descriptive research design

Descriptive Research Design

Ch 6

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

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

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

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

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

Survey Methods

Telephone Interviews Traditional Computer assisted

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


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


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


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


Computer-assisted Telephone Interviewing (CATI) The computer systematically guides the

interviewer Only one question at a time appears on

the screen

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

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

Personal Interviewing

Personal in-home interview Mall intercept interviews Computer-assisted personal

interviews

Personal In-Home Interviews

Respondents are interviewed face-to-face

Interviewer task is to contact the respondent, ask questions, and record the response

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

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

Mail Interviews

Traditional Mail Mail Panel

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.

Electronic Methods

E-mail Interviews Internet Interviews

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Cost

Internet surveys are most cost effective Personal-in-home interviews are most

expensive

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’

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

Observation Methods

Unstructured Observation Observation that involves a researcher

monitoring all aspects of a phenomenon without specifying the details in advance

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

Observation Methods

Undisguised Observation In undisguised observation, the

respondents are aware that they are under observation

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

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

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

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

Comparison of Survey & Personal Observation Methods

descriptive research design

Documents