T7. Quantitative Research

Survey

Cross-sectional

• The survey method of obtaining information is based on the questioning of respondents.

• These questions may be obtained in any of these forms.

• Typically, the questioning is structured.

• The survey approach is by far the most common method of primary data collection in marketing research.

Advantages and Disadvantages of Surveys

Advantages.

1. the questionnaire is simple to administer.

2. the data obtained are reliable because the responses are limited to the alternatives stated.

3. The use of fixed-response questions reduces the variability in the results that may be caused by differences in interviewers.

4. coding, analysis, and interpretation of data are relatively simple.

Disadvantages.

1. Respondents may be unable or unwilling to provide the desired information.

2. structured questions and fixed-response alternatives may result in loss of validity for certain types of data such as beliefs and feelings.

Different Survey methods

Observation

• Cross-Sectional

• Observation involves recording the behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest. The observer does not question nor communicate with the people being observed.

• Two basic characteristics:

  • Knowledge of the phenomenon as it occurs

  • Description of the phenomenon in the most impartial way possible

Observation is, in some situations, the only applicable technique:

• The person under research does not wish to collaborate (discomfort, intimidation, it would alter his behavior,... for example, tracking in a department store).

• The person under research cannot collaborate (due to age, condition,... has no capacity to provide information; for example, children handling toys).

• The person under research is not aware of the observed behaviour (lack of attention and /or memory in daily or more frequent activities; for example, the way of brushing the teeth.

• The objective of the research must be hidden to person/object under research (tourist and gastronomic critics do not identify themselves as such until the moment of leaving the place... and sometimes never).

Socioculturally integrated phenomenas

Observation of a product or service:

• Quality parameters, Sales Staff Skills, General presentation of the product/service, etc

Customer Observation:

• Conduct on site, on the street, at home,...

• Traffic pattern (where it stops, what it touches, what it catches,...)

Observation of the competition:

• Public attention and service

• Establishments (location, decoration, assortment, range of products, prices,...)

• Qualification of staff (number, age, sex, physical appearance, sales style,...)

Observation Methods: Phenomenas not socioculturally integrated

Changes in attitudes, behaviours and lifestyles that point towards trends that will become widespread in the future:

• Masculine image and cosmetic

• New family structures

• Generations that have always grown up with technology, mobile telephony, e-commerce,...

Changes in social image:

• Small, marginal, at-risk social groups,...

• Products and services (marijuana use, erotic products, personal contact services,...)

Entry of new competitors into the market

Quantitative research

Researcher’s role

1. Complete observer

2. Complete participant

3. Observer as participant (play pretend)

4. Participant as observer

Types os Observation

1. Disguised

2. Undisguised

1. Natural

2. Contrived (a set up of an environment)

Observation Methods

1. Personal (actual behaviour as it occurs, no interference, mere recording)

2. Mechanical devices (record the phenomenon being observed, concrete data) number of people entering etc

3. Audit (examining physical records or performing inventory analysis)

   • First, data are collected personally by the researcher.

   • Second, the data are based upon counts, usually of physical objects. 

   • Reduction of biases derived from the lack of honesty and/or memory

   • Disadvantages: there is not always permission, it is expensive, brands are not the most consumed

4. Content Analysis (description of the manifest intent of a communication)

5. Trace Analysis (physical traces, evidence, past behaviour) COOKIES

Advantages and Disadvantages of Observation

Advantages:

• It permits measurement of actual behavior.

• It includes behavior patterns that the respondent is unaware of or unable to communicate (for example, babies).

• The bias caused by the interview process is eliminated or reduced.

• If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.

Disadvantages:

• The reasons for the observed behaviour may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. For example, people observed buying a brand of cereal may or may not like it themselves. They may be purchasing that brand for someone else in the household.

• Selective perception (bias in the researcher's perception) can bias the data.

• Time-consuming and expensive, and it is difficult to observe certain forms of behavior such as personal activities.

• In some cases the use of observational methods may be unethical, as in monitoring the behavior of people without their knowledge or consent.

Panel

• Longitudinal

• They are random, stratified and representative samples of consumers or establishments that provide periodic information on certain variables or behaviors.

• Show the evolution of a sample over time.

• Panel services are usually developed by external companies.

• The period between dates must be the same