Descriptive Research Design

1. Descriptive Research Design Ch 6

2. Survey Methods • The survey method involves a structured questionnaire given to respondents and designed to elicit specific information • This method of obtaining information is based on questioning respondents • Respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics

3. Survey Methods • These questions may be asked verbally, in writing or via computer, and the responses may be obtained in any of these forms • Survey methods are structured data collection methods

4. Survey Methods • Use of a formal questionnaire that presents questions in a predesigned order • Structured refers to the degree of standardization imposed on the data collection process • The process of obtaining information is direct

5. Survey Methods • Advantages • Questionnaire is simple to administer • The data are reliable because the responses are limited to the alternatives stated • Coding, analysis, and interpretation of data are relatively simple

6. Survey Methods • Disadvantages • Respondents may be unable or unwilling to provide the desired information • For example, consider questions about motivational factors. Respondents may not be consciously aware of their motives for choosing specific brands or shopping at specific department stores. Therefore, they may be unable to provide accurate answers to questions about their motives • Respondents may be unwilling to respond if the information requested is sensitive or personal • Wording questions properly is not easy

7. Survey Methods • Telephone Interviews • Traditional • Computer assisted

8. Telephone Interviewing • Traditional Telephone Interviewing • Involves a phoning a sample of respondents and asking a series of questions • The interviewer uses a paper questionnaire and records the responses with a ball point pen • Advances in telecommunications and technology have made it possible to conduct nationwide interviewing from a central location

9. Telephone Interviewing • Computer-assisted Telephone Interviewing (CATI) • CATI uses a computerized questionnaire administered to respondents over a the telephone • A computerized questionnaire may be generated using a mainframe, mini or personal computer

10. Telephone Interviewing • Computer-assisted Telephone Interviewing (CATI) • The interviewer sits in front of the computer terminal and wears a headset • The computer replaces a paper and ballpoint pen questionnaire and the headset substitutes for telephone

11. Telephone Interviewing • Computer-assisted Telephone Interviewing (CATI) • Upon command, the computer dials the telephone number to be called • When contact is made the interviewer reads the question posed on the computer screen and records the respondent’s answer directly into the computer memory bank

12. Telephone Interviewing • Computer-assisted Telephone Interviewing (CATI) • The computer systematically guides the interviewer • Only one question at a time appears on the screen

13. CATI • Advantages • The computer checks the responses for appropriateness and consistency • The responses are use to personalize the questionnaire • The data collection flows naturally and smoothly • Interviewing time is reduced • Data quality is enhanced

14. CATI • Advantages • Laborious steps involved in the data collection process, coding questionnaires, and entering data into the computer are eliminated • Because the data are entered directly into the computer, interim and update reports on data collection or results can be provided almost instantaneously

15. Personal Interviewing Personal in-home interview Mall intercept interviews Computer-assisted personal interviews

16. Personal In-Home Interviews Respondents are interviewed face-to-face Interviewer task is to contact the respondent, ask questions, and record the response

17. Mall Intercept Interviews Respondents are interviewed face-to-face Interviewer task is to intercept the respondent while shopping, ask questions, and record the response Mall intercept interviews are more efficient than personal in-home interviews

18. Computer-Assisted Personal Interviewing (CAPI) The respondent sits in front of the computer terminal Answers a series of questions on the computer screen using a keyboard or a mouse An interviewer is present to guide and assist the respondent during the interview Various software packages are available for designing computer-based questionnaires Pocket PC Survey, Opinio 5.1 and EasyQD are some examples of application software used for questionnaire designing CAPI is used to collect data at shopping malls, conferences and trade shows

19. Mail Interviews Traditional Mail Mail Panel

20. Mail Methods • In traditional mail interviews, questionnaires are mailed to preselected potential respondents • A typical mail interview package consists of the outgoing envelope, cover letter, questionnaire, return envelope, and stimuli (display cards, etc.) • Initial task is to obtain a valid mailing list. Lists can be compiled from telephone directories, alumni databases, membership rosters, etc.

21. Electronic Methods • E-mail Interviews • Internet Interviews

22. E-mail Interviews • Much like a traditional mail interview • The questions are either written within the body of the e-mail message or may be attached in form of a text file • E-mailed questionnaire is as good as a manually administered questionnaire • The received questionnaires need to be manually tabulated, coded, and entered for analysis • Legitimacy of the respondent is difficult to ascertain, as anyone having access to an email address can respond

23. Internet Interviews • In contrast to e-mail surveys, Internet or Web surveys use Hypertext markup language (HTML) and are posted on a Web site • Respondents may be recruited over the internet from potential respondent databases maintained by marketing research firms or they can be recruited by conventional methods

24. Internet Interviews • Internet surveys are more advantageous than e-mail surveys • Internet or web based surveys (also called on-line surveys) allows for direct update of collected information • Errors that may arise from tabulation, coding or entry are all eliminated • Internet surveys have built-in checks and skipping instructions as opposed to e-mail surveys • Additional stimuli, such as graphs, images animations, links to other Web pages may be integrated into or around the survey

