MR24309 AUT2021 L02 Qualtrics v05 01032021 PDF PDF

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AUTUMN 2021

INTRODUCTION TO QUALTRICS, QUESTION / DATA TYPES & SURVEY FLOW

With@drpaulburke

OVERVIEW

Addtoyour CV

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ASSIGNMENT COMPONENTS (CONT.)

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QUALTRICS – LOGGING IN https://login.qualtrics.com/login?lang=au

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WORKING WITH FOLDERS

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CREATE A NEW PROJECT AND SURVEY

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STARTING FRESH OR IMPORTING COPIES

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PAGE 1: INFORMED CONSENT Ethicsrequirementsrequire/goodsurveysoftenstartwithaParticipantInformationSheet (PIS).Youneedtoobtaininformedconsentforrespondentstopreviewsurveyrequirements, risksandlengthandabilitytowithdrawvoluntarilywithoutpenalty:

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PAGE 1: INSERTING YOUR CONSENT FORM IN QUALTRICS

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PAGE 1: AGREE OR WITHDRAW PARTICIPATION

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WITHDRAW: SKIP LOGIC TO END

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SURVEY OPTIONS

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SURVEY OPTIONS (CONT)

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MEASURES OF BRAND EQUITY

• https://www.tandfonline.com/doi/pdf/10.1080/1069 6679.2002.11501909 24309 MARKETING RESEARCH

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MEASURING BRAND EQUITY

Winters, L.C., 1991. Brand equity measures: some recent advances. Marketing Research, 3(4), p.70.

• https://pdfs.semanticscholar.org/5aac/f93c0777e88 630336e5d9a02cfa1c982f7ec.pdf 24309 MARKETING RESEARCH

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https://www.researchgate.net/publication/328813118_The_Relative_Impact_of_Corp orate_Reputation_on_Consumer_Choice_Beyond_a_Halo_Effect 24309 MARKETING RESEARCH

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https://www.researchgate.net/publication/328813118_The_Relative_Impact_of_Corp orate_Reputation_on_Consumer_Choice_Beyond_a_Halo_Effect 24309 MARKETING RESEARCH

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PERCEPTIONS OF QUALITY • ADAPTIONOFAPPLICATIONINCOSMETICSMARKET • Pleaseindicateyourlevelofagreementforthe statementbelowforeachofthebrandspresented. offershighqualityproductsandservices 1. 2. 3. 4. 5.

Revlon*(targetbrand) Maybelline L’Oréal EstéeLauder NudebyNature

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USING MATRIX TABLES IN QUALTRICS

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USING MATRIX TABLES IN QUALTRICS

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PERCEIVED POSITIONING

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PERCEPTION FOR ONE ATTRIBUTE

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RANDOMISATION

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PERCEPTIONS OF BRAND OVER MULTIPLE DIMENSIONS

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BRAND ASSOCIATIONS & TEXT / QUALITATIVE RESPONSES

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TEXT BOXES IN QUALTRICS

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SOCIODEMOGRAPHICS AboutYou Wewouldliketonowanswerseveralquestionsaboutyouand yourhousehold. Yourresponsestothesequestionsareentirelyoptional,butthey willhelpustoanalysethedatatoexamineresponsesbetween differentgroupssuchasyoungerorolderconsumers. Yourresponsesareanonymousandthedataisde‐identifiedfor analysis.

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SOCIO-DEMOGRAPHICS IN QUALTRICS

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BEYOND SOCIO-DEMOGRAPHICS

Measure

Whatdoesitcover?

Personalities

Collectionoftraitsthatsomeoneconsistentlyexhibitsover time

Lifestyles

Collectionofsomeone’sday‐to‐dayactivities:their associations,wheretheylive,wheretheyspendtheirtime, etc.

Interests

Interestsincludehobbies,pastimes,mediaconsumption habits,andwhatoccupiessomeone’stime.

