Marketing research an applied orientation 7th edition malhotra solutions manual

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Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION

FIGURES AND TABLES Figures Figure 6.1

A Classification of Survey Methods

Figure 6.2

Random Digit Directory Designs

Figure 6.3

A Classification of Observation Methods

Table 6.1

Some Decisions Related to the Mail Interview Package

Table 6.2

A Comparative Evaluation of Survey Methods

Table 6.3

Additional Survey Methods

Table 6.4

A Comparative Evaluation of Observation Methods

Table 6.5

The Impact of Cultural and Environmental Factors on the Selection of

Tables

Survey Methods Table 6.6

A Comparative Evaluation of Survey Methods for International Marketing Research

CHAPTER OBJECTIVES 6.1.

Discuss and classify survey methods and describe the various telephone, personal, mail, and electronic interviewing methods.

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6.2.

Identify the criteria for evaluating survey methods, compare the different methods, and evaluate which is best suited for a particular research project.

6.3.

Explain and classify the different observation methods used by marketing researchers and describe personal observation, mechanical observation, audit, content analysis, and trace analysis.

6.4.

Identify the criteria for evaluating observation methods, compare the different methods, and evaluate which, if any, is suited for a particular research project.

6.5.

Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.

6.6.

Discuss the considerations involved in implementing surveys and observation methods in an international setting.

6.7.

Explain how social media can be used to implement survey and observation methods.

6.8.

Illustrate the implementation of survey and observation methods in mobile marketing research.

6.9.

Understand the ethical issues involved in conducting survey and observation research.

AUTHOR’S NOTES: CHAPTER FOCUS This chapter provides an overview of descriptive research consisting of surveys and observations. The survey methods are classified by mode of administration as: telephone interviews, computer-assisted telephone interviewing (CATI), personal in-home interviews, mall-intercept interviews, computer-assisted personal interviewing (CAPI), mail surveys, mail panels, e-mail, and Internet surveys. A comparative evaluation of these methods on 14 different factors is presented. Structured versus unstructured, disguised versus undisguised and natural versus contrived observations are discussed. The observation methods are classified by mode of administration as personal observation, mechanical observation, audit, content analysis, and trace analysis. Each of these methods is described in detail. A comparison of survey and observational methods is made.

While the competing text covers survey methods, the extensive comparative evaluation of survey methods presented in this chapter is unique. Also, relatively greater emphasis has been placed on observation methods as compared to other texts.

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This chapter could be taught by focusing on the chapter objectives sequentially. Describe each of the survey methods, i.e., telephone interviews, computer-assisted telephone interviewing (CATI), personal in-home interviews, mall-intercept interviews, computer-assisted personal interviewing (CAPI), mail surveys, mail panels, e-mail and Internet interviews (Chapter Objective 1), and discuss the comparative evaluation of the different interviewing methods (Chapter Objective 2). The different observation methods could also be covered (Chapter Objective 3 and 4).

The material on the relative advantages and disadvantages of observation methods (Chapter Objective 5) should be emphasized. The material pertaining to surveys and observation methods in an international setting (Chapter Objective 6), social media research (Chapter Objective 7), mobile marketing research (Chapter Objective 8), and ethical issues (Chapter Objective 9) should be discussed. Use of the Internet and software, such as the programs described in the book, or similar programs, could be demonstrated in class and students should be encouraged to try them in the computer lab during non-class hours.

CHAPTER OUTLINE 1.

Objectives

2.

Overview

3.

Survey Methods

4.

Survey Methods Classified by Mode of Administration (i)

(ii)

Telephone Methods (a)

Traditional Telephone Interviews

(b)

Computer-Assisted Telephone Interviewing (CATI)

Personal Methods (a)

Personal In-home Interviews

(b)

Mall-Intercept Personal Interviews

(c)

Computer-Assisted Personal Interviewing (CAPI) Copyright © 2019 Pearson Education, Inc. 3

(iii)

(iv)

5.

Mail Methods (a)

Mail Interviews

(b)

Mail Panels

Electronic Methods (a)

E-mail Interviews

(b)

Internet Interviews

A Comparative Evaluation of Survey Methods (i)

Task Factors (a)

Diversity of Questions and Flexibility

(b)

Use of Physical Stimuli

(c)

Sample Control

(d)

Quantity of Data

(e)

Response Rate

(ii)

Situational Factors

(iii)

(a)

Control of the Data Collection Environment

(b)

Control of Field Force

(c)

Potential for Interviewer Bias

(d)

Speed

(e)

Cost

Respondent Factors (a)

Perceived Anonymity

(b)

Social Desirability

(c)

Sensitive Information Copyright © 2019 Pearson Education, Inc. 4

(d)

Low Incidence Rate

(e)

Respondent Control

6.

Selection of Survey Method(s)

7.

Observation Methods

8.

9.

10.

(i)

Structured Versus Unstructured Observation

(ii)

Disguised Versus Undisguised Observation

(iii)

Natural Versus Contrived Observation

Observation Methods Classified by Mode of Administration (i)

Personal Observation

(ii)

Mechanical Observation

(iii)

Audit

(iv)

Content Analysis

(v)

Trace Analysis

A Comparative Evaluation of Observation Methods (i)

Degree of Structure

(ii)

Degree of Disguise

(iii)

Ability of Observe in Natural Setting

(iv)

Analysis Bias

(v)

General Remarks

A Comparison of Survey and Observation Methods (i)

Relative Advantages of Observation

(ii)

Relative Disadvantages of Observation

11.

