions Result in Poor Research in Japan!, 112 Understand the Business Decision, 112 Research Snapshot Opportunity Is a “Fleeting” Thing, 115 Identifying the Relevant Issues from the Symptoms, 116 Writing Managerial Decision Statements and Corresponding Research Objectives, 116 Determine the Unit of Analysis, 118 Determine Relevant Variables, 118 Write Research Objectives and Questions, 120 Research Snapshot Pricing Turbulence, 121 Clarity in Research Questions and Hypotheses, 121 How Much Time Should Be Spent on Problem Definition?, 123 The Research Proposal, 123 The Proposal As a Planning Tool, 123 The Proposal as a Contract, 125 Anticipating Outcomes, 126 Summary, 128 Key Terms and Concepts, 128 Questions for Review and Critical Thinking, 129 Research Activities, 129 CASE 6.1 E-ZPass, 130 CASE 6.2 Cane’s Goes International, 130 CASE 6.3 Deland Trucking, 130 CHAPTER 7 Qualitative Research Tools, 131 Introduction, 132 What Is Qualitative Research?, 132 Uses of Qualitative Research, 132 Survey This!, 133 Qualitative “versus” Quantitative Research, 133 Research Snapshot Discoveries at P&G!, 134 Contrasting Qualitative and Quantitative Methods, 134 Contrasting Exploratory and Confirmatory Research, 135 Orientations to Qualitative Research, 136 Phenomenology, 136 Research Snapshot “When Will I Ever Learn?,” 137 Ethnography, 138 Grounded Theory, 139 Case Studies, 139 Research Snapshot A Sensory Safari Provides Play Time (and Good Research) for Time Warner Cable, 140 Common Techniques Used in Qualitative Research, 140 What Is a Focus Group Interview?, 141 Depth Interviews, 149 Conversations, 150 Free-Association/Sentence Completion Method, 151 Observation, 152 Collages, 152 Projective Research Techniques, 152 Exploratory Research in Science and in Practice, 153 Misuses of Exploratory and Qualitative Research, 153 Summary, 155 Key Terms and Concepts, 156 Questions for Review and Critical Thinking, 157 Research Activities, 157 CASE 7.1 Disaster and Consumer Value, 157 CASE 7.2 Edward Jones, 158 CHAPTER 8 Secondary Data Research in a Digital Age, 159 Introduction, 160 Advantages of Secondary Data, 160 Disadvantages of Secondary Data, 160 Survey This!, 161 Typical Objectives for Secondary Data Research Designs, 162 Fact-Finding, 162 Research Snapshot Does It Matter?, 165 Model Building, 165 Data Mining, 168 Research Snapshot Mining Data from Blogs, 169 Database Marketing and Customer Relationship Management, 170 Sources of Secondary Data, 170 Sources of Internal and Proprietary Data, 171 External Data: The Distribution System, 171 Information As a Product and Its Distribution Channels, 171 Research Snapshot What’s That Buzzing Sound?, 175 Single-Source Data-Integrated Information, 177 Sources for Global Research, 177 Contents ix Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Research Snapshot Around the World of Data, 178 Summary, 180 Key Terms and Concepts, 180 Questions for Review and Critical Thinking, 181 Research Activities, 181 CASE 8.1 Demand for Gas Guzzlers, 182 PART THREE Research Methods for Collecting Primary Data CHAPTER 9 Survey Research: An Overview, 184 Introduction, 185 Using Surveys, 185 Survey This!, 186 Advantages of Surveys, 186 Research Snapshot Intuit Gets Answers to Satisfy Customers, 187 Errors in Survey Research, 187 Random Sampling Error, 188 Systematic Error, 188 Research Snapshot Overestimating Patient Satisfaction, 189 Respondent Error, 189 Administrative Error, 193 Rule-of-Thumb Estimates for Systematic Error, 194 What Can Be Done to Reduce Survey Error?, 194 Classifying Survey Research Methods, 194 Structured/Unstructured and Disguised/Undisguised Questionnaires, 194 Research Snapshot The “Mere-Measurement” Effect, 195 Temporal Classification, 195 Total Quality Management and Customer Satisfaction Surveys, 197 What Is Quality?, 198 Internal and External Customers, 198 Implementing Total Quality Management, 198 Summary, 201 Key Terms and Concepts, 202 Questions for Review and Critical Thinking, 203 Research Activities, 203 CASE 9.1 SAT and ACT Writing Tests, 204 CASE 9.2 The Walker Information Group, 204 CHAPTER 10 Survey Research: Communicating with Respondents, 205 Introduction, 206 Interviews as Interactive