Marketing Research - Session 05 chapter 5

Marketing Research
(MKT 606)
Md. Ehsanul Quadir
Session 05

Contents of This Session
 Survey Methods
 Survey Methods Classified by Mode of Administration
 A Comparative Evaluation of Survey Methods
 Some Other Survey Methods
 Selection of Survey Methods
 Observation Methods
 Observation Methods Classified by Mode of Administration
 A Comparative Evaluation of Observation Methods
 A Comparison of Survey and Observation Methods
 Ethnographic Research
 Other Methods
 Ethics in Marketing Research

Descriptive Research Design:
Survey Methods

Survey Methods
The survey method of obtaining information is based on the questioning of respondents.
Respondents are asked a variety of questions regarding their behavior, intentions, attitudes,
awareness, motivations, and demographic and lifestyle characteristics.
These questions may be asked verbally, in writing, or via computer, and the responses may
be obtained in any of these forms.
Typically, the questioning is structured. Structured here refers to the degree of
standardization imposed on the data collection process.
In structured data collection, a formal questionnaire is prepared and the questions are asked
in a prearranged order; thus the process is also direct.
The structured-direct survey, the most popular data collection method, involves
administering a questionnaire.
In a typical questionnaire, most questions are fixed-alternative questions that require the
respondent to select from a predetermined set of responses. Example:
Shopping in department stores is fun.
Disagree Agree
1 2 3 4 5

Advantages and Disadvantages of
Survey Method
❑ First, the questionnaire is simple to administer.
❑ Second, the data obtained are reliable because the responses are limited to the
alternatives stated. The use of fixed-response questions reduces the variability in the results
that may be caused by differences in interviewers.
❑ Finally, coding, analysis, and interpretation of data are relatively simple.
Advantages
Disadvantages
❑ Respondents may be unable or unwilling to provide the desired information. For example,
consider questions about motivational factors. Respondents may not be consciously aware
of their motives for choosing specific brands or shopping at specific department stores.
Therefore, they may be unable to provide accurate answers to questions about their
motives.
❑ Respondents may be unwilling to respond if the information requested is sensitive or personal.
❑ Structured questions and fixed-response alternatives may result in loss of validity for certain
types of data such as beliefs and feelings. Finally, wording questions properly is not.

A Classification of Survey Methods

A Comparative Evaluation of Survey Methods
(1 0f 3)
Criteria
Telephone
CATI
In-Home
Interviews
Mall-Intercept
Interviews
CAPI
Mail
Surveys
Mail Panels Email Internet Mobile
Task Factors
Diversity of
questions and
flexibility
Low to
moderate
High High
Moderat
e to high
Moderat
e
Moderate
Moderat
e
Moderat
e to high
Low
Use of physical
stimuli
Low
Moderate
to high
High
High Moderat
e to high
Moderate Low
Moderat
e
Low to
moderat
e
Sample
control
Moderate
to high
Potentially
high
Moderate
Moderat
e
Low
Moderate
to high
Low
Low to
moderat
e
Low to
moderat
e
Quantity of
data
Low High Moderate
Moderat
e
Moderat
e
High
Moderat
e
Moderat
e
Low
Response rate Moderate High High High Low High Low Very low
Moderat
e

(2 0f 3)
Criteria
Telephone
CATI
In-Home
Interviews
Mall-Intercept
Interviews
CAPI
Mail
Surveys
Mail
Panels
Email Internet Mobile
Situational Factors
Control of data
collection
environment
Moderate
Moderate
to high
High High Low Low Low Low Low
Control of field
force
Moderate Low Moderate
Moderat
e
High High High High High
Potential for
interviewer bias
Moderate High High Low None None None None None
Speed High Moderate
Moderate to
high
Moderat
e to high
Low
Low to
moderat
e
High Very high Very high
Cost Moderate High
Moderate to
high
Moderat
e to high
Low
Low to
moderat
e
Low Low
Low to
moderat
e

(3 0f 3)
Criteria
Telephone
CATI
In-Home
Interviews
Mall-Intercept
Interviews
CAPI
Mail
Surveys
Mail
Panels
Email Internet Mobile
Respondent Factors
Perceived
anonymity of the
respondent
Moderate Low Low Low High High
Moderat
e
High
Moderat
e
Social desirability Moderate High High
Moderat
e to high
Low Low
Moderat
e
Low Low
Obtaining sensitive
information
High Low Low
Low to
moderat
e
High
Moderat
e to high
Moderat
e
High
Moderat
e to high
Low incidence rate High Low Low Low
Moderat
e
Moderat
e
Moderat
e
High High
Respondent control
Low to
moderate
Low Low Low High High High
Modera
te
to high
High

