BA 531: Survey Methods in Marketing Research
Spring, 2010
Shavitt
Complete Reading
List
Note that throughout this list, SBS refers to Sudman,
Bradburn & Schwarz (1996) and Fowler refers to Fowler (2009) book.
Week 1 January
21 Survey methods: Course overview
Week 2 January
28 No class meeting. Submit worksheet on main
effects and interactions in survey responding, and submit preferences
for discussion leading.
Week 3 February
4 How
respondents answer questions: Cognitive models
SBS,
Chapters 1 and 3
Cannell C,
Miller PV and Oksenberg L (1981) Research on interviewing techniques.
Pp. 389-437 in S Leinhardt (Ed.)
Sociological Methodology. San Francisco: Jossey-Bass.
Tourangeau R, Rips L, and Rasinski K
(2000) The Psychology of Survey
Response. Chapter 1: An introduction
and a point of view. Pp. 1-22. Cambridge
University Press.
Dholakia UM and Morwitz VG (2002). The
scope and persistence of mere-measurement effects: Evidence from a field study of customer
satisfaction measurement. Journal of
Consumer Research 29(2), 159-167.
Week 4 February 11 Cognitive models (con’t): Determining processes used in
answering questions, context
effects and response-order effects
SBS,
Chapters 4-6
Tourangeau
R and Rasinski K (1988) Cognitive processes underlying context effects in
attitude measurement. Psychological Bulletin 103: 229-314.
Krosnick JA and Alwin D (1987) An
evaluation of a cognitive theory of response-order effects in survey
measurement. Public Opinion Quarterly 51: 201-219.
Week 5 February
18 Autobiographical memory: Asking
and answering
questions about past behavior
SBS,
Chapters 7-9
Menon,
Geeta, Priya Raghubir, and Norbert Schwarz (1995), "Behavioral Frequency
Judgments: An Accessibility-Diagnosticity Framework," Journal of
Consumer Research, Vol. 22, No: 2 (September), 212-228.
Morwitz VG (1997). It seems like only yesterday: The nature and
consequences of telescoping errors in marketing research. Journal of Consumer Psychology 6(1),
1-29.
Schwarz N (1999). Frequency reports of physical symptoms and
health behaviors: How the questionnaire determines the results. Pp. 93-108 in D Park, R Morell, and K Shifren
(Eds.) Processing of medical information in aging patients. Mahwah,
NJ: Erlbaum.
Week 6 February
25 Threatening questions, knowledge
questions, and the
role of social
desirability
Bradburn NM,
Sudman, S, and Wansink, B (2004). Asking threatening questions about behavior (Chapter 3) and Asking
Questions that
Measure Knowledge (Chapter 6). In Asking
Questions, Revised Edition, San Francisco: Jossey-Bass.
Bishop
G, Oldendick R and Tuchfarber A (1986) Opinions on fictitious issues: The
pressure to answer survey questions. Public Opinion Quarterly 50:
240-250.
Blair
E, Sudman S and Bradburn N (1988) How to ask questions about drinking and sex:
Response effects in measuring consumer behavior. Journal of Marketing
Research 14: 316-321.
Johnson TP and Van de Vijver FJR
(2002). Social desirability in
cross-cultural research.
Pp. 193-202 in JA
Harkness, FJR van de Vijver, and
PP Mohler (Eds) Cross-Cultural Survey
Methods.
Wiley Europe.
Week 7 March
4 Attitude structure and
attitude measurement
Zimbardo,
P and Leippe M (1991). ABCs of influence: Attitudes, behavior, and cognitions.
Pp. 30-36 in The Psychology of Attitude Change and Social Influence.
Philadelphia: Temple University Press.
Fabrigar,
LR, Krosnick, JA, and MacDougall, BL (2005). Attitude measurement: Techniques
for measuring the unobservable. Chapter
2 in TC Brock & MC Green (Eds.) Persuasion: Psychological Insights and
Perspectives, Second Edition. Thousand Oaks, CA: Sage.
Krosnick,
JA, Judd, CM, & Wittenbrink, B (2005). The measurement of attitudes.
Chapter 2 in D. Albaraccin, BT Johnson, & MP Zanna (Eds.) The Handbook of Attitudes. New York: Psychology Press.
pp.
31-64 only.
Greenwald, AG,
McGhee, DE, & Schwartz, JLK (1998), Measuring individual differences in
implicit cognition: The implicit association test, Journal of Personality
and Social Psychology, 74, 1464-1480.
Optional:
Shavitt
S, Lowrey P, and Haefner J (1998).
Public
Attitudes Toward Advertising: More Favorable Than You Might Think. Journal of Advertising Research, 38(4), 7-22.
Also see: http://www.aapor.org/Question_Wording/1489.htm
for a discussion on question wording, with illustrations.
Week 8 March
11 Designing the questionnaire
and response mode
Fowler, Chapters 5-7.
Fowler,
FJ (1992). How unclear terms affect survey data. Public Opinion Quarterly 56(2), 218-231.
Holbrook, A. L.,
Green, M. C., & Krosnick, J. A. (2003). Telephone vs. face-to-face
interviewing of national probability samples with long questionnaires:
Comparisons of respondent satisficing and social desirability response bias. Public
Opinion Quarterly, 67, 79-125.
