Market Research Ch. 6 - Research Design Foundation Flashcards
Survey Method
A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents
Structured data collection
Use of a formal questionnaire that presents questions in a prearranged order
Fixed-alternative questions
Questions that require respondents to choose from a set of predetermined answers
Surveys – Advantages and Disadvantages
Advantages - simple to administer; reliable since answers are limited to those shown; coding, analysis, and interpretation of data are relatively simple
Disadvantages - Respondent inability or unwillingness error
Types of Survey Methods
- Telephone interviewing
- Personal Interviewing
- Mail Interviewing
- Electronic Interviewing
- Mobile Interviewing
Telephone Interviewing Methods
Traditional - Call respondents, ask questions in premade questionnaire, record answers with pencil
Computer-Assisted: Questions shown to interviewer on computer; interviewer records directly to computer; new questions tailored to respondent based on how previous questions were answered; special software used (e.g., Studio by Sawtooth Software)
Personal Interviewing Methods
Personal In-Home Interviews: Interviewer contacts people at there home, asks questions, records
Mall-Intercept Personal Interviews: Interviewers intercept respondents at mall and do the same thing; cheaper
Computer-Assisted Personal Interviewing (CAPI): Respondent answers questions on computer with interviewer guiding; otherwise, similar to mall-intercept
Mail Interviewing Methods
Traditional Mail Interview: Questions mailed out to respondent, they answer and mail it back
Mail Panel: A large and nationally representative sample of households that have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys
Electronic Interviewing Methods
Email Interviews: Questions asked in an email; email program limited (e.g., can’t add checkboxes or whatever) and limited word count
Internet Interviews: Done on website; email could link to website; watch that you don’t annoy people with emails
Survey Evaluation Criteria
Task Factors
1. Diversity of questions and flexibility
2. Use of Physical Stimuli
3. Sample control
4. Quantity of data
5. Response Rate
Situational Factors
1. Control of the data collection environment
2. Control of field force
3. Potential for interviewer bias
4. Speed
5. Cost
Respondent Factors
1. Perceived anonymity
2. Social Desirability/sensitive information
3. Low incidence rate
4. Respondent control
Sample control
The ability of the survey mode to reach the units specified in the sample effectively and efficiently
Sampling Frame
A representation of the elements of the target population consisting of a list or set of directions for identifying the target population
Random Digit Dialing (RDD)
A technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random
Random Digit Directory Designs
A research design for telephone surveys in which a sample of numbers is drawn from the telephone directory and modified to allow unpublished numbers a chance of being included in the sample
Critical Request
The target behavior that is being researched (e.g., the large request that follows an initial small request)
Field Force
The actual interviewers and the supervisors involved in data collection
Perceived anonymity
The respondents’ perceptions that their identities will not be discerned by the interviewer or the researcher
Social desirability
The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint
Incidence Rate
The rate of occurrence or the percentage of persons eligible to participate in a study
Observation
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest
Methods: Personal, Mechanical, Audit, Content Analysis, Trace Analysis
Structured Observation
Observation technique where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured; could for conclusive research
Unstructured Observation
Observation that involves a researcher monitoring all relevant phenomena without specifying the details in advance; better for exploratory research; subject to observer bias
Disguised VS Undisguised Observation
One is hidden from the respondent
Natural Observation
Observation of behavior as it takes place in the environment
Contrived Observation
Observation of behavior in an artificial environment
Personal Observation
An observational research strategy in which human observers record the phenomenon being observed as it occurs
Mechanical Observation
An observational research strategy in which mechanical devices rather than human observers record the phenomenon being observed
Voice pitch analysis
Measurement of emotional reactions through changes in the respondent’s voice
Response latency
The amount of time it takes to respond
Neuromarketing Research
Neuromarketing research applies the principles of neuroscience to marketing research to examine consumers’ sensorimotor, cognitive, and affective response to marketing stimuli
Audit
Data collection by examining physical records or performing inventory analysis
Pantry Audit
A type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer’s home
Content Analysis
The objective, systematic, and quantitative description of the manifest content of a communication
Trace Analysis
An approach in which data collection is based on physical traces, or evidence, of past behavior; used if no other approach possible
Advantages and disadvantages of observation
Advantages: Measurement of actual behavior, no reporting bias, little to no interviewer bias,\
Disadvantages: reason for behavior can be due to many circumstances (e.g., someone buying something for somebody else), Researcher bias, maybe unethical (e.g., monitoring people without their knowledge)
