1. Quantitative Data Collection In Advertising Research

2. Quantitative Data Collection Quantitative data can be collected through a specified number of completed interviews  Self-completion method or interviewer administered method

3. Factors influencing completion method Study objectives Topic/issues to be considered Sampling frame  Criteria associated with sample selection Projected response rate (number needed) Time/Budget available

4. Types of Interviews: Face to Face Street interviews Shopping Center Intercepts In home interviews Workplace interviews

5. Types of Interviews: Face to Face Advantages  Rapport-building opportunity  High response rates relative to other methods  High degree of flexibility in interview implementation Disadvantages  Relative expensive, time consuming  Sample representativeness at risk  Quality of data collected can be an issue  Interviewer bias/cheating

6. Types of Interviews: Telephone Interviews Advantages  Opportunity for wide geographic reach  Random sampling is more feasible  Greater quality control, consistency of interview implementation Disadvantages  Potential for sampling bias toward those with land lines  Chance to build rapport is lost  Refusal rate is greater  Long, complex questions should be avoided

7. Types of Interviews: Self-Administered Techniques Postal delivery surveys Email, web surveys Distributed questionnaires Diaries

8. Types of Interviews: Self-Administered Techniques Advantages  Easily administered  Opportunity for questionnaires to be widely dispersed  Relatively cost effective  Reduces the incidence of socially desirable responses  Good for sensitive topics Disadvantages  Low response rate High cost per completed interview  Diverse representation within sample is low  Lack of control over who participates (“hand raisers”)  Lack of control over data capture process

10. The Idea Behind Measurement Quantitative measurement is based on turning an abstract concept into an observable, measurable event

11. Steps In the Measurement Process Identify, define the concept of interest  Concepts (constructs) are ‘invented names’ that describe an object, person, condition, or event  Defining the concept requires specifying the core, underlying idea for it

12. Example ‘Attitude’ as an identified concept … has been defined as one’s predisposition to respond favorably or unfavorably to a stimulus

13. Steps In the Measurement Process Operationalize the concept definition  Translating the abstract concept definition into measurable, observable criteria

14. Example ‘Attitude’ toward open records laws could be observed by  asking people if they ‘like or dislike’ the current law OR  asking if they feel ‘favorable or unfavorable’ about the issue

15. Steps in the Measurement Process Identify the appropriate means for collecting and measuring the data observed  Nominal, ordinal, interval, ratio?  Open-ended or closed-ended?

16. Example Measurement Levels Nominal  Categorizes labelled data Ordinal  Rank orders data without specifying magnitude of distance Specify gender Indicate yes or no Check all that apply Rank from most important to least important

17. Example Measurement Levels Interval  Rank order with comparable magnitude between choices assumed equal Ratio  N,O, I characteristics with verifiable, absolute distances between choices Indicate your level of agreement Allocate a bonus of $10,000 between you and your team members

18. Steps in the Measurement Process Evaluate, revise the instrument for  Reliability  stability, consistency  Validity  truth, accuracy