m.r. chpt 6 jayesh

8/7/2019 M.R. chpt 6 JAYESH

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Chapter 6Descriptive Research Design:

Survey and Observation

Submitted

To: Himanshu vyas

By: Jayesh Rohda

MBA M&S 2nd Sem



6-2

Chapter Questions/Objectives

1) Discuss and classify sur vey method and descr ibe

var ious methods.

2) Cr iter ia f or evaluating sur vey methods, compareand evaluate the best method f o research project.

3) Advantage and disadvantages of obser vational

method and compare with them sur vey method.

4) Implementation of sur vey and obser vational

method in international setting.



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Chapter Outline

1) Over view

2) Sur vey Methods

3) Sur vey Methods Classified by Mode of Administration

i. Telephone Methodsa. Traditional Telephone Inter viewsb. Computer-Assisted Telephone Inter viewing

(CATI)ii. Personal Methods

a. Personal In-home Inter viewsb. Mall-Intercept Personal Inter views

c. Computer-Assisted Personal Inter viewing (CAPI)iii. Mail Methodsa. Mail Inter views b. Mail Panels

iv. Electronic Methods

a. E-mail Sur veys b. Internet Sur veys



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Contd«

4) A Comparative Evaluation of Sur vey Methods

i. Flexibility of Data Collection

ii. Diversity of Questions

iii. Use of Physical Stimuli

iv. Sample Control

v. Control of the Data Collection Environment

vi. Control of Field Force

vii. Quantity of Data

viii. Response Rate

ix. Perceived Anonymity

x. Social Desirability/ Sensitive Inf or mation

xi. Potential f or Inter viewer Bias

xii. Speed

xiii. Cost



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Contd«

5) Selection of Sur vey Methods

6) Obser vation Methods

i. Str uctured vs. Unstr uctured Obser vation

ii. Disguised vs. Undisguised Obser vation

iii. Natural vs. Contr ived Obser vation

7) Obser vational Methods Classified by Mode of Administration

i. Personal Obser vation

ii. Mechanical Obser vation

iii. Audit

iv. Content Analysis

v. Trace Analysis



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Contd«

8) A Comparative Evaluation of Obser vational Methods

i. Degree of Str ucture

ii. Degree of Disguise

iii. Ability to Obser ve in Natural Setting

iv. Analysis Bias

v. General Remarks

9) A Compar ison of Sur vey and Obser vational Methodsi. Relative Advantages of Obser vation

ii. Relative Disadvantages of Obser vation



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Survey Method

� The sur vey method of obtaining inf or mation is

based on questioning of respondents.

� Var iety of questions are ask on their behavior,intention, attitudes, awareness, motivation and

demographic and lif estyle character istics.

� This question may be in wr itten or ver bal.



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A Classification of Survey Methods

TraditionalTelephone

Computer-AssistedTelephoneInterviewing

MailInterview

MailPanel

In-Home MallIntercept

Computer-AssistedPersonal

Interviewing

E-mail Internet

SurveyMethods

Telephone Personal Mail Electronic



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Comparative Evaluation Of Survey

Methods

1) Flexibility of Data Collection:

The f lexibility of data collection is deter mined pr imar ily by the extent towhich the respondent can interact with the inter viewer and the sur vey questionnaire.

2) Diversity of Questions:

The diversity of questions that can be asked in a sur vey depends upon thedegree of interaction the respondent has with the inter viewer and thequestionnaire, as well as the ability to actually see the questions.

3) Use of Physical Stimuli:

The ability to use physical stimuli such as the product, a product prototype,

commercials, or promotional displays dur ing the inter view.4) Sample Control:

Sample control is the ability of the sur vey mode to reach the units specifiedin the sample eff ectively and efficiently.



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Contd«

5) Control of the Data Collection Environment:

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

6) Control of Field Force:

The ability to control the inter viewers and super visors involved in datacollection.

7) Quantity of Data:

The ability to collect large amounts of data.

8) Response Rate:

Sur vey response rate is broadly defined as the percentage of the totalattempted inter views that are completed.



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Contd«

9) PerceivedAnonymity:

Perceived anonymity ref ers to the respondents' perceptions that their

identities will not be discerned by the inter viewer or the researcher.

10) Social Desirability/Sensitive Information:

Social desirability is the tendency of the respondents to give answers that

are socially acceptable, whether or not they are tr ue.

11) Potential for Interviewer Bias:

The extent of the inter viewer's role deter mines the potential f or bias.



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Contd«

12) Speed:

The total time taken f or administer ing the sur vey to the entire

sample.

13) Cost:

The total cost of administer ing the sur vey and collecting the

data.