Opinions,attitudes,and beliefs

Inpsychology,anattitudereferstoasetofemotions,beliefs, andbehaviourstowardaparticularobject,person,thing,or event.

Values

Someone’svaluesdescribetheirsenseofrightandwrong.

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AIO

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PERSONAL CONSERVATION BEHAVIOR (PCB) Scale08.Personalconservationbehaviour – 01.Icouldnotbebotheredtosavewaterorothernaturalresources.(R)* – 02.Imakesurethatduringthewintertheheatingsysteminmyroomisnot switchedontoohigh. – 03.InmydailylifeI’mjustnotinterestedintryingtoconservewaterand/or power.(R)* – 04.Wheneverpossible,Itakeashortshowerinordertoconservewater. – 05.IalwaysswitchthelightoffwhenIdon’tneeditonanymore.* – 06.Idrivewheneveritsuitsme,evenifitdoespollutetheatmosphere.(R) – 07.InmydailylifeItrytofindwaystoconservewaterorpower.* – 08.IamNOTthekindofpersonwhomakeseffortstoconservenatural resources.(R)*,y – 09.Wheneverpossible,Itrytosavenaturalresources.*,y – 10.Evenifpublictransportationwasmoreefficientthanitis,Iwouldprefer todrivemycar.(R) Milfont,T.L.andDuckitt,J.,2010.Theenvironmentalattitudesinventory:Avalidandreliablemeasureto assessthestructureofenvironmentalattitudes.Journalofenvironmentalpsychology,30(1),pp.80‐94.

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ADDING A STATEMENT …

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ADDING A STATEMENT …

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REVERSE CODING AND SCORING – 01.Icouldnotbebotheredtosavewaterorothernaturalresources.(R)* – 02.Imakesurethatduringthewintertheheatingsysteminmyroomisnot switchedontoohigh. – 03.InmydailylifeI’mjustnotinterestedintryingtoconservewaterand/or power.(R)* – 04.Wheneverpossible,Itakeashortshowerinordertoconservewater. – 05.IalwaysswitchthelightoffwhenIdon’tneeditonanymore.* – 06.Idrivewheneveritsuitsme,evenifitdoespollutetheatmosphere.(R) – 07.InmydailylifeItrytofindwaystoconservewaterorpower.* – 08.IamNOTthekindofpersonwhomakeseffortstoconservenatural resources.(R)*,y – 09.Wheneverpossible,Itrytosavenaturalresources.*,y – 10.Evenifpublictransportationwasmoreefficientthanitis,Iwouldprefer todrivemycar.(R) 24309 MARKETING RESEARCH

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SCORING

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Reversecodeditems

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‐1

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AIO

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PERSONAL CONSERVATION BEHAVIOR (PCB) Scale08.Personalconservationbehaviour – 01.Icouldnotbebotheredtosavewaterorothernaturalresources.(R)* – 02.Imakesurethatduringthewintertheheatingsysteminmyroomisnot switchedontoohigh. – 03.InmydailylifeI’mjustnotinterestedintryingtoconservewaterand/or power.(R)* – 04.Wheneverpossible,Itakeashortshowerinordertoconservewater. – 05.IalwaysswitchthelightoffwhenIdon’tneeditonanymore.* – 06.Idrivewheneveritsuitsme,evenifitdoespollutetheatmosphere.(R) – 07.InmydailylifeItrytofindwaystoconservewaterorpower.* – 08.IamNOTthekindofpersonwhomakeseffortstoconservenatural resources.(R)*,y

– 09.Wheneverpossible,Itrytosavenaturalresources.*,y – 10.Evenifpublictransportationwasmoreefficientthanitis,Iwouldprefer todrivemycar.(R) Milfont,T.L.andDuckitt,J.,2010.Theenvironmentalattitudesinventory:Avalidandreliablemeasureto assessthestructureofenvironmentalattitudes.Journalofenvironmentalpsychology,30(1),pp.80‐94.

PROGRAMMING UP PCB

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ADDING A STATEMENT …

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