Download - 3.Quantative Research Techniques 2
-
8/9/2019 3.Quantative Research Techniques 2
1/36
Quantitative Research Techniques
-
8/9/2019 3.Quantative Research Techniques 2
2/36
Survey Research ...Survey Research ...
is a method of descriptive research used for
collecting primary data based on verbal or written
communication with a representative sample ofindividuals or respondents from the target
population.
It requires asking the respondents for
information either face-to-face or using thetelephone interview, or through mail, fax or
Internet.
-
8/9/2019 3.Quantative Research Techniques 2
3/36
Survey ResearchSurvey Research
Objectives:
Most survey research studies attempt to identify and
explain a particular marketing activity. Marketing
surveys typically have multiple objectives.
Although surveys are generally conducted to quantify
certain factual information, certain aspects of surveys
may also be qualitative.
For example, testing and refining new product concepts is often aqualitative objective in a new product development.
Has non-business application as well. [e.g. donor research].
-
8/9/2019 3.Quantative Research Techniques 2
4/36
ExampleExample
What survey research objectives might Daewoo
[motor car] develop to learn about car buyers?
Consumer preference in design and features andhow best to satisfy these preferences;
shopping mall intercepts; mail interview etc.
Demographic details, customer satisfaction;
Testing certain aspects of advertising;
Study product image.
-
8/9/2019 3.Quantative Research Techniques 2
5/36
Person administered surveys I
1. Direct, face-to-face Interview:
Interviewer and interviewee see and talk to each other
face-to-face. Includes In-home/In-office Interview
Appointment first,
Face to face Interview
Needs Skill
Mall Intercept Interview
Interview outside home, in supermarkets, departmental
stores, other public places
-
8/9/2019 3.Quantative Research Techniques 2
6/36
Face to face interview
Advantages
Direct interaction
Clarity and display ofexhibits
Better quality and
quantity of data
Higher response rate
No sequence bias Identifying respondents
Unstructured
Disadvantages
High cost
Longer time
Interviewer bias
Anonymity not
maintained
Interviewer cheating
Time bias exists
Field control needed
-
8/9/2019 3.Quantative Research Techniques 2
7/36
Person Administered Surveys II
2. Indirect, non- face-to-face Interview:
The interviewer and the interviewee do not see
but talk direct to each other.
Telephone Interview
-
8/9/2019 3.Quantative Research Techniques 2
8/36
Telephone Interview
Advantages
Faster Results
Inexpensive
Better geographicalcoverage
Irresistibility
Reaching hard-to-reachpeople
Timing: early or late OK Privacy and better control
Coincidental data:immediate feedback.
Disadvantages
No exhibits
Long interview not
possible Inability to make
judgment
Answering machines and
caller identification device
Sampling problem Obsolete directory: poor
sampling frame
-
8/9/2019 3.Quantative Research Techniques 2
9/36
Self-administered surveys
Mail
Advantages Wide geographical coverage
Providing thoughtful answers
Ability to ask sensitive
questions
No interviewer bias
Inexpensive
Better control
Anonymity
Clarity
Survey
Disadvantages
Mailing list problem
Unidentifiable respondent Questionnaire exposure
Data limitation
No interviewer assistance
no exhibits
Assumed literacy
Poor response rate
Longer time
Survey through Internet has similar advantages and problems
-
8/9/2019 3.Quantative Research Techniques 2
10/36
A questionnaire
[also called research instrument]
Data collection
instrument used
for gatheringdata;
A formalized
schedule of an
assembly of acarefully
formulated
questions;
Six important functions
Converts research objectives
into specific questions Standardizes the questions
Keeps respondents motivated
to complete the research
Serve as a permanent record
Speed-up the process of data
analysis
Reliability and validity
purposes
-
8/9/2019 3.Quantative Research Techniques 2
11/36
Questionnaire Development Process
Steps in a Questionnaire Developm ent Process
Pre-design activities
Design
activities
Post-design activities
Determine
Survey
Objectives
D ecide Data
Collection
Methods
Question
Development
Question
Evaluation
by Researcher
an d by Client
Pretest the
Questionna
ir e
Revise ,Finalize,
and
Duplicate
Gather DataUsing the
Question-
naire
Tabulate andAnalyze Data
and Finalize
Report
-
8/9/2019 3.Quantative Research Techniques 2
12/36
Basic Question Formats
Various Question Formats
Basic
Open-ended
Questions
Probing
Questions
Clarifying
Questions
Open-ended
Questions
Dichotomous
Questions
Single-coded
Multiple-coded
Multiple-Choice
Responses
Closed-ended
Questions
Labeled
Questions
Unlabeled
Questions
Scaled
Questions
Basic
Question Formats
-
8/9/2019 3.Quantative Research Techniques 2
13/36
Basic O e e estio s.
