Quantitative Data Collection In Advertising Research

Quantitative Data Collection Quantitative data can be collected through a specified number of completed interviews  Self-completion method or interviewer administered method

Factors influencing completion method Study objectives Topic/issues to be considered Sampling frame  Criteria associated with sample selection Projected response rate (number needed) Time/Budget available

Common Interviewer Administered Methods Face to Face  Street interviews  Shopping Center Intercepts  In home interviews  Workplace interviews

Types of Interviews: Face to Face Advantages  Rapport-building opportunity  High response rates relative to other methods  High degree of flexibility in interview implementation Disadvantages  Relative expensive, time consuming  Sample representativeness at risk  Quality of data collected can be an issue  Interviewer bias/cheating

Common Interviewer Administered Method: Telephone Interviews Advantages  Opportunity for wide geographic reach  Random sampling is more feasible  Greater quality control, consistency of interview implementation Disadvantages  Potential for sampling bias toward those with land lines  Chance to build rapport is lost  Refusal rate is greater  Long, complex questions should be avoided

Common Self-Administered Methods Postal delivery surveys , web surveys Distributed questionnaires Diaries

Types of Interviews: Self-Administered Techniques Advantages  Easily administered  Opportunity for questionnaires to be widely dispersed  Relatively cost effective  Reduces the incidence of socially desirable responses  Good for sensitive topics Disadvantages  Low response rate High cost per completed interview  Diverse representation within sample is low  Lack of control over who participates (“hand raisers”)  Lack of control over data capture process

The Idea Behind Measurement Quantitative measurement is based on turning an abstract concept into an observable, measurable event

Steps In the Measurement Process Identify, define the concept of interest  Concepts (constructs) are ‘invented names’ that describe an object, person, condition, or event  Defining the concept requires specifying the core, underlying idea for it

Example ‘Attitude’ as an identified concept … has been defined as one’s predisposition to respond favorably or unfavorably to a stimulus

Steps In the Measurement Process Operationalize the concept definition  Translating the abstract concept definition into measurable, observable criteria

Example ‘Attitude’ toward the Nintendo brand could be observed by  asking people if they ‘like or dislike’ the a specific advertisement from the brand OR  asking to what extent they feel ‘favorably or unfavorably’ toward Nintendo relative to other brands in the category