MR24309 SPR2021 L02 Qualtrics v10 03082021 PDF PDF

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第二周 讲座笔记MR24309 SPR2021 L02 Qualtrics v10 03082021 PDF...

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SPRING 2021

INTRODUCTION TO QUALTRICS, QUESTION / DATA TYPES & SURVEY FLOW

With@drpaulburke

OVERVIEW

Addtoyour CV

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ASSIGNMENT: OUR FINAL GOAL

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ASSIGNMENT COMPONENTS (CONT.)

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QUALTRICS – LOGGING IN https://utsau.au1.qualtrics.com/

NOTE:Youshouldlog‐inviatheUTSQualtricsaccount ratherthanfromQualtrics’ homepage.Usetheabovelinkotherwiseyouwillnothaveaccesstothefull‐version. 24309 MARKETING RESEARCH

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WORKING WITH FOLDERS https://utsau.au1.qualtrics.com/Q/MyProjectsSection

NOTE:Youneedtoseeutsau.au1.qualtrics.cominyouraddressbartoknowyouareusingaUTSQualtricsaccount!

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CREATE A NEW PROJECT AND SURVEY https://utsau.au1.qualtrics.com/catalog/

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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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INSERTING / DELETING A QUESTION

Newquestionscan beinsertedaboveor belowtheexisting questionbyclicking onthe“blueplus” Existingquestionscan bedeletedbyclicking onthe“redminus” Anyexistingquestioncanbechangedfromthe defaultmultiplechoicequestion.Atext/graphic optionallowsustocommunicatetorespondents withoutaskingthemaquestion.

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PAGE 1: OVERVIEW OF SURVEY / INTRODUCTION

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PAGE 1: AGREE OR WITHDRAW PARTICIPATION

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FORCED RESPONSE: MAKING A QUESTION COMPULSORY / MANDATORY

The“greystar” indicatesaforced‐ responsequestion

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USING SKIP LOGIC: DIRECT TO END OF BLOCK OR SURVEY

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PREVIEWING SURVEY

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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 Addnewquestion>matrixtable…

Useamatrixtable whenyouwanttoevaluatemultipleobjects(e.g.,five brands)onacommonquestion(e.g.,levelofqualityoffered). Usemultiplechoice whenyouhavetoevaluateONEobjectonly(e.g.,a singlebrand)onasingledimension(e.g.,levelofquality). 24309 MARKETING RESEARCH

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USING MATRIX TABLES IN QUALTRICS

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RECODING FOR EXPORTING DATA

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PERCEIVED POSITIONING

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USING MATRIX TABLES FOR PERCEPTIONS Option1

Andrepeatfor“innovativeness”,“ethics”etc.etc. 24309 MARKETING RESEARCH

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USING MULTIPLE MATRIX TABLES FOR PERCEPTIONS Option2*

AndrepeatforL’Oréal,EstéeLauder,NudebyNature. *ItisentirelyuptoyourgroupwhetheryouwishtouseOption1or2.Thereisnorightorwrong answer– it’ssimplywhatyoufeelworksbestfortherespondent.

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RANDOMISATION

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BRAND ASSOCIATIONS & TEXT / QUALITATIVE RESPONSES

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NEW BLOCK + NEW TEXT /GRAPHIC

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TEXT ENTRY BOX = ONE QUALITATIVE RESPONSE

Youcan makethebox biggerby draggingon thebottom rightcorner Atextentrybox willonlyallowtherespondenttoanswer usingtextinasingle box. Useforms ifyouwishtoaskthemtoenterinformationinto multiple boxes. 24309 MARKETING RESEARCH

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FORMS = MULTIPLE TEXT BOXES

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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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QUALTRICS: IN-BUILT SOCIODEMOGRAPHICS

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QUALTRICS: IN-BUILT SOCIODEMOGRAPHICS

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EDITING IN-BUILT SOCIODEMOGRAPHICS

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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.

EXAMPLE SCALE: PROGRAMMING UP PCB

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BLOCKS & SURVEY FLOW

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THAT’S A WRAP …

“Igiveyoutwo thumbsup,Paul!”

Thanksforjoiningustoday!@drpaulburke 24309 MARKETING RESEARCH

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TO DO … • Startlookingattherequirements ofTask1 • Meetwithyourgroupandreview thebrandandcategoryyouhave beenassignedto • Determinewhichcompetitorswill beincludedinthesurvey • Startbuildingyoursurveyinword • Starttranslatingthatsurveyinto Qualtrics Seeyouinclassnextweek!

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HAVE A GREAT WEEK …

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