Communication, 206 Noninteractive Media, 206 Personal Interviews, 206 Survey This!, 207 Advantages of Personal Interviews, 207 Research Snapshot The Challenge of Assessing Adult Literacy, 208 Disadvantages of Personal Interviews, 209 Door-to-Door Interviews and Shopping Mall Intercepts, 210 Research Snapshot Being Good Neighbors Means Learning about Them First, 211 Global Considerations, 212 Telephone Interviews, 212 Mobile Phone Interviews, 213 Phone Interview Characteristics, 213 Central Location Interviewing, 215 Research Snapshot Automated Phone Surveys of Teens, 216 Computer-Assisted Telephone Interviewing, 216 Computerized Voice-Activated Telephone Interview, 216 Global Considerations, 217 Self-Administered Questionnaires, 217 Mail Questionnaires, 217 Response Rates, 219 Increasing Response Rates for Mail Surveys, 220 Global Considerations, 223 Self-Administered Questionnaires Using Other Forms of Distribution, 223 Fax Surveys, 223 E-Mail Surveys, 224 Internet Surveys, 225 Research Snapshot Mixed Mode Data Collection: The Case of Web and Telephone Surveys, 226 Kiosk Interactive Surveys, 228 Survey Research That Mixes Modes, 229 Text-Message Surveys, 229 Selecting the Appropriate Survey Research Design, 229 Pretesting, 231 Ethical Issues in Survey Research, 231 Summary, 231 Key Terms and Concepts, 232 Questions for Review and Critical Thinking, 232 Research Activities, 233 CASE 10.1 National Do Not Call Registry, 233 CASE 10.2 Royal Bee Electric Fishing Reel, 234 CHAPTER 11 Observation Methods, 235 Introduction, 236 Observation in Business Research, 236 What Can Be Observed?, 236 Survey This!, 237 The Nature of Observation Studies, 237 Research Snapshot This Trend Brought to You by DDB SignBank, 238 x Contents Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Observation of Human Behavior, 238 Complementary Evidence, 239 Direct Observation, 240 Combining Direct Observation and Interviewing, 241 Ethical Issues in the Observation of Humans, 241 Observation of Physical Objects, 242 Content Analysis, 243 Mechanical Observation, 244 Television Monitoring, 244 Research Snapshot ATTI, Inc. Shadows the Fleet, 245 Monitoring Website Traffic, 246 Scanner-Based Research, 246 Measuring Physiological Reactions, 247 Research Snapshot Neuroco Peers into the Consumer’s Brain, 248 Summary, 249 Key Terms and Concepts, 250 Questions for Review and Critical Thinking, 250 Research Activities, 251 CASE 11.1 Mazda and Syzygy, 251 CASE 11.2 Texas Instruments and E-Lab, 252 CHAPTER 12 Experimental Research, 253 Introduction, 254 Creating an Experiment, 254 An Illustration: Can a Self-Efficacy Intervention Enhance Job Attitude?, 254 Survey This!, 255 Designing an Experiment to Minimize Experimental Error, 257 Manipulation of the Independent Variable, 257 Research Snapshot Talking While Driving: Are Cell Phone Conversations Different from Passenger Conversations?, 259 Selection and Measurement of the Dependent Variable, 260 Selection and Assignment of Test Units, 260 Demand Characteristics, 263 What Are Demand Characteristics?, 263 Experimenter Bias and Demand Effects, 263 Hawthorne Effect, 264 Reducing Demand Characteristics, 265 Establishing Control, 266 Problems Controlling Extraneous Variables, 266 Ethical Issues in Experimentation, 267 Practical Experimental Design Issues, 267 Basic versus Factorial Experimental Designs, 267 Laboratory Experiments, 267 Field Experiments, 268 Research Snapshot The Hidden in Hidden Valley Ranch, 269 Within-Subjects and Between-Subjects Designs, 270 Issues of Experimental Validity, 271 Internal Validity, 271 External Validity, 273 Trade-offs between Internal and External Validity, 274 Classification of Experimental Designs, 274 Symbolism for Diagramming Experimental Designs, 274 Three Examples of Quasiexperimental Designs, 274 Three Alternative Experimental Designs, 276 Time Series Designs, 278 Complex Experimental Designs, 278 Summary, 282 Key Terms and Concepts , 283 Questions for Review and Critical Thinking, 284 Research Activities, 284 CASE 12.1 Tooheys, 285 PART FOUR Measurement Concepts CHAPTER 13 Measurement and Scaling Concepts, 288 Introduction, 289 What Do I Measure?, 289 Survey This!, 290 Research