Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 7-1 Chapter Seven Descriptive.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Chapter Seven Descriptive Research Designs: Survey Methods and Errors


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Learning Objectives

Explain the advantages and disadvantages of using survey research designs to collect primary data.

Discuss the many types of survey methods available to researchers. Identify and discuss the factors that drive the choice of survey methods.


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Learning Objectives

Explain how the electronic revolution is affecting the administration of survey research designs.

Identify and describe the strengths and weaknesses of each type of survey method.

Identify and explain the types of errors that occur in survey research.


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IntroductionThe researcher should consider using a descriptive research

design to collect primary data if:

They require primary data from members of the defined target population, and

If management’s initial decision problems are linked to specified questions concerning:

Who, what, when, where, why and how about known members (or elements) of the target population.

Identifying meaningful relationships, establishing the existence of true differences and/or verifying the validity of relationships between the marketing variables.


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Survey Research Methods

Research procedures for collecting large amounts of data using question and answer formats.

Collect ‘standardised’ data.


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Select the Research Design - Descriptive Research Designs

Descriptive research designs include a range of survey research methods.

These include person-administered surveys, telephone-administered surveys, self-administered surveys and online-administered surveys.


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Descriptive Research Designs

The need for descriptive research designs: When the researcher requires large

amounts of information from enough members of the target population so that inductive logic and probabilistic inferences can be drawn.


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Survey Research Methods These methods are important in

marketing research: Generally associated with descriptive and

causal research. Distinguished by the need to collect data

from large samples of people. Administered to selected individuals with

responses recorded in a structured and precise manner.

Provide specific facts and estimates so that accurate predictions can be made.


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Advantages and Disadvantages of Quantitative Survey Research Designs

Ability to accommodate large sample sizes at relatively low costs - this increases generalisability of results.

Ability to distinguish small differences.

Ease of administering and recording questions and answers.

Can use advanced statistical analysis.

Abilities of tapping into factors and relationships not directly measurable.

Difficulty of developing accurate survey instruments (questionnaire designs).

Limitations to the in-depth detail in the data.

Lack of control over timeliness and, potentially, low response rates.

Difficulties in determining whether respondents are responding truthfully.

Misinterpretations of data results and inappropriate use of data analysis procedures.

Advantages of Survey Methods Disadvantages of Survey Methods


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Types of Survey Methods

Person-administered surveys Requires trained interviewer.

Telephone-administered surveys Generally use CATI.

Self-administered surveys Respondent records answers without

an interviewer.Online-administered surveys

Conducted online.


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Types of Survey Methods— Person-Administered

In-home interviewIn-home interview An interview takes place in the respondent's home or, in special situations, within the respondent’s work environment (in-office).

An interview takes place in the respondent's home or, in special situations, within the respondent’s work environment (in-office).

Executive interview

Executive interview

An interview takes place with the business executive in person.

An interview takes place with the business executive in person.

Shopping centre/ Mall-intercept

interview

Shopping centre/ Mall-intercept

interview

The interviewer stops shopping patrons and asks for feedback during their visit to a shopping centre or a shopping mall.

The interviewer stops shopping patrons and asks for feedback during their visit to a shopping centre or a shopping mall.

Purchase-intercept interview

Purchase-intercept interview

The interviewer stops the respondent and asks for feedback at the point of purchase.

The interviewer stops the respondent and asks for feedback at the point of purchase.


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Types of Survey Methods— Telephone-Administered

Telephone interview

Telephone interview

An interview takes place over the phone. Interviews may be conducted from a central telephone location or the interviewer’s home.

An interview takes place over the phone. Interviews may be conducted from a central telephone location or the interviewer’s home.

Computer-assisted telephone

interview (CATI)

Computer-assisted telephone

interview (CATI)

A telephone interview takes place using a computer: the interviewer reads the questions from a computer screen and directly records the answers. Computer software can manage selection of telephone numbers and the order of questions to be asked. Questions can be skipped where appropriate and the question order can be rotated.

