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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

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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