Ethnographic Research

12.

Other Methods Copyright © 2019 Pearson Education, Inc. 5

13.

International Marketing Research (i)

Selection of Survey Methods

14.

Marketing Research and Social Media

15.

Mobile Marketing Research

16.

Ethics in Marketing Research

17.

Summary

18.

Key Terms and Concepts

19.

Suggested Cases, Video Cases, and HBS Cases

20.

Live Research: Conducting a Marketing Research Project

21.

Acronyms

22.

Exercises

23.

Internet and Computer Exercises

24.

Activities

TEACHING SUGGESTIONS Chapter Objective 1 ●

Give definitions for the parameters ‘structure’ and ‘directness’.

Structure refers to the degree of standardization imposed on the data collection process.

Directness indicates that the true purpose of the project is known by the respondents. It should be mentioned to the class that these parameters are important because the manner in which researchers manipulate them will affect the type of information collected. For example, the structured-direct data collection process involves using a questionnaire to survey a sample from a population. Structured indirect methods typically consist of a questionnaire, but the true purpose of the study is not revealed usually because divulging such information to the respondents would bias results. This technique is often employed in psychological research. A focus group is the typical example of an unstructured direct approach, whereas role playing exemplifies the unstructured indirect approach.

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●

Classify the different survey methods by mode of administration.

1.

Telephone interview: involves phoning a sample of respondents and asking them a series of questions.

2.

Computer-assisted telephone interview: the computer dials a telephone number, the interviewer asks the questions on the screen of the computer, and the interviewer records the respondents’ answers directly into the computer.

3.

Personal in-home interview: involves asking questions of a sample of respondents face-to-face in their homes.

4.

Mall-intercept personal interview: respondents are intercepted while they are shopping in a mall and brought to a central location test facility located in the mall, and then a questionnaire is administered to them by the interviewer as in the in-home personal survey.

5.

Computer-assisted personal interview: the respondent sits in front of a computer terminal and answers the questionnaire on the CRT screen by using the keyboard and/or mouse.

6.

Mail interview: questionnaires are mailed to pre-selected potential respondents where the respondents complete and return the questionnaires by mail.

See Table 6.1 for specific factors related to mail interviews.

7.

Mail panel: consists of a large and nationally representative sample of households which have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys conducted by the sponsoring organization.

8.

E-mail interview: the survey is written within the body of the e-mail message.

The e-mails are sent out over the Internet. E-mail surveys use pure text (ASCII) to represent questionnaires, and can be received and responded to by anyone with an e-mail address, whether or not they have access to the Web.

9.

Internet interview: Internet or Web surveys use hypertext markup language (HTML), the language of the Web, and are posted on a Web site. Respondents may be recruited over the Internet from potential respondent databases maintained by the marketing research firm or they can be recruited by conventional methods (mail, telephone).

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10.

Mobile Interviews: are discussed under the seprate heading of Mobile Marketing Research.

Figure 6.1 can be used to expand the discussion on some of these topics. 

See Questions 1, 2, and 3.

Chapter Objective 2 ●

Present a comparative evaluation of different survey methods.

TASK FACTORS Flexibility of Data Collection. The flexibility of data collection is determined primarily by the extent to which the respondent can interact with the interviewer and the survey questionnaire. The personal interview, whether conducted in-home or as a mall-intercept interview, allows the highest flexibility of data collection. CATI, CAPI, and Internet surveys allow somewhat greater flexibility because the questionnaire is administered in an interactive mode. Because these modes do not allow for interaction between the interviewer and the respondent, mail surveys, mail panels, and e-mail surveys have low flexibility.

Diversity of Questions. The diversity of questions that can be asked in a survey depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions. Therefore, in-home, mall-intercept, and CAPI allow for diversity. In Internet surveys, multimedia capabilities can be utilized and so the ability to ask a diversity of questions is moderate to high, despite the absence of an interviewer. In mail surveys, mail panels, and e-mail surveys, less diversity is possible. In traditional telephone interviews and CATI, the respondent cannot see the questions while answering and this limits the diversity of questions.

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Use of Physical Stimuli. Often it is helpful or necessary to use physical stimuli such as the product, a product prototype, commercials, or promotional displays during the interview. In these cases, personal interviews conducted at central locations (mallintercept and CAPI) are preferable to in-home interviews. Mail surveys and mail panels are moderate on this dimension, because sometimes it is possible to mail the facilitating aids or even product samples. Internet surveys are also moderately suitable. Because they are Web-based, the questionnaires can include multimedia elements such as prototype Web pages and advertisements. The use of physical stimuli is limited in traditional telephone interviews and CATI, and also in e-mail surveys.

Sample Control. Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently. In-home personal interviews offer the best sample control. Mall-intercept interviews allow only a moderate degree of sample control. Compared to mall-intercept, CAPI offers slightly better control, as sampling quotas can be set and respondents randomized automatically. Moderate to high sampling control can be achieved with traditional telephone interviews and CATI. The degree of sample control in mail surveys is low. Mail panels, on the other hand, provide moderate to high control over the sample. They provide samples matched to U.S. Not all populations are candidates for Internet survey research. Thus, sample control is low to moderate for Internet surveys. E-mail surveys suffer from many of the limitations of mail surveys and thus offer low sample control.

