Date post: | 08-Apr-2018 |
Category: |
Documents |
Upload: | nirmal-singh-jasol |
View: | 228 times |
Download: | 0 times |
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 1/27
6-1
Chapter 6Descriptive Research Design:
Survey and Observation
Submitted
To: Himanshu vyas
By: Jayesh Rohda
MBA M&S 2nd Sem
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 2/27
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 3/27
6-3
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 4/27
6-4
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 5/27
6-5
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 6/27
6-6
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 7/27
6-7
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 8/27
6-8
A Classification of Survey Methods
TraditionalTelephone
Computer-AssistedTelephoneInterviewing
MailInterview
MailPanel
In-Home MallIntercept
Computer-AssistedPersonal
Interviewing
E-mail Internet
SurveyMethods
Telephone Personal Mail Electronic
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 9/27
6-9
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 10/27
6-10
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 11/27
6-11
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 12/27
6-12
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 13/27
6-13
Table 6.2
Criteria Phone/
CATI
In-Home
Interviews
Mall-
Intercept
InterviewsCAPI
Surveys
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 14/27
6-14
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 15/27
6-15
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 16/27
6-16
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 17/27
6-17
A Classification of Observation Methods
Observation Methods
Personal
Observation
Mechanical
ObservationTrace
Analysis
Content
AnalysisAudit
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 18/27
6-18
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 19/27
6-19
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 20/27
6-20
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 21/27
6-21
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 22/27
6-22
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 23/27
6-23
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 24/27
6-24
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 25/27
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.
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 26/27
6-26
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
8/7/2019 M.R. chpt 6 JAYESH
http://slidepdf.com/reader/full/mr-chpt-6-jayesh 27/27
6-27
THE END