Survey and quantitative observation techniques - VLE 5

Question 1

What is structured data collection?

Answer 1

Structured data collection refers to a formal questionnaire which presents questions in a prearranged order.

Question 2

What is a fixed response alternative question?

Answer 2

Questions requiring the participant to choose from a set of predetermined answers. For example, ticking a box indicating your degree of agreement with some given statement (Strongly agree, Agree, …
).

Question 3

What could be reasons for decrease in response rates?

Answer 3

oncerns about confidentiality

the length of interviews

the relevance of questions

the number of requests

when there is no direct benefit to the company

fears of sugging and frugging.

Sugging (Selling Under the Guise of Research): This occurs when an organization pretends to conduct legitimate research but is actually using it as a cover to sell products or services. For example, a “survey” may end with a sales pitch, damaging trust in the research process.

Frugging (Fundraising Under the Guise of Research): This happens when organizations disguise fundraising efforts as research. For instance, asking for donations after a “study” harms the credibility of genuine research efforts.

Question 4

What are some contact methods for surveys?

Answer 4

telephone interviews

personal (face-to-face) interviews

mail (postal) interviews

electronic surveys.

Question 5

Out of Telephone, Personal, Mail, and Electronic contact methods, which have high sample control?

Answer 5

Answer: Telephone, Personal.

Question 6

Out of Telephone, Personal, Mail, and Electronic contact methods, which face challenges due to difficulty in locating participants at home?

Answer 6

Personal

Question 7

Out of Telephone, Personal, Mail, and Electronic contact methods, which are affected by the inaccessibility of homes?

Answer 7

Personal

Question 8

Out of Telephone, Personal, Mail, and Electronic contact methods, which struggle due to the unavailability of a large pool of trained interviewers?

Answer 8

Personal

Question 9

Out of Telephone, Personal, Mail, and Electronic contact methods, which are poorly suited for a large population in rural areas?

Answer 9

Answer: Telephone, Mail, Electronic.

Question 10

Out of Telephone, Personal, Mail, and Electronic contact methods, which are impacted by the unavailability of maps?

Answer 10

Personal

Question 11

Out of Telephone, Personal, Mail, and Electronic contact methods, which are hindered by the unavailability of a current telephone directory?

Answer 11

Telephone and Mail

Question 12

Out of Telephone, Personal, Mail, and Electronic contact methods, which are limited by the unavailability of mailing lists?

Answer 12

Mail

Question 13

Out of Telephone, Personal, Mail, and Electronic contact methods, which are affected by low penetration of telephones?

Answer 13

Telephones and electronic

Question 14

Out of Telephone, Personal, Mail, and Electronic contact methods, which are affected by the lack of an efficient postal system?

Answer 14

Mail

Question 15

Out of Telephone, Personal, Mail, and Electronic contact methods, which face challenges with low literacy levels?

Answer 15

Telephone, Mail and Electronic

Question 16

Out of Telephone, Personal, Mail, and Electronic contact methods, which are best for a face-to-face communication culture?

Answer 16

Personal

Question 17

Out of Telephone, Personal, Mail, and Electronic contact methods, which are affected by poor access to computers and the internet?

Answer 17

Electronic

Question 18

What are the key

Answer 18

Speed
Cost
Quality of response
Interviewer bias removed
Data quality (validation)
Contacting certain target groups

Question 19

What can be disadvantages to online surveys?

Answer 19

Representativeness
Controlling for who is responding actually
Motivation
Security
Privacy
Ethics

Question 20

What are the criteria for evaluating survey methods?

Answer 20

1. Control of field force
2. Control of the data collection environment
3. Cost
4. Flexibility of data collection
5. Sensitive information
6. Perceived participant anonymity
7. Interviewer bias
8. Rapport building
9. Probing
10. Quantity of data
11. Response rate
12. Sample control
13. Social desirability
14. Speed
15. Use of physical stimuli

Control of field force – the ability to control the interviewers and supervisors involved in data collection.

Control of the data collection environment – the degree of control a researcher has over the environment in which the participant answers the questionnaire.

Cost – the total cost of administering the survey and collecting the data.

Diversity of questions – the diversity of questions which can be asked in a survey depends on the degree of interaction the participant has with the interviewer and the questionnaire, as well as the ability to actually see the questions.

Flexibility of data collection – the flexibility of data collection is determined primarily by the extent to which the participant can interact with the interviewer and the survey questionnaire.

Obtaining sensitive information – sensitive information may mean an issue which is personally sensitive, such as the way in which a participant may be classified or the use of hygiene products. What may be deemed ‘sensitive’ varies enormously between different types of participant.

Perceived participant anonymity – perceived participant anonymity refers to the participants’ perceptions that their identities will not be discerned by the interviewer or the researcher.

Potential for interviewer bias – the extent of the interviewer’s role determines the potential for bias.

Potential to build rapport – rapport may be vital to communicate why the survey is being conducted, with a corresponding rationale for the participant to spend time answering the questions.

Potential to probe – though the interviewer has the potential to create bias in the responses elicited from participants, it is balanced somewhat by the amount of probing which can be done.

Quantity of data – the ability to collect large amounts of data.

