MR_Chap005

Value of Descriptive and Causal Survey Research Designs

• Essential for gathering primary data from a large number of target respondents.

• Distinction between qualitative methods based on smaller samples (Chapter 4) and quantitative methods discussed in this chapter.

• Emphasizes survey designs used in descriptive and causal research and the need for larger samples.

Descriptive Research Designs

• The selection of a design is influenced by:

  • The nature of the initial problem or opportunity.

  • Research questions and objectives.

• Appropriate in situations where:

  • Characteristics of existing market situations are described.

  • Current marketing mix strategies are evaluated.

  • Questions involve who, what, where, when, and how for target populations or strategies.

  • Relationships between variables or differences between groups are to be identified.

Descriptive Research Surveys

• Data collection methods include:

  • Asking questions

  • Observation

• Data visualization is vital for converting quantitative values into graphical formats for efficiency.

• Distinction of descriptive usage:

  • Qualitative research yields detailed textual descriptions.

  • Quantitative studies summarize data using numbers and statistics.

• Aim of quantitative surveys: supply facts from a large and representative sample of respondents.

Advantages and Disadvantages of Quantitative Survey Research Designs

• Advantages:

  • Large sample sizes and generalizable results.

  • Able to identify small differences.

  • Easy to administer with structured questions.

  • Facilitates advanced statistical analysis.

  • Can explore non-directly measurable relationships.

• Disadvantages:

  • Challenges in developing questions that accurately measure attitudes/behavior.

  • Difficulty in obtaining in-depth data.

  • Potential low response rates.

Types of Errors in Surveys

• Sampling Error:

  • Difference between sample findings and true population values; reduced by increasing sample size and using appropriate sampling methods.

• Nonsampling Errors:

  • Sources include:

    • Respondent error

    • Measurement/questionnaire design errors

    • Incorrect problem definition

    • Project administration errors

  • Characteristics:

    • Creates systematic variation or bias.

    • Controllable but not directly measurable.

    • Can exacerbate other nonsampling errors.

Respondent Errors

• Divided into:

  • Nonresponse Error:

    • Occurs when selected respondents refuse or cannot participate.

    • Improvements can be made through callbacks, follow-up mailings, incentives, or shorter questionnaires.

  • Response Error:

    • Caused by issues with human memory or faulty recall.

    • Subject to biases such as selective perception or social desirability response tendencies.

Types of Survey Methods: Person-Administered Surveys

• Trained interviewers collect responses.

• Advantages:

  • Adaptability to respondents.

  • Creation of comfort through rapport.

  • Immediate feedback possibility.

• Disadvantages:

  • Potential for recording and interaction errors.

  • Can be costly.

Person-Administered Surveys: In-Home Interviews

• Conducted in respondents' homes or offices.

• Advantages:

  • Clarifies complex questions and may use visual aids.

  • Allows hands-on product testing or ad evaluation.

  • Comfortable environment increases willingness to respond.

• Disadvantages:

  • Risk of unsupervised interviewers.

  • Potential for skipped or fabricated interviews.

  • Resource-intensive in terms of time and cost.

Person-Administered Surveys: Mall-Intercept Interviews

• Conducted in shopping malls.

• Advantages:

  • Similar benefits to in-home interviews but with less familiarity.

  • More cost-effective.

  • Convenience for researchers.

• Disadvantages:

  • Certain limitations similar to in-home interviews.

  • Potential non-representation of target population due to nonprobability sampling.

Types of Survey Methods: Telephone-Administered Surveys

• Advantages:

  • Cost-effective, quick, efficient for larger samples.

  • Close supervision possible.

  • Geographic reach.

  • Random dialing sets a random sample.

• Disadvantages:

  • Limited to audio communication.

  • Complexity challenges for questions.

  • Decline of landlines affects reach and participation rates.

Telephone-Administered Surveys: Computer-Assisted Telephone Interviews (CATI)

• Interviewers use screens to guide conversations.

• Advantages:

  • Lower cost.

  • Eliminates coding errors and allows for real-time result tabulation.

• Note: CATI use is declining due to the rise of more flexible and cost-effective online survey methods.

Telephone-Administered Surveys: Mobile Phone Surveys

• Rising popularity due to mobile access.

• Advantages:

  • Immediacy and portability of data collection.

  • Ability to reach audiences without internet access or landlines.

• Disadvantages:

  • Regulatory concerns.

  • Cost implications for participants.

  • Limitations on complexity and graphics due to device constraints.

Types of Survey Methods: Self-Administered Surveys

• Respondent-driven data recording without an interviewer.

• Advantages:

  • Low cost per survey and respondent control.

  • Anonymity in responses.

• Disadvantages:

  • Limited flexibility and high nonresponse rates.

  • Possible response errors and slow data acquisition.

Self-Administered Surveys: Mail Surveys

• Distributed via postal service.

• Advantages:

  • Cost-effective implementation.

  • Access to hard-to-reach respondents.

• Disadvantages:

  • Nonresponse bias due to low rates.

  • Potential misunderstandings of questions.

  • Delayed data collection.

Self-Administered Surveys: Mail Panel Surveys

• Sent to pre-agreed groups of respondents.

• Advantages:

  • High response rates and testable panels.

  • Suitable for longitudinal research.

• Disadvantages:

  • Panel members may not represent the target population.

Self-Administered Surveys: Drop-Off Surveys

• Hand-delivered and collected by researchers.

• Advantages:

  • Immediate assistance available for respondents.

  • Motivation to complete the survey.

• Disadvantages:

  • More costly compared to standard mail surveys.

Self-Administered Surveys: Online Survey Methods

• Widely adopted for cost and reach.

• Advantages:

  • Least expensive per respondent; effective for hard-to-reach samples.

  • Enhanced graphic capabilities and functionality.

• Disadvantages:

  • Often non-representative; prone to high nonresponse bias.

Selecting the Appropriate Survey Method: Situational Characteristics

• Aim to gather usable data efficiently and cost-effectively.

• Considerations:

  • Budget constraints beyond just dollars.

  • Time frame for completion varies by method.

  • Quality requirements include data depth, generalizability, and response precision.

Selecting the Appropriate Survey Method: Task Characteristics

• Tasks should minimize effort for respondents.

• Sensitive research topics require careful consideration.

Selecting the Appropriate Survey Method: Respondent Characteristics

• Influence of common characteristics within the target group on method choice.

• Considerations:

  • Diversity and incidence rates in the population.

  • Willingness and ability to participate.

Predictive Research Designs

• Aims to explain future outcomes and opportunities.

• Analyzes non-experimental relationships using statistical methods (e.g., multiple regression, AI tools).

Causal Research Designs

• Investigates causality between multiple independent variables and a dependent variable.

• Employs experimental methods to manipulate variables and control extraneous factors.

The Nature of Experimentation

• Experiments are primarily a hypothesis-testing method.

• Controls are needed to determine effect relationships between variables; distinctions between experimental and extraneous variables.

Validity Concerns with Experimental Research

• Types of validity:

  • Internal Validity: Accuracy in identifying causal relationships.

  • External Validity: Generalizability to the target population.

• Experimental design types: Preexperimental, True experimental, and Quasi-experimental designs.

Comparing Laboratory and Field Experiments

• Lab experiments provide high internal validity but lack realism; field experiments retain realism but face control challenges.

Test Marketing

• Utilizes experiments for market performance insights.

• Applications include pilot tests and exploring marketing mix elements.

• Costs of test marketing can be high.

Chapter Summary

• Consideration of survey research designs, types of survey methods, factors influencing survey choices, experimental variables in causal designs, and the applicability of test marketing.