Research Assistance 4

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Chapter 5

Descriptive and Causal Research Designs

Learning Objectives

• Explain the purpose and advantages of survey research designs

• Describe the types of survey methods

• Discuss the factors influencing the choice of survey methods

• Explain experiments and the types of variables used in causal designs

• Define test marketing and evaluate its usefulness in marketing research

Value of Descriptive and Causal Survey Research Designs

• Quantitative methods of primary data collection involve large samples

– Research problems consider primary data from large samples representing the target populations

Descriptive Research Designs and Surveys

• Selection of a descriptive research design is based on:

– Nature of the initial problem or opportunity

– Research questions

– Research objectives

• Methods of data collection

– Asking questions

– Observing

Descriptive Research Designs and Surveys (continued)

• Survey research methods: Research procedures for collecting large amounts of data using question-and-answer formats

– Used in descriptive research designs

Exhibit 5.1 - Advantages and Disadvantages of Quantitative Survey Research Designs

Advantages of Survey Methods

• Can accommodate large sample sizes so that results can be generalized to the target

population

• Produce precise enough estimates to identify even small differences

• Easy to administer and record answers to structured questions

• Facilitate advanced statistical analysis

• Concepts and relationships not directly measurable can be studied

Disadvantages of Survey Methods

• Questions that accurately measure respondent attitudes and behavior can be

challenging to develop

• In-depth data difficult to obtain

• Low response rates can be a problem

Types of Errors in Surveys

• Sampling error

– Difference between the findings based on a sample and the true values for a population

– Caused by:

• Method of sampling used

• Size of the sample

– Reduced by:

• Increasing the size of the sample

• Using an appropriate sampling method

Types of Errors in Surveys (continued)

• Respondent errors: Respondents fail to participate in surveys or provide responses that do not reflect their true answers

– Nonresponse error: Systematic bias that occurs when the final sample differs from the planned sample

– Response error: Respondents have impaired memory or do not respond accurately

Exhibit 5.2 - Major Types of Survey Research Methods

Type of Survey Research Description

Person-Administered

In-home interview An interview takes place in the respondent's home or, in special situations, within

the respondent's work environment (in-office).

Mall-intercept Interview Shopping patrons are stopped and asked for feedback during their visit to a

shopping mall.

Telephone-Administered

Traditional telephone interview An interview takes place over the telephone. Interviews may be conducted from a

central telephone location or the interviewer's home.

Computer-assisted telephone

interview (CATI)

A computer is used to assist in a telephone interview.

W ireless phone surveys W ireless phones are used to collect data. The surveys may be text-based or Web-

based.

Self-Administered

Mail survey Questionnaires are distributed to and returned from respondents via the postal

service or overnight delivery.

Online surveys The Internet is used to ask questions and record responses from respondents.

Mail panel survey Surveys are mailed to a representative sample of individuals who have agreed in

advance to participate.

Drop-off survey Questionnaires are left with the respondent to be completed at a later time. The

surveys may be picked up by the researcher or returned via mail.

Exhibit 5.3 - Advantages and Disadvantages of Person-Administered Surveys

Advantages

Adaptability Trained interviewers can quickly adapt to respondents' differences.

Rapport Not all people are willing to talk with strangers when asked to answer a few questions.

Interviewers can help establish a "comfort zone" during the questioning process and

make the process of taking a survey more interesting to respondents.

Feedback During the questioning process, interviewers can answer respondents‘ questions and

increase the respondents‘ understanding of instructions and questions and capture

additional verbal and nonverbal information.

Quality of responses Interviewers can help ensure respondents are screened to represent the target

population Respondents are more truthful in their responses when answering questions

in a face-to-face situation as long as questions are not likely to result in social desirability

biases.

Disadvantages

Possible recording error Interviewers may incorrectly record responses to questions.

Interviewer-respondent

interaction error

Respondents may interpret the interviewer's body language, facial expression, or tone of

voice as a clue to how to respond to a question.

High expense Overall cost of data collection using an interviewer is higher than other data collection

methods.

Exhibit 5.4 - Advantages and Disadvantages of Self-Administered Surveys

Advantages

Low cost per survey W ith no need for an interviewer or computerized assistance device, self-administered

surveys are by far the least costly method of data acquisition.

