Notes about research design and survey from ADSERCH

1. Research Design
ii.
Consumer perception and behavior studies:
A framework of how to collect data and
image, attitude, product usage, advertising,
conduct research
market mix
iii.
A. Exploratory Research
Market characteristic studies: buying behavior,
Provides insights and understanding
distribution, customer characteristics,
Helps define the parameter and boundaries of
competitive analysis
Use of Descriptive Research:
problem
Describe the characteristics of relevant groups
Helps suggest hypothesis
Estimate the magnitude of specified group
a. Observation Research
Determine the degree of relationships
Does not involve personal interaction
Types of Observation Research:
Facilitate specific predictions
i.
To determine the effectiveness
People Watching People: mystery shopper,
and one-way mirrors
i.
ii.
Machines Watching People: traffic counters,
o
People Watching an Activity: audits
iii.
Disadvantages
High cost
Subjective,
unsolicited
information is limited
No insight on the
problem that you did
not think to consider
b. Qualitative Research
Research findings that are not determined by
qualification or qualitative analysis
B. Conclusive Research
Tests specific hypothesis ad examine
relationships
a. Descriptive Research
Describes market characteristics or functions
discover differences and associations
Predicts
Types of Descriptive Research:
i.
ii.
Sales studies: sales trends, forecasting and
potential, market share, sales analysis
Data collected at a singe period of time
Longitudinal Studies
o
passive people meter
Advantages
Eliminate bais
Does not rely on the
respondent’s
willingness
Cross-Sectional Studies
Repeated measurements taken over a long
period of time
o
Sample unit that is maintained for multiple
measurements taken during multiple periods is
called a PANEL
Types of Panel:
i. Omnibus Panel: different subjects pulled from
the panel for each time period
Drawback: data is not reliable
ii. True Pane: same subjects used for the panel
every time data is collected
Drawback: members sometime evolve out of the
desired study group or induced by the study to
change their practices thus tainting the data
b. Causal Research
To categorize the variables as either the cause
or the effect
To determine the relationship between the two
variables to be predicted
Method: Experiment

2. Survey Research
Systematic gather of information from
respondents to obtain data about the
Respondent Errors
1. Non-Response Error: statistical difference
characteristics of population of interest
between survey that include only those who
Involves administration of an instrument and
responded and a perfect survey that would
techniques for data collection
also include those who fail to respond
Methodology involves asking questions of a
representative sample of the desired population
2. Self-Selection Bias: bias because of strong
opinions
3. Response Bias: answer questions in a
at a single point in time
Interview Methods
certain direction
a. Personal Interview
Type of Response Bias
Advantages
Efficient
Highest degree of
response
Chance to clarify
respondents
answers
Disadvantages
Subject to validity
issues
Construct invalidity
due to (interviewer
biases, cultural
biases, participant
trying to impress the
interviewer
Requires interviewer
training, fieldwork
Very expensive
Acquiescence bias – respondent tends
to agree with all questions or to indicate
a positive connotation to a new idea
Extremity bias – respondents tend to
use extreme responses
Interviewer bias – response is
influenced by the interviewer
Auspices bias – responses of subjects
are influenced by the organization
b. Mail intercept interview
conducting the study
c. Phone interview
Social Desirability bias–response is
Advantages
Reach broad group
Confidentiality can
be protected
Interviewer can
assist in survey
Sample can be
chosen
Disadvantages
Can be seen as
intrusive
Difficult in transient
population
Consumer must
have access to
working phone
Requires interviewer
training
Requires multiple
callbacks (10+)
Two Major Survey Error
1. Random Sampling Error: difference
between the result of a sample and the
result of the consensus conducted
2. Systematic Error: imperfect research design
influenced by their desire (conscious or
unconscious) to gain prestige or to
appear in a different social role
Administrative Error
1. Respondent error: improper evaluation of
research task
2. Data processing error: incorrect data entry,
computer programming, or other error
during analysis
3. Sample selection error: improper selection
of sample
4. Interviewer error: failure of interviewer to
record responses correctly
5. Interviewer Cheating: interviewer practices
filling in fake answer or falsifying
questionnaires