This document discusses various research methods used in surveys, including different ways of communicating with respondents like personal interviews, telephone interviews, and self-administered questionnaires. It also covers the advantages and disadvantages of different data collection methods like mail surveys, e-mail questionnaires, internet surveys, and observation. Physiological measures that can be used in observation like eye tracking, pupilometers, and voice pitch analysis are also summarized.

1. Research Methodology Lecture 5 Ms Farha Hassan

3. Surveys Surveys ask respondents for information using verbal or written questioning

4. Respondents Respondents are a representative sample of people

5. Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible

6. Problems Poor Design Improper Execution

7. Interviewer Bias A response bias that occurs because the presence of the interviewer influences answers.

8. Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.

9. Social Desirability Bias Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

10. Communicating with Respondents Personal interviews Door-to-door Shopping mall intercepts Telephone interviews Self-administered questionnaires

11. Personal Interviews

12. Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________

13. 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

14. Door-to-Door Personal Interview Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer High

15. Door-to-Door Personal Interview Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible

16. Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low

17. Mall Intercept Personal Interview Questionnaire length Moderate to long Item nonresponse Medium

18. Mall Intercept Personal Interview Degree of interviewer influence of answers Highest Supervision of interviewers Moderate to high Anonymity of respondent Low

19. Mall Intercept Personal Interview Ease of call back or follow-up Difficult Cost Moderate to high Special features Taste test, viewing of TV commercials possible

20. Telephone Surveys

21. Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Depends Versatility of Questioning Moderate

22. Telephone Surveys Questionnaire Length Moderate Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate Ease of call back or follow-up Easy

23. Telephone Surveys Cost Low to moderate Special features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology

24. Telephone Surveys Central location interviewing( WATS) Computer-assisted telephone interviewing (CATI) Computerized voice-activated interviews

25. DISADVANTAGES Lack of visual medium Limited duration Absence of face to face contact ???

26. Self-Administered Questionnaires

27. Mail Surveys

28. Mail Surveys Speed of data collection Researcher has no control over return of questionnaire; slow Geographical flexibility High Respondent cooperation Moderate--poorly designed questionnaire will have low response rate

29. Mail Surveys Versatility of questioning Highly standardized format Questionnaire length Varies depending on incentive Item nonresponse High

30. Mail Surveys Possibility of respondent misunderstanding Highest--no interviewer present for clarification Degree of interviewer influence of answer None--interviewer absent Supervision of interviewers Not applicable

31. Mail Surveys Anonymity of respondent High Ease of call back or follow-up Easy, but takes time Cost Lowest

32. Increasing Response Rates Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Keying questionnaires

33. E-Mail Questionnaire Surveys Speed of data collection Instantaneous Geographic flexibility worldwide Cheaper distribution and processing costs

34. E-Mail Questionnaire Surveys Flexible, but Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout E-mails are not secure and “eavesdropping” can possibly occur Respondent cooperation Varies depending if e-mail is seen as “spam”

35. 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.

37. Internet Surveys Speed of data collection Instantaneous Cost effective Geographic flexibility worldwide Visual and interactive

38. Internet Surveys 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.

39. Internet Surveys Versatility of questioning Extremely versatile Questionnaire length Individualized base on respondent answers Longer questionnaires with panel samples Item nonresponse Software can assure none

40. Internet Surveys 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.

41. Drawbacks Not all individuals in the general public have internet access Many respondents lack powerful computers with high-speed connections to the internet Many respondents computer skills will be relatively unsophisticated. Possibility for respondent misunderstanding is high.

42. Internet Surveys Anonymity of Respondent 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

43. Scientific Observation Is Systematic “ YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes

44. What Can Be Observed? Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records

45. What Can Be Observed Phenomena Example Human behavior or physical Shoppers movement action pattern in a store Verbal behavior Statements made by airline travelers who wait in line Expressive behavior Facial expressions, tone of voice, and other form of body language

46. What Can Be Observed Phenomena Example Spatial relations How close visitors at an and locations art museum stand to paintings Temporal patterns How long fast-food customers wait for their order to be served Physical objects What brand name items are stored in consumers’ pantries Verbal and Pictorial Bar codes on product packages Records

47. Categories of Observation Human versus mechanical Visible versus hidden Direct Controlled

48. 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

49. Observation of Human Behavior Benefits Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence

50. 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

51. Scientifically Contrived Observation The creation of an artificial environment to test a hypothesis

52. Content Analysis 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

53. Mechanical Observation Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures

54. Physiological Reactions Eye tracking Pupilometer Psychogalvanometer Voice pitch

55. Eye Tracking Monitors Record how the subject actually reads or views an advertisement Measure unconscious eye movements

56. Pupilometer This device observes and records changes in the diameter of the subject’s pupils. Increased pupil size reflects positive attitude towards a stimulus.

57. Psychogalvanometer Measures galvanic skin response(GSR) or Involuntary changes in the electrical resistance of the skin. Assumption: physiological changes accompany emotional reactions Emotional reactions to advertisements, slogans, etc

58. Voice Pitch Analysis Measures emotional reactions through physiological changes in a person’s voice. Very expensive.