Transcript Descriptive Research & Questionnaire Design
Descriptive Research & Questionnaire Design
Descriptive Research
Survey versus Observation Survey
Primary
data collection method based on
communication
with a
representative sample
of individuals Observation Systematic process of
recording behaviora
l patterns of
people, objects, and occurrences
without questioning or communicating with them Involves recording -- someone (something) has to do the recording Deals with behaviors - can’t observe attitudes, emotions, etc.
Broad-based -- may observe, people, objects, occurrences
Survey Research
Methods of Administration Personal Interview -- face-to-face communication between an interviewer and respondent Telephone Interview -- information is gathered over the telephone Mail Questionnaire -- self-administered survey sent via the mail Electronic Questionnaire -- survey distributed and gathered via e-mail or the Internet
Survey Research
Personal interviews Advantages Probing ability Longer survey instruments Completeness Use visual aids Disadvantages Interviewer bias Not anonymous Expense Ability to set up specific times for call backs
Survey Research
Telephone interviews Advantages Efficiency Probing ability Ability to have “pure random samples” Ability to set up specific times for call backs Direct data entry (CATI) Disadvantages Limited reach (not all have telephones) Cell phone issues Annoyance Limited duration No visuals
Survey Research
Mail questionnaires Advantages Low in cost Respondent convenience & anonymity No interviewer bias Longer surveys Disadvantages Lack of speed Low response rates (usually below 50%; often much lower) No interviewer Cost can get high
Survey Research
Electronic Questionnaires E-mail surveys Convenient Limited reach Best used in conjunction with another method (i.e., mail or telephone) Web-based surveys Convenient Limited reach Some visual aids may be used Best application: In conjunction with another method Panels
Primary Data
When to use communication versus observation?
When data collection needs to be
versatile
Have a wide range of data needs Want to know needs, ideas, descriptions of customers, for example Able to gather by “communicating” with a respondent Some data cannot be observed (e.g., attitudes)
Primary Data
When to use observation versus communication?
When a respondent’s willingness to provide information is low When the potential for interviewer bias is high Certain types of data points can only be observed (e.g., behaviors)
Survey Research
Cross-Sectional versus Longitudinal Designs Cross-sectional -- snapshot of population at one point in time Longitudinal -- fixed sample of population elements repeatedly measured over time Allows for tracking of certain changes over time (e.g., brand switching, brand loyalty)
Observation-Based Research
Nature of observation No interaction No non-response do to unwillingness to participate Little social desirability Characteristics of observation Objectivity Accuracy
Questionnaire Design
What is a questionnaire?
Formalized schedule for collecting data from respondents Outlines information to be gathered Key criteria of a good questionnaire
Relevance
to the problem at hand
Accuracy
in terms of its measures
Questionnaire Design
Components of a Questionnaire ID data Request for cooperation Instructions Information sought Classification data
Questionnaire Design
Procedure for developing a questionnaire More of an art than a science
(We will cover the following steps)
Specify the information to be sought Determine the type of questionnaire and method of administration Determine content of individual questions Determine response form to each question Determine specific wording of each question
Questionnaire Design
Procedure for developing a questionnaire (cont’d) Determine question sequence Determine physical characteristics of the questionnaire Re-examine the above steps and revise (if necessary) Pretest questionnaire and revise
Questionnaire Design
Information sought Guided by the problem definition and the hypotheses Be careful to focus on the problem at hand and the necessary hypotheses “Interesting” information will only make the questionnaire longer which will likely contribute to non-sampling error
Questionnaire Design
Type of questionnaire and method of administration Depends on the problem at hand Structured versus unstructured depends on the problem definition
Questionnaire Design
Determine content of individual questions Is a question necessary?
Are several questions necessary, or just one?
Do typical respondents have the necessary information to answer the question?
Example -- Opinion Metallic Metals Act of 1947 If they don’t they will still answer it
Questionnaire Design
Determine content of individual questions (cont’d) Will respondents provide the information?
Options for sensitive questions Hide the question State the question using terms that suggest the behavior or attitude in question is not unusual Phase the questions in terms of others State the question with response categories (easy to check a response box)
Randomized Response Model
Questionnaire Design
Form of the response Open-ended Fixed alternative Dichotomous Yes/No Multi-chotomous Strongly Agree Agree Disagree Strongly Disagree
Questionnaire Design
Question wording Simple words Avoid ambiguous words Avoid leading questions Avoid implicit alternatives Avoid estimates Avoid double-barreled questions
Questionnaire Design
Question Sequence Simple & interesting opening questions Funnel approach Start broad and get narrow Difficult or sensitive questions
late
Classification information
last
Questionnaire Design
Determine physical characteristics Securing response – this is most important Facilitate handling and control Re-examination and revision Pretests