Perceptual Qualifications

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When using a Yes/No or Pick List question in a Perceptual Survey, you also have the option of making that question a qualifier for your music test.  This extends the screening capabilities of ComQuest beyond just the stations, demo, gender and ethnicity parameters on the Make Calls screen.


Examples of using a perceptual question as a qualifier include:


Allowing only respondents that listen a certain amount of time to the radio each day into your test


Allowing only those who respond to a music montage in a certain way into your test


Allowing only those who have listened to your station (or a competitor) for a certain amount of time (say, 6 months or more) into your test.


HandFailure to qualify for your music test based on a response to any perceptual question is a final determinant for test qualification.


That means, no matter whether the respondent is otherwise fully qualified to take your music test, based on demo, gender, ethnicity and station listening, if they do not provide the correct (qualifying) answer to any one (or more) perceptual questions, they will not be qualified for your test!  In other words, use the qualifying feature on any perceptual question(s) with caution; an incorrect response to the question will trump all other qualifying information collected for the respondent.


Using Perceptual Qualification


On the question form for any Yes/No or Pick List question, you will see a Qualifications button in the lower right section of settings.



Click on this button, and you will see the Qualifications screen.



Perceptual Qualifying Answers screen


This screen will display the Pick List you are dealing with ("Amount Of Listening" in the example above), as well as the actual question you are setting Qualifications for ("How much time..." in this example).  In the white box on the left side of the screen are all the available options for this Pick List question.  The first time you go to this screen for a Pick List question, you will see all of the available answers in the box on the left (it will scroll if there are more than can fit on the screen), and the box on the right will be empty.


For any perceptual question that you want to add qualifying answers to, simply move the answers that will qualify this respondent for your music test from the box on the left to the box on the right.  Highlight the answer you want to move from the left box by clicking it once with the mouse, and then click the arrow button that is pointing to the right. (To remove any items from the qualifying box on the right, select each item in the right box, and click the left-pointing arrow button to move it back to the left box.)


Any answer given to this question by a respondent which appears in the box on the right will qualify them for your music test (assuming they also meet all other qualifying criteria; in other qualifying perceptual questions and based on demo, gender, ethnicity and radio station listening parameters you have defined).  If they give an answer to this question which is listed in the left box, they will not qualify for your music test.


In the example above, we are using the question "How much time do you spend listening to the radio each day?" as a qualifying perceptual question.  The answers we have moved to the qualifying box on the right include "1-2 hours", "2-5 hours" and "More than 5 hours" a day.  Basically, we are screening out any respondents that listen to the radio less than an hour a day.  Generally stations would use a simpler version of this question to accomplish this, such as "Do you listen to the radio more than an hour a day?".  If the respondent says "Yes", they qualify; if they say "No", they don't.  We could do the same thing here, using the Qualifications applied to a Yes/No question.  But in this example, we will get more detailed listening times, and we'll also get more shades of gray in the analysis of this question, rather than just a division between those who listen more than an hour a day, and those who listen less than an hour a day.


Notice that the qualifying box of answers on the right is smaller than the list box on the left.  You are only allowed a maximum of 10 qualifying answers for each perceptual question.  This is an arbitrary limit we set, but it doesn't seem likely that you would have any question with multiple-choice answers that you would need to allow more than 10 of the possible answers as grounds for qualification.  If that is indeed the case, you may wish to re-examine the importance of using that question to target specific groups of respondents, and focus a little more narrowly with your qualifying criteria.


Terminate Survey If Not Qualified


If you are using a question as a qualifying parameter for recruiting respondents into your music test, you may wish to end the perceptual immediately, if they answer a question in such a manner that will not then qualify them for the test.  For example, in the previous screenshot, we use the amount of listening per day as a qualifying parameter.  This is also one of the first questions in our perceptual.  But if we find a person that listens to the radio for less than an hour a day, and will not qualify for our music test, we don't want to continue asking them all the other questions in our perceptual survey.  In this case, click on the checkbox under the qualifying answers, Terminate Survey If Not Qualified, and the perceptual survey will immediately be terminated, if the respondent does not qualify based on their response to this specific question.


You can use the Terminate Survey If Not Qualified option on any, all or none of your perceptual questions, depending on how you want data collection to proceed.  Generally however, if you have someone that is not going to qualify based on a parameter such as amount of listening, media affiliation or music cluster preference, it is probably better to save some time and end the interview with them at the point at which it's clear they are not going to qualify.


Exiting Qualifications Screen


To save the Qualifications settings you have made on this screen and exit, click OK.  To exit without saving any changes, click the Cancel button.


When you have added any Qualifications to a perceptual question, you will see a small green check mark to the left of the Qualifications button for that question, indicating there are qualifying parameters stored for that question:



Check mark indicating qualification parameters for this question


When you are using one or more perceptual questions to determine whether a respondent is qualified for your music test, you should also change the When To Reject Unqualifieds setting in Defaults to Perceptual.



When To Reject Unqualifieds options


This way, all attributes for the respondent, including demo, gender, stations, ethnicity, as well as their response(s) to any qualifying perceptual questions you are using, will only be evaluated after they've answered the perceptual questions.  This setting is also required if you want to give the perceptual to all respondents, not just those that are qualified for your music test.


In addition to using the answer to a Yes/No or Pick List question as part of your qualifying criteria, you may also establish Skip Patterns, loop through the same question multiple times (to collect multiple responses), or AutoFill (fill in the answer) for subsequent Pick List or Yes/No questions, based on the specific answer for a specific perceptual question.  For more information on setting these attributes, see the next section: Perceptual Rules.


See also

Perceptual, Make Calls

Reject Unqualifieds

Perceptual Rules