25. A Comparative Evaluation of Survey Methods • Evaluation criteria includes: • Flexibility of Data Collection • Diversity of questions • Use of physical stimuli • Sample control • Control of data collection environment • Control of field force • Quality of data • Response rate • Perceived anonymity of the respondent • Social desirability • Obtaining sensitive information • Potential for interviewer bias • Speed • Cost

26. Flexibility of Data Collection • Flexibility refers to the extent to which respondent can interact with interviewer and the questionnaire • Personal survey methods allows for greatest flexibility • Traditional telephone surveys allows only moderate flexibility • CATI, CAPI, and Internet surveys allows comparatively more flexibility • Mail survey methods have low flexibility

27. Diversity of Questions • The diversity of questions that can be asked depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions • Personal in-home, mall-intercept, and CAPI allows for diversity • Internet surveys have moderate to high degree of diversity • Mail surveys , CATI, and traditional telephone surveys have limited capability of asking a diversity of questions

28. Use of Physical Stimuli • Personal survey methods allows highest use of physical stimuli • Mail surveys allows moderate usage • Internet surveys are also moderately suitable for using physical stimuli • Traditional telephone and CATI have limited usage of physical stimuli

29. Sample Control • Sample control is the ability of the survey mode to reach the sampling unit • Personal in-home interviews have highest degree of sample control • Telephone or CATI surveys have moderate to high degree of sample control • Mall intercept and CAPI interviews have moderate sample control • Mail, internet and email have low sample control

30. Control over Data Collection Environment • Mall intercept and CAPI offers highest control • Telephone and CATI offers moderate control • Mail survey methods and electronic survey methods offer low control

31. Control over Field Force • Traditional telephone surveys, CATI, CAPI, mall intercept offers moderate control over field force • Electronic and mail survey methods do not require field force and have no such requirement • Personal in-home interviews have lowest control over field force as interviews are conducted at various locations simultaneously , it impractical to supervise them continuously

32. Quantity of Data • Personal survey methods allows for greatest quantity of data collection • Telephone and CATI allows for lowest amount of data as they tend to shorter than other methods • Mail surveys may yield moderate amounts of data

33. Response Rate • Highest in personal, in-home , mall intercept, CATI, and CAPI yields highest response rate • Mail surveys and surveys conducted using electronic survey methods yields lowest response rate

34. Perceived Anonymity • Refers to the respondent’s perception that the interviewer or the researcher will not discern their identities • It is higher in mail and Internet surveys • Perceived anonymity is low in personal interviews • Traditional telephone and CATI falls in middle • E-mail is moderate

35. Social Desirability • Survey methods in which interviewer is not in personal contact with the respondent are less susceptible to social desirability • Social desirability refers to the tendency to give answers that may not be accurate but they may be desirable from a social standpoint

36. Potential for Interviewer Bias • Interviewers can bias the results of a survey by the manner in which they select the respondents, ask certain questions, record answers • The extent of the interviewer’s role determines the degree of bias • In-home and mall intercept surveys have highest potential for interview bias • CATI and telephone interviews have somewhat less chances • Mail and electronic survey methods are free from interviewer bias

37. Speed • Internet surveys are fastest • E-mail survey is also fast • Traditional telephone ands CATI are also fast ways of obtaining information • Mall-intercept and CAPI are moderate to high on speed count • In-home personal interviews are lower • Mail surveys are slowest

38. Cost • Internet surveys are most cost effective • Personal-in-home interviews are most expensive

39. Observation Methods The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ‘observation’

40. Observation Methods • Structured Observation • Observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured

41. Observation Methods • Unstructured Observation • Observation that involves a researcher monitoring all aspects of a phenomenon without specifying the details in advance

42. Observation Methods • Disguised Observation • In disguise observation, the respondents are unaware that they are being observed • Disguise enable respondents to behave naturally, because people tend to behave differently when they know they are being observed • Disguise may be accomplished by on-way mirror, hidden cameras, inconspicuous mechanical devices

43. Observation Methods • Undisguised Observation • In undisguised observation, the respondents are aware that they are under observation

44. Observation Methods • Natural Observation • Natural observation involves observing behavior as it takes place in the environment • Contrived Observation • The behavior is observed in an artificial environment

45. Observation Methods • Personal Observation • An observational research strategy in which human observers record the phenomenon being observed as it occurs • For example, a researcher might record traffic counts and observes traffic flows in a department store • Mystery shoppers are another example of personal observation

46. Observation Methods • Mechanical Observation • An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed • Cameras, bar code readers, turnstiles (that record the number of people entering or leaving a building

47. Observation Methods • Audit • Physical examination by the researcher or his representative of people, objects or events is known as audit • Retail audit is the physical examination of the inventory in an outlet

48. Comparison of Survey & Personal Observation Methods