chapter6.ppt 897KB Jan 08 2004 10:32:40 PM

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Descriptive Research Design

Survey and Observation

Chapter VI

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3) Survey Methods Classified by Mode of Administration 3) Survey Methods Classified by Mode of Administration

i. Telephone Methodsi. Telephone Methods

a. Traditional Telephone Interviewsa. Traditional Telephone Interviews

b. Computer-Assisted Telephone Interviewing (CATI)b. Computer-Assisted Telephone Interviewing (CATI)

a. Mail Interviews a. Mail Interviews b. Mail Panelsb. Mail Panels

iv. Electronic Methodsiv. Electronic Methods

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4) A Comparative Evaluation of Survey Methods

v. Control of the Data Collection Environmentv. Control of the Data Collection Environment

ix. Perceived Anonymityix. Perceived Anonymity

x. Social Desirability/ Sensitive Information_{x. Social Desirability/ Sensitive Information}

xi. Potential for Interviewer Bias xi. Potential for Interviewer Bias

xii. Speedxii. Speed

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5) Selection of Survey Method(s) 5) Selection of Survey Method(s)

6) Observation Methods

i. Structured vs. Unstructured Observationi. Structured vs. Unstructured Observation

ii. Disguised vs. Undisguised Observationii. Disguised vs. Undisguised Observation

iii. Natural vs. Contrived Observation iii. Natural vs. Contrived Observation

7) Observational Methods Classified by Mode of 7) Observational Methods Classified by Mode of

AdministrationAdministration

i. Personal Observationi. Personal Observation

ii. Mechanical Observationii. Mechanical Observation

iii. Auditiii. Audit

iv. Content Analysisiv. Content Analysis

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8) A Comparative Evaluation of Observational Methods

i. Degree of Structurei. Degree of Structure

ii. Degree of Disguiseii. Degree of Disguise

iii. Ability to Observe in Natural Setting_{iii. Ability to Observe in Natural Setting}

iv. Analysis Biasiv. Analysis Bias

v. General Remarksv. General Remarks

9) A Comparison of Survey and Observational Methods 9) A Comparison of Survey and Observational Methods

i. Relative Advantages of Observationi. Relative Advantages of Observation

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10) International Marketing Research

11) Ethics in Marketing Research 11) Ethics in Marketing Research

12) Internet and Computer Applications

13) Focus on Burke 13) Focus on Burke

14) Summary

15) Key Terms and Concepts 15) Key Terms and Concepts

16) Acronyms

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Survey Research is in the Cards

for DEC

RIP 6.1

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This holds true for the computer market where DEC is a key player. Computers are bought by individuals in every walk of life as well as by businesses in every market imaginable. The breadth of the market makes useful market research a formidable task. This task is being undertaken at DEC in their

Corporate Marketing Services (CMS) Division, however. research data are used.

RIP 6.1 Contd.

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“Digital’s Corporate Marketing Services Division has been a core element in the company’s transition to a market-driven strategy.”

CMS is coordinating the company’s strategy to redefine their product from simply computers to a broader view of the business solutions. The CMS has employed many research techniques to gain a better understanding of the “business solutions” market. Both primary and secondary

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Primary data are obtained through the use of phone and mail surveys as well as seminars and focus groups. Phone surveys have been used to define customer needs better and to direct products to the customers better. Mail surveys have been used to study customer purchasing habits as well as future purchasing plans. Seminars are held to gain feedback on the long-term production plans at DEC. Finally, focus groups are used to determine whether the chosen strategy is good and one that will effectively manage and use the market’s potential. Without CMS and marketing research, DEC would be facing the unknowns of their technology as well as the market. This combination of obstacles would have made the transition from a product-focused to a market- and consumer-focused company an impossibility.

RIP 6.1 Contd.

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Survey

Telephone Computer-Assisted _TelephoneComputer-Assisted _Telephone

Interviewing

Mail

Interview

Interview Mail _PanelMail _Panel

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Outgoing Envelope

Outgoing envelope: size, color, return address Postage Method of addressing

Cover Letter

Sponsorship Type of appeal Postscript Personalization Signature

Questionnaire

Length Size Layout Format

Content Reproduction Color Respondent anonymity

Return Envelope

Type of envelope Postage

Incentives

Monetary versus non-monetary Prepaid versus promised amount

Some Decisions Related to the

Mail Interview Package

Table 6.1

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A Comparative Evaluation of Survey Methods