Quantity of Data. In-home personal interviews allow the researcher to collect large amounts of data. In contrast to in-home interviews, mall-intercept and CAPI provide only moderate amounts of data. Mail surveys also yield moderate amounts of data. The same is true for e-mail and Internet surveys, although the Internet is a better medium in this respect. Mail panels, on the other hand, can generate large amounts of data because of the special relationship between the panel members and the sponsoring organization.

Traditional telephone interviews and CATI result in the most limited quantities of data.

Response Rate. Personal, in-home, mall-intercept, and computer assisted interviews yield the highest response rate (typically more than 80 percent). Telephone interviews, traditional and CATI, yield response rates between 60 and 80 percent. Mail surveys have Copyright © 2019 Pearson Education, Inc. 9

poor response rates. However, response rates in mail panels are typically in the 70–80 percent range, because of assured respondent cooperation. Internet surveys have the poorest response rates, even lower than e-mail surveys. This is due to the fact that some respondents may not have access to e-mail but not to the Web, and accessing the Web requires more effort and skill.

SITUATIONAL FACTORS Control of the Data Collection Environment. Personal interviews conducted at central locations (mall-intercept and CAPI) offer the greatest degree of environmental control.

In-home personal interviews, traditional telephone, and CATI offer moderate control.

In mail surveys and panels, e-mail, and Internet surveys, the researcher has little control over the environment.

Control of Field Force. The field force consists of interviewers and supervisors involved in data collection. Because they require no such personnel, mail surveys, mail panels, e-mail, and Internet surveys eliminate field force problems. Traditional telephone interviews, CATI, mall-intercept, and CAPI, all offer moderate degrees of control because the interviews are conducted at a central location, making supervision relatively simple. In-home personal interviews are problematic in this respect.

Potential for Interviewer Bias. The extent of the interviewer’s role determines the potential for bias. In-home and mall-intercept personal interviews are highly susceptible to interviewer bias. Traditional telephone interviews and CATI are less susceptible, although the potential is still there. Computer-assisted interviews have a low potential for bias. Mail surveys, mail panels, e-mail, and Internet surveys are free of it.

Speed. The Internet is by far the fastest method followed by e-mail. Traditional telephone interviews and CATI are also fast ways of obtaining information. Next in speed are mallintercept and computer-assisted interviews that reach potential respondents in central locations. In-home personal interviews are slower, because there is dead time between interviews while the interviewer travels to the next respondent. Mail surveys are typically the slowest. Mail panels are faster than mail surveys, as little follow-up is required.

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Cost. In general, Internet, e-mail, mail surveys, mail panel, traditional telephone, CATI, CAPI, mall-intercept, and personal in-home interviews require progressively larger field staff and greater supervision and control. Hence, the cost increases in this order.

RESPONDENT FACTORS Perceived anonymity. Perceived anonymity refers to the respondents’ perceptions that their identities will not be discerned by the interviewer or the researcher. Perceived anonymity of the respondent is high in mail surveys, mail panels, and Internet surveys because there is no contact with an interviewer while responding. It is low in personal interviews (in-home, mall-intercept, and computer-assisted) due to face to face contact with the interviewer. Traditional telephone interviews and CATI fall in the middle. It is also moderate with e-mail. While there is no contact with the interviewer, respondents know that their names can be located on the return e-mail.

Social Desirability/Sensitive Information. As mail surveys, mail panels, and Internet surveys do not involve any social interaction between the interviewer and the respondent, they are the least susceptible to social desirability. Traditional telephone interviews and CATI are moderately good at avoiding socially desirable responses. They are good for obtaining sensitive information, as the respondents have the perception that they are not committing to anything in writing over the telephone. E-mail is only moderately good for controlling social desirability and obtaining sensitive information, given the respondents’ awareness that their names can be located on the return e-mail. Personal interviews, whether in-home, mall-intercept, or computer-assisted, are limited in this respect, although the problem is somewhat mitigated in the case of computer-assisted interviews.

Low Incidence Rate. Incidence rate refers to the rate of occurrence or the percentage of persons eligible to participate in the study. As will be discussed in more detail in Chapter 12, incidence rate determines how many contacts need to be screened for a given sample size requirement. There are times when the researcher is faced with a situation where the incidence rate of the survey respondents is low. This is generally the case when the population represents a niche or a highly targeted market, rather than the general population. In such cases, a survey method should be selected that can locate the Copyright © 2019 Pearson Education, Inc. 11

qualified respondents efficiently and minimize waste. The telephone interview can be very effective (high rating) as a method of screening potential respondents to determine eligibility. All it takes is a phone call. The three personal methods (in-home, mall intercept, and CAPI) are all inefficient because the interviewer has to make personal contact with potential respondents. Three of the self-administered methods (mail, mail panel and email) are moderate in terms of efficiency as all three are relatively low cost and can be used to contact a large number of potential respondents so the desired sample size of qualified respondents is obtained. The Internet, however, is very good in this respect (high rating). In an Internet survey, screening questions can be used to weed out ineligible respondents quickly and efficiently.