Snapshot Peer Pressure and Investing Behavior, 292 Concepts, 292 Operational Definitions, 292 Levels of Scale Measurement, 293 Nominal Scale, 293 Ordinal Scale, 295 Interval Scale, 297 Ratio Scale, 297 Mathematical and Statistical Analysis of Scales, 298 Index Measures, 299 Indexes and Composites, 299 Computing Scale Values, 300 Research Snapshot Recoding Made Easy, 301 Three Criteria for Good Measurement, 301 Reliability, 301 Validity, 303 Reliability versus Validity, 305 Sensitivity, 305 Summary, 306 Key Terms and Concepts, 306 Questions for Review and Critical Thinking, 307 Research Activities, 307 CASE 13.1 FlyAway Airways, 308 Contents xi Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. CHAPTER 14 Attitude Measurement, 310 Introduction, 311 Attitudes as Hypothetical Constructs, 311 Survey This!, 312 Importance of Measuring Attitudes, 312 Techniques for Measuring Attitudes, 312 Research Snapshot Is It Positive Emotionality, or Is It LOVE?, 313 Attitude Rating Scales, 313 Simple Attitude Scales, 313 Research Snapshot Students Ask—Are You Responsible?, 314 Category Scales, 314 Method of Summated Ratings: The Likert Scale, 315 Semantic Differential, 317 Research Snapshot Measuring Website Usability, 319 Numerical Scales, 319 Stapel Scale, 319 Constant-Sum Scale, 320 Graphic Rating Scales, 321 Research Snapshot How Much Is a Healthy Home Worth?, 322 Thurstone Interval Scale, 322 Measuring Behavioral Intention, 323 Behavioral Differential, 324 Ranking, 324 Paired Comparisons, 324 Sorting, 325 Other Methods of Attitude Measurement, 325 Selecting a Measurement Scale: Some Practical Decisions, 326 Ranking, Sorting, Rating, or Choice Technique?, 326 Monadic or Comparative Scale?, 326 What Type of Category Labels, If Any?, 327 How Many Scale Categories or Response Positions?, 327 Balanced or Unbalanced Rating Scale?, 327 Even or Odd Number of Scale Points?, 328 Use a Scale That Forces a Choice among Predetermined Options?, 328 Single Measure or an Index Measure?, 329 Summary, 329 Key Terms and Concepts, 330 Questions for Review and Critical Thinking, 330 Research Activity, 331 CASE 14.1 Roeder-Johnson Corporation, 331 CASE 14.2 Attitudes toward Technology and Lifestyle, 331 CHAPTER 15 Questionnaire Design, 333 Introduction, 334 Questionnaire Quality and Design: Basic Considerations, 334 What Should Be Asked?, 334 Survey This!, 335 Questionnaire Relevancy, 335 Questionnaire Accuracy, 335 Wording Questions, 336 Open-Ended Response versus Fixed-Alternative Questions, 336 Research Snapshot Corporate Reputations: Consumers Put Johnson & Johnson, Microsoft, and Google on Top, 337 Types of Fixed-Alternative Questions, 338 Phrasing Questions for Self-Administered, Telephone, and Personal Interview Surveys, 340 Guidelines for Constructing Questions, 341 Avoid Complexity: Use Simple, Conversational Language, 341 Avoid Leading and Loaded Questions, 342 Avoid Ambiguity: Be as Specific as Possible, 343 Avoid Double-Barreled Items, 344 Avoid Making Assumptions, 345 Avoid Burdensome Questions That May Tax the Respondent’s Memory, 345 Make Certain Questions Generate Variance, 346 What Is the Best Question Sequence?, 347 Research Snapshot What Citizens Think about Climate Change, 348 What Is the Best Layout?, 350 Traditional Questionnaires, 350 Internet Questionnaires, 355 Research Snapshot Pretesting the CAHPS Hospital Survey, 359 How Much Pretesting and Revising Are Necessary?, 360 Designing Questionnaires for Global Markets, 361 Summary, 362 Key Terms and Concepts, 363 Questions for Review and Critical Thinking, 363 Research Activity, 364 CASE 15.1 Agency for Healthcare Research and Quality, 364 CASE 15.2 Canterbury Travels, 369 CASE 15.3 McDonald’s Spanish Language Questionnaire, 371 CASE 15.4 Schönbrunn Palace in Vienna, 372 APPENDIX 15A Question Wording and Measurement Scales for Commonly Researched Topics, 373 Questions about Advertising, 373 Awareness, 373 Unaided Recall/ Top of the Mind Recall, 374 Aided Recall, 374 Recognition, 374 xii Contents Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Message Communication/Playback (Sales Point Playback), 374 Attitude toward the Advertisement, 375 Attitude toward Advertised Brand (Persuasion), …