Table 6.2

Flexibility of data collection Moderate

to high High High Moderateto high Low Low Low Moderate tohigh Diversity of questions Low High High High Moderate Moderate Moderate Moderate to

high Use of physical stimuli Low Moderate

to high High High Moderate Moderate Low Moderate Sample control Moderate

to high Potentiallyhigh Moderate Moderate Low Moderateto high Low moderateLow to Control of data collection

environment Moderate Moderateto high High High Low Low Low Low Control of field force Moderate Low Moderate Moderate High High High High Quantity of data Low High Moderate Moderate Moderate High Moderate Moderate Response rate Moderate High High High Low Moderate Low Very Low Perceived anonymity of the

respondent Moderate Low Low Low High High Moderate High Social desirability Moderate High High High Low Low Moderate Low Obtaining sensitive

information High Low Low moderateLow to High High Moderate High Potential for interviewer bias Moderate High High Low None None None None Speed High Moderate Moderate

to high Moderateto high Low moderateLow to High Very high Cost Moderate High Moderate

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Random Digit Directory Designs

Fig. 6.2

Adding a Constant to the Last Digit Adding a Constant to the Last Digit

An integer between 1 and 9 is added to the telephone

number selected from the directory. In plus-one sampling the number added to the last digit is 1.

Number selected from directory: 953-3004

(exchange-block). Add one to the last digit to form 953-3005. This is the number to be included in the sample.

Randomizing the r Last Digits Randomizing the r Last Digits

Replace the r (r = 2, 3, or 4) last digits with an equal number of randomly selected digits.

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Two-Stage Procedure

The first stage consists of selecting an exchange and

telephone number from the directory. In the second stage, the last three digits of the selected number are replaced with a

three-digit random number between 000 and 999.

Cluster 1

Selected exchange: 636

Selected number: 636-3230

Replace the last three digits (230) with randomly selected 389 to form 636-3389.

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Sample Mailing Lists

RIP 6.2

List Title

List Title Number on ListNumber on List Price Price

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A Classification of Observation

Methods

Observation Methods

Personal Observation

Mechanical

Observation Audit

Content Analysis

Trace Analysis

Fig. 6.3

Classifying

Observation

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Building Accord According to Personal

Observation

RIP 6.3

Honda Motor Co. had a lot of complaints on their sporty, restyled

Accord (not big enough for U.S. drivers, not stylish enough for the

Japanese drivers). Being afraid to lose its market, Honda sent

teams to visit U.S. families and observe how the Americans used

their Honda Accords. By personal observation, the teams found

out that the Americans like lots of compartments for storing maps

and change. The teams also actually took U.S. road trips in

design a new 1998 Accord for U.S. drivers which has 101.7 cubic

feet for passenger space compared to 101.5 cubic feet for Ford

Taurus and 97.9 cubic feet for Toyota Camry. Moreover, Accord

also delivered higher customer value by cutting the price. With

these changes, Honda executives are expecting to increase U.S.

sales to total of 1 million units by the year 2000.

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Using the results of personal observation studies, Honda customizes

the Accord to world markets. U.S. Accord is designed as a family car

by providing extra headroom and a roomy interior to keep up with the

demands of its aging baby-boomers customers, while Japanese

Accord is designed as a compact, sporty car loaded with high-tech

gizmos aimed at young professionals, it is also smaller to adjust to

narrower roads in Japan. Honda also paid attention to its European

market. The 1998 Accord for European version was a short, narrow

body customized to tiny streets in Europe but not losing its stiff and

sporty ride aimed at the Old World drivers.

.

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Criteria Personal Mechanical Audit Content Trace Observation Observation Analysis Analysis Analysis

Degree of structure Low Low to high High High Medium

Degree of disguise Medium Low to high Low High High

Ability to observe High Low to high High Medium Low

in natural setting

Observation bias High Low Low Medium Medium

Analysis Bias High Low to Low Low Medium Medium

General remarks Most flexible Can be Expensive Limited to Method of

intrusive communications last resort

A Comparative Evaluation

of Observation Methods

Table 6.3

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Criteria Telephone Personal Mail Electronic High sample control + + -

-Difficulty in locating + - + + respondents at home

Inaccessibility of homes + - + +

Unavailability of a large + - + + pool of trained interviewers

Large population in rural areas - + -

-Unavailability of maps + - + +

Unavailability of current - + - +

telephone directory

Unavailability of mailing Lists + + - +

Low penetration of telephones - + +

-Lack of an efficient postal system + + - +

Low level of literacy - + -

-Face-to-face communication culture - + -

-Poor access to computers and Internet? + ?

-Note: A + denotes an advantage, and a - denotes a disadvantage.

A Comparative Evaluation of Survey Methods

for International Marketing Research

Table 6.4