Respondent control Respondents are in total control of how fast, when, and where the survey is completed, thus

the respondent creates his/her own comfort zone.

No interviewer-

respondent bias

There is no chance of introducing interviewer bias or interpretive error based on the

interviewer's body language, facial expression, or tone of voice.

Anonymity in responses Respondents are more comfortable in providing honest and insightful responses because

their true identity is not revealed.

Disadvantages

Minimize flexibility The type of data collected is limited to the specific questions initially put on the survey. It is

impossible to obtain additional in-depth data because of the lack of probing and observation

capabilities.

High nonresponse rates Most respondents will not complete and return the survey.

Potential response

errors

The respondent may not fully understand a survey question and provide incorrect responses

or mistakenly skip sections of the survey. Respondents may unconsciously commit errors

while believing they are responding accurately.

Slow data acquisition The time required to obtain the data and enter it into a computer file for analysis can be

significantly longer than other data collection methods.

Lack of monitoring

capability

Not having an interviewer present can increase misunderstanding of questions and

instructions.

Selecting the Appropriate Survey Method

• Situational characteristics

– Budget

– Completion time frame

– Quality requirements

• Completeness of data

• Data generalizability: Projectable to the population represented by the sample in a study

• Data precision

Selecting the Appropriate Survey Method (continued 1)

• Task characteristics

– Task difficulty

– Required stimuli

– Amount of information asked from respondents

– Topic sensitivity: Degree to which a survey question leads the respondent to give a socially acceptable response

Selecting the Appropriate Survey Method (continued 2)

• Respondent characteristics

– Diversity

– Incidence rate: Percentage of the general population that is the subject of the market research

– Respondent participation

• Ability to participate: Ability of the interviewer and the respondent to participate in a question-and-answer interchange

Selecting the Appropriate Survey Method (continued 3)

• Willingness to participate: Respondent’s inclination or disposition to share his or her thoughts

• Knowledge level: Degree to which selected respondents feel they have knowledge of or experience with the survey’s topics

Causal Research Designs

• Causal research: Studies enabling researchers to assess cause-effect relationships between two or more variables

– Independent variables: Values are directly manipulated by the researcher

– Dependent variables: Measures of effects or outcomes that occur as a result of changes in levels of the independent or causing variable(s)

Causal Research Designs (continued)

• Researchers collect data using experimental designs

– Experiment: Empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables

• Questions examining causal relationships between variables focus on the specific influence of one variable on another

Nature of Experimentation

• Experiments can explain cause-and-effect relationships between variables or constructs and determine why events occur

– Variable: Concept or construct that can vary or have more than one value

• Demographics

• Attitudes

• Behaviors

Nature of Experimentation (continued)

• Control variables: Do not vary freely or systematically with independent variables

– Should not be changed as the independent variable is manipulated

• Extraneous variables: Not measured or controlled and may affect the dependent variable

Validity Concerns with Experimental Research

• Validity: Extent to which the conclusions drawn from an experiment are true

– Internal validity: Extent to which a research design accurately identifies causal relationships

– External validity: Extent to which a causal relationship found in a study can be expected to be true for the entire target population

Comparing Laboratory and Field Experiments

• Laboratory (lab) experiments: Causal research designs conducted in artificial settings

• Field experiments

– Causal research designs that manipulate the independent variables in order to measure the dependent variable in a natural setting

– Performed in natural settings

Test Marketing

• Uses controlled field experiments to gain information on specified market performance indicators

– Most common type of field experiment

• Applications

– Pilot test new products or product modifications

– Examine product strengths and weaknesses or inconsistencies in marketing strategies

– Explore different options of marketing mix elements

Marketing Research Dashboard Riders Fits New Database into Brand Launch

• What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name Riders?

– Did the company achieve its goal?

• Why or why not?

• Identify and explain the strengths and weaknesses associated with the test market process used by the Lee Apparel Company

Marketing Research Dashboard Riders Fits New Database into Brand Launch

(continued)

• Should the company give consideration to the development and implementation of Internet- based test marketing strategies?

– Why or why not?