Respondent Control. Methods that allow respondent control over the interviewing process will solicit greater co-operation and are therefore desirable. Two aspects of control are particularly important to the respondents. The first is control over when to answer the survey, and the flexibility to even answer it in parts at different times, especially if the survey is long. The second aspect of control pertains to the ability of the respondent to regulate the rate at which she answers the survey, i.e., the flexibility to answer the survey at her own pace. Three of the self-administered methods, namely mail, mail panel, and e-mail, are the best (high rating) in terms of imparting this control to respondents. Some control is lost in Internet surveys, because in random pop-up surveys the respondents do not have the flexibility of answering at a later time. However, Internet surveys can be designed to allow respondents to come back and complete them, resulting in moderate to high rating. Telephone surveys are low to moderate as the pace is regulated by the interviewer and while the telephone call can be rescheduled, yet the respondent must commit to a specific time. All the three personal methods, namely inhome, mall intercept, and CAPI are low on this factor as the pace is regulated by the interviewer and generally the interview cannot be rescheduled.

Table 6.2 can be used here as framework for evaluating survey methods. 

See Questions 4 and 5.

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Chapter Objective 3 ●

Explain when the different observation methods are appropriate based on the structured versus unstructured, disguised versus undisguised, and natural versus contrived conditions.

1.

Structured observation is appropriate when the marketing research problem has been clearly defined and the information needed has been specified. It requires that the researcher specify in detail what is to be observed and how the measurements are to be recorded. Unstructured observation is appropriate when the problem has yet to be formulated precisely, and flexibility is needed in observation to identify key components of the problem and to develop hypotheses.

2.

In disguised observation, the respondents are not aware that they are being observed, whereas in undisguised observation the respondents are aware that they are under observation. Disguised observation is used when it is felt that the respondents would act differently under direct observation. For example, the purchase of sensitive or personal products.

3.

Natural observation involves observing behavior as it normally takes places in the environment. Contrived observation takes place in an artificial environment that has been created by the researcher. Natural observations allow the researcher to observe actual behavior, but do not allow for inferences on the causes of behavior. Contrived observation enables the researcher to control more of the variables that affect behavior.

●

Give a classification of the observational methods by mode of administration.

1.

Personal observation: The researcher personally observes actual behavior as it occurs, and the observer merely records what takes place. The researcher does not attempt to control or manipulate the phenomenon being observed.

2.

Mechanical observation: These are devices used to continually record ongoing behavior for later analysis.

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3.

Audit: This involves collection of data by examining physical records or performing inventory analysis. There are two distinguishing features of an audit: (1) data are collected personally by the researcher or by representatives of the researcher and (2) the data are based upon counts, usually of physical objects other than people.

4.

Content analysis: is the objective, systematic, and quantitative description of the manifest content of a communication. Marketing research applications involve observing and analyzing the content or message of advertisements, newspaper articles, television and radio programs, and the like.

5.

Trace analysis: is an approach in which data collection is based on physical traces of past behavior where physical traces are evidence of some past event or occurrence.

Table 6.4 can serve as a guideline for discussion. 

See Questions 6, 7, and 8.

Chapter Objective 4 ●

Identify the criteria for evaluating observation methods.

The different observation methods are evaluated in terms of: o

degree of structure

o

degree of disguise

o

ability to observe in a natural setting

o

observation bias

o

measurement and analysis bias

o

additional general factors

Structure—personal observation is low, trace analysis is medium, and audit and content analysis are high on the degree of structure. Mechanical observation can vary widely from low to high depending on the methods used. Methods such as optical scanners are very structured in that the characteristics to measured, mechanical methods, such as use of hidden cameras to observe children at play with toys, tend to be unstructured.

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Degree of disguise—is low in the case of audits as it is difficult to conceal the identity of auditors. Personal observation offers a medium degree of disguise. Trace analysis and content analysis offer a high degree of disguise as the data are collected “after the fact.”

Some mechanical observations, such as hidden cameras, offer excellent disguise whereas the use of others, such as the use of psychogalvanometers, is very difficult to disguise.

Ability to observe in a natural setting—is low in trace analysis, medium in the case of content analysis. Personal observation and audits are excellent on this score. Mechanical observation methods vary from low (e.g., use of psychogalvanometers) to high (e.g., use of turnstiles).

Observation bias—is low in the case of mechanical observation since a human observer is not involved. It is also low for audits. Medium for trace analysis and content analysis.

In both these methods, human observers are involved and the characteristics to be observed are not that well defined. It is high for personal observation due to the use of human observers.

Data analysis bias—is low for audits and content analysis since the variables are precisely defined. Trace analysis has a medium degree of bias as the definition of variables is not very precise. Mechanical observation methods can have a low (e.g., scanner data) to medium (e.g., hidden camera) degree of analysis bias depending on the method.

Table 6.4 can be used to frame this discussion.

Chapter Objective 5 ●

Discuss relative advantages and disadvantages of observation methods versus survey methods.

Begin by reviewing the definitions of observation and survey methods then discuss the advantages and disadvantages.

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Advantages: 1.

Observational methods permit measurement of actual behavior.

2.

