Surveys

Our main focus this week is on questionnaire design, but we also touch upon the lost art of sampling and discuss IRB issues.

As homework, I would like the class to form two teams -- one marketing, one management -- and construct a short questionnaire using Qualtrics. Although short, it should have all the elements of a proper survey, including a consent page, a couple of demographics, a skip pattern, and a couple of substantive questions. It should look very nice with appropriate University logos and features to convince respondents that (a) they should fill it out, and (b) they should do a good job when they do. You do not need to get any actual respondents to fill it out: we will fill it out in class and criticize each other's surveys. Your surveys should be constructed with all of Dillman's principles in mind (Google it!).

In addition (more homework), I would like each person in the class to obtain IRB certification if you don't have it already. Instructions are here.