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    CH 6. Descriptive Research Design - Survey and Observation

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    Malik Musnef
    The document summarizes various research design methods including surveys, observation methods, and criteria for evaluating surveys. It describes different types of surveys such as telephone, personal interviews, and mail surveys. It also outlines structured versus unstructured observation and different observation techniques like personal observation, mechanical observation, audit analysis, content analysis, and trace analysis. Key criteria for evaluating surveys include flexibility, response rates, and costs.

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    CH 6. Descriptive Research Design - Survey and Observation

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    Malik Musnef
    36 views23 pages
    The document summarizes various research design methods including surveys, observation methods, and criteria for evaluating surveys. It describes different types of surveys such as telephone, personal interviews, and mail surveys. It also outlines structured versus unstructured observation and different observation techniques like personal observation, mechanical observation, audit analysis, content analysis, and trace analysis. Key criteria for evaluating surveys include flexibility, response rates, and costs.

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    Ch 6. Descriptive Research Design - Survey and Observation

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    The document summarizes various research design methods including surveys, observation methods, and criteria for evaluating surveys. It describes different types of surveys such as telephone, personal interviews, and mail surveys. It also outlines structured versus unstructured observation and different observation techniques like personal observation, mechanical observation, audit analysis, content analysis, and trace analysis. Key criteria for evaluating surveys include flexibility, response rates, and costs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    36 views23 pages

    CH 6. Descriptive Research Design - Survey and Observation

    Uploaded by

    Malik Musnef
    The document summarizes various research design methods including surveys, observation methods, and criteria for evaluating surveys. It describes different types of surveys such as telephone, personal interviews, and mail surveys. It also outlines structured versus unstructured observation and different observation techniques like personal observation, mechanical observation, audit analysis, content analysis, and trace analysis. Key criteria for evaluating surveys include flexibility, response rates, and costs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    Chapter Six

    Descriptive Research Design:


    Survey and Observation
    6-2

    A Classification of Survey Methods


    Fig. 6.1
    Survey
    Methods

    Telephone Personal Mail Electronic

    In-Home Mall Computer-Assisted Internet


    E-mail
    Intercept Personal
    Interviewing

    Traditional Computer-Assisted
    Mail Mail
    Telephone Telephone
    Interview Panel
    Interviewing
    6-3

    Some Decisions Related to the Mail Interview Package


    Table 6.1

    Outgoing Envelope
    Outgoing envelope: size, color, return address
    Postage Method of addressing
    Cover Letter
    Sponsorship Type of appeal Postscript
    Personalization Signature
    Questionnaire
    Length Size Layout Format
    Content Reproduction Color Respondent anonymity
    Return
    Envelo
    Type of envelope Postage
    pe
    Incentives
    Monetary versus non-monetary Prepaid versus promised amount
    6-4

    Criteria for Evaluating Survey Methods


    Flexibility of Data Collection
    ■ The flexibility of data collection is determined primarily by the
    extent to which the respondent can interact with the interviewer
    and the survey questionnaire.

    Diversity of Questions
    ■ The diversity of questions that can be asked in a survey
    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.

    Use of Physical Stimuli


    ■ The ability to use physical stimuli such as the product, a product
    prototype, commercials, or promotional displays during the
    interview.
    6-5

    Criteria for Evaluating Survey Methods


    Sample Control
    ■ Sample control is the ability of the survey mode to reach the
    units specified in the sample effectively and efficiently.

    Control of the Data Collection Environment


    ■ The degree of control a researcher has over the environment in
    which the respondent answers the questionnaire.

    Control of Field Force


    ■ The ability to control the interviewers and supervisors involved
    in data collection.

    Quantity of Data
    ■ The ability to collect large amounts of data.
    6-6

    Random Digit Directory Designs


    Fig. 6.2
    Adding a Constant to the Last Digit
    An integer between 1 and 9 is added to the telephone number
    selected from the directory. In plus-one sampling, the
    number added to the last digit is 1.
    Number selected from directory: 404-953-3004
    (exchange-block). Add one to the last digit to
    form
    404-953-3005. This is the number to be included
    in the sample.

