Descriptive research

Descriptive RESEARCH

By Anna Girnare

Describes characteristics of relevant groups such as consumers, salespersons, competitors and market areas. (qualitative research)

Estimate population parameters, establish relationships between variables. (quantitative research)

DESCRIPTIVE RESEARCH

Cross-sectional designs: This design involves collection of information from any given sample or population only once. In

◦ ‘Single’ cross-sectional design, information is obtained only once from one sample

◦ ‘Multiple’ cross-sectional design information is obtained only once from more than one sample.

DESCRIPTIVE RESEARCH Design Types

Longitudinal designs: In this design data is collected from same

sample(s) repeatedly over a time period. Such sample is also called ‘panel’.

DESCRIPTIVE RESEARCH Design

Cross-sectional Longitudinal

Detecting change

- +Large volume of data collection - +Accuracy

- +Representative sample + -

Relative advantages & disadvantages of cross-sectional and longitudinal designs are shown below

Survey method

Observation methods are

Data Collection Methods used in Descriptive Research Design

Survey methods

Telephone Personal Mail Electronic Interview Interview Interview Interview

Survey methods

Advantages: Respondents can be contacted faster. Economical. Disadvantages: Persons with telephone connection can only

be contacted. Cannot show sample products, pictures,

visual aids etc. Respondent on other side may not be

targetrespondent

Telephone interview:

An interview is called personal interview when interviewer asks questions face-to-face to respondent.

Advantages: Respondent develops highest trust in

interviewer. Can show sample products, pictures,

visual aids etc. Longer interviews are possible. Disadvantage: Expensive Time requires more

Personal interview: 

Advantages: People give more honest answers when

answering on computer followed by mail survey.

Economical. Can show sample products, pictures, visual

aids etc. Useful for sensitive issues. Respondent can answer at his leisure time.

Mail interview:

Disadvantages: Takes longer time to get responses. Follow-up is required. Lower response rate that may lead to

biased sample.

Mail interview:

Advantages: Respondent gives most honest answers. Speed. Online updating of database. Can attach picture and sound files.

Electronic interview:

Disadvantages: Respondent must have access to computer. No control over responses that may lead to

biased sample. Few respondents can respond several times.

Electronic interview:

Observation method involves recording behaviour of people, objects and events systematically.

Observation methods can be classified by mode of administration & they are as follows:

Personal Mechanical Observation Observation

2. Observation method:

In personal observation, researcher observes actual behavior as it occurs.

◦ Participant Observation

◦ Non participant observation

personal observation

In mechanical observation, mechanical devices, rather than human observers, record the observation. Various mechanical devices are as follows:

Audi meter: Attached to tv to continually record what channel is tuned?

People meters: In addition to what channel is tuned to, records who is watching channel?

On-site cameras: Records movement of objects. Eye-tracking monitors: Records the gaze movement of

eyes. These devices can be used to find out how a respondent reads the advertisement or views the TV commercial.

Mechanical

Psycho galvanometer: Measures changes in the electrical resistance of the skin. Excitement leads to increase in electrical resistance of the skin.

Voice pitch analysis: Measures frequency of human voice.

Mechanical

Use of mechanical devices assumes that physiological reactions are associated with specific cognitive responses.

It permits measurement of actual behavior rather than intended or preferred behavior. Also certain data can be best obtained by observation.

E.g. Babies at play.

Mechanical observation Advantages

Little is known about the underlying motives, beliefs of a particular behavior. E.g. Customer may be purchasing a brand for his neighbor.

Expensive Difficulty in observing & interpreting some

form of behavior. Since observation method has potential to

provide limited valuable information, it is to be viewed as a complimentary method

Mechanical observation Disadvantage

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