MN 400: Research Methods. PART II The Design of Research

Transcription

1 MN 400: Research Methods PART II The Design of Research 1

2 MN 400: Research Methods CHAPTER 6 Research Design 2

3 What is Research Design? A plan for selecting the sources and types of information used to answer research questions A framework for specifying the relationships among the study variables A blueprint that outlines each procedure from the hypothesis to the analysis 3

4 4 Research Design : Secondary data study and Observation research

5 Secondary Data Data gathered and recorded by someone else prior to and for a purpose other than the current project Secondary data is often: Historical Already assembled Needs no access to subjects 5 Chapter 8: Secondary Data

6 Advantages of Secondary Data Inexpensive Obtained Rapidly Information is not Otherwise Accessible 6 Chapter 8: Secondary Data

7 Disadvantages of Secondary Data Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated) Some techniques to adjust secondary data Data conversion Cross-checks 7

8 Common Research Objectives for Secondary Data Studies Fact Finding Model building - Identifying consumption patterns - Tracking trends - Estimating market potential - Forecasting sales - Selecting trade areas and sites Data Base Marketing - Development of Prospect Lists - Enhancement of Customer Lists 8 Chapter 8: Secondary Data

9 Type of secondary data Internal Data Internal and proprietary data is more descriptive Accounting information Sales information Backorders Customer complaints Lecture # 5 Chapter 9 8: Secondary Data

10 External Data Created, recorded, or generated by an entity other than the researcher s organization Government Trade associations Newspapers and journals Libraries Internet Vendors Producers Books and periodicals 10

11 Scientific Observation is Systematic Scientific observation is the systematic process of recording behavioral patterns of people, objects, and occurrences without questioning or communicating with them. The unobtrusive or nonreactive nature of the observation method often generates data without the subject s knowledge. 11 Chapter 11: Observation Methods

12 Categories of Observation Human versus mechanical Visible versus hidden Type of observation Direct observation Participant observation Contrived observation Response latency 12 Chapter 11: Observation Methods

13 Visible VS hidden observation Visible observation occurs when the subject knows the observe is there, and hidden observation occurs when the subject is unaware of the researcher s presence. Hidden observation does minimize respondent error, but raises an ethical question concerning privacy. 13

14 Direct observation produce a detailed record of what events occur or what people actually do. The observer plays a passive role and merely records what he sees. 14

15 Participant observation Situations in which an observer gains firsthand knowledge by being in or around the social setting being investigated. 15

16 Content observation 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 16

17 Observing human What can be observed? Observation of Human Behavior Observation of Social Setting Observation of Physical Objects Lecture # 5 Chapter 17 11: Observation Methods

18 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 Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence 18 Chapter 11: Observation Methods

19 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 19 Chapter 11: Observation Methods

20 Observing social setting To summarize, systematize, and simplify the activities, meaning, and relationships in a social setting Some common elements to be observed: the participants the setting the purpose that brought the participants together the social behavior the frequency and duration of the social setting. 20

21 Observing Physical objects Physical-trace evidence Wear and tear of a physical product 21

22 22 Research Design : Survey

23 Surveys A research design which the information are asked from the respondents using verbal or written questioning Respondents Respondents are a representative sample of people 23 Chapter 9: Survey Research

24 Gathering Information via Surveys Advantages Quick Inexpensive Efficient Accurate Flexible Problems Poor Design Improper Execution 24 Chapter 9: Survey Research

25 Random sampling error Tree Diagram of Total Survey Error A statistical fluctuation that occurs because of change variation in the elements selected for the sample Total error Administrative error Data processing error Sample selection error Interviewer error Interviewer cheating Systematic error (bias) Respondent error Nonresponse error refusal not-at-home self selection bias Response bias Unconscious Misrepresentation Deliberate falsification Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias 25 Chapter 9: Survey Research

26 Conducting a Survey CLASSIFYING SURVEY RESEARCH METHODS METHOD OF COMMUNICATION STRUCTURED AND DISQUISED QUESTIONS TEMPORAL CLASSIFICATIONS 26 Chapter 9: Survey Research

27 Time Period for Surveys Cross-sectional Longitudinal 27 Chapter 9: Survey Research

28 Cross-Sectional Study A study in which various segments of a population are sampled Data are collected at a single moment in time. 28 Chapter 9: Survey Research

29 Longitudinal Study A survey of respondents at different times, thus allowing analysis of changes over time. Tracking study - compare trends and identify changes consumer satisfaction 29 Chapter 9: Survey Research

