Descriptive Research Marketing Research – MKTG 446 Angela D’Auria Stanton, Ph.D.

Descriptive Research Descriptive research (often referred to as survey research) is aimed at characterizing phenomena and identifying association among selected variables. Descriptive research can be used to: Descriptive research (often referred to as survey research) is aimed at characterizing phenomena and identifying association among selected variables. Descriptive research can be used to: describe the characteristics of certain groups describe the characteristics of certain groups estimate the proportion of people in a specified population who behave in a certain way estimate the proportion of people in a specified population who behave in a certain way make specific predictions make specific predictions Some specific examples of descriptive studies include: Some specific examples of descriptive studies include: The proportion of companies that have an electronic storefront The proportion of companies that have an electronic storefront Target customer's evaluation of key product attributes Target customer's evaluation of key product attributes Measuring employee satisfaction Measuring employee satisfaction

Classification of Descriptive Studies LongitudinalCross-Sectional  the true panel  the single measures over time  field studies/surveys Longitudinal Surveys Provides a series of pictures that, when pierced together, provide a movie of the situation the changes that are occurring. The sample remains relatively constant through time and the sample members are measured repeatedly. Cross-Sectional Studies Provides a snapshot of the variables of interest at a single point in time. The sample is typically selected to be representative of some known universe.

Longitudinal Data – Advantages Consumer or Business Panel Single Measures Over Time: The Tracking Study  Allows turnover analysis  Allows collection of a great deal more classification information from respondents  Allows longer and more exacting interviews  Produces fewer error in reporting past behavior because of natural forgetting  Produces fewer interviewer- interviewee interaction error  Tends to produce more representative samples of population of interest  Produces fewer errors due to respondent's behavior being affected by the measurement task  Allows the investigation of a great many relationships

An Example of a Panel Design Number of Households in Panel Purchasing Each Brand of Detergent TABLE 1 Brand PurchasedAt Time Period 1At Time Period 2 A B C D Total , ,000 TABLE 2A – Turnover Analysis At Time Period 2 T1 Total At Time Period 1 Bought ABought BBought CBought D Bought A Bought B Bought C Bought D T2 Total ,000

Another Way of Looking at It At Time Period 2 T1 Total At Time Period 1 Bought ABought BBought CBought D Bought A Bought B Bought C Bought D 87.5% 0.0% 50.0% 12.5% 75.0% 0.0% 13.3% 0.0% 16.7% 80.0% 0.0% 8.3% 20.0% 36.7% 100% Loyalty Analysis

Survey Research Methods Personal Interview Personal Interview Telephone Telephone Self-Administered Self-Administered Online (computer administered) Online (computer administered)

Survey Research Methods Personal Interviews (or Person Administered Surveys) – requires the presence of a trained human interviewer who asks questions and records the subject’s answers Personal Interviews (or Person Administered Surveys) – requires the presence of a trained human interviewer who asks questions and records the subject’s answers In-home or In-office In-home or In-office Executive interview Executive interview Mall intercept Mall intercept Purchase intercept Purchase intercept

Personal Interviews By physically being there, the interviewer may persuade the person to supply answers (probably the highest response rate). By physically being there, the interviewer may persuade the person to supply answers (probably the highest response rate). Information on the situation may be observed, without asking. Information on the situation may be observed, without asking. Best for getting response from specific, identified person. Best for getting response from specific, identified person. Versatility of questioning methods (and flexibility in sequencing) and use of visual materials. Versatility of questioning methods (and flexibility in sequencing) and use of visual materials. Allows for probing of open-ended questions and clarification of ambiguous questions. Allows for probing of open-ended questions and clarification of ambiguous questions. Long questionnaires may be used successfully under interviewer's urging. Long questionnaires may be used successfully under interviewer's urging. If the respondent is having trouble understanding, interviewer may notice and remedy this. If the respondent is having trouble understanding, interviewer may notice and remedy this. Selection of sample members can be more precise. Selection of sample members can be more precise. Expensive and time intensive. Generally narrow distribution. People may be reluctant to talk with strangers. Often difficult to identify individuals to include in the sampling frame. Interviewer's presence, mannerisms and inflections may bias responses. Respondents know that they can be identified, which may inhibit their willingness to give information. Great difficulty in trying to supervise and control field interviewers. Staffing with capable interviewers, especially when conducted in distant places. May inaccurately record respondent’s answers AdvantagesDisadvantages

Survey Research Methods Telephone Interviews – personal interviews conducted via telephone technology typically from a central location Telephone Interviews – personal interviews conducted via telephone technology typically from a central location Relatively low cost Relatively low cost Wide distribution eliminates distance obstacle Wide distribution eliminates distance obstacle Callbacks Callbacks Avoids personal travel to interview Avoids personal travel to interview Rapid coverage of even widely scattered sample. Rapid coverage of even widely scattered sample. Interviewers can be closely supervised Interviewers can be closely supervised Less interview bias due to anonymity Less interview bias due to anonymity Allows easy use of computer support (CATI/CAI) Allows easy use of computer support (CATI/CAI) Representative sampling frame difficult to establish due to unlisted numbers and increased use of cell phones Representative sampling frame difficult to establish due to unlisted numbers and increased use of cell phones Inability to observe a respondent Inability to observe a respondent Limitation to audio materials Limitation to audio materials Difficulty of conducting long interviews; no way to prevent hang-ups Difficulty of conducting long interviews; no way to prevent hang-ups More difficult to establish rapport over the telephone than in-person More difficult to establish rapport over the telephone than in-person Difficult to determine that appropriate respondent is being interviewed Difficult to determine that appropriate respondent is being interviewed Restrictions on types of data collected Restrictions on types of data collected Misperceptions and “sugging” Misperceptions and “sugging” AdvantagesDisadvantages