Some Other Survey Methods
Method Advantages/Disadvantages Comment
Completely automated
telephone surveys (CATS)
Same as CATI
Useful for short, in-bound surveys
initiated by respondent.
Mobile phone interview
(voice-based format)
Same as CATI
Useful for point-of-purchase survey if
respondent cooperation is obtained.
Mobile phone interview
(text-based format)
Same as email
Useful for point-of-purchase survey if
respondent cooperation is obtained.
In-office interview Same as in-home interview Useful for interviewing busy managers.
Central location interview Same as mall-intercept interview
Examples include trade shows,
conferences, exhibitions, purchase-
intercepts.
Kiosk-based computer
interview
Same as CAPI Useful in trade shows and public places.
Fax interview
Same as mail survey, except higher
response rate
Useful in some business surveys.
Drop-off survey
Same as mail survey, except higher
cost and higher response rate
Useful for local-market surveys.

Descriptive Research Design:
Observation Methods

Observation Methods
Observation methods are the second type of methodology used in
descriptive research.
Observation involves recording the behavioral patterns of people,
objects, and events in a systematic manner to obtain information about
the phenomenon of interest.
The observer does not question or communicate with the people being
observed. Information may be recorded as the events occur or from
records of past events.
Observational methods may be structured or unstructured, direct or
indirect. Furthermore, observation may be conducted in a natural or
contrived environment.

Observation Methods Classified by
Mode of Administration

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.

Observation Methods: Mechanical Observation
Do not require respondents' direct participation.
• The AC Nielsen audimeter
• Turnstiles that record the number of people entering or
leaving a building
• On-site cameras (still, motion picture, or video)
• Optical scanners in supermarkets
Do require respondent involvement.
• Eye-tracking monitors
• Pupilometers
• Psychogalvanometers
• Voice pitch analyzers
• Devices measuring response latency

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 previously.

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.

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.

A Comparative Evaluation of
Observation Methods
Criteria
Personal
Observation
Mechanical
Observation
Audit
Content
Analysis
Trace
Analysis
Degree of
structure
Low Low to high High High Medium
Degree of disguise Medium Low to high Low High High
Ability to observe
in natural setting
High Low to high High Medium Low
Observation bias High Low Low Medium Medium
Analysis bias High Low to medium Low Low Medium
General remarks Most flexible
Can be
intrusive
Expensive
Limited to
communications
Method of
last resort

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.

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.

Ethnographic Research
Ethnographic research is the study of human behavior in its
natural context and involves observation of behavior and
setting along with depth interviews.
Sometimes audio and visual recordings are also obtained.
Thus, both the questioning and observation methods are
combined to understand the behavior of consumers

Other Methods
In addition to ethnographic research, a variety of other
methods combine the use of questioning and observation.
One such commonly used method is mystery shopping.
Trained observers pose as consumers and shop at company- or
competitor-owned stores to collect data about customer–
employee interaction and other marketing variables, such as
prices, displays, layout, and so on.
The mystery shoppers question the store employees, mentally
take note of the answers, and observe the variables of interest.

Ethics in Marketing Research (1 of 2)
 Surveys often are used as a cover for a targeted sales effort. This practice,
called “sugging” in the trade language, is unethical.
 A similar unethical practice is “frugging” and involves fundraising under the
guise of research.
 Respondents’ anonymity, discussed in the context of qualitative research in
Chapter 6, is an important issue also in survey as well as observational search.
 The researcher has the responsibility to use an appropriate survey method in an
ethical and legal way.

Ethics in Marketing Research (2 of 2)
 Researchers often observe people’s behavior without their consent, arguing
that informing the respondents might alter their behavior. This can be
considered an invasion of the respondents’ privacy. Such observation should
only be conducted in places where people would expect to be observed by
the public. After observing their behavior, the researcher is still obligated to
obtain the necessary permission from the subjects.
 The common practice of serving cookies on the Internet raises ethical concerns.

Marketing Research - Session 05 chapter 5

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