Badm 531 how respondents answer questions cognitive models
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BADM 531 How respondents answer questions: Cognitive models. Audrey PATTEE Samantha ROZIER January 24 th. Summary of readings. Survey = Transfer between 3 participants (interviewer, respondent, questionnaire) Respondents have multiple tasks: Interpret/understand the question

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BADM 531 How respondents answer questions: Cognitive models

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Badm 531 how respondents answer questions cognitive models

BADM 531How respondents answer questions: Cognitive models

Audrey PATTEE

Samantha ROZIER

January 24th


Summary of readings

Summary of readings

  • Survey = Transfer between 3 participants (interviewer, respondent, questionnaire)

  • Respondents have multiple tasks:

    • Interpret/understand the question

    • Retrieve/recall information

    • Compute judgment/opinion

    • Format response

    • Edit response


Summary of readings1

Summary of readings

  • Response process model:

    • Comprehension

    • Retrieval

    • Judgment

    • Response

  • Now let’s examine the questions brought up by the readings…


  • Cannell miller oksenberg

    Cannell, Miller & Oksenberg

    What causes the respondent to depart from the theoretical answering process?

    • Situational cues (social desirability, acquiescence, p 395) → in class survey

      What about those questions?

    • Is it true for every type of survey? Face/phone interviews vs at-home questionnaires?

      Impact of commitment procedure (p416)?

    • Relief and likeliness to honesty/accuracy?


    Cannell miller oksenberg1

    Cannell, Miller & Oksenberg

    Effect of elapsed time (p397)?

    • Is this so surprising considering our busy lives?

    • How many of you have responded inaccurately or even failed to answer a survey question?

    • Preventative measures?

      Control group (p417)?

    • Need of a third group with no feedback of any kind?


    Tourangeau rips rasinski

    Tourangeau, Rips & Rasinski

    Four steps response process?

    • Need for a unique/universal model?

    • Authors assimilate every survey to a long processing response method. Best use of a surveys when it comes to impulsive/compulsive purchase?

      Influence of cues and other questions?

    • Normal? Use in everyday conversations?


    Tourangeau rips rasinski1

    Tourangeau, Rips & Rasinski

    Dual theories?

    • Low road (superficial) vs High road (optimizing)

    • Existing vs Newly elaborated judgments

    • Could it really be different? Depending on

      • Interest on the matter?

      • External conditions (bad day, previous bad experience, etc)?

  • Choose respondents or not?

  • Influences

    • Influence of personality?

    • Influence of cues – bad?


  • Dholakia morwitz

    Dholakia & Morwitz

    Possible to measure true satisfaction?

    • Discussion of outside source

      Study design?

    • Controlled for marketing from business in question, what about controlling competing/similar businesses?

    • Possible influences?

      Influences

    • Satisfaction survey or survey in general?

    • Hawthorne type effect?


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