30 Consumer Panel A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time. 30 Chapter 9: Survey Research

31 Communicating with Respondents Personal interviews Door-to-door Shopping mall intercepts Telephone interviews Self-administered questionnaires Lecture # 5 31

32 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 Questionnaire length Long Item nonresponse Low Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer High Supervision of interviewers Moderate Anonymity of respondent Low Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible 32

33 Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low Versatility of questioning Extremely versatile Questionnaire length Moderate to long Item nonresponse Medium Possibility of respondent misunderstanding Lowest Degree of interviewer influence of answer Highest Supervision of interviewers Moderate to high Anonymity of respondent Low Ease of call back or follow-up Difficult Cost Moderate to high Special features Taste test, viewing of TV commercials possible 33

34 Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Good Versatility of Questioning Moderate Questionnaire Length Moderate Item Nonresponse Medium Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate Supervision of interviewers High Anonymity of respondent Moderate Ease of call back or follow-up Easy Cost Low to moderate Special features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology 34

35 Telephone Surveys Central location interviewing Computer-assisted telephone interviewing Computerized voiceactivated interviews Lecture # 6 35

36 Self-Administered Questionnaires SELF-ADMINISTERED QUESTIONNAIRES PAPER QUESTIONNAIRES ELECTRONIC QUESTIONNAIRES MAIL IN-PERSON DROP-OFF INSERTS FAX INTERNET WEB SITE KIOSK 36

37 Mail Surveys Speed of data collection Slow; Researcher has no control over return of questionnaire Geographical flexibility High Respondent cooperation Moderate--poorly designed questionnaire will have low response rate Versatility of questioning Highly standardized format Questionnaire length Varies depending on incentive Item nonresponse High Anonymity of respondent High Ease of call back or follow-up Easy, but takes time Cost Lowest Lecture # 5 37

38 How to Increase Response Rates for Mail Surveys Cover letter Money helps - As a token of appreciation - For a charity Stimulate respondents interest with interesting questions Follow Up - Keying questionnaires with codes Advanced notification Sponsorship by a well-known and prestigious institution 38 Chapter 10: Survey Research: Basic Communication Methods

39 Questionnaire Surveys Speed of data collection Geographic flexibility Cost Cheaper distribution and processing costs Flexible, but Instantaneous Worldwide Extensive differences in the capabilities of respondents computers and software limit the types of questions and the layout Anonymity s are not secure and eavesdropping can possibly occur Respondent cooperation Varies depending if is seen as spam 39

40 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. 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. 40

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42 Internet Surveys Speed of data collection Instantaneous Cost Effective Geographic flexibility Worldwide Visual and interactive 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. Versatility of questioning Extremely versatile Questionnaire length Individualized base on respondent answers Longer questionnaires with panel samples Item nonresponse Software can assure none Possibility for respondent misunderstanding High Interviewer influence of answers None Supervision of interviewers Not required Anonymity of Respondent Can be anonymous or known Ease of Callback or Follow-up Difficult unless address is known Special Features Allows graphics and streaming media 42

43 43 There is no best form of survey; each has advantages and disadvantages.

44 44 Research design: Experimental research

45 Experiment A research investigation in which conditions are controlled Independent variable (s) are manipulated Basic Issues of Experimental Design Manipulation of the Independent Variable Selection of Dependent Variable Assignment of Subjects (or other Test Units) Control Over Extraneous Variables 45 Chapter 12: Experimental Research

46 Classification of experimental design Symbolism for diagramming experiment O X R Experimental designs Quasi-experimental design Good experimental design Time series experimental design 46

47 Experimental Designs Quasi-Experimental Designs One Shot Design (After Only) X O 1 One Group Pretest-Posttest Static Group Design O 1 X O 2 Experimental Group X O 1 Control Group O 2 47 Chapter 12: Experimental Research

48 Experimental Designs Time series Experimental Designs Experimental Group O 1 O 2 O 3 X O 4 O 5 O 6 48

49 Test Marketing An experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential. Not just trying something out But scientific testing Controlled experimentation 49 Chapter 12: Experimental Research

50 Functions of Test Marketing ESTIMATE OUTCOMES IDENTIFY AND CORRECT WEAKNESSES IN PLANS 50 Chapter 12: Experimental Research

51 Selecting a Test Market Population size Demographic composition Lifestyle considerations Competitive situation Media Self-contained trading area Overused markets - secrecy 51 Chapter 12: Experimental Research

52 The Advantages of Using the Control Method of Test Marketing Reduced costs Shorter time period needed for reading test market results Increased secrecy from competitors No distraction of company salespeople from regular product lines 52 Chapter 12: Experimental Research