Descriptive Research

Design: Survey and Observation

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A Classification of Survey Methods

Survey Methods

Telephone

Personal

Mail

Electronic

In-Home

Mall Intercept

Computer-Assisted Personal Interviewing

E-mail

Internet

Traditional Telephone

Computer-Assisted Telephone Interviewing

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Mail Interview

Mail Panel
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Some Decisions Related to the Mail Interview Package

Outgoing Envelope Outgoing envelope Size, color, return address Postage Method of addressing Cover Letter Sponsorship Type of appeal Postscript Personalization Signature Questionnaire Length Size Layout Format Content Reproduction Color Respondent anonymity Return Envelope Type of envelope Postage Incentives Monetary versus non-monetary Prepaid Versus promised amount

SADHU

Criteria for Evaluating Survey Methods

Flexibility of Data Collection
The flexibility of data collection is determined primarily by the

extent to which the respondent can interact with the interviewer and the survey questionnaire.

Diversity of Questions
The diversity of questions that can be asked in a survey depends

upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions.

Use of Physical Stimuli

The ability to use physical stimuli such as the product, a product

prototype, commercials, or promotional displays during the interview.

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Criteria for Evaluating Survey Methods

Sample Control
Sample control is the ability of the survey mode to reach the units

specified in the sample effectively and efficiently.

Control of the Data Collection Environment

The degree of control a researcher has over the environment in which

the respondent answers the questionnaire.

Control of Field Force

The ability to control the interviewers and supervisors involved in

data collection.

Quantity of Data
The ability to collect large amounts of data.
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Criteria for Evaluating Survey Methods

Potential for Interviewer Bias The extent of the interviewer's role determines the potential for bias. Speed The total time taken for administering the survey to the entire sample.

Cost The total cost of administering the survey and collecting the data.
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A Comparative Evaluation of Survey Methods

Criteria
Flexibility of data collection Diversity of questions Use of physical stimuli Sample control Control of data collection environment Control of field force Quantity of data Response rate Perceived anonymity of the respondent Social desirability Obtaining sensitive information Potential for interviewer bias Speed Cost

Phone/ In-Home Intercept CATI Interviews Interviews CAPI

Moderate to high Low Low Moderate to high Moderate Moderate Low Moderate Moderate Moderate High Moderate High High Moderate to high Potentially high Moderate to high Low High High Low High Low High High High High Moderate High Moderate Moderate High Low High Low High

Mall-

Mail Surveys
Low Moderate Moderate Low Low High Moderate Low High Low High None

Mail Panels
Low Moderate Moderate Moderate to high Low High High Moderate High Low Moderate to High None

E-Mail Internet
Low Moderate Low Low Low High Moderate Low Moderate Moderate Moderate None Moderate to high Moderate to high Moderate Low to moderate Low High Moderate Very Low High Low High None

Moderate to high High High Moderate High Moderate Moderate High Low Moderate to High Low to moderate Low

High
Moderate

Moderate
High

Moderate to high Moderate to high

Moderate to high Moderate to high

Low
Low

Low to moderate Low to moderate

High
Low

Very high Low

SADHU

Observation Methods Structured Versus Unstructured Observation

For structured observation, the researcher specifies in

detail what is to be observed and how the measurements are to be recorded, e.g., an auditor performing inventory analysis in a store.
In unstructured observation, the observer monitors all

aspects of the phenomenon that seem relevant to the problem at hand, e.g., observing children playing with new toys.
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Observation Methods Disguised Versus Undisguised Observation

In disguised observation, the respondents are unaware

that they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical devices. Observers may be disguised as shoppers or sales clerks.
In undisguised observation, the respondents are aware

that they are under observation.

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SADHU

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Observation Methods Natural Versus Contrived Observation

Natural observation involves observing behavior as it

takes places in the environment. For example, one could observe the behavior of respondents eating fast food in Burger King.
In contrived observation, respondents' behavior is

observed in an artificial environment, such as a test kitchen.

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A Classification of Observation Methods

Observation Methods

Personal Observation

Mechanical Observation

Audit

Content Analysis

Trace Analysis

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Observation Methods Personal Observation

A researcher observes actual behavior as it occurs. The observer does not attempt to manipulate the

phenomenon being observed but merely records what takes place.

For example, a researcher might record traffic counts

and observe traffic flows in a department store.

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Observation Methods Audit

The researcher collects data by examining physical

records or performing inventory analysis.

Data are collected personally by the researcher.

The data are based upon counts, usually of physical

objects.
Retail and wholesale audits conducted by marketing

research suppliers were discussed in the context of syndicated data .

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Observation Methods Content Analysis

The objective, systematic, and quantitative description

of the manifest content of a communication. The unit of analysis may be words, characters (individuals or objects), themes (propositions), space and time measures (length or duration of the message), or topics (subject of the message). Analytical categories for classifying the units are developed and the communication is broken down according to prescribed rules.
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Observation Methods Trace Analysis

Data collection is based on physical traces, or evidence, of past behavior.

The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine. The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. The age and condition of cars in a parking lot were used to assess the affluence of customers. The magazines people donated to charity were used to determine people's favorite magazines. Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.
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A Comparative Evaluation of Observation Methods

Criteria

Personal Mechanical Observation Observation Low Low to high Medium Low to high High Low to high High High Low Low to Medium Can be intrusive

Audit Content Analysis Analysis High Low High Low Low

Trace Analysis

Degree of structure Degree of disguise Ability to observe in natural setting Observation bias Analysis Bias

High Medium High High Medium Low Medium Medium Low Medium

General remarks

Most flexible

Expensive Limited to Method of commulast resort nications

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Relative Advantages of Observation

They permit measurement of actual behavior rather than

reports of intended or preferred behavior.

There is no reporting bias, and potential bias caused by

the interviewer and the interviewing process is eliminated or reduced.

Certain types of data can be collected only by

observation.
If the observed phenomenon occurs frequently or is of

short duration, observational methods may be cheaper and faster than survey methods.
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Relative Disadvantages of Observation

The reasons for the observed behavior may not be determined

since little is known about the underlying motives, beliefs, attitudes, and preferences.
Selective perception (bias in the researcher's perception) can

bias the data.

Observational data are often time-consuming and expensive,

and it is difficult to observe certain forms of behavior.

In some cases, the use of observational methods may be

unethical, as in observing people without their knowledge or consent. It is best to view observation as a complement to survey methods, rather than as being in competition with them.
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A Comparative Evaluation of Survey Methods for International Marketing Research

Criteria Telephone Personal Mail Electronic High sample control + + Difficulty in locating + + + respondents at home Inaccessibility of homes + + + Unavailability of a large + + + pool of trained interviewers Large population in rural areas + Unavailability of maps + + + Unavailability of current + + telephone directory Unavailability of mailing lists + + + Low penetration of telephones + + Lack of an efficient postal system + + + Low level of literacy + Face-to-face communication culture + Poor access to computers & Internet ? + ? Note: A (+) denotes an advantage, and a () denotes a disadvantage.
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