1. Descriptive Research Design

2. Survey Methods
The survey method involves a structured questionnaire given to respondents and designed to elicit specific information
This method of obtaining information is based on questioning respondents
Respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics

3. Survey Methods
These questions may be asked verbally, in writing or via computer, and the responses may be obtained in any of these forms
Survey methods are structured data collection methods

4. Survey Methods
Use of a formal questionnaire that presents questions in a predesigned order
Structured refers to the degree of standardization imposed on the data collection process
The process of obtaining information is direct

5. Survey Methods Advantages Questionnaire is simple to administer
The data are reliable because the responses are limited to the alternatives stated
Coding, analysis, and interpretation of data are relatively simple

6. Survey Methods 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
Wording questions properly is not easy

7. Survey Methods
Telephone Interviews
Traditional
Computer assisted

8. Telephone Interviewing
Traditional Telephone Interviewing
Involves a phoning a sample of respondents and asking a series of questions
The interviewer uses a paper questionnaire and records the responses with a ball point pen
Advances in telecommunications and technology have made it possible to conduct nationwide interviewing from a central location

9. Telephone Interviewing
Computer-assisted Telephone Interviewing (CATI)
CATI uses a computerized questionnaire administered to respondents over a the telephone
A computerized questionnaire may be generated using a mainframe, mini or personal computer

10. Telephone Interviewing
Computer-assisted Telephone Interviewing (CATI)
The interviewer sits in front of the computer terminal and wears a headset
The computer replaces a paper and ballpoint pen questionnaire and the headset substitutes for telephone

11. Telephone Interviewing
Computer-assisted Telephone Interviewing (CATI)
Upon command, the computer dials the telephone number to be called
When contact is made the interviewer reads the question posed on the computer screen and records the respondent’s answer directly into the computer memory bank

12. Telephone Interviewing
Computer-assisted Telephone Interviewing (CATI)
The computer systematically guides the interviewer
Only one question at a time appears on the screen

13. CATI
Advantages
The computer checks the responses for appropriateness and consistency
The responses are use to personalize the questionnaire
The data collection flows naturally and smoothly
Interviewing time is reduced
Data quality is enhanced

14. CATI
Advantages
Laborious steps involved in the data collection process, coding questionnaires, and entering data into the computer are eliminated
Because the data are entered directly into the computer, interim and update reports on data collection or results can be provided almost instantaneously

15. Personal Interviewing
Personal in-home interview
Mall intercept interviews
Computer-assisted personal interviews

16. Personal In-Home Interviews
Respondents are interviewed face-to-face
Interviewer task is to contact the respondent, ask questions, and record the response

17. Mall Intercept Interviews
Respondents are interviewed face-to-face
Interviewer task is to intercept the respondent while shopping, ask questions, and record the response
Mall intercept interviews are more efficient than personal in-home interviews

18. Computer-Assisted Personal Interviewing (CAPI)
The respondent sits in front of the computer terminal
Answers a series of questions on the computer screen using a keyboard or a mouse
An interviewer is present to guide and assist the respondent during the interview
Various software packages are available for designing computer-based questionnaires
Pocket PC Survey, Opinio 5.1 and EasyQD are some examples of application software used for questionnaire designing
CAPI is used to collect data at shopping malls, conferences and trade shows

19. Mail Interviews
Traditional Mail
Mail Panel

20. Mail Methods
In traditional mail interviews, questionnaires are mailed to preselected potential respondents
A typical mail interview package consists of the outgoing envelope, cover letter, questionnaire, return envelope, and stimuli (display cards, etc.)
Initial task is to obtain a valid mailing list. Lists can be compiled from telephone directories, alumni databases, membership rosters, etc.

21. Electronic Methods
Interviews
Internet Interviews

22. E-mail Interviews Much like a traditional mail interview
The questions are either written within the body of the message or may be attached in form of a text file
ed questionnaire is as good as a manually administered questionnaire
The received questionnaires need to be manually tabulated, coded, and entered for analysis
Legitimacy of the respondent is difficult to ascertain, as anyone having access to an address can respond

23. Internet Interviews
In contrast to surveys, Internet or Web surveys use Hypertext markup language (HTML) and are posted on a Web site
Respondents may be recruited over the internet from potential respondent databases maintained by marketing research firms or they can be recruited by conventional methods

24. Internet Interviews
Internet surveys are more advantageous than surveys
Internet or web based surveys (also called on-line surveys) allows for direct update of collected information
Errors that may arise from tabulation, coding or entry are all eliminated
Internet surveys have built-in checks and skipping instructions as opposed to surveys
Additional stimuli, such as graphs, images animations, links to other Web pages may be integrated into or around the survey

