Chapter 8

Descriptive Research Designs

Using Surveys

Chapter 8

Descriptive Research Designs

Using Surveys

Research Problem describes

the situation

ResearchQuestions

such as who, what,

where, when &

how

ResearchObjectives

identify relationships or determine

group differences

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Variable - an observable item that is directly measured in a research study, e.g. gender, age, company name, number of employees, number of customers, amount spent, etc.

Construct - an unobservable concept measured indirectly by several related variables, e.g., service quality, satisfaction, materialism, best customer, etc.

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. . . an empirically

testable statement of a

relationship developed

to explain phenomena,

often based on theory.

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Nondirectional There is a significant difference in the satisfaction levels for iPod users versus Zune users.

Negative DirectionalStudents with high GPAs consume less alcohol than students with lower GPAs.

Positive DirectionalStudents with high GPAs and good overall study habits are more likely to participate in campus leadership opportunities.

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EmployeesEmployees

FoodFood

ServiceService LoyaltyLoyalty

ValueValue

What are the What are the independent independent

and and dependent dependent variables?variables?

AtmosphereAtmosphere

Potential Hypotheses:Potential Hypotheses:• “ “Satisfaction” is positively related to perceptions of food, Satisfaction” is positively related to perceptions of food, employees, service, value and atmosphere.employees, service, value and atmosphere.• ““Loyalty” is positively related to satisfaction. Loyalty” is positively related to satisfaction.

Theoretical Model – Restaurant Theoretical Model – Restaurant Customer LoyaltyCustomer Loyalty

SatisfactionSatisfaction

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Usage Rates for Survey Methods

Internet 36.8% CATI 25.3% Hybrid (combination) 12.0% Face-to-face intercepts 11.5% Mail 3.3% Other 4.1%

Usage Rates for Survey Methods

Internet 36.8% CATI 25.3% Hybrid (combination) 12.0% Face-to-face intercepts 11.5% Mail 3.3% Other 4.1%

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Situational Characteristics – budget, time,

precision

Situational Characteristics – budget, time,

precision

Task Characteristics

– difficulty, amount of

information, sensitive topics

Task Characteristics

– difficulty, amount of

information, sensitive topics

Respondent Characteristics

– diversity, incidence rate, participation

Respondent Characteristics

– diversity, incidence rate, participation

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Four Types . . .1. Incorrect problem definition2. Respondent errors3. Measurement/questionnaire

design4. Project administration

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