Response rate – the survey response rate is broadly defined as the percentage of the total attempted interviews which are completed.

Sample control – sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

Social desirability – social desirability is the tendency of participants to give answers which they feel to be acceptable in front of others, including interviewers.

Speed – the total time taken for administering the survey to the entire sample.

Use of physical stimuli – the ability to use physical stimuli such as the product, a product prototype, commercials or promotional displays during the interview.

Question 21

What is a quantitative observation?

Answer 21

Quantitative observation involves recording the behavioural patterns of people, objects and events in a systematic manner to obtain information about the phenomenon of interest. The observer does not question or communicate with the people being observed unless he or she takes the role of a mystery shopper. Information may be recorded as the events occur or from records of past events.

Question 22

What is the difference between structured and unstructured observation?

Answer 22

For structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded – for example, an auditor performing inventory analysis in a store.

In unstructured observation, the observer monitors all aspects of the phenomenon which seem relevant to the problem at hand – for example, observing children playing with new toys.

Question 23

What is the difference between disguised and undisguised observation?

Answer 23

In disguised observation:

• the participants are unaware that they are being observed
• disguise may be accomplished by using two-way mirrors, hidden cameras or inconspicuous electronic devices

observers may be disguised as mystery shoppers or sales staff.

In undisguised observation, the participants are aware that they are under observation.

Question 24

What is the difference between natural and contrived observation?

Answer 24

Natural observation involves observing behaviour as it takes places in the environment – for example, one could observe the behaviour of participants eating a new menu option in Burger King.

In contrived observation, participants’ behaviour is observed in an artificial environment, such as a test kitchen.

Question 25

How would you classify mystery shopping as an observation technique? Why would you classify it in this way?

Answer 25

Mystery shopping should be classified as ‘personal observation’. The mystery shopper observes actual service delivery behaviour as it occurs. The mystery shopper does not attempt to control those who are observed. The mystery shoppers present themselves as ‘customers’ and a service is delivered to them in a ‘natural’ manner. The service is delivered and the mystery shoppers record their observations.

Question 26

What is personal observation?

Answer 26

a researcher observes actual behaviour as it occurs

the observer does not attempt to manipulate the phenomenon being observed but merely records what takes place

a researcher, for example, might record the time, day and number of shoppers who enter a shop and observe where those shoppers ‘flow’ once they are in the shop.

Question 27

What is electronic observation?

Answer 27

In electronic observation, electronic devices rather than human observers record the phenomenon being observed. They are used for continuously recording ongoing behaviour for later analysis. Neuromarketing is concerned with the direct measurement of the brain’s conscious and unconscious response to marketing stimuli.

Question 28

What are some devices that require and that doesn’t require active user participation?

Answer 28

Devices not requiring participants’ direct participation include:

the AC Nielsen audimeter

turnstiles which record the number of people entering or leaving a building

on-site cameras (still, motion picture or video)

Devices requiring participant involvement include:

eye-tracking equipment

pupilometer

psychogalvanometer

voice-pitch analysis

devices measuring response latency.

Question 29

What is an audit?

Answer 29

In an audit, the researcher collects data by examining physical records or performing inventory analysis. Data are collected personally by the researcher. The data are based on counts, usually of physical objects.

Question 30

What is trace analysis?

Answer 30

In trace analysis, data collection is based on physical traces, or evidence of past behaviour. For example:

the selective erosion of tiles in a museum could be used to determine the relative popularity of exhibits

the number of different fingerprints on a page could be used to gauge the readership of various advertisements in a magazine

the radio station playing in cars brought in for service could be used to estimate the audience share of various radio stations

the age and condition of cars in a parking lot could be used to assess the affluence of customers

the magazines people donated to charity could be used to determine people’s favourite magazines

internet visitors leave traces which could be analysed to examine browsing and usage behaviour by using a cookie.

Question 31

What are the factors for observation techniques?

Answer 31

Degree of structure
Degree of disguise
Natural setting
Observation bias
Analysis bias

Question 32

What is the difference between qualitative and quantitative observation?

Answer 32

Qualitative observation is laden with interpreting the meaning and significance of consumer acts. A much higher level of theoretical input is needed in the analysis of qualitative observations. This contrasts with quantitative observations where the prime means of analysis involves counting the occurrence of phenomena, allowing a whole array of statistical tests.

Question 33

Describe the relative advantages and disadvantages of observation.

Answer 33

Advantages are the following.

• Observational methods permit the measurement of many forms of consumer behaviour.
• The potential bias caused by the interviewer and the interviewing process is eliminated or reduced.
• Consumers may not remember or be aware of certain behaviour patterns they display; only by observation may these patterns be captured.
• If the observed phenomenon occurs at relatively frequent intervals and is of short duration, observational methods may cost less and be faster than interview methods.

Disadvantages are the following.

• Little can be inferred about the motives, beliefs, attitudes and preferences underlying the observed behaviour – much interpretation and validation are needed to make inferences.
• Selective perception of the observer can bias what is observed and interpreted.
• In some cases the use of observational methods may border on being unethical because consumer behaviour is being monitored without their explicit knowledge or consent.