Asking Questions - The Definitive Guide To Questionnaire Design ...

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246 ASKING QUESTIONS on demographics. They explained, for instance, why Anheuser- Busch’s Natural Light failed and Bud Light was a huge success. More common are studies of psychographic profiles that predict preferences for one brand versus another. A study of VCR purchasers compared those males who had purchased a higher-cost target brand to males who had purchased more affordable competing brands. After psychographically segmenting consumers into one of eight categories, the researchers found that those who purchased the higher-cost target brand were more likely to be “inconspicuous social isolates,” “masculine hero emulators,” or “sophisticated cosmopolitans.” Those who preferred less expensive alternatives were characterized as either “silent conservatives,” “embittered resigned workers,” “highbrow Puritans,” “rebellious pleasure seekers,” or “work hard–play hard executives” (Weinstein, 1994, p. 122). Note that a considerable degree of creative license is used in defining the various psychographic segments. One preference study wanted to predict what types of people preferred bitter beer, malt beer, or other types of beer. Cluster analysis was used to segment people into an “innovative, sports active, self-confident” psychographic segment or into a “self-absorbed, spontaneous, social drinking” segment. Researchers found that members of the first cluster tended to prefer bitter beers that were less malty and had less head creaminess (Wells, 1975). Clustering methods have also been used to examine behavior. In an attempt to group people by their food- and health-related tendencies and behaviors, one study (Glanz and others, 1998) identified seven clusters that could be used for segmentation purposes. These included (1) physical fanatics, (2) active attractives, (3) tense but trying, (4) decent do littles, (5) passively healthy, (6) hard-living hedonists, and (7) noninterested nihilists. Subsequent follow-up studies (Wansink, 2004) showed these lifestyle clusters related to certain behaviors with some group members. For example, decent do littles tended to be more interested in shelf stocking, cooking, and baking, and hard-living hedonists tended to be more interested in impul-
ASKING PSYCHOGRAPHIC QUESTIONS 247 sive behaviors and tended to be more influenced by environmental factors (such as assortment size and packaging). Using Psychographic Questions to Segment Respondents In addition to using psychographic questions to segment consumers into potentially diagnostically useful groups, questions can be used to develop more general segments from which to examine trends and larger systemic patterns of behavior. One of the more widely known psychographic segmentation research programs (VALS, an acronym based on “values and lifestyles”) is conducted by SRI Consulting (Gunter and Furnham, 1992). Although many psychographic studies focus on measures and characteristics that are uniquely related to a topic of interest (reducing binge drinking, determining taste profiles, understanding who is most likely to give donations to a college), the VALS study is conducted across categories and attempts to show more general psychographic segments that can be used across a wide number of people and topics. Their psychographic approach sorts people into one of eight different groups. A general description of people in each category is offered in Table 8.1. These breakdowns are determined by cluster analyzing respondents’ answers to questions regarding gender, age, education, and income along with the key psychographic questions noted in Table 8.2. Each of the scaled questions is answered using one of four categories: (1) Mostly disagree, (2) Somewhat disagree, (3) Somewhat agree, (4) Mostly agree. A number of other syndicated lifestyle services use psychographic techniques to segment populations and predict trends. The Yankelovich Monitor (Gunter and Furnham, 1992) is an annual survey of fifty trends relevant to consumer marketing, such as personalization, health orientation, meaningful work, responsiveness to fantasy, and an emphasis on winning. Another alternative to VALS is the List of Values (LOV), which is gaining favor among academics because it is in the public
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Asking Questions The Definitive Gui
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Norman M. Bradburn Seymour Sudman B
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Copyright © 2004 by John Wiley & S
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viii CONTENTS 12. Asking Questions
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Preface This book is a revised and
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PREFACE xiii trate some of the subt
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The Authors Norman M. Bradburn (Ph.
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Asking Questions
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Chapter One The Social Context of Q
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THE SOCIAL CONTEXT OF QUESTION ASKI
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Chapter Two Asking Nonthreatening Q
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ASKING NONTHREATENING QUESTIONS ABO
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Figure 2.4. Household Health Diary.
