MAL 6 Descriptive Research Design Survey and Observation

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Descriptive Research Design: Survey and Observation

A Classification of Survey Methods : 

A Classification of Survey Methods Fig. 6.1

Criteria for Evaluating Survey Methods : 

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.

Criteria for Evaluating Survey Methods : 

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.

Criteria for Evaluating Survey Methods : 

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.

Observation MethodsStructured versus Unstructured Observation : 

Observation MethodsStructured 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 MethodsDisguised versus Undisguised Observation : 

Observation MethodsDisguised 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 MethodsNatural versus Contrived Observation : 

Observation MethodsNatural 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.

A Classification of Observation Methods : 

A Classification of Observation Methods Fig. 6.3 Classifying Observation Methods

Observation MethodsPersonal Observation : 

Observation MethodsPersonal 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 MethodsMechanical Observation : 

Observation MethodsMechanical 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 MethodsAudit : 

Observation MethodsAudit 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 MethodsContent Analysis : 

Observation MethodsContent 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 MethodsTrace Analysis : 

Observation MethodsTrace 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.

A Comparative Evaluation of Observation Methods : 

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 Most Can be Expensive Limited to Method of flexible intrusive commu- last resort nications

Relative Advantages of Observation : 

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.

Relative Disadvantages of Observation : 

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 for International Marketing Research : 

A Comparative Evaluation of Survey Methods for International Marketing Research 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 disadvantage. Table 6.4