chapter 8 descriptive research designs using surveys chapter 8 descriptive research designs using...
TRANSCRIPT
Chapter 8
Descriptive Research Designs
Using Surveys
Chapter 8
Descriptive Research Designs
Using Surveys
Research Problem describes
the situation
ResearchQuestions
such as who, what,
where, when &
how
ResearchObjectives
identify relationships or determine
group differences
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Variable - an observable item that is directly measured in a research study, e.g. gender, age, company name, number of employees, number of customers, amount spent, etc.
Construct - an unobservable concept measured indirectly by several related variables, e.g., service quality, satisfaction, materialism, best customer, etc.
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. . . an empirically
testable statement of a
relationship developed
to explain phenomena,
often based on theory.
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Nondirectional There is a significant difference in the satisfaction levels for iPod users versus Zune users.
Negative DirectionalStudents with high GPAs consume less alcohol than students with lower GPAs.
Positive DirectionalStudents with high GPAs and good overall study habits are more likely to participate in campus leadership opportunities.
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EmployeesEmployees
FoodFood
ServiceService LoyaltyLoyalty
ValueValue
What are the What are the independent independent
and and dependent dependent variables?variables?
AtmosphereAtmosphere
Potential Hypotheses:Potential Hypotheses:• “ “Satisfaction” is positively related to perceptions of food, Satisfaction” is positively related to perceptions of food, employees, service, value and atmosphere.employees, service, value and atmosphere.• ““Loyalty” is positively related to satisfaction. Loyalty” is positively related to satisfaction.
Theoretical Model – Restaurant Theoretical Model – Restaurant Customer LoyaltyCustomer Loyalty
SatisfactionSatisfaction
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Usage Rates for Survey Methods
Internet 36.8% CATI 25.3% Hybrid (combination) 12.0% Face-to-face intercepts 11.5% Mail 3.3% Other 4.1%
Usage Rates for Survey Methods
Internet 36.8% CATI 25.3% Hybrid (combination) 12.0% Face-to-face intercepts 11.5% Mail 3.3% Other 4.1%
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Situational Characteristics – budget, time,
precision
Situational Characteristics – budget, time,
precision
Task Characteristics
– difficulty, amount of
information, sensitive topics
Task Characteristics
– difficulty, amount of
information, sensitive topics
Respondent Characteristics
– diversity, incidence rate, participation
Respondent Characteristics
– diversity, incidence rate, participation
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Four Types . . .1. Incorrect problem definition2. Respondent errors3. Measurement/questionnaire
design4. Project administration
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