    Randomizing the r Last Digits


    Replace the r (r = 2, 3, or 4) last digits with an equal number
    of randomly selected digits.
    Number selected from directory: 404-881-1124. Replace the
    last four digits of the block with randomly selected numbers 5,
    6-7

    Random Digit Directory Designs


    Fig. 6.2

    Two-Stage Procedure
    The first stage consists of selecting an exchange and telephone
    number from the directory. In the second stage, the last three
    digits of the selected number are replaced with a three-digit
    random number between 000 and 999.

    Cluster 1
    Selected exchange: 636
    Selected number: 404-636-3230
    Replace the last three digits (230) with randomly selected 389 to
    form 404-636-3389.
    Repeat this process until the desired number of telephone numbers
    from this cluster is obtained.
    6-8

    Criteria for Evaluating Survey Methods


    Response Rate
    ■ Survey response rate is broadly defined as the percentage of
    the total attempted interviews that are completed.

    Perceived Anonymity
    ■ Perceived anonymity refers to the respondents' perceptions that
    their identities will not be discerned by the interviewer or the
    researcher.

    Social Desirability/Sensitive Information


    ■ Social desirability is the tendency of the respondents to give
    answers that are socially acceptable, whether or not they are
    true.
    6-9

    Criteria for Evaluating Survey Methods


    Potential for Interviewer Bias
    ■ The extent of the interviewer's role determines the

    potential for bias.

    Speed
    ■ The total time taken for administering the survey to

    the entire sample.

    Cost
    ■ The total cost of administering the survey

    and collecting the data.


    6-10

    A Comparative Evaluation of Survey Methods


    Table 6.2

    Criteria Phone/ In-Home


    Mall-Interce Mail Mail
    CATI Interviewspt Interviews CAPI Surveys Panels E-Mail Internet
    Observation Methods
    6-11

    Structured versus Unstructured Observation

    ■ For structured observation, the researcher


    specifies in detail what is to be observed and
    how the measurements are to be recorded,
    e.g., an auditor performing inventory analysis
    in a store.

    ■ In unstructured observation, the observer


    monitors all aspects of the phenomenon that
    seem relevant to the problem at hand, e.g.,
    observing children playing with new toys.
    Observation Methods
    6-12

    Disguised versus Undisguised Observation

    ■ In disguised observation, the respondents


    are unaware that they are being observed.
    Disguise may be accomplished by using
    one-way mirrors, hidden cameras, or
    inconspicuous mechanical devices.
    Observers may be disguised as shoppers or
    sales clerks.

    ■ In undisguised observation, the


    respondents are aware that they are under
    observation.
    Observation Methods
    6-13

    Natural versus Contrived Observation

    ■ Natural observation involves observing


    behavior as it takes places in the
    environment. For example, one could
    observe the behavior of respondents eating
    fast food in Burger King.

    ■ In contrived observation, respondents'


    behavior is observed in an artificial
    environment, such as a test kitchen.
    6-14

    A Classification of Observation Methods


    Fig. 6.3

    Classifying
    Observation
    Methods

    Observation Methods

    Personal Mechanical Audit Content Trace


    Observation Observation Analysis
    Analysis
    Observation Methods
    6-15

    Personal Observation

    ■ A researcher observes actual behavior


    as it occurs.
    ■ The observer does not attempt to
    manipulate the phenomenon being
    observed but merely records what takes
    place.
    ■ For example, a researcher might record
    traffic counts and observe traffic flows
    in a department store.
    Observation Methods
    6-16

    Mechanical Observation
    Do not require respondents' direct participation.
    ■ the AC Nielsen audimeter
    ■ turnstiles that record the number of people
    entering or leaving a building.
    ■ On-site cameras (still, motion picture, or

    video)
    ■ Optical scanners in supermarkets

    Do require respondent involvement.


