Performance Indicator 4.08 Creating a Survey Describe the use of technology in the marketing-information management function.

Rating Scales: Nominal- classifies individuals, companies, products, brands or other entities into categories where no order is implied.

Rating Scale Ordinal- ranking of individuals, attitudes or items along the continuum of the characteristic being scaled.

Rating Scales: Ratio- highest level of measurement is a ratio scale. Properties of an interval scale together with a fixed origin or zero point.

Rating Scale Interval- data that researchers can justify the use of the arithmetic mean as the measure of average. How likely are you to recommend 131 Main? Definitely Not Definitely Will

Question Types Graphic Rating Scale: The ends of the continuum are sometimes labeled with opposite values. Respondents are required to make a mark at any point on the scale that they find appropriate.

Question Types Likert Scale: A Likert scale typically contains an odd number of options, usually 5 to 7. One end is labeled as the most positive end while the other one is labeled as the most negative one with the label of ‘neutral’ in the middle of the scale.

Question Types Semantic scale Is a combination of more than one continuum. It usually contains an odd number of radio buttons with labels at opposite ends.

Survey Must Be…. Valid: Questions asked must measure what was intended to Reliable : Research technique produces nearly identical results in repeated trials. Types of questions: ▪ Open-Ended : Respondents construct response ▪ Forced-Choice : Respondents choose response from list of answers.

Survey Tips 1. Give your survey a Title 1. Provide directions ▪ Explain purpose of survey (Can be done verbally) 2. Good, Clean Formatting 1. Be Concise / Brief 1. Keep your rating scales consistent 1. Don’t ask leading questions or questions that have kids guess ▪ Why do kids prefer to wear black shirts? ▪ How many students drive to school?

Assignment Let’s create our own surveys!