25. A Comparative Evaluation of Survey Methods
Evaluation criteria includes:
Flexibility of Data Collection
Diversity of questions
Use of physical stimuli
Sample control
Control of data collection environment
Control of field force
Quality of data
Response rate
Perceived anonymity of the respondent
Social desirability
Obtaining sensitive information
Potential for interviewer bias
Speed
Cost

26. Flexibility of Data Collection
Flexibility refers to the extent to which respondent can interact with interviewer and the questionnaire
Personal survey methods allows for greatest flexibility
Traditional telephone surveys allows only moderate flexibility
CATI, CAPI, and Internet surveys allows comparatively more flexibility
Mail survey methods have low flexibility

27. Diversity of Questions
The diversity of questions that can be asked 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
Personal in-home, mall-intercept, and CAPI allows for diversity
Internet surveys have moderate to high degree of diversity
Mail surveys , CATI, and traditional telephone surveys have limited capability of asking a diversity of questions

28. Use of Physical Stimuli
Personal survey methods allows highest use of physical stimuli
Mail surveys allows moderate usage
Internet surveys are also moderately suitable for using physical stimuli
Traditional telephone and CATI have limited usage of physical stimuli

29. Sample Control
Sample control is the ability of the survey mode to reach the sampling unit
Personal in-home interviews have highest degree of sample control
Telephone or CATI surveys have moderate to high degree of sample control
Mall intercept and CAPI interviews have moderate sample control
Mail, internet and have low sample control

30. Control over Data Collection Environment
Mall intercept and CAPI offers highest control
Telephone and CATI offers moderate control
Mail survey methods and electronic survey methods offer low control

31. Control over Field Force
Traditional telephone surveys, CATI, CAPI, mall intercept offers moderate control over field force
Electronic and mail survey methods do not require field force and have no such requirement
Personal in-home interviews have lowest control over field force as interviews are conducted at various locations simultaneously , it impractical to supervise them continuously

32. Quantity of Data
Personal survey methods allows for greatest quantity of data collection
Telephone and CATI allows for lowest amount of data as they tend to shorter than other methods
Mail surveys may yield moderate amounts of data

33. Response Rate
Highest in personal, in-home , mall intercept, CATI, and CAPI yields highest response rate
Mail surveys and surveys conducted using electronic survey methods yields lowest response rate

34. Perceived Anonymity
Refers to the respondent’s perception that the interviewer or the researcher will not discern their identities
It is higher in mail and Internet surveys
Perceived anonymity is low in personal interviews
Traditional telephone and CATI falls in middle
is moderate

35. Social Desirability
Survey methods in which interviewer is not in personal contact with the respondent are less susceptible to social desirability
Social desirability refers to the tendency to give answers that may not be accurate but they may be desirable from a social standpoint

36. Potential for Interviewer Bias
Interviewers can bias the results of a survey by the manner in which they select the respondents, ask certain questions, record answers
The extent of the interviewer’s role determines the degree of bias
In-home and mall intercept surveys have highest potential for interview bias
CATI and telephone interviews have somewhat less chances
Mail and electronic survey methods are free from interviewer bias

37. Speed Internet surveys are fastest E-mail survey is also fast
Traditional telephone ands CATI are also fast ways of obtaining information
Mall-intercept and CAPI are moderate to high on speed count
In-home personal interviews are lower
Mail surveys are slowest

38. Cost Internet surveys are most cost effective
Personal-in-home interviews are most expensive

39. Observation Methods
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ‘observation’

40. Observation Methods Structured Observation
Observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured

41. Observation Methods Unstructured Observation
Observation that involves a researcher monitoring all aspects of a phenomenon without specifying the details in advance

42. Observation Methods Disguised Observation
In disguise observation, the respondents are unaware that they are being observed
Disguise enable respondents to behave naturally, because people tend to behave differently when they know they are being observed
Disguise may be accomplished by on-way mirror, hidden cameras, inconspicuous mechanical devices

43. Observation Methods Undisguised Observation
In undisguised observation, the respondents are aware that they are under observation

44. Observation Methods Natural Observation Contrived Observation
Natural observation involves observing behavior as it takes place in the environment
Contrived Observation
The behavior is observed in an artificial environment

45. Observation Methods Personal Observation
An observational research strategy in which human observers record the phenomenon being observed as it occurs
For example, a researcher might record traffic counts and observes traffic flows in a department store
Mystery shoppers are another example of personal observation

46. Observation Methods Mechanical Observation
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed
Cameras, bar code readers, turnstiles (that record the number of people entering or leaving a building

47. Observation Methods Audit
Physical examination by the researcher or his representative of people, objects or events is known as audit
Retail audit is the physical examination of the inventory in an outlet

48. Comparison of Survey & Personal Observation Methods