Vanilla. Apple Coconut Peanut Butter Rootbeer.
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Transcript of Vanilla. Apple Coconut Peanut Butter Rootbeer.
Vanilla
Apple
Coconut
Peanut Butter
Rootbeer
Bubble Gum
Buttered Popcorn
Cinnamon
Jalapeno Pepper
Strawberry Dacquiri
Mean Class Ratings
Standard Deviations
% Positive Experience
Measurement
• Measurement: assigning numbers to reflect the relative or absolute amount of some property
• Goal is to achieve objectivity: "When description gives way to measurement, calculation replaces debate.“
4 types of Scales:
Categorical: Where do you live?
(1) Arlington (2) Beacon Hill (3) Cambridge (4) Somerville
Ordinal: Rank the following colas, from best to worst:
(Coke, Meijer, RC, Shaw's,)
Interval: Rate the 4 brands of colas, on a 10 point scale:
S M RC C 0...1...2...3...4...5...6...7...8...9...10 very bad fantastic
Ratio: How many cans of Coke did you drink last year? ____
Fresh-Samantha Paradox
Fresh Samantha Flavors
Carrot
Orange Carrot
Orange
Soy Shake
Average Rating
2.7
3.0
2.3
2.0
Market Share
33%
0%
33%
33%
1 2 3 4Worst best
Highest average ranking, but 0 market share
(4 points) (3 points) (2 points) (1 point)
(A) Carrot Orange-Carrot Orange Soy Shake
(B) Orange Orange-Carrot Carrot Soy Shake
(C) Soy Shake Orange-Carrot Carrot Orange
3 cognitive stages in answering a survey question
interpretQuestion
retrieve information & form judgment
map judgmentonto response
scale
Do people interpret the question as intended?
• What brand of soft drink do you typically buy?
interpretquestion
retrieve information & form judgment
map judgmentonto response
scale
Can people retrieve the relevant information?
• How many ounces of alcohol did you consume last year?
map judgmentonto response
scaleinterpretQuestion
retrieve information & form judgment
How do people select responses?
• How successful are you on a scale from 1 to 10?
interpretQuestion
retrieve information & form judgment
map judgmentonto response
scale
Effects of response scale format
How successful have you been in life ?
0 1 2 3 4 5 6 7 8 9 10 not at all very
-5 -4 -3 -2 1 0 1 2 3 4 5
not at all very
Response scale may provide cues as to theexpected or "normal" levels of a behavior
How many times do you floss in a typical day ?
0 1 2 3 4 5 6 7 8 9 10 >10
How many times do you floss in a typical year ?
0 1 2 3 4 5 6 7 8 9 10 >10
How likely are you to develop gum disease?
How much would you pay for a bottle of Scope mouth wash?
Response scale may provide cues as to theexpected or "normal" levels of a behavior
How many hours a day do you spend watching TV ?
How many hours a day do you spend watching TV ?
Extracting sensitive information
• Do you happen to have done X in the last year?
• As you know, many people have been doing X these days. Do you
happen to have done X?
• Do you know anyone who has done X? How about yourself?
• Pull a coin from your pocket. If it lands Heads, answer Question 1.
If it lands Tails answer Question 2:
1. Is your birthday between January 1st and June 1st ?
2. Have you ever done X?
"YES"
"NO"
"YES"
"NO"Have not done "X"
Have done "X"
Question Order
1. How satisfied are you with your life overall?
1. How is the weather down there?
2. How satisfied are you with your life overall?
Question Order
1. How many dates did you have last month?
2. How satisfied are you with your life, in general?
1. How satisfied are you with your life?2. How many dates did you have last month?
r = 0.66 r = 0
Question Wording
• The government is spending too little on "welfare“
Yes No
25% 75%
• The government is spending too little on "assistance to the poor“
Yes No
65% 35%
"Double Barreled" Questions
• Do you like Rudy Guiliani's policies and the way he has conducted himself after the World Trade Center disaster of September 11th ?
Yes No
• Do you like low-salt wheat thins and other Nabisco snack products?
Yes No
Leading questions
• "A roach disk poisons a roach slowly. The dying roach returns to the nest and after it dies it is eaten by other roaches. In turn these roaches become poisoned and die."
• How effective do you think this product would be in killing roaches?
not effective slightly effective very effective
The importance of context
1. How bad is it to jaywalk?
0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad
2. How bad is it to spray paint the side of a building?
0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad
1. How bad is it to murder your professor?
0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad
2. How bad is it to spray paint the side of a building?
0 1 2 3 4 5 6 7 8 9 10 not at very all bad bad
Which information do you choose to emphasize?
"It is estimated that disposable diapers account for less than 2 percentof the trash in today's landfills. In contrast, beverage containers,third-class mail, and yard waste are estimated to account for about 21percent of the trash in landfills.“
• Given this, would it be fair to ban disposable diapers? YES NO
•
It is estimated that disposable diapers create over 3 billon pounds oftrash. These plastic in these diapers take 20,000 years to disintegrate.“
• Given this, should disposable diapers be banned? YES NO
Ease of recall affects liking
Condition 1
List 10 reasons to buy a BMW:1) __________________2) __________________3) __________________4) __________________5) __________________6) __________________7) __________________8) __________________9) __________________10) __________________
Condition 2List 1 reason to buy a BMW:1)_________________
calculating expected value &expected value of perfect information (EVPI)
Decision
Decision
A more complicated example
Decision
Decision
5.9 (with research) – 2 (without research) =3.9