MN 400: Research Methods

PART II

The Design of Research

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MN 400: Research Methods

CHAPTER 6 Research Design

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What is Research Design? A plan for selecting the sources and types of information

used to answer research questions A framework for specifying the relationships among the

study variables A blueprint that outlines each procedure from the

hypothesis to the analysis

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Research Design : Secondary data study and Observation

research

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Secondary Data

Data gathered and recorded by someone else prior to and for a purpose other than the current project Secondary data is often:

Historical Already assembled Needs no access to subjects

Chapter 8: Secondary Data 5

Advantages of Secondary Data

Inexpensive Obtained Rapidly Information is not Otherwise Accessible

Chapter 8: Secondary Data 6

Disadvantages of Secondary Data

Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated)

Some techniques to adjust secondary data

Data conversion Cross-checks

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Fact Finding - Identifying consumption patterns - Tracking trends

Model building - Estimating market potential - Forecasting sales - Selecting trade areas and sites

Data Base Marketing - Development of Prospect Lists - Enhancement of Customer Lists

Common Research Objectives for Secondary Data Studies

Chapter 8: Secondary Data 8

Type of secondary data Internal Data

Internal and proprietary data is more descriptive Accounting information Sales information Backorders Customer complaints

Chapter 8: Secondary Data Lecture # 5 9

External Data

Created, recorded, or generated by an entity other than the researcher’s organization Government Trade associations Newspapers and journals Libraries Internet Vendors Producers Books and periodicals

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Scientific Observation is Systematic

Chapter 11: Observation Methods

Scientific observation is the systematic process of recording behavioral patterns of people, objects, and occurrences without questioning or communicating with them.

The unobtrusive or nonreactive nature of the observation method often generates data without the subject’s knowledge.

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Categories of Observation

Human versus mechanical Visible versus hidden Type of observation Direct observation Participant observation Contrived observation Response latency

Chapter 11: Observation Methods 12

Visible VS hidden observation

• Visible observation occurs when the subject knows the observe is there, and hidden observation occurs when the subject is unaware of the researcher’s presence.

• Hidden observation does minimize respondent error, but raises an ethical question concerning privacy.

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Direct observation

produce a detailed record of what events occur or

what people actually do.

The observer plays a passive role and merely records what he sees.

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Participant observation

Situations in which an observer gains

firsthand knowledge by being in or around the social setting being

investigated.

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Content observation

Obtains data by observing and analyzing the content of advertisements, letters, articles, etc.

Deals with the study of the message itself Measures the extent of emphasis or omission

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Chapter 11: Observation Methods

Observing human What can be observed?

Observation of Human Behavior Observation of Social Setting Observation of Physical Objects

Lecture # 5 17

Observation of Human Behavior: Benefits Communication with respondent is not necessary Data without distortions due to self-report (e.g.: without

social desirability) Bias No need to rely on respondents memory Nonverbal behavior data may be obtained Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental

evidence

Chapter 11: Observation Methods 18

Observation of Human Behavior: Limitations

Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy

Chapter 11: Observation Methods 19

Observing social setting

To summarize, systematize, and simplify the activities, meaning, and relationships in a social setting

Some common elements to be observed: the participants

the setting

the purpose that brought the participants together

the social behavior

the frequency and duration of the social setting.

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Observing Physical objects

Physical-trace evidence

Wear and tear of a physical product

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Research Design : Survey

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Surveys A research design which the information are asked

from the respondents using verbal or written questioning

Chapter 9: Survey Research

Respondents are a representative sample of people

Respondents

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Gathering Information via Surveys

Advantages Quick Inexpensive Efficient Accurate Flexible

Chapter 9: Survey Research

• Problems – Poor Design – Improper Execution

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Tree Diagram of Total Survey Error

Chapter 9: Survey Research

Total error

Systematic error (bias)

Random sampling

error

Deliberate falsification

Unconscious Misrepresentation

•Response •bias

•Nonresponse •error

• refusal • not-at-home

• self selection • bias

• Acquiescence bias • Extremity bias • Interviewer bias • Auspices bias

• Social desirability bias

Administrative error

Respondent error

• Data processing error • Sample selection error

• Interviewer error • Interviewer cheating

• A statistical fluctuation that occurs because of change variation in the elements selected for the

sample

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METHODOF

COMMUNICATION

STRUCTUREDAND DISQUISED

QUESTIONS

TEMPORALCLASSIFICATIONS

CLASSIFYINGSURVEY

RESEARCHMETHODS

Chapter 9: Survey Research

Conducting a Survey

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Time Period for Surveys

Cross-sectional Longitudinal

Chapter 9: Survey Research 27

Cross-Sectional Study A study in which various segments of a population are

sampled Data are collected at a single moment in time.

Chapter 9: Survey Research 28

Longitudinal Study

A survey of respondents at different times, thus allowing analysis of changes over time.

Tracking study - compare trends and identify changes consumer satisfaction

Chapter 9: Survey Research 29

Consumer Panel A longitudinal survey of the same sample of individuals or

households to record (in a diary) their attitudes, behavior, or purchasing habits over time.