A telephone interview takes place using a computer: the interviewer reads the questions from a computer screen and directly records the answers. Computer software can manage selection of telephone numbers and the order of questions to be asked. Questions can be skipped where appropriate and the question order can be rotated.


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Types of Survey Methods—Self-Administered

Direct mail surveyDirect mail survey AS EXHIBIT 7.2 AS EXHIBIT 7.2

Mail panel surveyMail panel survey AS EXHIBIT 7.2 AS EXHIBIT 7.2

Drop-off surveyDrop-off survey AS EXHIBIT 7.2 AS EXHIBIT 7.2


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Types of Survey Methods— Online

Fax surveyFax survey AS EXHIBIT 7.2 AS EXHIBIT 7.2

Email surveyEmail survey AS EXHIBIT 7.2 AS EXHIBIT 7.2

Internet surveyInternet survey AS EXHIBIT 7.2 AS EXHIBIT 7.2

See Exhibit 7.2See Exhibit 7.2


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Other Survey Designs

Drop off surveysFax surveysDirect mailMail panelsProctor and Gamble’s

www.consumercorner.com Zoomerang www.zoomerang.com


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Online Techniques are Replacing Traditional Techniques

Techniques such as CAPI are replacing personal interviews.

CATI has replaced (in most cases) traditional telephone interviews.

Exhibit 7.3 on the next slide shows the new online methods.


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The New Online Methods


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Benefits of the Computer-Assisted Data Collection Methods


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Factors for Selecting the Appropriate Survey Method

Budget of available resources

Budget of available resources

What degree of appropriate resources can be committed to the project? Consider:•Total dollars and worker hours available.•Cost of collecting the required data.

What degree of appropriate resources can be committed to the project? Consider:•Total dollars and worker hours available.•Cost of collecting the required data.

Completion time frame

Completion time frame

How much time is needed for completing the research project?Consider:•Data-gathering•Analysis•Information-generation activities

How much time is needed for completing the research project?Consider:•Data-gathering•Analysis•Information-generation activities

Quality requirement of the

data

Quality requirement of the

data

How accurate and representative is the derived information to the research problem?Consider:•Completeness•Generalisability•Precision

How accurate and representative is the derived information to the research problem?Consider:•Completeness•Generalisability•Precision

Situational CharacteristicsSituational Characteristics


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Data quality determination definitions

Data quality determination definitions

CompletenessCompleteness How much information and what degree of detail are needed for the defined research problem?

How much information and what degree of detail are needed for the defined research problem?

GeneralisabilityGeneralisabilityAt what level of confidence does the researcher want to make inferences about the defined target population form the data results?

At what level of confidence does the researcher want to make inferences about the defined target population form the data results?

PrecisionPrecisionWhat is the acceptable level of error that the data results may have in representing true population parameters?

What is the acceptable level of error that the data results may have in representing true population parameters?


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Difficulty of the task

Difficulty of the task

How much effort is required by the respondent to answer the questions? How hard does the subject have to work to answer the questions? How much preparation is required to create a desired environment for the respondents?

How much effort is required by the respondent to answer the questions? How hard does the subject have to work to answer the questions? How much preparation is required to create a desired environment for the respondents?

Stimuli needed to elicit the response

Stimuli needed to elicit the response

How much physical stimulus does a respondent need? Do specific stimuli have to be used to elicit a response? How complex do the stimuli have to be?

How much physical stimulus does a respondent need? Do specific stimuli have to be used to elicit a response? How complex do the stimuli have to be?

Task CharacteristicsTask Characteristics


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Amount of information

needed from the respondent

Amount of information

needed from the respondent

How detailed do the respondent’s answers have to be? Will probing activities be needed? How many questions should there be? How long should the respondent expect to take?

How detailed do the respondent’s answers have to be? Will probing activities be needed? How many questions should there be? How long should the respondent expect to take?

Task CharacteristicsTask Characteristics

Research topic Sensitivity

Research topic Sensitivity

To what degree are the survey’s questions socially, politically and/or personally sensitive?