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Table 6.2

Criteria Phone/

CATI

In-Home

Interviews

Mall-

Intercept

InterviewsCAPI

Mail

Surveys

Mail

Panels E-Mail Internet

Flexibility of data

collection

Moderate

to high

High High Moderate

to high

Low Low Low Moderate

to high

Diversity of questions Low High High High Moderate Moderate Moderate Moderate

to high

Use of physical stimu li Low Moderateto high

High High Moderate Moderate Low Moderate

Sample control Moderate

to high

Potentially

high

Moderate Moderate Low Moderate

to high

Low Low to

moderate

Control of data collection

environment

Moderate Moderate

to high

High High Low Low Low Low

Control of field f orce Moderate Low Moderate Moderate High High High High

Quantity of data Low High Moderate Moderate Moderate High Moderate Moderate

Response rate Moderate High High High Low Moderate Low Ver y

Low

Perceived anonymity of the respondent

Moderate Low Low Low High High Moderate High

Social desirability Moderate High High Moderate

to H igh

Low Low Moderate Low

Obtaining sensitive

inf or mation

High Low Low Low to

moderate

High Moderate

to H igh

Moderate High

Potential f or inter viewer

bias

Moderate High High Low None None None None

Speed High Moderate Moderate

to high

Moderate

to high

Low Low to

moderate

High Ver y

high

Cost Moderate High Moderateto high

Moderateto high

Low Low tomoderate

Low Low

A Comparative evaluation of Survey Methods



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Observation MethodsStr uctured versus Unstr uctured Obser vation

� For structured observation, the researcher specifiesin detail what is to be obser ved and how the

measurements are to be recorded, e.g., an auditor per f or ming inventor y analysis in a store.

� In unstructured observation, the obser ver monitors

all aspects of the phenomenon that seem relevant tothe problem at hand, e.g., obser ving children playingwith new toys.



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Observation MethodsDisguised versus Undisguised Obser vation

� In disguised observation, the respondents areunaware that they are being obser ved. Disguise may

be accomplished by using one-way mirrors, hiddencameras, or inconspicuous mechanical devices.Obser vers may be disguised as shoppers or salesclerks.

� In undisguised observation, the respondents areaware that they are under obser vation.



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Observation MethodsNatural versus Contr ived Obser vation

� Natural observation involves obser ving behavior as

it takes places in the environment. For example, one

could obser ve the behavior of respondents eating f ast

f ood in Burger K ing.

� In contrived observation, respondents' behavior isobser ved in an artificial environment, such as a test

k itchen.



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A Classification of Observation Methods

Observation Methods

Personal

Observation

Mechanical

ObservationTrace

Analysis

Content

AnalysisAudit



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Personal Observation

� A researcher obser ves actual behavior as it

occurs.

� The obser ver does not attempt to manipulatethe phenomenon being obser ved but merely

records what takes place.

� For example, a researcher might record traffic

counts and obser ve traffic f lows in a

department store.



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Mechanical Observation

Do not require respondents' direct participation.

± the AC Nielsen audimeter

± turnstiles that record the number of people enter ing or leaving abuilding.

± On-site cameras (still, motion picture, or video) ± Optical scanners in super markets

Do require respondent involvement.

± eye-track ing monitors

± pupilometers± psychogalvanometers

± voice pitch analyzers

± devices measur ing response latency



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Audit

� The researcher collects data by examining physical

records or per f or ming inventor y 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



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Content Analysis

� The objective, systematic, and quantitativedescr iption of the manif est content of acommunication.

� The unit of analysis may be words, characters(individuals or objects), themes (propositions), spaceand time measures (length or duration of themessage), or topics (subject of the message).

� Analytical categor ies f or classifying the units aredeveloped and the communication is broken downaccording to prescr ibed r ules.



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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 ratewas used to deter mine the relative popular ity of exhibits.

� The number of diff erent fingerpr ints on a page was used to gauge thereadership of var ious advertisements in a magazine.

� The position of the radio dials in cars brought in f or ser vice was used toestimate share of listening audience of var ious radio stations.

� The age and condition of cars in a park ing lot were used to assess theaff luence of customers.

� The magazines people donated to char ity were used to deter mine people'sf avor ite magazines.

� Internet visitors leave traces which can be analyzed to examine browsingand usage behavior by using cook ies.



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A Comparative Evaluation of Observation MethodsTable 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 Lowin 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



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Comparison of Survey & Observation

Methods

RelativeAdvantages of Observation� They per mit measurement of actual behavior rather

than reports of intended or pref erred behavior.

� There is no reporting bias, and potential bias causedby the inter viewer and the inter viewing process iseliminated or reduced.

� Certain types of data can be collected only by obser vation.

� If the obser ved phenomenon occurs f requently or isof short duration, obser vational methods may becheaper and f aster than sur vey methods.



6-25

Contd«

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 biasthe data.

� Observational data are often time-consuming and expensive, and itis 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.



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A Comparative Evaluation of Survey Methods for

International Marketing Research

Criteria Telephone Personal Mail ElectronicHigh sample control + + - -

Difficulty in locating + - + +

respondents at home

Inaccessibility of homes + - + +

Unavailability of a large + - + +pool of trained inter viewers

Large population in r ural areas - + - -

Unavailability of maps + - + +

Unavailability of current - + - +

telephone director y

Unavailability of mailing lists + + - +Low penetration of telephones - + + -

Lack of an efficient postal system + + - +

Low level of literacy - + - -

Face-to-f ace communication culture - + - -

Poor access to computers & Internet ? + ? -Note: A (+) denotes an advantage, and a (± ) denotes a disadvantage.

Table 6.4



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m.r. chpt 6 jayesh

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