The potential bias caused by the interviewer and the interviewing process is eliminated or reduced.

3.

Certain types of data can be collected best or only by observation.

4.

If the observed phenomenon occurs at relatively frequent intervals and is of short duration, observational methods may cost less and be faster than the survey methods.

Disadvantages: 1.

Very little can be inferred about the motives, beliefs, attitudes, and preferences underlying the observed behavior.

2.

Selective perception of the observer can bias the data.

3.

In some cases the use of observational methods may border on being unethical because the subjects’ behavior is being monitored without their explicit knowledge or consent.

Figure 6.3 can serve as a guideline for discussion. 

See Question 9.

Chapter Objective 6 ●

Discuss international difficulties in implementing survey and observation methods.

Selection of appropriate interviewing methods is much more difficult because of differences in the economic, structural, informational, technological, and socio-cultural environment.

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EXAMPLE: In the United States and Canada, the telephone has achieved almost total penetration of households. As a result, telephone interviewing is the dominant mode of questionnaire administration. The same situation exists in some of the European countries such as Sweden. However, in many of the other European countries, telephone penetration is still not complete. In developing countries only very few households have telephones. ●

Discuss criteria for selection of a survey method.

o

The use of CATI, CAPI, and mail panels depends heavily on the state of technological development in the country where the research is to be performed.

o

The use of mall intercept interviewing is contingent upon the dominance of shopping malls in the retailing environment.

o

In collecting data from different countries, it is desirable to use survey methods with equivalent levels of reliability.

Table 6.6 can serve as a guideline for discussion.

Chapter Objective 7 ●

Discuss how social media can be used to implement survey and observation methods.

Social media can be used to conduct surveys as well as observations. Many social sites today present an excellent platform in allowing researchers the widespread ability to disseminate questionnaires and thereby retrieve quantitative feedback on a large scale.

The use of virtual media overcomes the need to manually solicit attention from the public and this helps keep costs low, thus allowing greater sample sizes per dollar invested.

Furthermore, when implemented correctly, the collection of survey data through social media sites can not only be automated, but also allows the researcher to customize reach to various segments of consumers. Short surveys can be administered on the social media site itself, e.g., a Facebook page. For longer surveys, a link can be provided on the site that directs the user to the survey site,

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In a real sense, the comments, photos, videos, audio and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these observations constitutes trace analysis. Some researchers consider participant blogs and online research communities to be examples of e-ethnography or netnography (ethnographic research online). It is also possible to more directly observe the behavior of interest to the researcher in the virtual world.

Chapter Objective 8 ●

Illustrate the implementation of survey and observation methods in mobile marketing research.

How does a mobile survey work? Marketing research firms like MFour (https://mfour.com) and Pollfish (https://www.pollfish.com) have created Software Development Kits (SDK) for app Publisher to integrate the survey tool into their apps.

A mobile user only sees a survey while they are in-app – that is, an app must be open for a user to take the survey. A small notification icon pops up while a user is in app. If they tap it, they will see a prompt that offers an incentive for participation. If there is a screening criteria, the user sees the screening question(s), answers it, and based on the response and acceptance criteria set up by the researcher, they may be shown the questions in the survey. Alternatively, the sample of mobile users is sent a SMS containing a survey invitation. The incentive for participation is mentioned as well. The SMS contains a link to the survey, which the respondent can tap to open the Survey in a mobile browser. The survey will work on any connected device; there are no apps to download.

Chapter Objective 9 ●

Discuss the ethical responsibility of confidentiality.

The unethical use of survey research as a guise for targeting sales effort was discussed in Chapter 1. Respondents’ anonymity, discussed in the context of qualitative research in Chapter 5, is salient in survey and observation research as well.

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Although concerns for the respondents’ psychological well-being are mild in survey data collection when compared with either qualitative or experimental research, researchers should not place respondents in stressful situations. Disclaimers such as “there are no correct responses, we are only interested in your opinion” can relieve much of the stress innate to a survey.

Observation of people’s behavior without their consent is often done because informing the respondents may alter their behavior. But this can compromise the privacy of the respondents. One guideline is that people should not be observed for research in situations where they would not expect to be observed by the public. However, notices should be posted in these areas stating that they are under observation by marketing researchers. After the data have been collected, the researcher should solicit the necessary permission from the respondents.

The Internet and Marketing Research ●

Discuss the advantages and disadvantages of Internet interviewing Internet surveys are gaining in popularity. One reason is that the cost, in most cases, is less than phone and mail surveys or personal interviews. Also, the Internet survey is not as inconvenient as the phone call in the middle of dinner. The online survey can be completed in one’s own time and place and the response time is quick. Another advantage of Internet market research is the ability to target specific populations.

There are limitations to electronic surveys. The Internet or e-mail users are not representative of the general population. Another limitation of such market research is the verification of who is actually responding to the survey. The absence of a human facilitator to motivate participants, security, and privacy are also areas of concern. The research company can receive ‘flames’ messages from recipients who consider receiving an online survey as an invasion of their privacy.

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●

Discuss the use of the Internet for making observations.

