6: Descriptive and Causal Research Designs

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Goal of Survey Research Methods

Provide facts and estimates that can be used tomake accurate predictions about

relationships between market factors and behaviors

gain insights to understanding the relationships between variables and differences between groups

verify or validate existing relationships

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Advantages/Disadvantages of Survey Research Design

AdvantagesAccommodates

large sample sizesGeneralizable to

target populationEasy to administer

and record answers

Facilitates advanced statistical analysis

DisadvantagesQuestions that accurately measure

variables can be difficult to developIn-depth data difficult to obtainLow response ratesLower flexibility

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Errors in Surveys

Sampling error

Nonsampling error

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Forms of Nonsampling Error

Nonresponse error (systematic)

Response error

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Types of Survey Research Methods

Person-administered

Telephone-administered

Self-administered

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Person-Administered Surveys

AdvantagesAdaptabilityRapport / TrustQuick feedbackResponse qualityExplicability

DisadvantagesPossible recording errorsInteraction / social desirability biases and

interaction biasesExpensive

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Mall Intercepts

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Telephone Surveys

Advantages May use CATI

technology Less expensive than

face to face methods Increased geographic

flexibility Callbacks possible Fast Suitable for use with

large number of respondents

Disadvantages Difficult for complex tasks, long surveys, or those using

visual aids Perception of telemarketing Change in behavior (voicemail, caller ID, mobile vs

land lines) Limited to domestic research

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Respondent Reads Survey

Questions and Records

Answers Without

Assistance

Respondent Reads Survey

Questions and Records

Answers Without

Assistance

Drop-OffDrop-Off

Mail SurveyMail Survey

Mail PanelMail Panel

Self-Administered Types of Survey Research

InternetInternet

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Advantages/Disadvantages of Self-Administered Surveys

AdvantagesLow cost per

surveyRespondent self-

pacesNo interviewer-

response biasAnonymity in

responseMore truthful

responses

DisadvantagesMinimal flexibilityHigh nonresponse ratesPotential response

errorsSlow data acquisitionLack of monitoring

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Greenfield Online utilizes web surveys

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Selecting a Survey Method

Situational characteristicsTask characteristicsRespondent characteristics

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Situational Factors Affecting Choice

BudgetCompletion time

frameQuality

requirements

Completeness of data neededData generalizability needsData precision needs

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Task Factors

Difficulty of the task

Stimuli needed

Amount ofinformation

Topic sensitivity

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Respondent ParticipationRespondent Participation

Incidence Rate

Diversity

Respondent Characteristics

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Experiments (Causal Research)

Identifies cause-and-effect relationships between variables

A variable is an observable element or attribute that can be measured

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Values manipulated by researcher

Values manipulated by researcher

Measures of effectMeasures of effect

Independent VariablesIndependent Variables

Dependent VariablesDependent Variables

Control VariablesControl Variables Conditions that make the design a true experiment

Conditions that make the design a true experiment

Extraneous VariablesExtraneous Variables Uncontrolled, unmeasured variables that may affect dv

Uncontrolled, unmeasured variables that may affect dv

Types of Variables in Experimental Designs

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Internal/External Validity

Internal/External Validity

ReliabilityReliability

Validity and Reliability Concerns

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Field Experiments: Considerations

High realismLittle or no controlTime frameCosts Competitive reactions

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Test Marketing

Test marketing is the use of a controlled field experiments

to gain information on market performance indicators (i.e. sales).