To what degree are the survey’s questions socially, politically and/or personally sensitive?


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DiversityDiversity AS EXHIBIT 7.6 AS EXHIBIT 7.6

Incidence rateIncidence rate AS EXHIBIT 7.6 AS EXHIBIT 7.6

Degree of survey participation

Degree of survey participation

AS EXHIBIT 7.6 AS EXHIBIT 7.6

Respondent CharacteristicsRespondent Characteristics


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Types of Errors in Survey Research Methods

Random sampling error

Random sampling error

Error associated with the sampled data results due to some form of natural random chance or random fluctuations in the data estimates.The statistically measured difference between the actual sampled results and the estimated true population results.As sample size increases, sampling error decreases.

Error associated with the sampled data results due to some form of natural random chance or random fluctuations in the data estimates.The statistically measured difference between the actual sampled results and the estimated true population results.As sample size increases, sampling error decreases.

Random sampling errors and Non-sampling errorsRandom sampling errors and Non-sampling errors

Non-sampling error

Non-sampling error

All errors that enter survey research design that are not related to the sampling method or sample size. Often called systematic error.

All errors that enter survey research design that are not related to the sampling method or sample size. Often called systematic error.


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Non-response error

•Occurs when a sufficient number of the initial prospective respondents are not included in the final sample of a study.

•Results in a portion of the population is not represented or is under represented.

Non-response error

•Occurs when a sufficient number of the initial prospective respondents are not included in the final sample of a study.

•Results in a portion of the population is not represented or is under represented.


Not at home: A prospective respondent is not reasonably able to be reached despite reasonable attempts.

Not at home: A prospective respondent is not reasonably able to be reached despite reasonable attempts.

Wrong mailing address: A prospective respondent’s address is outdated or inactive.

Wrong mailing address: A prospective respondent’s address is outdated or inactive.

Wrong telephone number: A prospective respondent’s telephone number is no longer in service or is incorrect.

Wrong telephone number: A prospective respondent’s telephone number is no longer in service or is incorrect.

Refusal: A prospective respondent is unwilling to participate.

Refusal: A prospective respondent is unwilling to participate.

Respondent error sourcesRespondent error sources


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Response errorOccurs when a significant number of respondents either unconsciously or deliberately misrepresent or deliberately falsify their responses.

Response errorOccurs when a significant number of respondents either unconsciously or deliberately misrepresent or deliberately falsify their responses.


Social desirability: A response based on what is perceived to be socially acceptable or respectable.

Social desirability: A response based on what is perceived to be socially acceptable or respectable.

Prestige: A response intended to enhance the image of the respondent.

Prestige: A response intended to enhance the image of the respondent.

Auspices error: A response dictated by the image or opinion of the sponsor rather than the actual question.

Auspices error: A response dictated by the image or opinion of the sponsor rather than the actual question.

Hostility: A response that arises from feelings of anger or resentment due to the response task.

Hostility: A response that arises from feelings of anger or resentment due to the response task.



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Response error

Occurs when a significant number of respondents either unconsciously or deliberately misrepresent or deliberately falsify their responses.

Response error

Occurs when a significant number of respondents either unconsciously or deliberately misrepresent or deliberately falsify their responses.


Yea- and nay- saying: A response influenced by the tendency towards positive or negative answers.

Yea- and nay- saying: A response influenced by the tendency towards positive or negative answers.

Mental set error: A response based on perceptions influenced by previous responses over later ones.

Mental set error: A response based on perceptions influenced by previous responses over later ones.

Acquiescence error: A response based on the respondent’s perception of what would be desirable to the sponsor.

Acquiescence error: A response based on the respondent’s perception of what would be desirable to the sponsor.

Extremity error: A response influenced by clarity or extreme scale points and ambiguity of midrange options.

Extremity error: A response influenced by clarity or extreme scale points and ambiguity of midrange options.