The Internet can be a very good source for observation and can provide valuable information. The observations can be made in a variety of ways. The primary observations can be made by the number of times the Web page is visited, the time spent on the page can also be measured by advanced techniques of starting the timer when the person visiting the page clicks on a certain icon and stopping the timer when he or she clicks on the next button. Further, various other links can be provided by the researcher on the Web page and it can be observed as to which links are accessed more often. This will provide the researcher with important information about the information needs of the individuals and also of the interests of the target segment. 

See Internet and Computer Exercises.

ACTIVE RESEARCH It should be noted that a variety of answers are appropriate. The ones given here are merely illustrative. DM denotes decision maker and MR denotes marketing researcher.

DM: Delta Airlines o

Analyze what factors consumers value most in domestic travel

o

Continue doing what customers like

o

Improve the service to be more appealing to the traveler

o

PR efforts and Ads emphasizing the factors consumers value the most

MR: Delta Airlines Consumers’ preferences for selecting an airline for domestic travel are based on: o

On-Time

o

Flight Problems

o

Fares

o

Mishandled Baggage Copyright © 2019 Pearson Education, Inc. 20

o

Customer Service

o

Refunds

o

Ticketing/Boarding

Advantages of Telephone Survey: Fast, good sample control, good control of field force, good response rate, and moderate cost Disadvantages of Telephone Survey: No use of physical stimuli, limited to simple questions, and low quantity of data In sum the advantages outweigh the disadvantages and so a telephone interview is recommended.

DM: Outback

o

Confirm if the priorities in the current service match with consumer preferences.

o

Are any of the customer preferences currently ignored by Outback?

o

Benchmark with competition on each of these items.

o

Make improvements based on gap analysis with competition.

o

Convey the new image to the customers through PR and ad campaigns.

MR: Outback Consumer preferences for casual restaurants:

o

Food (taste and presentation)

o

Location

o

Music (choice of music varies based on demographics)

o

Friendly service

o

Parking

o

Waiting time

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Mail/Mail panel/ Fax Advantages: o

Cheap

o

Low social desirability bias

o

No field force problems or interviewer bias

o

Moderate/high quantity of data

Disadvantages: o

Low speed (except fax)

o

High rate of nonresponse

o

Non response bias

o

Low sample control

Out of the three (3) methods, I will choose mail panel as it does away with many of the disadvantages, assuming that the budget is not a constraint.

MR: Disney Selection criteria. o

Opinion of kids (in case of families)

o

Advertisements in TV and Magazines

o

Promotional offers

o

Proximity to other holiday attractions

o

Affordability

o

Distance of travel

o

Location (beach, hills etc)

Yes, mechanical observation is suited for this purpose. It is very easy for Disney to install turnstile counters at the gates or simply keep track of the tickets being issued using serial numbers.

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DM: Disney Use of information on selection criteria: Disney

o

Which media to use for ads

o

Design of promotions

o

Location of new theme parks

o

Pricing

o

Designing holiday packages

EXPERIENTIAL LEARNING Internet Surveys This exercise is designed to give students experience with various aspects of online surveys.

Online surveys are transforming the way primary research projects are being done these days.

PROJECT ACTIVITIES 1.

In the department store patronage project, personal in-home interviews were utilized, for a number of reasons. Many diverse questions were asked. Some questions were complex and a relatively large amount of data had to be collected. The information obtained was not sensitive or threatening. Trained students were used as interviewers, thereby reducing the cost. Another critical consideration was that the personal interviews could be conducted without subcontracting the data collection to a field service organization.

Telephone methods were not chosen due to the complexity of the questions and amount of data needed. Mall intercept and CAPI were not appropriate either, because so much data were needed. The use of a central location facility would have necessitated subcontracting with a field service organization. Mail surveys were ruled out due to low response rate and complexity of the information needed. Mail panels were inappropriate Copyright © 2019 Pearson Education, Inc. 23

given the complexity of information needed; and a self administered questionnaire was not considered to be appropriate. The electronic methods were not chosen as many people in the target market did not have access to e-mail or the Internet when the survey was conducted.

2.

If the survey were to be conducted today, mall-intercept interviewing should be used as it offers essentially the same advantages as in-home personal interviewing but has lower costs.

3.

Trained observers or cameras can be positioned at strategic locations in department stores to observe shoppers as they shop.

EXERCISES Questions 1.

This chapter fits in the framework of the marketing research process because extracting the information from primary sources is a part of step 3 formulation of a research design.

Given the structure of a research design, the most pertinent information to reaching a solution to the problem comes from primary sources (usually consumers).

2.

The advantages and disadvantages of the structured-direct survey method are: Advantages: (a)

The questionnaire is simple to administer.

(b)

The data obtained are reliable as the responses are limited to the alternatives stated and the standardization of the questionnaire reduces the variability in the results caused by differences in interviewer characteristics.

(c)

The coding, analysis, and interpretation of data are also relatively simple.

Disadvantages: (a)

The respondents may not be able or willing to provide the desired information.

(b)

Respondents may be unwilling to respond if the information requested is sensitive or of a personal nature.

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(c)

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

(d) 3.

It is difficult to word the questions properly.

The major modes for obtaining information via a survey are telephone interviews, computer-assisted telephone interviews (CATI), personal in-home interviews, mallintercept personal interviews, computer-assisted personal interviews (CAPI), mail interviews, mail panels, e-mail, Internet, and mobile surveys.

4.