Chapter 9: Survey Research 30

Communicating with Respondents

Personal interviews Door-to-door Shopping mall intercepts

Telephone interviews Self-administered

questionnaires

Lecture # 5 31

Door-to-Door Personal Interview

Speed of data collection Moderate to fast Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer High Supervision of interviewers Moderate Anonymity of respondent Low Ease of call back or follow-up Difficult Cost Highest Special features

Visual materials may be shown or demonstrated; extended probing possible

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Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low Versatility of questioning Extremely versatile Questionnaire length Moderate to long Item nonresponse Medium Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer Highest Supervision of interviewers Moderate to high Anonymity of respondent Low Ease of call back or follow-up Difficult Cost Moderate to high Special features

Taste test, viewing of TV commercials possible

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Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Good Versatility of Questioning Moderate Questionnaire Length Moderate Item Nonresponse Medium Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate Supervision of interviewers High Anonymity of respondent Moderate Ease of call back or follow-up Easy Cost Low to moderate Special features

Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

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Telephone Surveys

Central location interviewing

Computer-assisted telephone interviewing

Computerized voice-activated interviews

Lecture # 6 35

MAIL IN-PERSONDROP-OFF

INSERTS FAX

PAPERQUESTIONNAIRES

E-MAIL INTERNETWEB SITE

KIOSK

ELECTRONICQUESTIONNAIRES

SELF-ADMINISTEREDQUESTIONNAIRES

Self-Administered Questionnaires

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Mail Surveys Speed of data collection Slow; Researcher has no control

over return of questionnaire

Geographical flexibility High

Respondent cooperation Moderate--poorly designed questionnaire will have low response rate

Versatility of questioning Highly standardized format

Questionnaire length Varies depending on incentive

Item nonresponse High

Anonymity of respondent High

Ease of call back or follow-up Easy, but takes time

Cost Lowest

Lecture # 5 37

• Cover letter • Money helps

- As a token of appreciation - For a charity

• Stimulate respondents’ interest with interesting questions • Follow Up

- Keying questionnaires with codes

• Advanced notification • Sponsorship by a well-known and prestigious institution

How to Increase Response Rates for Mail Surveys

Chapter 10: Survey Research: Basic Communication Methods 38

E-Mail Questionnaire Surveys

Speed of data collection Instantaneous Geographic flexibility Worldwide Cost Cheaper distribution and processing costs

Flexible, but Extensive differences in the capabilities of respondents’ computers

and e-mail software limit the types of questions and the layout Anonymity E-mails are not secure and “eavesdropping” can possibly occur

Respondent cooperation Varies depending if e-mail is seen as “spam”

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Internet Surveys

A self-administered questionnaire posted on a Web site. Respondents provide answers to questions displayed

online by highlighting a phrase, clicking an icon, or keying in an answer.

Representative samples The quality of internet samples may vary substantially. A sample of those who visit a web page and voluntarily fill

out a questionnaires can have self-selection error.

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Internet Surveys Speed of data collection Instantaneous Cost Effective Geographic flexibility Worldwide Visual and interactive Respondent cooperation Varies depending on web site

Varies depending on type of sample When user does not opt-in or expect a

voluntary survey cooperation is low. Self-selection problems in web site visitation surveys

- participants tend to be more deeply involved than the average person. Versatility of questioning Extremely versatile Questionnaire length Individualized base on respondent answers

Longer questionnaires with panel samples Item nonresponse Software can assure none Possibility for respondent misunderstanding High Interviewer influence of answers None Supervision of interviewers Not required Anonymity of Respondent Can be anonymous or known Ease of Callback or Follow-up Difficult unless e-mail address is known Special Features Allows graphics and streaming media

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There is no best form of survey; each has advantages and disadvantages.

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Research design: Experimental research

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Experiment

A research investigation in which conditions are controlled Independent variable (s) are manipulated Basic Issues of Experimental Design Manipulation of the Independent Variable Selection of Dependent Variable Assignment of Subjects (or other Test Units) Control Over Extraneous Variables

Chapter 12: Experimental Research

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Classification of experimental design

Symbolism for diagramming experiment O X R

Experimental designs

Quasi-experimental design

Good experimental design

Time series experimental design

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Experimental Designs Quasi-Experimental Designs

One Shot Design (After Only) X O1

One Group Pretest-Posttest O1 X O2

Static Group Design Experimental Group X O1 Control Group O2

Chapter 12: Experimental Research

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Experimental Designs Time series Experimental Designs

Experimental Group O1 O2 O3 X O4 O5 O6

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Test Marketing

An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential.

Chapter 12: Experimental Research

Controlled experimentation

Not just trying something out But scientific testing

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ESTIMATE OUTCOMES

IDENTIFY AND CORRECT

WEAKNESSES IN PLANS

Functions of Test Marketing

Chapter 12: Experimental Research

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Selecting a Test Market

Population size Demographic composition Lifestyle considerations Competitive situation Media Self-contained trading area Overused markets - secrecy

Chapter 12: Experimental Research

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The Advantages of Using the Control Method of Test Marketing

Reduced costs Shorter time period needed for reading test market

results Increased secrecy from competitors No distraction of company salespeople from regular

product lines

Chapter 12: Experimental Research

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