The Use of Interaction Coding and Follow-Up Interviews to Investigate Comprehension of Survey Questions

Article Abstract:

A quantitative survey interview is only successful when the questions are exactly worded and when the respondent clearly understands the question. It has been suggested that respondents often do not understand the questions. A study on respondent comprehension of quantitative survey interview questions was conducted. The vehicle was interaction coding and interview follow-up in an attitude survey. Verbal bahavior of the interviewer and of the respondent is analyzed in interactive coding. Interactive coding is shown to be systematic and objective in identifying questions that cause the respondent comprehension problems or difficulty. The follow up interview serves to diagnose what the problems are.

Social aspects, Measurement, English language, Communication, Communications, Rhetoric, Marketing Research

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An insightful comparison of brands on an arbitrary ordinal scale

Article Abstract:

A novel method of ranking brands or services is proposed. Well-known techniques from categorical data analysis were integrated with new methods to create a testable methodology for ranking brands and services on an ordinal variable. The new technique enables a comparison of brands even under initially arbitrary satisfaction scale. To illustrate the new method, two case studies dealing with the satisfaction of automobile dealers with their employee training are examined.

Market Research, Methods, Evaluation, Marketing research, Brand name products, Brand names

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