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

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258 ASKING QUESTIONS empty cells. In such cases, it is best to group scale steps to embrace reasonable numbers of respondents. Once the significant relationships have been found, the problem is to organize and understand them. Factor analysis is useful at this point. It has been said that the relationships between psychographics and preferences for products or behavior are only superficial manifestations of more basic demographics. Yet two products with very similar demographic profiles can sometimes turn out to have usefully different psychographic profiles, and a demographic group in itself means little unless you have a clear picture of its lifestyle implications. Although correlations between psychographic variables and preferences seldom get higher than .3 or .4 (Wells, 1975), the same is true of the relationships between demographics and product preference. Summary <strong>The</strong> last twenty years have improved our understanding of consumers along with our ability to process larger and more complex amounts of data. As a result, it is increasingly common to use psychographic questions to segment and profile people based on how they think and act rather than simply on the basis of demographic criteria. Although much of the early work on psychographics has been exploratory and oriented toward specific ad hoc problems or segmentation efforts, the growing number of studies will help standardize future efforts. Using psychographic AIO questions along with behaviorrelated questions can be a fresh and useful way to better understand people and why they behave as they do. Essentially, the use of these questions can help blend an investigation that might be more sociological and help it also benefit from a psychological vantage point. Additional Reading Consumer Profiles: An Introduction to Psychographics (Gunter and Furnham, 1992)
ASKING PSYCHOGRAPHIC QUESTIONS 259 “Value-System Segmentation: Exploring the Meaning of LOV” (Kamakura and Novak, 1992) “Developing and Validating Useful Consumer Prototypes” (Wansink, 1994b) “Profiling Nutritional Gatekeepers: Three Methods for Differentiating Influential Cooks” (Wansink, 2003a) “Accounting for Taste: Prototypes that Predict Preference” (Wansink and Park, 2000a) “Methods and Measures that Profile Heavy Users” (Wansink and Park, 2000b) “Profiling Taste-Motivated Segments” (Wansink and Westgren, 2003) Market Segmentation (Weinstein, 1994) “Psychographics: A Critical Review” (Wells, 1975)
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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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196 ASKING QUESTIONS Figure 6.10. Q
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198 ASKING QUESTIONS Figure 6.11. S
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200 ASKING QUESTIONS Figure 6.11. S
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202 ASKING QUESTIONS question indic
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204 ASKING QUESTIONS state or count
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206 ASKING QUESTIONS respondents wi
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ORGANIZING AND DESIGNING QUESTIONNA
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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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