Session 3 Introduction and Pre-read

Hi all,

In Session 3 we cover two broad topics.

For the first, we continue the "principles of survey design" part and wade into Questionnaire Design Proper.

For the second broad topic, we do Data Reduction via Factor Analysis. For this we'll need R.

Session 3 pre-read:

Reading with serial no. 4 in the course pack "Questionnaire design and development".

Be sure to read the pre-read on Questionnaire Design as it covers the basics. It'll thus help lighten my load considerably in class.

And who knows if there's a pre-reads quiz lurking somewhere in Session 3 as well...

P.S. Pls bring this article in your coursepack to class. The quiz, if it happens, will be open-book.

Session 3 Homework pre-view:

This will require an understanding of construct measurement, questionnaire design and websurvey programming. As we speak, we are trying to get your qualtrics websurvey accounts activated.

Hence, pls make sure you read the blog post on construct exposition I put up (see below this post) so that you are comfortable with how we are defining 'construct' for MKTR.

BTW, this will be group homework (one submission per group) and the deliverable will be the URL of the websurvey you developed to measure the construct of interest.

Deadline will be one week from Session 3 i.e. just before Session 5 starts. By then your groups etc should have been formed.

P.S. Pls ensure your R and Rstudio is installed and ready for Session 3.

You won't need it inside class itself but will need it to replicate Classwork examples and for homework problems, after class.

Sudhir