The relevant factors for evaluating which survey method is best suited for a particular research project include flexibility of data collection, diversity of questions, use of physical stimuli, sample control, control of the data collection environment, control of field force, quantity of data, response rate, perceived anonymity, social desirability/sensitive information, potential for interviewer bias, speed, and cost.

5.

The most appropriate survey method when control of field force and cost are critical factors would be mail surveys, mail panels, e-mail, Internet, and mobile surveys. They eliminate interviewer bias and are the least costly.

6.

The types of mechanical observation can be categorized into those that do not require direct participation of respondents and those that require direct participation of respondents.

Those that do not require direct participation of respondents are: (a)

AC Nielsen Audimeter: it is attached to a television set to continually record the channel to which a household set is tuned.

(b)

People meters: attempts to measure not only the channels to which a set is tuned but also who in the household are watching.

(c)

Pedestrian turnstiles: records the number of people entering or leaving a certain place.

(d)

Traffic counters: these are placed across streets to determine the number of vehicles passing certain locations.

(e)

On-site cameras: used by retailers to assess package designs, counter space, floor displays, and traffic flow patterns.

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(f)

UPC systems and optical scanners: allow for mechanized information collection regarding consumer purchases by product category, brand, store type, price, and quantity.

Those that require direct participation of respondents are: (a)

Eye-tracking monitors: such as an oculometer, eye camera, or an eye view minuter record the gaze movements of the eye, thus, recording personal interest in a stimulus.

(b)

Pupilometers: measures changes in the diameter of the pupils of the respondent’s eyes where the increased pupil size is assumed to reflect interest and positive attitudes towards the stimulus.

(c)

Psychogalvanometer: measures galvanic skin response (GSR) by recording changes in the electrical resistance of the skin, thus, measuring attention to a stimulus.

(d)

Voice pitch analysis: is a physiological measurement technique that measures emotional reactions through changes in the respondent’s voice.

(e)

Response latency: is the amount of time a respondent takes before answering a question in which it is assumed that response time is directly related to the respondent’s uncertainty in the answer.

7.

A researcher can use content analysis for open-ended questions by analyzing the themes prevalent in the responses, the length of the response, or particular words used. By categorizing and evaluating these units, a picture of the respondent’s attitudes can be uncovered.

This method offers the benefit of uncovering deeply held attitudes and motivations that might not be extracted from a more direct approach. The disadvantage is that great skill is required on the part of the analyst to accurately determine the respondent’s attitudes.

8.

Trace analysis is used as a means of last resort because the correlation between the data and the intent of the respondent is not strong—too many extraneous variables can affect the results and lead to misinterpretation of the data.

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9.

The relative advantages and disadvantages of observation are: Advantages: (a)

Observational methods permit measurement of actual behavior.

(b)

The potential bias caused by the interviewer and the interviewing process is reduced or eliminated.

(c)

Certain types of data can be collected best or only by observation.

(d)

If the observed phenomenon occurs at relatively frequent intervals and is of short duration, observational methods may cost less and be faster than the communication methods.

Disadvantages: (a)

Very little can be inferred about the motives, beliefs, attitudes, and preferences underlying the observed behavior.

(b)

Selective perception of the observer can bias the data.

(c)

In some cases the use of observational methods may border on being unethical because the people’s behavior is being monitored without their explicit knowledge or consent.

10.

Short surveys can be administered on the social media site itself, e.g., a Facebook page.

For longer surveys, a link can be provided on the site that directs the user to the survey site.

11.

How does a mobile survey work? Marketing research firms like MFour (https://mfour.com) and Pollfish (https://www.pollfish.com) have created Software Development Kits (SDK) for app Publisher to integrate the survey tool into their apps.

A mobile user only sees a survey while they are in-app – that is, an app must be open for a user to take the survey. A small notification icon pops up while a user is in app. If they tap it, they will see a prompt that offers an incentive for participation. If there is a screening criteria, the user sees the screening question(s), answers it, and based on the response and acceptance criteria set up by the researcher, they may be shown the questions in the survey. Alternatively, the sample of mobile users is sent a SMS Copyright © 2019 Pearson Education, Inc. 27

containing a survey invitation. The incentive for participation is mentioned as well. The SMS contains a link to the survey, which the respondent can tap to open the Survey in a mobile browser. The survey will work on any connected device; there are no apps to download.

Problems 1.

A situation in which both the survey and observation methods would be appropriate for obtaining information would be where both consumer behavior to a stimuli and their underlying feelings toward the stimuli are pertinent. Any variety of mechanical observation requiring direct participation could be used to measure the respondent’s reactions toward marketing stimuli such as a brand, and personal interviews can be employed to identify the respondent’s underlying motives.

2.

The results of the content analysis should be a classification, possibly on lifestyles, of roles of women in advertising. It should be based on samples from various magazines in order to gain a representative cross sample of all ads. After the data are gathered, quantitative analysis should be conducted in order to test hypotheses of the study.

3.

Since all students, faculty, and staff have an e-mail account, an e-mail survey is appropriate. To determine how many people eat daily in the student cafeteria on campus, the following observation methods could be employed: (a)

Personal observation

(b)

Pedestrian turnstiles

(c)

On-site cameras

Pedestrian turnstiles would probably be the best method for tracking the number of people eating at the cafeteria. They are objective, reliable, and provide a very easy means of counting the total number of people.

