Descriptive ResearchMarketing Research MKTG 446Angela DAuria Stanton, Ph.D.

Descriptive ResearchDescriptive research (often referred to as survey research) is aimed at characterizing phenomena and identifying association among selected variables. Descriptive research can be used to:describe the characteristics of certain groupsestimate the proportion of people in a specified population who behave in a certain waymake specific predictions

Some specific examples of descriptive studies include:The proportion of companies that have an electronic storefrontTarget customer's evaluation of key product attributesMeasuring employee satisfaction

Classification of Descriptive StudiesLongitudinal Surveys Provides a series of pictures that, when pierced together, provide a movie of the situation the changes that are occurring.The sample remains relatively constant through time and the sample members are measured repeatedly.Cross-Sectional Studies Provides a snapshot of the variables of interest at a single point in time.The sample is typically selected to be representative of some known universe.

LongitudinalCross-Sectionalthe true panelthe single measures over timefield studies/surveys

Longitudinal Data Advantages

Consumer or Business PanelSingle Measures Over Time: The Tracking StudyAllows turnover analysisAllows collection of a great deal more classification information from respondentsAllows longer and more exacting interviewsProduces fewer error in reporting past behavior because of natural forgettingProduces fewer interviewer-interviewee interaction errorTends to produce more representative samples of population of interestProduces fewer errors due to respondent's behavior being affected by the measurement taskAllows the investigation of a great many relationships

An Example of a Panel DesignNumber of Households in Panel Purchasing Each Brand of Detergent

TABLE 1Brand PurchasedAt Time Period 1At Time Period 2ABCDTotal2003003501501,0002502703301501,000TABLE 2A Turnover AnalysisAt Time Period 2T1 TotalAt Time Period 1Bought ABought BBought CBought DBought ABought BBought CBought DT2 Total175007525025225020270050280033002570551502003003501501,000

Another Way of Looking at ItLoyalty Analysis

At Time Period 2T1 Total

At Time Period 1Bought ABought BBought CBought DBought ABought BBought CBought D87.5%0.0%0.0%50.0%12.5%75.0%0.0%13.3%0.0%16.7%80.0%0.0%0.0%8.3%20.0%36.7%100%100%100%100%

Survey Research MethodsPersonal Interview Telephone Self-Administered Online (computer administered)

Survey Research MethodsPersonal Interviews (or Person Administered Surveys) requires the presence of a trained human interviewer who asks questions and records the subjects answers In-home or In-officeExecutive interviewMall interceptPurchase intercept

Personal InterviewsBy physically being there, the interviewer may persuade the person to supply answers (probably the highest response rate).Information on the situation may be observed, without asking.Best for getting response from specific, identified person.Versatility of questioning methods (and flexibility in sequencing) and use of visual materials.Allows for probing of open-ended questions and clarification of ambiguous questions.Long questionnaires may be used successfully under interviewer's urging.If the respondent is having trouble understanding, interviewer may notice and remedy this.Selection of sample members can be more precise. Expensive and time intensive.Generally narrow distribution.People may be reluctant to talk with strangers.Often difficult to identify individuals to include in the sampling frame.Interviewer's presence, mannerisms and inflections may bias responses.Respondents know that they can be identified, which may inhibit their willingness to give information.Great difficulty in trying to supervise and control field interviewers.Staffing with capable interviewers, especially when conducted in distant places. May inaccurately record respondents answersAdvantagesDisadvantages

Survey Research MethodsTelephone Interviews personal interviews conducted via telephone technology typically from a central locationRelatively low costWide distribution eliminates distance obstacleCallbacksAvoids personal travel to interviewRapid coverage of even widely scattered sample.Interviewers can be closely supervisedLess interview bias due to anonymityAllows easy use of computer support (CATI/CAI)Representative sampling frame difficult to establish due to unlisted numbers and increased use of cell phonesInability to observe a respondentLimitation to audio materialsDifficulty of conducting long interviews; no way to prevent hang-upsMore difficult to establish rapport over the telephone than in-personDifficult to determine that appropriate respondent is being interviewedRestrictions on types of data collectedMisperceptions and suggingAdvantagesDisadvantages

Telephone InterviewsResults of First Dialing Attempts* Probability of occurrence given eligible individual is at home What to do about lack of listed numbers & cell phones?Plus-one dialingRandom digit dialingSystematic random digit dialing

ResultNumber of DialingsProbability of OccurrenceNo answerBusyOut of serviceNo eligible personBusinessAt home:RefusalCompletionTotal89,8295,29952,63275,28510,57825,4653,70721,758259,088.347.020.203.291.041.098.014 (.146)*.084 (.854) 1.000

Survey Research MethodsSelf-Administered the respondent reads the survey questions and record his/her own answers without the presence of an interviewer. Typically done via mail, fax or drop-off.Sampling frame easily developed when mailing lists are availableRespondent reads and answers questions without interviewer influenceMay respond whenever convenient and without pressureAny visual materials can be usedRelatively less expensiveMore confidential information may be divulgedAnonymity of respondents easier to achieveEliminates the need for an interviewer A majority may not respond, and those who do may not be typicalSignificant time lag between the time the survey is mailed and when returnedNothing can be learned except what is written on the questionnaireThe apparent low cost becomes relatively high when response is poorQuestions may be misunderstood or skippedA person may read the entire form before answering any questions, so later questions can influence answers to earlier ones.Significant problems in "pass along" effect. AdvantagesDisadvantages

Survey Research MethodsOnline typically conducted via e-mail or the Internet

Survey setup and execution can be done very quicklyVisual materials can be usedRespondent responds without being influenced by the interviewerMay respond whenever convenient and without pressureTypically the least expensiveCan permit the respondent to be interrupted and later resume where he/she left offEliminates the cost of the interviewer.Permits real-time data cleaningResponse rates are becoming an issueMay be confused with spam.Will not be able to reach people without access or desire to use the InternetNothing can be learned except what is written on the questionnaire No one present to stimulate replies or offer instructions.Potential for "pass along" effect.Respondent frustration if questionnaire forces response.Issues with projectability of the sampleAdvantagesDisadvantages

Selecting a Survey Method: Factors to Consider

Situation Characteristics Budget Time frame Quality requirements (e.g. completeness of data, generalizability, of the results, etc.)Task Characteristics Difficulty of the task Stimuli need to elicit response Amount of information needed Research topic sensitivity

Respondent Characteristics Diversity Incidence rate Respondent participation

Errors (or Bias) Affecting Survey ResearchTotal Error =Sampling Error (difference between the actual sample results and the true population results)+Non-Sampling (Systematic) Error

Non-Sampling ErrorsRespondent ErrorsNon-response error Response BiasDeliberate falsification (social desirability error, auspices error, hostility, yea and nay-saying)Unconscious misrepresentation (faulty recollection, fatigue, acquiescence error, extremity bias)

Non-Sampling ErrorsMeasurement/Research Design ErrorsConstruct development errorScale measurement error (inappropriate questions, scale attributes or scale point descriptors)Survey instrument error (improper sequence, length, poor or no instructions, etc.)Data analysis error (use of wrong analytical technique, etc.)Misinterpretation error (making the wrong inference, using only a selected portion of the study results)

Non-Sampling ErrorsProblem Definition ErrorsMisinterpreting the true nature of the problem situation

Administrative ErrorsData processing errors (coding, data entry or editing)Interviewer error (cheating, recording error, misinterpretation, carelessnessSample design error (sample selection error, sampling frame error, specifying the wrong population, etc.)