Descriptive and Causal
Research Designs
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
5-2
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
5-3
Learning Objectives_2
Explain experiments and the types of variables used in causal designs
Define test marketing and evaluate its usefulness in marketing research
5-5
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
5-6
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
5-10
Person-Administered Surveys
Advantages Adaptability Rapport Feedback Response quality
Disadvantages Possible recording
errors Interaction errors High expense
5-12
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
5-13
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
5-14
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
5-16
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%
5-17
Selecting a Survey Method
Situational characteristics
Task characteristics
Respondent characteristics
5-18
Situational Factors Affecting Choice
Budget Completion time
frame Quality
requirements
Data completeness Data
generalizability Data precision
5-20
Respondent ParticipationRespondent Participation
Incidence Rate
Diversity
Respondent Characteristics
5-21
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
5-22
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
5-23
Internal ValidityInternal ValidityInternal ValidityInternal Validity
External ValidityExternal ValidityExternal ValidityExternal Validity
Validity and Reliability Concerns
5-25
Test Marketing
Test marketing is the use of a controlled field experiments to gain information on market performance indicators
Top Related