Internet and Computer Exercises 1.

This question can be used as a catalyst to induce class discussion on the use of computerassisted interviewing.

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2.

The analysis should consist of roles in which women are depicted in the ads. A count of each role should be maintained and simple statistics (percentages, mean, median, etc.) computed. In collecting the ads, students should not pick and choose, but should either randomly select ads or include all ads from each magazine considered. Also, the magazines chosen will affect the content of the ads and the roles in which women appear.

3.

Generally, the evaluation should be consistent with the criteria factors of Table 6.2. Any deviations from this table should be justified.

4.

Relative advantages and disadvantages of the Internet Survey over CATI: As compared to CATI, the Internet surveys are better in terms of diversity of questions, use of physical stimuli, control of field force, quantity of data, perceived anonymity, social desirability, sensitive information, interviewer bias, speed, and cost. The CATI is better in terms of sample control, control of the data collection environment, and response rate.

Relative advantages and disadvantages of the Internet Survey over mall intercepts: As compared to the mall intercept, the Internet surveys are better in terms of control of the field force, perceived anonymity, social desirability, sensitive information, interviewer bias, speed, and cost. Mall intercepts are better in terms of flexibility of data collection, diversity of questions, use of physical stimuli, sample control, control of the data collection environment, and response rate.

5.

This exercise is designed to give students a first hand feel of designing and conducting email surveys.

6.

The Gallup site can be visited at www.gallup.com. The surveys used by Gallup are mostly online surveys of users and the general public, e.g. survey of voters selected at random and asked their opinions about certain topics. The topics could vary from election issues to cats and dogs.

Another method used by Gallup is a tracking poll involving nightly telephone interviewing with approximately 400 national adults and reporting of data based on three day rolling averages. Each night of interview results in approximately 333 registered responses.

In justifying the different survey methods used by Gallup, the students should apply the criteria of Table 6.2.

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ACTIVITIES: QUESTIONS AND ANSWERS Role Playing Q1.

You work for a high-tech company and are asked to do a study of people’s responses to your advertising. Specifically, your boss wants to know which ads in a series are especially appealing or interesting to consumers. Your recommendations will be used to determine the product’s copy mix. Explain how you will obtain this information. What methods will you use and why? Be specific.

A1.

In order to determine which ads are appealing or interesting to consumers, it might be a good idea to employ mall-intercept personal interviews. The purpose of the research project is to identify which ads the consumers find interesting, so sitting down with various consumers and asking them questions regarding the ads will identify the ads the company should consider. In addition to mall-intercept interviews, mechanical observations, such as on-site cameras and pupilometers, might be employed. The cameras could be set up in a room where consumers are shown each of the ads and the camera will record people’s reactions to the ads. Also pupilometers can be used to record the diameter of the consumers’ pupils, which may suggest their interest and appeal for the ads.

Q2.

You have been hired by the campus bookstore to determine how students make purchase decisions while shopping. You are to use the method of personal observation. Disguise yourself as a shopper and observe the behavior of other students in the bookstore. Write a report about your findings.

A2.

Many answers are possible to this question. Answers should contain information on consumer information search, products evaluated, product choice, evaluation time, and price discounts.

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Fieldwork Q1.

Visit a local marketing research firm engaged in survey research. Make a tour of their CATI facilities. Write a report describing how this firm conducts CATI.

A1.

The purpose of this assignment is to get the students into a real-world marketing research setting and to appreciate how a CATI system facilitates the marketing research process. It may be necessary to arrange interviews for your students. Students should report their impressions of the layout of the room, the effectiveness of the CATI system methods for evaluating data collection and the strength and limitations of the system.

Q2.

Contact a marketing research firm with mall-intercept interviewing facilities. Arrange to visit these facilities when mall-intercept interviews are being conducted. Write a report about your experience.

A2.

The purpose of this assignment is to get the students into a real world marketing research setting and to understand how mall-intercept interviews are conducted. Again, students may need your assistance in arranging appointments. The report should contain their impressions of consumer reactions to mall interviews, the effectiveness of the mall as a setting for conducting interviews, the methods of evaluating the data collection process, and the strengths and limitations of this method.

Group Discussion Q1.

As a small group, discuss the ethical issues involved in disguised observation. How can such issues be addressed?

A1.

Observation of people’s behavior without their knowledge or consent is often done because informing the respondents may alter their behavior. But this can compromise the privacy of the respondents. One guideline is that people should not be observed for research in situations where they would not expect to be observed by the public.

However, notices should be posted in these areas stating that they are under observation by marketing researchers. After the data have been collected, the researcher should solicit the necessary permission from the respondents.

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Q2.

“With advances in technology, observation methods are likely to become popular.”

Discuss this statement as a small group.

A2.

It is likely to be true that observation techniques will become more popular due to the advances in technology that allow researchers to observe consumers in a disguised format. However, the extent of their popularity is likely to be limited since observation has inherent weaknesses. In observation we do not learn anything about the underlying motives, attitudes, values, intentions or norms that are directing people to act as they do.

As such, their use will be restricted to studies that seek actual data of purchases or shopping behaviors.

Note: Answers to the Running Case on HP are provided in the case solutions

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