Telephone Interviews Results of First Dialing Attempts ResultNumber of DialingsProbability of Occurrence No answer Busy Out of service No eligible person Business At home: Refusal Completion Total 89,829 5,299 52,632 75,285 10,578 25,465 3,707 21, , (.146) *.084 (.854) * Probability of occurrence given eligible individual is at home What to do about lack of listed numbers & cell phones? What to do about lack of listed numbers & cell phones? Plus-one dialing Plus-one dialing Random digit dialing Random digit dialing Systematic random digit dialing Systematic random digit dialing

Survey Research Methods Self-Administered – the respondent reads the survey questions and record his/her own answers without the presence of an interviewer. Typically done via mail, fax or drop-off. Self-Administered – the respondent reads the survey questions and record his/her own answers without the presence of an interviewer. Typically done via mail, fax or drop-off. Sampling frame easily developed when mailing lists are available Sampling frame easily developed when mailing lists are available Respondent reads and answers questions without interviewer influence Respondent reads and answers questions without interviewer influence May respond whenever convenient and without pressure May respond whenever convenient and without pressure Any visual materials can be used Any visual materials can be used Relatively less expensive Relatively less expensive More confidential information may be divulged More confidential information may be divulged Anonymity of respondents easier to achieve Anonymity of respondents easier to achieve Eliminates the need for an interviewer Eliminates the need for an interviewer A majority may not respond, and those who do may not be typical A majority may not respond, and those who do may not be typical Significant time lag between the time the survey is mailed and when returned Significant time lag between the time the survey is mailed and when returned Nothing can be learned except what is written on the questionnaire Nothing can be learned except what is written on the questionnaire The apparent low cost becomes relatively high when response is poor The apparent low cost becomes relatively high when response is poor Questions may be misunderstood or skipped Questions may be misunderstood or skipped A person may read the entire form before answering any questions, so later questions can influence answers to earlier ones. A person may read the entire form before answering any questions, so later questions can influence answers to earlier ones. Significant problems in "pass along" effect. Significant problems in "pass along" effect. AdvantagesDisadvantages

Survey Research Methods Online – typically conducted via or the Internet Online – typically conducted via or the Internet Survey setup and execution can be done very quickly Survey setup and execution can be done very quickly Visual materials can be used Visual materials can be used Respondent responds without being influenced by the interviewer Respondent responds without being influenced by the interviewer May respond whenever convenient and without pressure May respond whenever convenient and without pressure Typically the least expensive Typically the least expensive Can permit the respondent to be interrupted and later resume where he/she left off Can permit the respondent to be interrupted and later resume where he/she left off Eliminates the cost of the interviewer. Eliminates the cost of the interviewer. Permits real-time data cleaning Permits real-time data cleaning Response rates are becoming an issue Response rates are becoming an issue May be confused with spam. May be confused with spam. Will not be able to reach people without access or desire to use the Internet Will not be able to reach people without access or desire to use the Internet Nothing can be learned except what is written on the questionnaire Nothing can be learned except what is written on the questionnaire No one present to stimulate replies or offer instructions. No one present to stimulate replies or offer instructions. Potential for "pass along" effect. Potential for "pass along" effect. Respondent frustration if questionnaire forces response. Respondent frustration if questionnaire forces response. Issues with projectability of the sample Issues with projectability of the sample AdvantagesDisadvantages

Selecting a Survey Method: Factors to Consider Situation Characteristics Budget Time frame Quality requirements (e.g. completeness of data, generalizability, of the results, etc.) Task Characteristics Difficulty of the task Stimuli need to elicit response Amount of information needed Research topic sensitivity Respondent Characteristics Diversity Incidence rate Respondent participation

Errors (or Bias) Affecting Survey Research Total Error = Sampling Error (difference between the actual sample results and the true population results) + Non-Sampling (Systematic) Error

Non-Sampling Errors Respondent Errors Respondent Errors Non-response error Non-response error Response Bias Response Bias Deliberate falsification (social desirability error, auspices error, hostility, yea and nay-saying) Deliberate falsification (social desirability error, auspices error, hostility, yea and nay-saying) Unconscious misrepresentation (faulty recollection, fatigue, acquiescence error, extremity bias) Unconscious misrepresentation (faulty recollection, fatigue, acquiescence error, extremity bias)

Non-Sampling Errors Measurement/Research Design Errors Measurement/Research Design Errors Construct development error Construct development error Scale measurement error (inappropriate questions, scale attributes or scale point descriptors) Scale measurement error (inappropriate questions, scale attributes or scale point descriptors) Survey instrument error (improper sequence, length, poor or no instructions, etc.) Survey instrument error (improper sequence, length, poor or no instructions, etc.) Data analysis error (use of wrong analytical technique, etc.) Data analysis error (use of wrong analytical technique, etc.) Misinterpretation error (making the wrong inference, using only a selected portion of the study results) Misinterpretation error (making the wrong inference, using only a selected portion of the study results)

Non-Sampling Errors Problem Definition Errors Problem Definition Errors Misinterpreting the true nature of the problem situation Misinterpreting the true nature of the problem situation Administrative Errors Administrative Errors Data processing errors (coding, data entry or editing) Data processing errors (coding, data entry or editing) Interviewer error (cheating, recording error, misinterpretation, carelessness Interviewer error (cheating, recording error, misinterpretation, carelessness Sample design error (sample selection error, sampling frame error, specifying the wrong population, etc.) Sample design error (sample selection error, sampling frame error, specifying the wrong population, etc.)