. W at o yo artic larly like abo t i to ea?
______________________________________________________________________________
. W y are yo illi g to b y a cell lar o e e it is available i t e market?________________________________________________________________________
Probi g Q estio s
Q.
W at do yo artic larly like abo t Jo so & Jo so baby oil? __________________________________________________________________________PROBE: Anyt ing else?
OPEN-ENDED QUESTIONS: Questions to which respondents
give their responses freely, according to their own will.
-
8/9/2019 3.Quantative Research Techniques 2
14/36
Advantages and disadvantages of
Open-ended QuestionsAdvantages
y Since they do not restrict the
respondents response, the
widest scope of response can beattained.
y Most appropriate where the
range of possible responses is
broad, or cannot be
predetermined.
y Less subject to interviewer bias.
Responses may often be used as
direct quotes to bring realism
and life to the written report.
Disadvantages
y Inappropriate for self-administered
questionnaire since people tend to
write more briefly than they speak.
y The interviewer may only record a
summary of the responses given by
an interview and fail to capture the
the interviewers own ideas.
y It is difficult to categorize and
summarize the diverse responses of
different respondents.
y May annoy a respondent and
prompt him/her to terminate the
interview, or ignore the mail
questionnaire.
-
8/9/2019 3.Quantative Research Techniques 2
15/36
Dic otomo s estions Wit o e tral es onse
_________________________________________________
.Do yo ave a cell lar one?Yes ...................................... 1 wit o t ne tral o ...................................... 2 res onseDic otomo s estions Wit e tral es onse
.Is it likely t at yo will rc ase a cell lar one in t e ne tsi mont s? Yes ...................................... 1 wit ne tral o ...................................... 2 res onse ot re .............................. 3
CLOSED-ENDEDQUESTIONS: Questions to which respondents
are required to answer from set of alternative responses provided by
the researcher.C
ould be dichotomous or multiple choice.
-
8/9/2019 3.Quantative Research Techniques 2
16/36
Single- and m lti-coded m lti le c oice estions
_____________________________________________________________________.On an average, ow m c do yo s end onnews a ers, books and magazines in amont ? (Please c eck one from t e following res onses.)
ess t an $15 ................................... 1 Single-coded Between $16 $30 ....................... 2 question Between $31 $45 ....................... 3 Between $46 $60 ....................... 4 $60 or more ................................... 5
Q.W ic of t e following ouse old a liances does your ouse old ave?(Please c eck as many res onses t at are a licable to you.)
V 1 V 5
LCD .2 Microwave . 6 Multi-coded
PC 3 Cellular one .7 question
Fa 4 Ot ers .8
Specify ______________________________________________________________________________________________________________
__
-
8/9/2019 3.Quantative Research Techniques 2
17/36
Advantages and Disadvantages of
Closed-ended Questions
AD ANTAGES
y All respondents reply on a
standard response set. This
ensures comparability ofresponses, facilitates coding,
tabulating and interpreting the
data.
y Easier to administer and most
suited for self-administered
questionnaire.
y If used in interviews, less
skilled interviewer may be
engaged to do the job.
DISAD ANTAGES
y Preparing the list of
responses is time-
consuming.y If the list of responses is
long, the respondents may
be confused.
y If the list of responses is
not comprehensive,
responses may often fail to
represent the respondents
point of views.
-
8/9/2019 3.Quantative Research Techniques 2
18/36
Scaling questions
yScali g q estio s are special types of closed-e ded q estio s.
yThey i cl de, amo g ot hers, the follo i g categories of q estio s.
Be avioral/Attitudinal questions
Buying-intent questions
Agree-Disagree questions
Preference questions
Ranking questions
Semantic differential questions Constant-sum questions
yThe q estio s ca be labeled or labeled
-
8/9/2019 3.Quantative Research Techniques 2
19/36
Labeled and Unlabeled Scaling Questions
Type of
ScaledQuestions
Examples Advantages Disadvantages
Unlabeled
scaled-
response
question
On a scale of 1 to 7,
how would you rate
the IBM Thinkpad on
ease of operation?
1. Allows a respondent to
express the degree of
his/her intensity of
feelings.
2. Easy to administer and
code.
Respondents
may not relate to
the scale well.
Labeled
scaled-
response
question
Do you disagree
strongly, disagree,
agree, or agree strongly
with the statement,
IBM laptops are a
better value than
Compaq laptops?
1. Allows a respondent to
express the degree of
his/her intensity of
feelings.
2. Easy to administer and
code.
3.Respondents can relate
to the scale.
Scale may be
forced or
overly detailed.
