Suchergebnisse

Abstract
Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone and online data) may not be comparable due to measurement bias, especially differences in acquiescence, disacquiescence, extreme and midpoint response styles. This article discusses a study that finds response style differences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. Similar problems may also occur in cross-national data. We propose a new method to measure response styles and correct for them: the representative indicators response style means and covariance structure (RIRSMACS) method

Retailers are increasingly turning toward self-service technologies (SSTs) aimed at improving productivity and service quality while cutting costs. The authors identify a process model to understand the antecedents and consequences of SST usage by customers in an in-store retail setting. The model was validated on a combination of survey and observational data. Perceived usefulness, perceived ease of use, reliability, and fun were identified as key drivers of customer attitude toward the SST. Customer attitude toward the SST predicted the actual usage of technology. The effects of SST usage on the actual time spent by customers in the store were studied. The authors investigate the impact of SST usage on customers' perceptions of waiting time and, consequently, on their level of satisfaction with the shopping experience. Finally, the moderating effects of age, education, and gender are analyzed. The current study evaluates the benefits of SST introduction for both customers and retailers.

De toegankelijkheid van nieuwe (sociale) media voor de modale consument betekent een enorme verrijking voor het marktonderzoek.Waar de onderzoeker vroeger vooral afhankelijk was van directe bevraging via groepsdiscussies of diepte-interviews, krijgt diezelfde onderzoeker nu tal van bijkomende mogelijkheden om dichter bij die consument te komen. Ten eerste kunnen sociale media als platform ingeschakeld worden. Online focusgroepen op basis van chat-technologie, etnografisch onderzoek via blogs en research communities vervangen steeds vaker traditioneel kwalitatief onderzoek. Typeerde kwalitatief marktonderzoek zich vroeger vaak als een locale activiteit, nu wordt, dankzij de technologie, ook meer en meer aan globaal kwalitatief online marktonderzoek gedaan, of worden meer landen in eenzelfde onderzoeksdesign opgenomen omdat de praktische bezwaren van onder andere verplaatsing zijn weggevallen.

"The objective of this study is to examine whether manipulating the orientation of a rating scale impacts on the perceived intensity of the verbal qualifiers. An experiment is designed to assess the perception of intensities of verbal qualifiers in an agreement scale. A first finding is that participants seem to adopt one of two response strategies. Those who show the 'extreme null-point strategy' report perceived intensities that monotonically increase along with the scale from 'fully disagree' to 'fully agree'. However, other respondents seem to adopt a 'middle null-point strategy', where the highest perceived intensity coincides with both extreme qualifiers of the scale and the lowest intensity is experienced for qualifiers near the middle. An orientation effect is supported for the 'extreme null-point strategy' group, and manifests itself in less agreement about the intensity of the qualifiers when placed on a decremental scale (e.g. fully agree - rather agree - neutral - rather disagree - fully disagree) as opposed to an incremental scale (e.g. fully disagree - rather disagree - neutral - rather agree - fully agree). Next, the existence of a primacy-effect, an orientation effect found in previous research, was tested by means of a web survey-experiment and is rejected in favour of a more differentiate deffect." (author's abstract)