Week 9 March
18 Survey Sampling: General
Techniques and
Special
Populations
Fowler, Chapter 3
S Sudman
and E Blair (in preparation). Chapters
1-4 of Applied Sampling (revised edition).
Sudman
S (1985). Efficient screening methods for the sampling of geographically
clustered special populations. Journal of
Marketing Research, 22, 20-29.
Optional:
See
http://www.aapor.org/What_is_a_Random_Sample_/1494.htm
for detailed discussion and
explanation concerning random samples.
March 25 SPRING BREAK
Week 10 April
1 Survey Nonresponse Issues
Fowler, Chapter 4
Groves
R, Cialdini RB and Couper M (1992). Understanding the decision to participate
in a survey. Public Opinion Quarterly 56, 475-495.
Berry
SH and Kanouse DE (1987). Physician
response to a mailed survey: An experiment in timing of payment. Public Opinion Quarterly 51, 102-114.
Johnson TJ, O’Rourke D, Burris J
and Owens L (2002) Culture and survey nonresponse. Pp. 55-69 in RM Groves et
al. (Eds.) Survey Nonresponse. John Wiley & Sons.
Optional:
See
http://www.aapor.org/Do_Response_Rates_MatteR_/1285.htm
for detailed standards and
definitions concerning nonresponse categories.
Week 11 April 8 Self-Administered Surveys: Mail and Internet Survey
Methods
Dillman,
D. Smyth, J.D., and Christian, L. M. (2009). Chapter 2 (Pp. 15-40)
and
Chapter 6 (Pp. 151-218
only) in Internet, mail, and mixed-mode
surveys: The Tailored Design Method. John Wiley & Sons.
NOTE: There are
two separate links for each chapter; and please note the required pages.
Stern, Michael J., Don A. Dillman
and Jolene D. Smyth. 2007.
Visual Design, Order Effects, and Respondent Characteristics in a
Self-Administered Survey. Survey Research
Methods: 1 (3): 1-18.
Optional:
Nosek, B. A., Banaji, M., &
Greenwald, A. G. (2002). Harvesting implicit group
attitudes and beliefs from a demonstration web site. Group Dynamics:
Theory, Research, and Practice, 6, 101-115. doi: 10.1037/1089-2699.6.1.101
Schwarz
N and Hippler HJ (1995) Subsequent questions may influence answers to preceding
questions in mail surveys. Public Opinion Quarterly 59: 93-97.
See also:
http://www.xs4all.nl/~edithl/surveyhandbook/CH9%20Dillman.pdf
Week 12 April 15 Structured Survey Interviewing: Telephone and In-
Person Surveys
Fowler, Chapter 8.
Groves
RM (1990) Theories and methods of telephone surveys. Annual Review of
Sociology 16: 221-240.
Schober
M and Conrad F (1997) Does conversational interviewing reduce survey
measurement error. Public Opinion Quarterly 61: 576-602.
Also, take another look at:
Cannell C, Miller PV and Oksenberg L (1981) Research
on interviewing techniques.
Pp. 389-437 in S Leinhardt (Ed.)
Sociological Methodology. San Francisco: Jossey-Bass.
Week 13 April
22 Culture and Survey
Response: Conceptual Issues
Schwarz, N. (2003). Self-reports in
consumer research: The challenge of comparing cohorts and cultures. Journal
of Consumer Research 29: 588-594.
Cialdini RB, Wosinska W, Barrett
DW, Butner J and Gornik-Durose M (1999)
Compliance with a request in two cultures: The differential influence of social
proof and commitment/consistency on collectivists and individualists. Personality
& Social Psychology Bulletin 25(10): 1242-1253.
Haberstroh, S.,
Oyserman, D., Schwarz, N., Kühnen, U., & Ji, L.-J. (2002). Is the
interdependent self more sensitive to question context than the independent
self? Self-construal and the observation of conversational norms. Journal of
Experimental Social Psychology, 38, 323-329.
Also, take another look at:
Johnson TJ, O’Rourke D, Burris J
and Owens L (2002) Culture and survey nonresponse. Pp. 55-69 in RM Groves et
al. (Eds.) Survey Nonresponse. John Wiley & Sons.
Week 14 April
29 Culture and Survey Response:
Design and Analysis
Van de Vijver F and Leung K (1997) Methods
and data analysis for cross-cultural research. Chapters 3 (pp. 27-58). Thousand Oaks, CA: Sage.
Brislin RW (1986) The wording and
translation of research instruments. Pp. 137-164 in WJ Lonner and JW Berry
(Eds.) Field Methods in Cross-Cultural Research. Beverly Hills, CA:
Sage.
Heine SJ,
Lehman DR, Peng K and Greenholtz J (2002) What’s wrong with cross-cultural comparisons
of subjective Likert scales?: The reference group effect. Journal of Personality and Social
Psychology 82(6): 903-918.
Wong, Nancy, Rindfleisch Aric, & Burroughs
James (2003). Do reverse-worded
scales confound results
in cross-cultural research? The case of the materialism values scale. Journal
of Consumer Research 30(1): 72-91.
Also, take another look at:
Johnson TP and Van de Vijver FJR (2002). Social desirability in cross-cultural
research.
Pp. 193-202 in JA Harkness, FJR van de Vijver, and PP Mohler (Eds) Cross-Cultural Survey Methods. Wiley Europe.