Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All...

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Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Page 1: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Descriptive and Causal

Research Designs

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Page 2: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Learning Objectives_1

Explain the purpose and advantages of survey research designs

Describe the types of survey methods Discuss the factors influencing the choice of

survey methods

Page 3: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Learning Objectives_2

Explain experiments and the types of variables used in causal designs

Define test marketing and evaluate its usefulness in marketing research

Page 4: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Selecting a Descriptive Research Design

Nature of problem

Researchquestions

Researchobjectives

Page 5: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Goal of Survey Research Methods

Provide facts and estimates that can be used to make accurate predictions about

relationships between market factors and behaviors

gain insights to understanding the relationships and differences

verify or validate the existing relationships

Page 6: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Advantages/Disadvantages of Survey Research Design

Advantages Accommodates large

sample sizes Generalizable to target

population Easy to administer and

record answers Facilitates advanced

statistical analysis

Disadvantages Questions that

accurately measure variables can be difficult to develop

In-depth data difficult to obtain

Low response rates

Page 7: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Errors in Surveys

Sampling error

Nonsampling error

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Forms of Nonsampling Error

Respondent errors

Nonresponse errors

Response errors

Page 9: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Types of Survey Research Methods

Person-administered

Telephone-administered

Self-administered

Page 10: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Person-Administered Surveys

Advantages Adaptability Rapport Feedback Response quality

Disadvantages Possible recording

errors Interaction errors High expense

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Mall Intercepts

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Telephone Surveys

Advantages Interviewers or CATI

technology Less expensive than

face to face methods Geographic flexibility Callbacks possible Fast Suitable for large

samples

Disadvantages Difficult for complex

tasks, long surveys, or those using visual aids

Perception of telemarketing

Change in behavior (voicemail, caller ID, mobile vs land lines)

Limited to domestic research

Page 13: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Self-Administered Types of Survey Research

Respondent Reads Survey

Questions and Records

Answers Without

Assistance

Respondent Reads Survey

Questions and Records

Answers Without

Assistance

Drop-OffDrop-Off

Mail SurveyMail Survey

Mail PanelMail Panel

InternetInternet

Page 14: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Advantages/Disadvantages of Self-Administered Surveys

Advantages Low cost per survey Respondent control No interviewer-

response bias Anonymity in response

Disadvantages Minimal flexibility High nonresponse rates Potential response

errors Slow data acquisition Lack of monitoring

Page 15: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Greenfield Online: A Web Surveyor

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Usage Rates for Survey Methods

Internet 35.8% CATI 25.3% Hybrid 12.0% Face-to-face intercepts 11.5% Mail 3.3% Other 4.1%

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Selecting a Survey Method

Situational characteristics

Task characteristics

Respondent characteristics

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Situational Factors Affecting Choice

Budget Completion time

frame Quality

requirements

Data completeness Data

generalizability Data precision

Page 19: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Task Factors

Difficulty of the task

Stimuli needed

Amount ofinformation

Topic sensitivity

Page 20: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Respondent ParticipationRespondent Participation

Incidence Rate

Diversity

Respondent Characteristics

Page 21: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Experiments

Causal research designs that can identify cause-and-effect relationships between variables

A variable is an observable element or attribute of an item or event that can be measured

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Values manipulated by researcher

Values manipulated by researcher

Measures of effectMeasures of effect

Independent VariablesIndependent Variables

Dependent VariablesDependent Variables

Control VariablesControl Variables Conditions that make the design a true experiment

Conditions that make the design a true experiment

Extraneous VariablesExtraneous Variables Uncontrolled, unmeasured variables that may affect dv

Uncontrolled, unmeasured variables that may affect dv

Types of Variables in Experimental Designs

Page 23: Descriptive and Causal Research Designs Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Internal ValidityInternal ValidityInternal ValidityInternal Validity

External ValidityExternal ValidityExternal ValidityExternal Validity

Validity and Reliability Concerns

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Field Experiments: Considerations

Realism and control Time frame Costs Competitive reactions

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Test Marketing

Test marketing is the use of a controlled field experiments to gain information on market performance indicators

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Marketing Research in Action: Riders Brand Launch

What Lee’s goal for conducting an extensive test market for Riders jeans?

Identify and explain the strengths and weaknesses associated with the test market process used

Should the company test market Riders using an Internet format?


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