    ■ eye-tracking monitors
    ■ pupilometers
    ■ psychogalvanometers
    ■ voice pitch analyzers
    ■ devices measuring response latency
    Observation Methods
    6-17

    Audit
    ■ The researcher collects data by examining
    physical records or performing inventory
    analysis.
    ■ Data are collected personally by the
    researcher.
    ■ The data are based upon counts, usually of
    physical objects.
    ■ Retail and wholesale audits conducted by
    marketing research suppliers were discussed
    in the context of syndicated data in Chapter 4
    Observation Methods
    6-18

    Content Analysis
    ■ The objective, systematic, and quantitative
    description of the manifest content of a
    communication.
    ■ The unit of analysis may be words, characters
    (individuals or objects), themes
    (propositions), space and time measures
    (length or duration of the message), or topics
    (subject of the message).
    ■ Analytical categories for classifying the units
    are developed and the communication is
    broken down according to prescribed rules.
    Observation Methods
    6-19

    Trace Analysis
    Data collection is based on physical traces, or evidence, of past
    behavior.

    ■ The selective erosion of tiles in a museum indexed by the


    replacement rate was used to determine the relative popularity
    of exhibits.
    ■ The number of different fingerprints on a page was used to
    gauge the readership of various advertisements in a magazine.
    ■ The position of the radio dials in cars brought in for service was
    used to estimate share of listening audience of various radio
    stations.
    ■ The age and condition of cars in a parking lot were used to
    assess the affluence of customers.
    ■ The magazines people donated to charity were used to
    determine people's favorite magazines.
    ■ Internet visitors leave traces which can be analyzed to examine
    browsing and usage behavior by using cookies.
    6-20

    A Comparative Evaluation of Observation Methods


    Table 6.3

    Criteria Personal Mechanical Audit Content Trace


    Observation Observation Analysis Analysis Analysis

    Degree of structure Low Low to high High High Medium


    Degree of disguise Medium Low to high Low High High
    Ability to observe High Low to high High Medium Low
    in natural setting
    Observation bias High Low Low Medium Medium
    Analysis Bias High Low to Low Low Medium
    Medium
    General remarks Mos Can be Expensive Limited to Method of
    flexible tintrusive commu- last resort
    nications
    6-21

    Relative Advantages of Observation


    ■ They permit measurement of actual behavior
    rather than reports of intended or preferred
    behavior.
    ■ There is no reporting bias, and potential bias
    caused by the interviewer and the
    interviewing process is eliminated or reduced.
    ■ Certain types of data can be collected only by
    observation.
    ■ If the observed phenomenon occurs
    frequently or is of short duration,
    observational methods may be cheaper and
    faster than survey methods.
    6-22

    Relative Disadvantages of Observation


    ■ The reasons for the observed behavior may not be
    determined since little is known about the underlying
    motives, beliefs, attitudes, and preferences.
    ■ Selective perception (bias in the researcher's
    perception) can bias the data.
    ■ Observational data are often time-consuming and
    expensive, and it is difficult to observe certain forms
    of behavior.
    ■ In some cases, the use of observational methods
    may be unethical, as in observing people
    without their knowledge or consent.

    It is best to view observation as a complement to


    survey methods, rather than as being in competition
    with them.
    A Comparative Evaluation of Survey Methods fo 6-

    r International Marketing Research


    23

    Table 6.4
    Criteria Telephone Personal Mail Electronic
    High sample control + + - -
    Difficulty in locating + - + +
    respondents at
    home
    Inaccessibility of homes + - + +
    Unavailability of a large + - + +
    pool of trained interviewers
    Large population in rural areas + - -
    - Unavailability of maps + - + +
    Unavailability of current - + - +
    telephone directory
    Unavailability of mailing lists + + - +
    Low penetration of telephones - + -
    + Lack of an efficient postal system + + - +
    Low level of literacy - + - -
    Face-to-face communication culture + - -
    - Poor access to computers & Internet ? + ? -
    Note: A (+) denotes an advantage, and a (–) denotes a

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