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Source: U.S. Bureau of the Census,
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80 ASKING QUESTIONS e. The Sealed B
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82 ASKING QUESTIONS asking about te
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84 ASKING QUESTIONS Figure 3.2. Que
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86 ASKING QUESTIONS into a car, mig
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88 ASKING QUESTIONS relationship be
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90 ASKING QUESTIONS from 55 percent
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92 ASKING QUESTIONS Illegal Drug Us
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94 ASKING QUESTIONS drinkers—may.
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100 ASKING QUESTIONS It must be rec
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102 ASKING QUESTIONS To illustrate
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104 ASKING QUESTIONS This applies t
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106 ASKING QUESTIONS When some resp
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108 ASKING QUESTIONS drinking quest
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110 ASKING QUESTIONS them less thre
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112 ASKING QUESTIONS Determining th
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114 ASKING QUESTIONS carefully for
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Chapter Four Asking Questions About
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ASKING QUESTIONS ABOUT ATTITUDES AN
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Chapter Five Asking and Recording O
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ASKING AND RECORDING QUESTIONS 153
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180 ASKING QUESTIONS 2. Consider wh
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182 ASKING QUESTIONS Figure 6.2. Qu
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184 ASKING QUESTIONS Specific knowl
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186 ASKING QUESTIONS question. Anot
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192 ASKING QUESTIONS Resident Infor
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194 ASKING QUESTIONS It must be rec
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ORGANIZING AND DESIGNING QUESTIONNA
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Fill- Ins Easily done with a Possib
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Chapter Eleven Questionnaires from
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QUESTIONNAIRES FROM START TO FINISH
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Chapter Twelve Asking Questions FAQ
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ASKING QUESTIONS FAQS 325 tain you
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Do you own an IBM-type of PC? Yes
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ASKING QUESTIONS FAQS 329 Ranking q
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ASKING QUESTIONS FAQS 331 guish bet
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ASKING QUESTIONS FAQS 333 activitie
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336 BIBLIOGRAPHY AND RECOMMENDED RE
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348 GLOSSARY object. The term belie
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350 GLOSSARY are entered directly i
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352 GLOSSARY the sex of the respond
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354 GLOSSARY of an IBM card is a on
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356 GLOSSARY individual difference
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358 GLOSSARY overreporting, underre
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360 GLOSSARY because of illness or
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362 GLOSSARY response effect A gene
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364 GLOSSARY questionnaires list th
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Index A Ability, measuring, 197-202
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INDEX 369 Denver, 86; Community che
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INDEX 371 Library card ownership, 8
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INDEX 373 preferences, 167-168; thr
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Appendix A List of Academic and Not
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APPENDIX A 377 Phoenix, AZ 85003-17
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APPENDIX A 379 Fax: 310-206-4453 E-
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APPENDIX A 381 800 Florida Ave., N.
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APPENDIX A 383 E-mail: jbason@arche
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APPENDIX A 385 Phone: 312-996-5300
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APPENDIX A 387 Phone: 785-532-5510
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APPENDIX A 389 Center for the Study
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APPENDIX A 391 Ann Arbor, MI 48106-
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APPENDIX A 393 731 Oldfather Hall L
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APPENDIX A 395 New York Marist Coll
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APPENDIX A 397 Cornell University I
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APPENDIX A 399 225 South Main St. A
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APPENDIX A 401 121 University Pl. P
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APPENDIX A 403 South Dakota Busines
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APPENDIX A 405 Public Policy Resear
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APPENDIX A 407 E-mail: sesrc@wsu.ed
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APPENDIX A 409 England National Cen
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412 APPENDIX B PLEASE CIRCLE ONE CO
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414 APPENDIX B 14. Who purchased th
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416 APPENDIX B 23. What racial/ethn
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Faculty Retention Survey December 2
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2. Professional Life Important to y
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4. Environment Important to you Imp
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Appendix D Kinko’s: Open-ended Se
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