-
8/9/2019 3.Quantative Research Techniques 2
20/36
Considerations in choosing a question format
Nature of the property being measured
Subjective Vs objective
Previous research studies
Need for comparison with past studies
Data Collection Mode
Telephone/face-to-face-interview/mail
Scale level desired
Statistical analysis
Ability of the respondents
-
8/9/2019 3.Quantative Research Techniques 2
21/36
Phrasing and Sequencing of Questions
PHRASING
Focus on a single issue ortopic
Ask precise questions
using respondents corevocabulary
Avoid use of vague words
asking leading or loaded
questions estimation questions
double barreled questions
presumptuous questions
SEQUENCING
Start with simple openingquestions
Place
broad-based questions first; more specific and narrow
questions and difficult,sensitive, embarrassingquestions should comelater(Funnel approach)
Classification questions last. Transition from one topic to
another should be smooth
-
8/9/2019 3.Quantative Research Techniques 2
22/36
Questionnaire Layout
Provide sufficient spaces
Use prominent print for instructions
Use filtered questions
Do not slit the same question over twopages
Number the questions Layout should facilitate editing and
coding
-
8/9/2019 3.Quantative Research Techniques 2
23/36
Comparative Evaluation of arious survey Methods.
________________________________________________________________________Face-to-face Interview
Criteria In-home/ Mall- Telephone Mail
In-office intercept Interview Survey
Flexibility of data collection High High Moderate Low
Diversity of questions High High Low Moderate
Sample control Potentially Moderate Moderate to Lowhigh high
Control of data collection Moderate to High Moderate Low
environment high
Response rate High High Moderate Low
Show of exhibits Yes Yes No No
Quantity of data High Moderate Low High
Anonymity of the respondents Absent Absent Moderate High
Access to sensitive information Low Low High High
Speed Moderate Fast Fast Slow
Cost High Moderate Moderate Low
Potential interviewer bias High Moderate to Moderate Low
-
8/9/2019 3.Quantative Research Techniques 2
24/36
Causal Research/Causal Research/ExperimentsExperiments
In causal research, the emphasis is on specific hypotheses
about the effects of changes of one variable on another
variable.
Deals with cause-effect relationship. Involves experiment where an independent variable is
changed or manipulated to see how it affects a dependent
variable by controlling the effects of extraneous variables.
Extraneous variables: Different from dependent or independent variables
ariables that may have some affects upon a dependent variable
but yet are not independent variables.
-
8/9/2019 3.Quantative Research Techniques 2
25/36
Experimental designExperimental design
A set of procedures for devising an experiment such that a
change in a dependent variable may be attributed solely to
the change in an independent variables.
Various notations used:
O = The measurement or the process of observation of a
dependent variable on the subjects or groups of subjects to be tested.
O1 and O2refer to different measurements made of the dependent
variable.
X = The manipulation, or change, of an independent variable.
R = Random assignment of subjects (consumers, stores, and so on) to
experimental and control groups.
E= Experimental effect; that is, the change in the dependent variable due to
the independent variable.
-
8/9/2019 3.Quantative Research Techniques 2
26/36
Types of Experimental DesignsTypes of Experimental Designs
Many Designs
Quasi- and true experimental designs
Quasi designs: designs which do not properly control for the
effects of extraneous variables.
True designs: designs which properly control for the effects of
extraneous variables and isolate the effects of independent
variables on the dependent variables.
Three examples: After only design
OneGroup, Before-After Design
Before-After with control group
-
8/9/2019 3.Quantative Research Techniques 2
27/36
Three ExamplesThree Examples
After only
Involves one group, shown as X O1 X represents the change in the independent variable
One group, Before-After Design
Involves one group, shown as O1 X O2
Both are examples of quasi experimental design
Before-after with control group
Experimental group: Group subjected to experimental treatment: O1X O2
Control group: Group not subjected to experimental treatment: O3O4
Change = (O2 -- O1) -- (O4 -- O3 )
-
8/9/2019 3.Quantative Research Techniques 2
28/36
Illustrated Example
A supermarket intended to determine t e affect of c ange in
packaging style (independent variable) on sales of mangoes
(dependent variable) t roug experimentation. At t e time
of t e decision, t e store sold t e produce in pre-weig ted
packs containing two mangoes. After recording t e sales of
mangoes in t is manner management c anged (manipulates
t e independent variable) t e packaging system and started
selling t e mangoes from open produce bins. e c ange
yielded better sales figures. ow t e questionwas Did t ec ange in t e system from t e packs of two to free selection
from produce bins caused t is sales increase?
-
8/9/2019 3.Quantative Research Techniques 2
29/36
Question:Question: Did the change from selling in packs of two toDid the change from selling in packs of two tofree selection from produce bins caused this sales increase?free selection from produce bins caused this sales increase?
In answering t is question, t e following questions need to be
answered:
y Co ld t here be other variables that co ld have effected ma go sales?
y
Wh
at o ldh
appe to t h
e sales if th
e eath
er ch
a ged from rai y to fair?y Did the cha ge take place d ring a festive season?
