3.Quantative Research Techniques 2

8/9/2019 3.Quantative Research Techniques 2

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Quantitative Research Techniques


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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.


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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].


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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.


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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


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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


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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


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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


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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


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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


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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


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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


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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.


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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.


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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.


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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 ______________________________________________________________________________________________________________

__


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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.


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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


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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.


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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


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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


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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


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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


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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.


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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.


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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


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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 )


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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?


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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.


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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 )


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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


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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.


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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


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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.


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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


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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.

3.Quantative Research Techniques 2

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