BADM 531 How respondents answer questions: Cognitive models
Audrey PATTEE Samantha ROZIER January 24th
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 readings
Response process model:
• • • • Comprehension Retrieval Judgment Response
Now let’s examine the questions brought up by the readings…
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 & 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
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 & 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
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?