Designing Vignette Studies in Marketing

By K. Wason, M. Polonsky, Michael R. Hyman. 2002

287 citations recorded by the source corpus.

In empirical marketing studies, vignettes are increasingly used to develop measurement scales, assess public/organizational policy, and study key variables in judging the decisions or actions of a protagonist. Despite their frequent use, integrated recommendations for creating vignettes are limited. A brief introduction to vignette methods and their previous applications in marketing is provided. This is followed by suggestions for designing vignettes and vignette-based studies based on a review of the literature. The suggestions form a checklist that should help researchers who conduct vignette-based studies to consider all relevant issues and thus obtain valid data.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5f11bcda4ea30abfdecf27ff7337b6112a33b650

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In Information Systems and Management

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

On making experimental design choices: Discussions on the use and challenges of demand effects, incentives, deception, samples, and vignettes (2020, background): “Manipulations must be salient to the participant, yet in their exposition it is important to protect against framing effects (Wason et al., 2002).”
Chain liability in multitier supply chains? Responsibility attributions for unsustainable supplier behavior (2014, background): “Wason et al. (2002) recommend assessing and adjusting vignettes for internal consistency and plausibility.”
Organizations' Information Security Policy Compliance: Stick or Carrot Approach? (2012, methodology): “Following the suggestions of scenario development in the literature [25, 75, 76], we used a fractional design in which each participant is given four scenarios to avoid possible information overload and fatigue.”
Quality Signals? The Role of Patents, Alliances, and Team Experience in Venture Capital Financing (2015, unknown): “To introduce respondents to the hypothetical situation in which they are supposed to act, they are typically presented with a “scenario” (Wason et al., 2002) or”
Best Practice Recommendations for Designing and Implementing Experimental Vignette Methodology Studies (2014, background): “In fact, the recommendation is to ask individuals similar to the targeted sample to provide details as to realistic factor levels (Wason et al., 2002).”