In t is e ample, weat er and t e onset of t e festive season etc.
may be viewed as e traneous variables, aving an effect on t e
dependent variable. owever, t ese are not independent variables.
is e ample clearly s ows t at isolating t e effects of independent
variables ondependent variables wit out controlling for t e effects
of t e e traneous variables is very difficult.
Experimental designs help to accomplish this task.
-
8/9/2019 3.Quantative Research Techniques 2
30/36
Experimental Design: the mango example
Divide the 16 supermarkets in two equivalent groups of 8 - one
control group, the other experimental group.
In the shops in control group, DO NOT CHANGEthe packaging
style, in the experimental group, make the change.
Measure the sales for both groups before the experiment date and
after the experiment date.
Assume that the difference in the two groups are as below:
After Before Difference
Control group 30,720units [O4] 27,980 [O3] 2,740 [O4 - O3] Experimental group 31,688 [O2] 27,816 [O1] 3,872 [O2 - O1]
Sales increase due to new system 1,132
Change = (O2 -- O1) -- (O4 -- O3 )
-
8/9/2019 3.Quantative Research Techniques 2
31/36
Basic Researc Designs Compared
EXPL T Y ESCRIPTIVE CAUSAL
bjectives ather background
infor ation, define ter s,
clarify proble s and
hypotheses, establish
research priorities.
escribe and easure
arketing pheno ena,
characteristics, or
functions of interest.
Establish causality, develop
if-then state ents
Characteristics Relatively si ple,
versatile and flexible;ften the first phase of a
ultiple research design,
unstructured.
Prior for ulation of
specific hypotheses;Pre-planned and
structured design.
Manipulation of one or ore
independent variables;Pre-planned and structured
design;
Control of other ediating
variables
Methods Secondary data analysis
Qualitative research Expert surveys
Pilot surveys
Secondary data
analysis Surveys
Panels
bservational and
. other data
Experi ents:
LaboratoryField
Test arketing
Results/Findings Tentative Conclusive Conclusive
-
8/9/2019 3.Quantative Research Techniques 2
32/36
Other points related to experimentsOther points related to experiments
Validity
An experiment is valid if:
the observed change in the dependent variable is, in fact,
due to the independent variable >> internal validity if the results of the experiment apply to the real world
outside the experimental setting >> external validity.
Test marketing
A special type of field experiment used to test
sales potential for a new product or service,
variations in the marketing mix for a product or service.
-
8/9/2019 3.Quantative Research Techniques 2
33/36
Strengths and Weaknesses of
Laboratory Experiment and Field Experiment
Laboratory (Studio) Experiment Field Experiment
STRENGTHS
WEAKNESSES
y Better control of the environments
and the experimental variables
y Lower cost
y Faster data collection
y Competitors less likely to be awarey More adaptable to the use of
mechanical/electrical equipment
y Sometimes difficult to project test
results
y Less representative sample of
respondents
y More representative
sample of respondents
y Better generalization of
test results
y More difficult to control
the environment and the
experimental variables
y Competitors more likelyto be aware
y Higher cost
y Slower data collection
TEST MARKETINGTEST MARKETING
-
8/9/2019 3.Quantative Research Techniques 2
34/36
Difference between Surveys andDifference between Surveys and
ExperimentalDesignsExperimentalDesigns
The fundamental difference concerns the
manipulation of independent variables.
In surveys, an effect is observed and a search
for a cause follows.
In experimental research, on the other hand,
independent variables are manipulated to
establish a cause-effect relationship.
-
8/9/2019 3.Quantative Research Techniques 2
35/36
Alternative Research Strategies for collecting consumer
information about a product.
Elements of
Strategy Strategy 1 Strategy 2 Strategy 3 Strategy 4
Survey Telephone Mail Personal Personal
Method interview survey interview interview
Research Few factual A2-page Many Projective
instrument questions questionnaire questions tests
Sampling A small All subscribers A large sample A dozen
plan sample of to a consumer of subjects people
households magazine chosen on a foundchosen by national using the
random digit probability product
dialing in the sampling
-
8/9/2019 3.Quantative Research Techniques 2
36/36
Quantitative Research in Asia-Pacific Region
Unavailable/inaccurate secondary data:
Much data on Asian markets are either non-existent, difficult to
obtain or unreliable. For example, in many Asian countries
consumers income estimates are inaccurate since they omit the
unreported or underreported income. Problem with primary data
Survey research suffers from lack of sampling frame; shortage of
qualified researchers/interviewers; respondents unfamiliarity
with research and lack of trust on researchers; less than truthful
responses; and other cultural idiosyncrasies. Poor postal and telephone system; poor rate of literacy of
respondents; high rate of change and political instability etc.
The nature and magnitude of problems vary from country
to country.