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Construct development error•Occurs when the researcher does not accurately or completely identify the important sub-dimensions of the constructs to be measured.

•The data is misidentified because the composite does not represent the intended object to be measured.

Construct development error•Occurs when the researcher does not accurately or completely identify the important sub-dimensions of the constructs to be measured.

•The data is misidentified because the composite does not represent the intended object to be measured.


Incomplete constructs: Only partial data requirements are met. This creates inappropriate guidelines for scale measurement and questionnaire design activities.

Incomplete constructs: Only partial data requirements are met. This creates inappropriate guidelines for scale measurement and questionnaire design activities.

Low reliability or validity: Construct validity is not maintained, which increases the likelihood of collecting irrelevant or low-quality data.

Low reliability or validity: Construct validity is not maintained, which increases the likelihood of collecting irrelevant or low-quality data.

Measurement and design error sourcesMeasurement and design error sources


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Scaling measurement error•Occurs when the researcher designs inaccuracies into the various scales used to collect the primary data.

•Errors could come from inappropriate questions or set-ups, scale attributes or actual scale points used to represent respondents’ answers.

Scaling measurement error•Occurs when the researcher designs inaccuracies into the various scales used to collect the primary data.

•Errors could come from inappropriate questions or set-ups, scale attributes or actual scale points used to represent respondents’ answers.


Lack of precision: Decreases reliability of data quality.

Lack of precision: Decreases reliability of data quality.

Lack of discriminatory power: Respondents encounter difficulties in accurate expression or sensitivity between possible answers. Data cannot be used to detect small differences.

Lack of discriminatory power: Respondents encounter difficulties in accurate expression or sensitivity between possible answers. Data cannot be used to detect small differences.


Ambiguity of questions or set-ups: Misleads or confuses the respondent. Inappropriate scale descriptors: Survey collects wrong or incomplete data which severely reduces the researcher’s ability to create meaningful information.

Ambiguity of questions or set-ups: Misleads or confuses the respondent. Inappropriate scale descriptors: Survey collects wrong or incomplete data which severely reduces the researcher’s ability to create meaningful information.


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Survey instrument design errorTypes of researcher error sources in survey research methods


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Misinterpretation errorInaccurate transformations of data and analysis results into usable bits of information for the decision maker.

Misinterpretation errorInaccurate transformations of data and analysis results into usable bits of information for the decision maker.

Interpretative biasInterpretative bias

Selective perceptionSelective perception

Data analysis errorRepresents a group of errors that relate to subjecting the data to inappropriate analysis procedures.

Data analysis errorRepresents a group of errors that relate to subjecting the data to inappropriate analysis procedures.

Inappropriate analysisInappropriate analysis

Predictive analysisPredictive analysis


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Data coding errorsData coding errors

Data entry errorsData entry errors

Administrative error sourcesAdministrative error sources

Data editing errorsData editing errors

Data processing errorOccurs when researchers are not accurate or complete in transferring the data from respondents to computer data files.

Data processing errorOccurs when researchers are not accurate or complete in transferring the data from respondents to computer data files.

Unconscious misrepresentationUnconscious misrepresentation

Recording errorsRecording errors

CheatingCheating

Interviewer errorOccurs when interviewers distort information, in a systematic way, from respondents during or after the interviewer/respondent encounter.

Interviewer errorOccurs when interviewers distort information, in a systematic way, from respondents during or after the interviewer/respondent encounter.


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Population specification errorPopulation specification error

Sample selection errorSample selection error

Administrative error sourcesAdministrative error sources

Sampling frame errorSampling frame error

Sample design error•Represents systematic inaccuracies created by using a faulty sampling design to identify and reach the selected ‘right’ respondents.

•This will limit the generalisability, reliability and validity of the collected data.

Sample design error•Represents systematic inaccuracies created by using a faulty sampling design to identify and reach the selected ‘right’ respondents.

•This will limit the generalisability, reliability and validity of the collected data.

Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 7-1 Chapter Seven Descriptive.

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